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...

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...

Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000 inactive contacts are worth less to your cause than one engaged supporter! Your aim...

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,...

If we want to get the most out of email, we need to make it personal. If every message we send sounds like it was spat out of a template, it’s going to be hard to...

Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop everything and respond to ask, you need to convince them of two things:...