Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop everything and respond to ask, you need to convince them of two things:...

Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if that would work for us?” ... “What about our organizational ‘voice’?” .....

SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like you’re writing only to them. When ‘broadcasting’ language slips into our writing,...

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...

Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving your vision is dependent on the funds and actions of your supporters, you need...

Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or break your broadcast. Inboxes are generally cluttered, un-fun places. You can either...