The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast as you can! Convoluted language won’t win you any friends in the real world...

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:...

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)...

Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your content will stand out when you can reach your supporter’s emotional brain. This is...

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’?” .....

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...