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...

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...

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 might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your supporter directly to a specific page. Let’s work with that. Make your action...

The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world, that collect and process data from EU citizens. Meaning, it impacts most of us...

Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for SEO. But in order to preserve impact, use bold words sparingly. It’s tempting to...

Quick read