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A beginner’s guide to list building

Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational

Never assume anyone knows what you’re talking about

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Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if

GDPR & list building: the essential guide

The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,

Email tokenization: what is it?

A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.

A beginner’s guide to digital profiling

Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might

What you need to know about ‘deliverability’

Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting

Why you need to stop talking about yourself

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.

A beginner’s guide to digital pipelines

Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters

This little trick will increase your conversion rates

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell

Avoid being an unknown sender

Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second

Here’s why you should be a rule breaker

Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope

Please, abandon your action lists

As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win

Emotion vs facts: what’s more persuasive?

Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?

Pro Tips

Email Tokenization: What Is It?

2
Minute read
Email Tokenization: What Is It?

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.

Email tokenization processThe 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.
Karen Nilsen

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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