Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing their time in your page. Importantly, think about this from your reader’s perspective (not...

To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices but it applies anywhere we’re competing for our audience’s attention (so, the entire Internet)...

Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition or advocacy page, use it to communicate the ‘pain or consequence’ that follows from...

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...

What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated? Why do you exist? The answer to all these questions is the same. And...

Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet. Never has our collective attention span been more fleeting. As much as...