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When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
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
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
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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