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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.
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
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
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
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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This is what happens when you address your reader as a ‘group’ 
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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