What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated? Why do you exist? The answer to all these questions is the same. And...

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...

Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up. You know—all the work he has to do; his accomplishments; how great everyone thinks...

I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only space for one hero—and it’s not you. Let me explain... Every story...

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...

So you’ve cracked the code to writing a great email. The next step is to push it out to as many people as possible, right? Wrong. Segmentation is the practice of dividing your supporters...