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...

You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause. But don’t expect anyone to take your word for it. Make the effort to...

Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet. Never has our collective attention span been more fleeting. As much as...

To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices but it applies anywhere we’re competing for our audience’s attention (so, the entire Internet)...

I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and end all’ of email open rates—understandably. But they don’t act alone. To maximize the...

Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving your vision is dependent on the funds and actions of your supporters, you need...