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Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
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.
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
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
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
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.
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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