In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters before subject lines are cropped. That’s roughly seven words. Anything beyond this and you...

Quick read

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...

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...

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...

Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting chance of being opened. Poor deliverability will send many of your messages into spam...

Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if that would work for us?” ... “What about our organizational ‘voice’?” .....