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Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
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
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
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.
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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