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The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
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
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
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
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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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