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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
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Take your time. In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite.
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
If we want to get the most out of email, we need to make it personal. If every message we send sounds
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
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
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.
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
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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