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Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
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.
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
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What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
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
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
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.
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
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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