putting your website to work for you
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Putting Your Website to Work for Your Direct Response Program
Debbie YoungSean Powell
Introductions
Goals:1) Building web traffic2) Converting online registrations and
activists to donors3) Integrating web, communications,
and direct response dept.’s to build stronger donor programs
CONTENTBetter content -> ↑ web traffic ->↑conversions
CONVERSIONSBetter strategies -> ↑ conversions
Your organization’s website
- who are your web visitors?- who is your site built for?- who do you want to attract?- is it a good reflection of the org and its mission?- do you know your site’s web traffic?- are you receiving any web analytics?- do you know why people visit your site?- do you know the most visited pages?
Web visitor -> DonorEmail subscriber -> Donor
Types of online conversions
Web visitor -> Repeat Web visitorWeb visitor -> Email Subscriber
Web visitor -> Online Advocate/Action TakerOnline Advocate/Action Taker -> Online Donor
Online Donor -> Email SubscriberWeb visitor -> Offline Donor
Non-web Visitor -> Web Visitor
Donor -> Email Subscriber
Best practice: Opt-in as a benefitExample: USHMM Privacy Policy
“Donors who have contacted the USHMM via email and/or provided the USHMM with an email address will receive the USHMM general news e-newsletter. If you wish to decline this benefit, please follow the opt-out options noted below.”
Best practice: Thank you email- “contributors receive our e-newsletter”- “please add us to your address book”- learn more, connect, take action, etc.- unsubscribe/change email address
Web visitor -> Email subscriber
Best practices: - Connect to most visited actions on the site
By providing your e-mail address, you will also receive the Museum's e-newsletter, e-Community News, which brings you regular e-mail updates from the Museum. If you wish to unsubscribe, you can do so at any time.
- Include in global navigation
- Thank you/Welcome message that connects to the way they signed up.
Web Visitor -> Advocate/Action taker
Best practice- Offer actions at varying levels of commitment- Follow-up with action takers about the action they took. Thank them, tell what happened, share feedback.
Examples: WWF Photo Caption Contest CBF Action Campaign
Web visitor -> Shop Purchaser
Best practices:- Drive internal traffic - Drive external traffic- Offer purchaser incentives to move up in commitment- Offer email opt-in at time of purchase- Include purchasers in next acquisition
Online Web visitor -> Offline Donor
Best practices:- Make it easy- Have a printer-friendly option- Include mailing address specific for accepting donations- Include phone number to call
Email Subscriber -> DonorAdvocate/Action Taker -> Donor
Web visitor -> Donor
Email subscriber -> Donor
Best practices:- Give the web visitor what they want.
- Include a variety of “offerings” along with it.
- Steer individuals into more targeted messaging.
- Create a routine and expectations.
- Stewardship prior to the ask.
Example: USHMM E-News
Integration
When web traffic goes up, so do all conversions.
Integrating with the program, marketing, web units to become involved with content.
What does the website offer that you can give to donors as a “benefit”? (online recognition?, “insider” view?)
What does the direct response unit have offline that you can create an online version of? (Calendar? Annual report?)
Content
Think in terms of small bites.(fact of the month, tip of the month, this day/week/month in history)Example: White House’s Health Care Reform – Number Campaign
Think of what may have a viral component.Plan for the unplanned.Tie it to the news.Focus on storytelling.
Converting to donors
1. Make your cause and goal clear and obvious.2. Make donating simple and easy.3. Maintain contact by email after the original
donation.
What content is most important?
1. Your organization’s mission, goals, and objectives. (#1 is 4X more important than #2)
2. The organization’s presence in the constituent’s own “community”.
3. How your organization uses donations.
Do an audit of your site. Ask web visitors how easily they find content 1-3.
Jakob Nielsen, March 30, 2009
Examples of websites
ushmm.orgdoctorswithoutborders-usa.org
enoughmoment.org & enoughproject.org
Converting to donors
1. Site visitors should be easily prompted to make a donation.
2. Test placement of donation.3. Include donation option in global navigation.
Discussion
Examples of collaboration on web content?
Examples of an upcoming appeal that could be a good fit for having a web component?
Examples of an idea you have for offline that you could test online?
Website
DesignF-patternPrinter-friendlyAbove/below the scroll
ContentPie chartsCharity seals“donate” vs. “become a member”Buttonized links
Donation page
Test:Minimize navigation and extra linksLanguageCharity sealsSecurity sealsAsk strings- horizontal vs vertical- ascending vs descending- giving handles - customized vs standard
Summary
Build web trafficIntegrate web, communications, and direct response to build stronger donor programs
Value of contentSpectrum of conversions
Thank you
engageyourcause.com
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