For years Fission Strategy has been operating under what we call “The Fission Five Way Test.” In June we shared this valuable information on our blog, and it’s still as relevant as ever.

I consider these five values of good nonprofit content daily, and it got me thinking – is there something missing? Could there be a sixth principle for the Fission Test?

Yes, there is. There is something I ask myself every single time I send out an email, post on social media, write a blog post, or push anything else out on the Internet. If you must know it now, you can scroll to the bottom, but I really recommend you read my review of the first five principles first:

1. Would I open this if I saw it in my inbox or newsfeed?
You can spend all the time in the world crafting a beautiful post that is overflowing with information, but if it doesn’t appeal to you, the author, then why would someone else want to read it? First impressions do matter, and the headline in particular is important (check out #4 on this list).

2. Would I keep reading after the first sentence?
Once someone has decided to read more, it needs to get to the point quickly, or else there’s little incentive to continue. Your hook to pull them in is critical.

3. Is there an image that makes me want to act?
Images convey a story, emotion, or tone more quickly than words do – if the image instantly conveys what you want the supporter to do, there’s a much better chance they’ll act.

4. Would I take the action this is requesting?
How much are you asking supporters to do, and is it interesting? Be realistic and understand that the action must be appropriate to the people you are sending it to – asking a regular newsletter reader to donate $500 on a whim probably isn’t going to keep them engaged.

5. Would I share this with at least one other person?
Personal connections are vital in a good campaign, and people are more likely to listen to others they know or are connected to. Is the content you’re pushing out worthy of your friends’ time?

And, last but not least:

6. Can I measure how people are going to engage with this?
How do you know if something was effective if you have no idea how many people opened, clicked, took action, donated, or shared with a friend? Making sure you have a system to track links (Bit.ly is free and easy!) in a blog or social media post, looking at engagement on Facebook Insights and Twitter Analytics (through Twitter advertising), and regularly looking at Google Analytics to understand where visitors are coming from will give you the picture of success your organization needs to keep up the good work (or adjust the bad work).


Sam Marx is the Research Analyst at Fission Strategy. You can find him on Twitter at @smarx_.