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One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
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
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
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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