You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages fail. Could you afford to continue investing time in something that wasn’t...

It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter might lose interest or fail to grasp their own relevance unless you spell it...

Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to give it context. Does it make sense without an accompanying photo or intro text?...

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell them exactly what you want them to do. In our tests, this always increases...

Brave souls test for email frequency tolerance. Good for you. The ‘sweet spot’ between sending too few and too many emails is unique to each list. To find your list’s limit, you first have to accept that...

How can you simultaneously meet the needs of both long-term and fledgling supporters in ways that don’t patronize or confuse anyone? Let’s apply common ground messaging theory to answer this question. Triggers: Long-term supporters value long-term...