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How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
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.
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model 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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