When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where did they all come from!? (Followed by: can I have some?) Few organizations talk...

Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid ‘telling’ people what to think. That includes making assertions that some things are cruel,...

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...

Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right? Not quite. Sometimes, trying to convince someone with a series of facts can feel...

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell them exactly what you want them to do. In our tests, this always increases...

The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your email broadcasts, you should have an idea who’s opening your emails, who’s clicking, who’s...