UPDATED: DMFA Putting your website to work for your direct response programPresentation Transcript
Put Your Website to Work for You and Your Direct Response Program Debbie Young Sean Powell
Building web traffic
Converting online registrations and activists to donors
Integrating web, communications, and direct response departments to build stronger donor programs
CONTENT Better content -> ↑ web traffic ->↑conversions CONVERSIONS Better strategies -> ↑ conversions ↑ volume of conversions ↑ percentage of 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 -> Donor Email subscriber -> Donor
Types of online conversions Non-Web Visitor -> Web Visitor Web visitor -> Repeat Web visitor Web visitor -> Email Subscriber Web visitor -> Online Advocate/Action Taker Online Advocate/Action Taker -> Online Donor Donor -> Email Subscriber Web visitor -> Offline Donor
Non-Web Visitor -> Web Visitor ↑ Web Traffic Offline: Telemarketing Direct mail Events Online: SEO SEM Google AdWords/Grant Facebook
Online/Offline Donor -> Email Subscriber
“ 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.” “Donors whose email addresses we have on record…”
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
Connect to most visited actions on the site
Examples: Heifer International USHMM Survey USHMM Plan a Visit
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
Drive internal traffic
Drive external traffic
Offer purchaser incentives to move up in
Offer email opt-in at time of purchase
Include purchasers in next direct mail or e-appeal acquisition
Steer individuals into more targeted messaging. (relevancy)
Create a routine and expectations.
Stewardship prior to the ask. Example: USHMM E-Community News
Content Email, Web, Social media content: Think in terms of small bites. (fact of the month, tip of the month, this day/week/month in history) Plan for the unplanned. Tie it to the news. Focus on storytelling.
What content is most important for converting to donors?
Your organization’s mission, goals, and objectives. (#1 is 4X more important than #2)
The organization’s presence in the constituent’s own “community”.
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
Converting to donors
Make your cause and goal clear and obvious.
Make donating simple and easy.
Maintain contact by email after the original donation.
Web visitors -> Donors
Site visitors should be easily prompted to make a donation.
Test placement of donation.
Include donation option in global navigation.
Example: USHMM Banner
□ A 5-10 second statement of who you are and what you do □ Easy navigation based on user intent or perspective (not the org chart) □ Link to a case for why yours is THE organization that matters □ Emotion – accomplished through imagery □ A way to capture people who are interested (email signup) □ A way to make a donation (one in the nav, one as a big button) □ Any third-party endorsements □ A link to illustrate how your donations are spent □ Engagement opportunities (share, tell us, act) □ Links to social media □ Personal fundraising options □ Postal address and phone number Home Page Checklist
□ Easy navigation based on user intent or perspective (not the org chart) □ Logo that goes to the home page □ A site search function that is easy to find (test it!) □ Make all images clickable to something □ Donate on every page □ Email sign-up on every page □ Postal address/phone on every page □ Contact us on every page □ FB and other social media links on every page □ Skimmable – pretend it’s a billboard Webpage Checklist
Website Design Printer-friendly Above/below the scroll Pie charts Charity seals Buttonized links F-pattern
Jakob Nielsen 's Alertbox, April 17, 2006
Testing on Websites
Different web browsers
Autofill landing pages with real data
Repeat actions and visits/cookies
4. Plan web pages for life beyond the campaign
Integration 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)
Web traffic When web traffic goes up, so do all conversions. Example: USHMM SS album
Think about your next… Collaboration on web content Appeal that could be a good fit for having a web component An idea you have for offline that you could test online
Summary Build web traffic Integrate web, communications, and direct response to build stronger donor programs Value of content Types of conversions