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