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...

We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because of this, it’s been adopted by all the most successful online action platforms...

Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always be the best vehicle for your message. It helps to know when someone else...

How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out quite a lot. The measure of overall email list engagement is called list health...

You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency. Enter, the chaser email. This is one of the simplest tricks in the book...

Quick read

Take your time. In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite. Sometimes there really is a lot to say. Still, there are better options than trying...

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