For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup asks. This is not an uncommon approach. And on the surface, it’s easy to...

So you’ve cracked the code to writing a great email. The next step is to push it out to as many people as possible, right? Wrong. Segmentation is the practice of dividing your supporters...

It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone. The business of wide-scale change-making affords us neither of these luxuries. Since you’re reading...

Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If your organization relies on—or hopes to rely on—a digital audience to sustain its work,...

A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image that greets your reader when they hit your page. If your page doesn’t have...

I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only space for one hero—and it’s not you. Let me explain... Every story...