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Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
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.
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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.
If we want to get the most out of email, we need to make it personal. If every message we send sounds
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
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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