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A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
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.
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
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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