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Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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
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
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
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
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.
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
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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