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,...

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...

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...

A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image that greets your reader when they hit your page. If your page doesn’t have...

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)...

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...