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As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
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
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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.
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
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.
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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