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You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
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
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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