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Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
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
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
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
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
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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
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
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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