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...

Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize the threat of supporter fatigue after it’s infected our list. By that time, campaign,...

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...

How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally reinforce them. However, if you can reframe the conversation, you get to own it...

Quick read

You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages fail. Could you afford to continue investing time in something that wasn’t...

A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts. When someone clicks on a tokenized link from an email to your website, your...