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,...

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...

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...

If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get them there? In the history of Animals Australia’s (several thousand) email broadcasts, there’s no...

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...

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...