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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
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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
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
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
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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