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Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
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.
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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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