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Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
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.
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
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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What’s a “Crisitunity”? 
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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