A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts. When someone clicks on a tokenized link from an email to your website, your...

Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers into subject-matter experts. Mostly, we’re in the business of motivating people to action. If...

Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t have the same pull as a subject line, it does give you a ‘second...

A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must be taken to not misinterpret or over-simplify the data. There are therefore good reasons...

These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help us do good better. Worth a follow:Anat Shenker-Osorio is well-known for her work...

The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a wholly positive experience—one your supporter will want to repeat when the next critical ask...