The problem here is you are opening the macro. Whenever you open a macro, roll20 processes its contents, and thats when entities like this: &#13; get erased. If you dont open the macro, it will work fine. Note that if you save this macro into a character ability, that processing wont happen and you can open the ability safely. So its common for people to create an extra character, call it something like Macros, and save your special macros on that. You can then call it with buttons like [Inspire Allies](~Macros|Condition-Knightly-Inspiration) and need to use fewer html entities. If you create a character like this, leave its Visible To empty, so it doesnt show up in player journals, and set Edited By to All Players. That means players can use the abilities you set up for them, but cant open the sheet to edit it.