Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like this. And not because it doesn’t contain important information. It does. You’ve probably never...

It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone. The business of wide-scale change-making affords us neither of these luxuries. Since you’re reading...

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,...

Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or break your broadcast. Inboxes are generally cluttered, un-fun places. You can either...

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...

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...