UPDATED: DMFA Putting your website to work for your direct response program


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UPDATED: DMFA Putting your website to work for your direct response program

  1. 1. Put Your Website to Work for You and Your Direct Response Program Debbie Young Sean Powell
  2. 2. <ul><li>Goals: </li></ul><ul><li>Building web traffic </li></ul><ul><li>Converting online registrations and activists to donors </li></ul><ul><li>Integrating web, communications, and direct response departments to build stronger donor programs </li></ul>
  3. 3. CONTENT Better content -> ↑ web traffic ->↑conversions CONVERSIONS Better strategies -> ↑ conversions ↑ volume of conversions ↑ percentage of conversions
  4. 4. Your organization’s website <ul><li>who are your web visitors? </li></ul><ul><li>who is your site built for? </li></ul><ul><li>who do you want to attract? </li></ul><ul><li>is it a good reflection of the org and its mission? </li></ul><ul><li>do you know your site’s web traffic? </li></ul><ul><li>are you receiving any web analytics? </li></ul><ul><li>do you know why people visit your site? </li></ul><ul><li>do you know the most visited pages? </li></ul>
  5. 5. Web visitor -> Donor Email subscriber -> Donor
  6. 6. 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
  7. 7. Non-Web Visitor -> Web Visitor ↑ Web Traffic Offline: Telemarketing Direct mail Events Online: SEO SEM Google AdWords/Grant Facebook
  8. 8. Online/Offline Donor -> Email Subscriber <ul><li>Best practice: Opt-in as a contributor benefit Example: USHMM Privacy Policy </li></ul><ul><li>“ 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…” </li></ul><ul><li>Best practice: Thank you email </li></ul><ul><ul><li>- “contributors receive our e-newsletter” </li></ul></ul><ul><ul><li>“ please add us to your address book” </li></ul></ul><ul><ul><li>learn more, connect, take action, etc. </li></ul></ul><ul><ul><li>unsubscribe/change email address </li></ul></ul>
  9. 9. Web visitor -> Email subscriber <ul><li>Best practices: </li></ul><ul><li>Connect to most visited actions on the site </li></ul><ul><ul><li>Examples: Heifer International USHMM Survey USHMM Plan a Visit </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><li>Include in global navigation </li></ul><ul><li>Thank you/Welcome message that connects </li></ul><ul><li>to the way they signed up. </li></ul>
  10. 16. Web Visitor -> Advocate/Action taker <ul><li>Best practice: - Offer actions at varying levels of commitment </li></ul><ul><li>Follow-up with action takers about the action they </li></ul><ul><li>took. Thank them, tell what happened, share </li></ul><ul><li>feedback. Examples: WWF Photo Caption Contest </li></ul><ul><li>CBF Action Campaign </li></ul>
  11. 19. Web visitor -> Shop Purchaser <ul><li>Best practices: </li></ul><ul><li>Drive internal traffic </li></ul><ul><li>Drive external traffic </li></ul><ul><li>Offer purchaser incentives to move up in </li></ul><ul><li>commitment </li></ul><ul><li>Offer email opt-in at time of purchase </li></ul><ul><li>Include purchasers in next direct mail or e-appeal acquisition </li></ul>
  12. 23. Online Web visitor -> Offline Donor <ul><li>Best practices: </li></ul><ul><li>Make it easy </li></ul><ul><li>Have a printer-friendly option </li></ul><ul><li>Include mailing address specific for accepting </li></ul><ul><li>donations </li></ul><ul><li>- Include phone number to call </li></ul>
  13. 24. Email Subscriber -> Donor Advocate/Action Taker -> Donor Web visitor -> Donor
  14. 25. Email subscriber -> Donor <ul><li>Best practices: </li></ul><ul><ul><li>Give the web visitor what they want. (relevancy) </li></ul></ul><ul><ul><li>Include a variety of “offerings” along with it. </li></ul></ul><ul><ul><li>Steer individuals into more targeted messaging. (relevancy) </li></ul></ul><ul><ul><li>Create a routine and expectations. </li></ul></ul><ul><ul><li>Stewardship prior to the ask. Example: USHMM E-Community News </li></ul></ul>
  15. 29. 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.
  16. 30. What content is most important for converting to donors? <ul><li>Your organization’s mission, goals, and objectives. (#1 is 4X more important than #2) </li></ul><ul><li>The organization’s presence in the constituent’s own “community”. </li></ul><ul><li>How your organization uses donations. </li></ul><ul><li>Do an audit of your site. </li></ul><ul><li>Ask web visitors how easily they find content 1-3. </li></ul><ul><li>Jakob Nielsen, March 30, 2009 </li></ul>
  17. 31. Converting to donors <ul><li>Make your cause and goal clear and obvious. </li></ul><ul><li>Make donating simple and easy. </li></ul><ul><li>Maintain contact by email after the original donation. </li></ul>
  18. 32. Web visitors -> Donors <ul><li>Best Practices </li></ul><ul><li>Site visitors should be easily prompted to make a donation. </li></ul><ul><li>Test placement of donation. </li></ul><ul><li>Include donation option in global navigation. </li></ul><ul><li>Example: USHMM Banner </li></ul>
  19. 35. □ 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
  20. 36. □ 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
  21. 37. Website Design Printer-friendly Above/below the scroll Pie charts Charity seals Buttonized links F-pattern
  22. 38. <ul><li>Jakob Nielsen 's Alertbox, April 17, 2006 </li></ul>
  23. 39. Testing on Websites <ul><li>Test: </li></ul><ul><li>Different web browsers </li></ul><ul><li>Autofill landing pages with real data </li></ul><ul><li>Repeat actions and visits/cookies </li></ul><ul><li>4. Plan web pages for life beyond the campaign </li></ul>
  24. 40. 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)
  25. 42. Web traffic When web traffic goes up, so do all conversions. Example: USHMM SS album
  26. 44. 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
  27. 45. Summary Build web traffic Integrate web, communications, and direct response to build stronger donor programs Value of content Types of conversions
  28. 46. Thank you