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The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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.
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
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
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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11 tips that will help you write better subject lines 
Say thanks (and mean it) 
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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