Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
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.
Was this tip useful?
14 long-term engagement strategies that work 
11 tips that will help you write better subject lines 
Excite yourself 
Don’t let these ‘cognitive biases’ hurt your conversion rates 
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!
Like this tip? Share it!
