Donorbadge Best Practices


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Donorbadge Best Practices

  1. 1. Radhika Gudavalli [email_address] Ph: 925.518.9539 (mobile) 510.623.0400 (work) Best Practices
  2. 2. Successful rollout cycle Badge Design Receipt Page Design Email Design Initiate Momentum Send Reminder Emails Badge in Solicitation Emails Badge on Giving Landing Page Badge on Fan Page Awareness Website Visitors Direct Gifts Integrate & Test
  3. 3. Successful rollout cycle - Design Badge Design Receipt Page Design Email Design
  4. 4. Badge Design - Image Images should evoke alumni pride Cool, Unique Campaign/Cause focused images
  5. 5. Badge Design – Message/Testimonial <ul><li>Social Media is all about the individual : “I” rather than “We” </li></ul><ul><li>Sample testimonial should evoke alumni pride and appreciation for the institution </li></ul><ul><li>The following messages worked well </li></ul>“ I Support Cal. Join me in helping Cal remain the number one public university. Go Bears ! “ <ul><ul><li>“ I believe in Notre Dame. </li></ul></ul><ul><ul><li>I donated to help students </li></ul></ul><ul><ul><li>and faculty who are fighting </li></ul></ul><ul><ul><li>to make an impact.” </li></ul></ul>“ 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 help Settle the score. You can too!”
  6. 6. Badge Design – Call to Actions <ul><li>Link the image to Giving website </li></ul><ul><li>First call to action should link to giving website (only the first call to action is used in tweets) </li></ul><ul><ul><li>“ Give Now” </li></ul></ul><ul><ul><li>“ Donate Now” </li></ul></ul><ul><ul><li>“ Make a Gift” </li></ul></ul>
  7. 7. Receipt Page Design <ul><li>Badge Placement </li></ul><ul><li>Donor invitation on the badge </li></ul>Should be prominently visible i.e without scrolling down/across Display donorbadge as the last step of the giving process Place receipt info below/after the badge Invite them to share their support publicly (Opportunity for them to brag) Request them to be your ambassador
  8. 8. Receipt Page Example
  9. 9. Donor invitation examples
  10. 10. Email Design <ul><li>Consider receipt email as a marketing opportunity </li></ul><ul><ul><li>Use donorbadge in the email subject </li></ul></ul><ul><ul><li>Fine tune the subject and message based on the email open/click rate </li></ul></ul><ul><li>Badge should be prominently visible without scrolling down/across </li></ul><ul><li>Badge invitation should be highlighted in the email content </li></ul><ul><li> 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 </li></ul><ul><li>Place important info below/after the badge so the donor has to look at the badge </li></ul><ul><li>e.g Place receipt/Confirmation # below the badge </li></ul>
  11. 11. Email Design Example
  12. 12. Successful rollout cycle Initiate Momentum Send Reminder Emails Integrate & Test
  13. 13. Creating momentum <ul><li>Use email to send donorbadge </li></ul><ul><ul><li>Send donorbadge to phone donors via email </li></ul></ul><ul><ul><li>Send donorbadge to donors from the past 3/6 months and request them to share </li></ul></ul><ul><ul><ul><li>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. “ </li></ul></ul></ul><ul><li>Leverage volunteer network </li></ul><ul><ul><li>Request volunteers to donate and share donorbadge </li></ul></ul><ul><li>Leverage staff network </li></ul><ul><ul><li>Request staff to donate and share donorbadge </li></ul></ul>
  14. 14. Successful rollout cycle Badge in Solicitation Emails Badge on Giving Landing Page Badge on Fan Page
  15. 15. Badge in solicitation emails <ul><li>Include donorbadge in solicitation emails </li></ul><ul><ul><li>Incentive to donate </li></ul></ul><ul><ul><li>Works well for Young Alumni </li></ul></ul>
  16. 16. Badge on Fan Page
  17. 17. Badge on Landing Page
  18. 18. Badge on Landing Page
  19. 19. Successful rollout cycle Awareness Website Visitors Direct Gifts
  20. 20. Analyze & Track Gifts - Awareness
  21. 21. Analyze & Track Gifts – Website Visitors <ul><li>Track the number of visitors coming to giving webpage from Facebook, Twitter etc </li></ul><ul><ul><li>Use donorbadge Analytics </li></ul></ul><ul><ul><li>Google/web Analytics </li></ul></ul><ul><ul><li>Unique URLs with source codes </li></ul></ul><ul><li>Use website visitors conversion rate </li></ul>
  22. 22. Analyze & Track – Direct Gifts <ul><li>During the gift process, ask the donor how did they hear about giving to the institution </li></ul><ul><ul><li>Use multi check boxes </li></ul></ul><ul><ul><li>Provide Facebook, Donorbadge, Friend as options </li></ul></ul><ul><li>Use cookies to track the completion of the gift </li></ul>
  23. 23. Questions? [email_address] 925.518.9539 (mobile)