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It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
If we want to get the most out of email, we need to make it personal. If every message we send sounds
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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
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
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
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
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
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
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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