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Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
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.
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
If we want to get the most out of email, we need to make it personal. If every message we send sounds
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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