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Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
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
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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