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It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
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
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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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