We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because of this, it’s been adopted by all the most successful online action platforms...

Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or break your broadcast. Inboxes are generally cluttered, un-fun places. You can either...

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...

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...

The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast as you can! Convoluted language won’t win you any friends in the real world...

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...