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

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  • 1. Put Your Website to Work for You and Your Direct Response Program Debbie Young Sean Powell
  • 2.
    • Goals:
    • Building web traffic
    • Converting online registrations and activists to donors
    • Integrating web, communications, and direct response departments to build stronger donor programs
  • 3. CONTENT Better content -> ↑ web traffic ->↑conversions CONVERSIONS Better strategies -> ↑ conversions ↑ volume of conversions ↑ percentage of conversions
  • 4. 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?
  • 5. Web visitor -> Donor Email subscriber -> Donor
  • 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. Non-Web Visitor -> Web Visitor ↑ Web Traffic Offline: Telemarketing Direct mail Events Online: SEO SEM Google AdWords/Grant Facebook
  • 8. Online/Offline Donor -> Email Subscriber
    • Best practice: Opt-in as a contributor benefit Example: 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.” “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
  • 9. Web visitor -> Email subscriber
    • Best practices:
    • 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.
  • 10.  
  • 11.  
  • 12.  
  • 13.  
  • 14.  
  • 15.  
  • 16. 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
  • 17.  
  • 18.  
  • 19. 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 direct mail or e-appeal acquisition
  • 20.  
  • 21.  
  • 22.  
  • 23. 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
  • 24. Email Subscriber -> Donor Advocate/Action Taker -> Donor Web visitor -> Donor
  • 25. Email subscriber -> Donor
    • Best practices:
      • Give the web visitor what they want. (relevancy)
      • Include a variety of “offerings” along with it.
      • Steer individuals into more targeted messaging. (relevancy)
      • Create a routine and expectations.
      • Stewardship prior to the ask. Example: USHMM E-Community News
  • 26.  
  • 27.  
  • 28.  
  • 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.
  • 30. 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
  • 31. Converting to donors
    • Make your cause and goal clear and obvious.
    • Make donating simple and easy.
    • Maintain contact by email after the original donation.
  • 32. Web visitors -> Donors
    • Best Practices
    • Site visitors should be easily prompted to make a donation.
    • Test placement of donation.
    • Include donation option in global navigation.
    • Example: USHMM Banner
  • 33.  
  • 34.  
  • 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
  • 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
  • 37. Website Design Printer-friendly Above/below the scroll Pie charts Charity seals Buttonized links F-pattern
  • 38.
    • Jakob Nielsen 's Alertbox, April 17, 2006
  • 39. Testing on Websites
    • Test:
    • Different web browsers
    • Autofill landing pages with real data
    • Repeat actions and visits/cookies
    • 4. Plan web pages for life beyond the campaign
  • 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)
  • 41.  
  • 42. Web traffic When web traffic goes up, so do all conversions. Example: USHMM SS album
  • 43.  
  • 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
  • 45. Summary Build web traffic Integrate web, communications, and direct response to build stronger donor programs Value of content Types of conversions
  • 46. Thank you

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