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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
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
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
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
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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14 long-term engagement strategies that work 
Finding common ground: animal welfare messaging 
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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