UPDATED: DMFA Putting your website to work for your direct response program
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Transcript of UPDATED: DMFA Putting your website to work for your direct response program
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Put Your Website to Work for You and Your Direct Response Program
Debbie YoungSean Powell
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Goals:1)Building web traffic2)Converting online registrations and activists to donors3)Integrating web, communications, and direct response departments to build stronger donor programs
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CONTENTBetter content -> ↑ web traffic -
>↑conversions
CONVERSIONSBetter strategies -> ↑ conversions
↑ volume of conversions
↑ percentage of conversions
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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?
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Web visitor -> DonorEmail subscriber -> Donor
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Types of online conversions
Non-Web Visitor -> Web Visitor Web visitor -> Repeat Web visitor
Web visitor -> Email SubscriberWeb visitor -> Online Advocate/Action Taker
Online Advocate/Action Taker -> Online DonorDonor -> Email Subscriber
Web visitor -> Offline Donor
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Non-Web Visitor -> Web Visitor
↑ Web Traffic
Offline: TelemarketingDirect mailEvents
Online: SEOSEM Google AdWords/Grant Facebook
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Online/Offline Donor -> Email SubscriberBest practice: Opt-in as a contributor benefitExample: 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
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Web visitor -> Email subscriber
Best practices: - Connect to most visited actions on the site
Examples: Heifer InternationalUSHMM Survey
USHMM Plan a VisitBy 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.
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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
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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
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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
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Email Subscriber -> DonorAdvocate/Action Taker -> Donor
Web visitor -> Donor
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Email subscriber -> DonorBest 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
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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.
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What content is most important for converting to donors?
1. Your organization’s mission, goals, and objectives. (#1 is 4X more important than #2)
2. The organization’s presence in the constituent’s own “community”.
3. 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
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Converting to donors
1. Make your cause and goal clear and obvious.2. Make donating simple and easy.3. Maintain contact by email after the original
donation.
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Web visitors -> Donors
Best Practices1. Site visitors should be easily prompted to
make a donation.2. Test placement of donation.3. Include donation option in global
navigation.
Example: USHMM Banner
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□ 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
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□ 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
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Website Design
Printer-friendlyAbove/below the scrollPie chartsCharity sealsButtonized linksF-pattern
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Testing on Websites
Test:1.Different web browsers2.Autofill landing pages with real data3.Repeat actions and visits/cookies4. Plan web pages for life beyond the campaign
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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)
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Web traffic
When web traffic goes up, so do all conversions.
Example: USHMM SS album
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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
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Summary
Build web trafficIntegrate web, communications, and direct response to build stronger donor programs
Value of contentTypes of conversions
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Thank you