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Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
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
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
If we want to get the most out of email, we need to make it personal. If every message we send sounds
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
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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