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Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
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.
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
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
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
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
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
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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