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For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
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
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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.
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
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
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
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.
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
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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Picture this when writing your next headline... 
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!
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