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,...

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,...

There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too few) visual cues to name a few. Seven deadly sins of action page...

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,...

Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead people to act against their own best interests. If you understand them, you can...

The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast as you can! Convoluted language won’t win you any friends in the real world...