One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us to compete for the attention spans of our audience, more is most definitely less...

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Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention. Either, they’ll need to delay the thing they were about to do next, or...

Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters may still engage, take action, and donate. However, with intentional design, pipelines will help...

What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would be nice if it were that simple. But your ideal email frequency is unique...

The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse to infect your writing, you may unwittingly leave supporters feeling confused an alienated. To...

Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t have the same pull as a subject line, it does give you a ‘second...