5 Keys 6 Common Pitfalls
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Transcript of 5 Keys 6 Common Pitfalls
& for-profit organizations
What is the greatest challenge
for most
Q
ministriesnon-profitscolleges seminaries
Reaching the next generation of…
A
•Donors•Students
•Supporters•Customers
5 Keys for Successful Online
Acquisition
a relevant premium
1
A premium should connect with both the mission of the organization and
with the online audience.
consistency between ads and landing
page
2
good landing page design
3
a cul-de-sac versus the freeway
good bad
short control cycle
4
test, measure, improve
5effective follow-upboth online and off
online follow-up
• thank-you page
• email: auto-reply
• email: scheduled
off-line follow-up
• fulfillment• direct mail• phone
The greatest success starts with just getting people to raise their hands.
new relationships existing supporters
6 Most Common Follow-up Mistakes
no thank-you after sign-up
1
communication stream & premium are unrelated
2
too eager to change lanes
3
use only one form of
communication
4
failure to think long-term
5
don’t think beyond the desktop
6
build a bridge to optimize conversion
new relationships existing supporters