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Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
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
New to SEO? Here’s what works in 2025. If the currency of the Internet is web traffic, then search engine referrals are money
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
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
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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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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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