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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.
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
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
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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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