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You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
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.
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
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.
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
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
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
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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