Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
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
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
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
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.
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
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.
Was this tip useful?
14 long-term engagement strategies that work 
11 tips that will help you write better subject lines 
A beginner’s guide to automated supporter journeys 
Choose the right messenger 
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!
Like this tip? Share it!
