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Take your time. In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite.
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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.
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
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
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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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