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...

Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always be the best vehicle for your message. It helps to know when someone else...

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...

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,...

I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and end all’ of email open rates—understandably. But they don’t act alone. To maximize the...

Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing their time in your page. Importantly, think about this from your reader’s perspective (not...