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The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
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
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts. When someone clicks on a tokenized link from an email to your website, your website can re-discover who that supporter is and continue to deliver a seamless, personalized experience. Your email broadcast system, website, and CRM will need the ability to ‘talk’ to each other to pull this off.
The tokenization process Tokenized links let you do all sorts of neat stuff
- Pre-fill any form fields using known contact details, enhancing data integrity and completion rates.
- Personalize landing pages (e.g. address your supporter by their first name).
- Match the content of an appeal to your supporter’s contribution level (e.g. if your supporter is a monthly donor you can personalize any fundraising asks to reflect their ongoing gift and offer them an upgrade form with tailored dollar handles; a non-donor hitting the same page might see a monthly pledge form and a different ask).
- Literally anything you know about your supporter can be used to enhance personalization on your website.
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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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