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Putting your website to work for you

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Putting your website to work for you

  1. 1. Putting Your Website to Work for Your Direct Response Program<br />Debbie YoungSean Powell<br />
  2. 2. Introductions<br />Goals:<br />Building web traffic<br />Converting online registrations and activists to donors<br />Integrating web, communications, and direct response dept.’s to build stronger donor programs<br />
  3. 3. CONTENT<br />Better content -> ↑ web traffic ->↑conversions<br />CONVERSIONS<br />Better strategies -> ↑ conversions<br />
  4. 4. Your organization’s website<br /><ul><li> who are your web visitors?
  5. 5. who is your site built for?
  6. 6. who do you want to attract?
  7. 7. is it a good reflection of the org and its mission?
  8. 8. do you know your site’s web traffic?
  9. 9. are you receiving any web analytics?
  10. 10. do you know why people visit your site?
  11. 11. do you know the most visited pages? </li></li></ul><li>Web visitor -> DonorEmail subscriber -> Donor<br />
  12. 12. Types of online conversions<br />Web visitor -> Repeat Web visitor<br />Web visitor -> Email Subscriber<br />Web visitor -> Online Advocate/Action Taker<br />Online Advocate/Action Taker -> Online Donor<br />Online Donor -> Email Subscriber<br />Web visitor -> Offline Donor<br />Non-web Visitor -> Web Visitor <br />
  13. 13. Donor -> Email Subscriber<br />Best practice: Opt-in as a benefitExample: USHMM Privacy Policy<br />“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.”<br />Best practice: Thank you email<br />- “contributors receive our e-newsletter”<br /><ul><li> “please add us to your address book”
  14. 14. learn more, connect, take action, etc.
  15. 15. unsubscribe/change email address</li></li></ul><li>Web visitor -> Email subscriber<br />Best practices: <br /><ul><li> Connect to most visited actions on the site</li></ul>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.<br /><ul><li> Include in global navigation
  16. 16. Thank you/Welcome message that connects </li></ul> to the way they signed up.<br />
  17. 17.
  18. 18. Web Visitor -> Advocate/Action taker<br />Best practice- Offer actions at varying levels of commitment<br /><ul><li> Follow-up with action takers about the action they</li></ul> took. Thank them, tell what happened, share <br /> feedback.Examples: WWF Photo Caption Contest<br /> CBF Action Campaign<br />
  19. 19. Web visitor -> Shop Purchaser<br />Best practices:<br /><ul><li> Drive internal traffic
  20. 20. Drive external traffic
  21. 21. Offer purchaser incentives to move up in </li></ul> commitment<br /><ul><li> Offer email opt-in at time of purchase
  22. 22. Include purchasers in next acquisition</li></li></ul><li> Online Web visitor -> Offline Donor<br />Best practices:<br /><ul><li> Make it easy
  23. 23. Have a printer-friendly option
  24. 24. Include mailing address specific for accepting </li></ul> donations<br />- Include phone number to call<br />
  25. 25. Email Subscriber -> Donor<br />Advocate/Action Taker -> Donor<br />Web visitor -> Donor<br />
  26. 26. Email subscriber -> Donor<br />Best practices:<br /><ul><li> Give the web visitor what they want.
  27. 27. Include a variety of “offerings” along with it.
  28. 28. Steer individuals into more targeted messaging.
  29. 29. Create a routine and expectations.
  30. 30. Stewardship prior to the ask.</li></ul>Example: USHMM E-News<br />
  31. 31. Integration<br />When web traffic goes up, so do all conversions.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?)<br />
  32. 32. Content<br />Think in terms of small bites.<br />(fact of the month, tip of the month, this day/week/month in history)Example: White House’s Health Care Reform – Number Campaign<br />Think of what may have a viral component.<br />Plan for the unplanned.<br />Tie it to the news.<br />Focus on storytelling.<br />
  33. 33. Converting to donors<br />Make your cause and goal clear and obvious.<br />Make donating simple and easy.<br />Maintain contact by email after the original donation.<br />
  34. 34. What content is most important?<br />Your organization’s mission, goals, and objectives. (#1 is 4X more important than #2)<br />The organization’s presence in the constituent’s own “community”.<br />How your organization uses donations.<br />Do an audit of your site. <br />Ask web visitors how easily they find content 1-3.<br />Jakob Nielsen, March 30, 2009<br />
  35. 35. Examples of websites<br /><br /><br /> &<br />
  36. 36. Converting to donors<br />Site visitors should be easily prompted to make a donation.<br />Test placement of donation.<br />Include donation option in global navigation.<br />
  37. 37. Discussion<br />Examples of collaboration on web content?<br />Examples of an upcoming appeal that could be a good fit for having a web component?<br />Examples of an idea you have for offline that you could test online?<br />
  38. 38. Website<br />Design<br /> F-pattern<br /> Printer-friendly<br /> Above/below the scroll<br />Content Pie charts<br /> Charity seals<br /> “donate” vs. “become a member”<br />Buttonized links<br />
  39. 39. Donation page<br />Test: Minimize navigation and extra links<br /> Language<br /> Charity seals<br /> Security seals<br /> Ask strings<br /><ul><li> horizontal vs vertical
  40. 40. ascending vs descending
  41. 41. giving handles
  42. 42. customized vs standard</li></li></ul><li> Summary<br />Build web traffic<br />Integrate web, communications, and direct response to build stronger donor programs<br />Value of contentSpectrum of conversions<br />
  43. 43. Thank<br />