donorbadge best practices
DESCRIPTION
Best practices for lTRANSCRIPT
Orbees Confidential
Successful rollout cycle
BadgeDesign
Receipt Page
Design
EmailDesign
InitiateMomentum
SendReminder
Emails
Badge inSolicitation
Emails
Badge onGiving
LandingPage
Badge onFan Page
Awareness
WebsiteVisitors
DirectGifts
Integrate&
Test
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Successful rollout cycle - Design
BadgeDesign
Receipt Page
Design
EmailDesign
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Badge Design - Image
Images should evoke
alumni pride
Cool, UniqueCampaign/Causefocused images
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Badge Design – Message/Testimonial
• Social Media is all about the individual : “I” rather than “We”
• Sample testimonial should evoke alumni pride and appreciation for the institution
• The following messages worked well
“ I Support Cal. Join me in helpingCal remain the number one
public university.Go Bears ! “
“I believe in Notre Dame. I donated to help students
and faculty who are fighting to make an impact.”
“I'm proud to make a difference in the lives of current Davidson students.
Every day's a great day to be a Wildcat!! “
“I made a gift to HWS to helpSettle the score. You can too!”
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Badge Design – Call to Actions
• Link the image to Giving website
• First call to action should link to giving website (only the first call to action is used in tweets)
– “Give Now”– “Donate Now”– “Make a Gift”
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Receipt Page Design
• Badge Placement
• Donor invitation on the badge
Should be prominently visiblei.e without scrolling down/across
Display donorbadge as the last step of the giving process
Place receipt info below/afterthe badge
Invite them to share their supportpublicly (Opportunity for them to brag)
Request them to be your ambassador
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Receipt Page Example
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Donor invitation examples
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Email Design
• Consider receipt email as a marketing opportunity– Use donorbadge in the email subject– Fine tune the subject and message based on the email open/click rate
• Badge should be prominently visible without scrolling down/across
• Badge invitation should be highlighted in the email content e.g. As a Thank You for your gift we would like to offer you the donorbadge to share with your friends on Facebook, Twitter etc
• Place important info below/after the badge so the donor has to look at the badge
e.g Place receipt/Confirmation # below the badge
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Email Design Example
Orbees Confidential
Successful rollout cycle
InitiateMomentum
SendReminder
Emails
Integrate&
Test
Orbees Confidential
Creating momentum
• Use email to send donorbadge– Send donorbadge to phone donors via email– Send donorbadge to donors from the past 3/6 months and
request them to share• Sample message: “Thank you for your gift. We have implemented a
<University> donorbadge for our donors. Share the <University> spirit with your Facebook friends using the donorbadge. Click on the Share button below. “
• Leverage volunteer network– Request volunteers to donate and share donorbadge
• Leverage staff network– Request staff to donate and share donorbadge
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Successful rollout cycle
Badge inSolicitation
Emails
Badge onGiving
LandingPage
Badge onFan Page
Orbees Confidential
Badge in solicitation emails
• Include donorbadge in solicitation emails
– Incentive to donate– Works well for Young Alumni
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Badge on Fan Page
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Badge on Landing Page
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Badge on Landing Page
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Successful rollout cycle
Awareness
WebsiteVisitors
DirectGifts
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Analyze & Track Gifts - Awareness
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Analyze & Track Gifts – Website Visitors
• Track the number of visitors coming to giving webpage from Facebook, Twitter etc– Use donorbadge Analytics– Google/web Analytics– Unique URLs with source codes
• Use website visitors conversion rate
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Analyze & Track – Direct Gifts
• During the gift process, ask the donor how did they hear about giving to the institution
– Use multi check boxes– Provide Facebook, Donorbadge, Friend as options
• Use cookies to track the completion of the gift