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A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
Take your time. In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite.
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win our campaign. However, we can do better than simply listing these actions. Action lists can be overwhelming, as this web page from 2010 fearlessly demonstrates.
Decision paralysis is real. If we can’t decide which action our supporter should prioritize, how on Earth will they?
Whether you’re creating an action page or an action email, the more actions you list, the less motivated supporters will be to spend time doing anything.
Make the hard choice. Limit your ask to one priority action per interaction to maximize conversion and impact. If you must include more, distinguish them as supplementary to your priority action, split them across multiple audiences, or drip-feed your actions over time.
From: Why people don’t complete online actions (and what to do about it)
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Articulate your ‘Theory of Change’ 
What’s the ideal email frequency? 
Hi there! I’m Karen. I’m on a mission to reach my former self. Had I known 10 years ago what I know today, I could have achieved more good, made fewer mistakes, and had more weekends. Every time we share what works, we win faster. Let’s create digital experiences that move people — that grow our base and fuel our movements. Are you with me? Please share this with someone you know who wants to up their digital game!
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