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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
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
If we want to get the most out of email, we need to make it personal. If every message we send sounds
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.
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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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