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Putting your website to work for you
- 1. Putting Your Website to Work for Your Direct Response Program Debbie YoungSean Powell
- 2. Introductions Goals: Building web traffic Converting online registrations and activists to donors Integrating web, communications, and direct response dept.’s to build stronger donor programs
- 3. CONTENT Better content -> ↑ web traffic ->↑conversions CONVERSIONS Better strategies -> ↑ conversions
- 5. who is your site built for?
- 6. who do you want to attract?
- 7. is it a good reflection of the org and its mission?
- 8. do you know your site’s web traffic?
- 9. are you receiving any web analytics?
- 10. do you know why people visit your site?
- 12. Types of online conversions Web visitor -> Repeat Web visitor Web visitor -> Email Subscriber Web visitor -> Online Advocate/Action Taker Online Advocate/Action Taker -> Online Donor Online Donor -> Email Subscriber Web visitor -> Offline Donor Non-web Visitor -> Web Visitor
- 14. learn more, connect, take action, etc.
- 16. Thank you/Welcome message that connects to the way they signed up.
- 20. Drive external traffic
- 23. Have a printer-friendly option
- 24. Include mailing address specific for accepting donations - Include phone number to call
- 25. Email Subscriber -> Donor Advocate/Action Taker -> Donor Web visitor -> Donor
- 27. Include a variety of “offerings” along with it.
- 28. Steer individuals into more targeted messaging.
- 29. Create a routine and expectations.
- 30. Stewardship prior to the ask.Example: USHMM E-News
- 31. Integration 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?)
- 32. Content Think in terms of small bites. (fact of the month, tip of the month, this day/week/month in history)Example: White House’s Health Care Reform – Number Campaign Think of what may have a viral component. Plan for the unplanned. Tie it to the news. Focus on storytelling.
- 33. Converting to donors Make your cause and goal clear and obvious. Make donating simple and easy. Maintain contact by email after the original donation.
- 34. What content is most important? 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
- 35. Examples of websites ushmm.org doctorswithoutborders-usa.org enoughmoment.org & enoughproject.org
- 36. Converting to donors Site visitors should be easily prompted to make a donation. Test placement of donation. Include donation option in global navigation.
- 37. Discussion Examples of collaboration on web content? Examples of an upcoming appeal that could be a good fit for having a web component? Examples of an idea you have for offline that you could test online?
- 38. Website Design F-pattern Printer-friendly Above/below the scroll Content Pie charts Charity seals “donate” vs. “become a member” Buttonized links
- 40. ascending vs descending
- 41. giving handles