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’?” .....

Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like this. And not because it doesn’t contain important information. It does. You’ve probably never...

I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and end all’ of email open rates—understandably. But they don’t act alone. To maximize the...

Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000 inactive contacts are worth less to your cause than one engaged supporter! Your aim...

When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model. You know—the ‘list within the list’ approach. This involves recruiting supporters onto purpose-designed lists...

On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you know that’s not it at all! Your title or headline’s strategic function is to...