Blog
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Write for Humans. Structure for Machines.
Why nonprofit communicators need an LLM strategy — and what that actually means for your website. By now, you know from your declining page visits and uptick in LLM traffic that most audiences are getting their content from Claude or ChatGPT. Search isn’t always where the audience starts anymore. This is part of the current…
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Your Nonprofit’s Email Isn’t Broken. Your DNS Is.
Something has been quietly happening to nonprofit email programs over the past year, and most organizations have no idea it’s occurring. Open rates are down. Click-throughs are soft. Leadership is frustrated. The email team is demoralized. And everyone assumes the list has gone stale or the subject lines aren’t punchy enough. Sometimes that’s true. But…
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The Newsletter Is Having Its Moment. Don’t Blow It.
I have approximately forty-seven newsletter subscriptions. I know this because I finally went through my email last month and did a proper accounting. Some of them I’ve read faithfully for years. A few I opened once and forgot to unsubscribe. Several exist in a liminal state where I’m vaguely curious but never actually read them,…
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Your Website Is Not a Brochure. It’s Also Not a Chatbot.
A few things happened in 2023 and 2024 that changed how I think about organizational websites, probably permanently. First: generative AI made the bad-website problem worse. Not because AI built bad websites, but because AI gave every organization an excuse to produce more content faster and dump it online without any real editorial judgment. I…
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Twitter Is Dead. Long Live… What, Exactly?
I’ve been on Twitter since 2007. That’s almost 16 years years of breaking news, snark, professional serendipity, and the occasional late-night doom scroll. I watched it become the de facto town square for journalists, policy nerds, NGO communicators, and pretty much everyone in the DC orbit I work in. I also watched, in the span…
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Zero Inbox and How To Get There
After four years at my current organization, I finally achieved (albeit briefly) zero inbox this morning. Then, I completed it in my Google email inbox within that same hour. My heart raced as I recognized that I had nothing in my inboxes. It was an odd, fleeting sense of elation. Had I conquered what was…