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Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
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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11 tips that will help you write better subject lines 
You botched an email broadcast. Now what!? 
Engage your reader’s emotional brain 
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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