Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test the waters first. Iterative testing Good for:Long-term optimization of donation and...

How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally reinforce them. However, if you can reframe the conversation, you get to own it...

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The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse to infect your writing, you may unwittingly leave supporters feeling confused an alienated. To...

Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been retargeted. Retargeting (also known as ‘remarketing’ or ‘pixel tracking’) lets you ‘tag’ visitors who...

Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to a tailored communication model demands new ways of thinking. This comes with its own...

Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for SEO. But in order to preserve impact, use bold words sparingly. It’s tempting to...

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