Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving your vision is dependent on the funds and actions of your supporters, you need...

Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope to change the world, that needs to include us. Learn to...

Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition or advocacy page, use it to communicate the ‘pain or consequence’ that follows from...

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,...

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...

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...