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For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
If we want to get the most out of email, we need to make it personal. If every message we send sounds
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
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
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
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.
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