Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If your organization relies on—or hopes to rely on—a digital audience to sustain its work,...

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:...

Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think about email broadcasts this way. Broadcast communication is, by default, impersonal. Because...

Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to a tailored communication model demands new ways of thinking. This comes with its own...

The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse to infect your writing, you may unwittingly leave supporters feeling confused an alienated. To...

The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a wholly positive experience—one your supporter will want to repeat when the next critical ask...