putting your website to work for you
TRANSCRIPT
![Page 1: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/1.jpg)
Putting Your Website to Work for Your Direct Response Program
Debbie YoungSean Powell
![Page 2: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/2.jpg)
Introductions
Goals:1) Building web traffic2) Converting online registrations and
activists to donors3) Integrating web, communications,
and direct response dept.’s to build stronger donor programs
![Page 3: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/3.jpg)
CONTENTBetter content -> ↑ web traffic ->↑conversions
CONVERSIONSBetter strategies -> ↑ conversions
![Page 4: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/4.jpg)
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?
![Page 5: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/5.jpg)
Web visitor -> DonorEmail subscriber -> Donor
![Page 6: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/6.jpg)
Types of online conversions
Web visitor -> Repeat Web visitorWeb visitor -> Email Subscriber
Web visitor -> Online Advocate/Action TakerOnline Advocate/Action Taker -> Online Donor
Online Donor -> Email SubscriberWeb visitor -> Offline Donor
Non-web Visitor -> Web Visitor
![Page 7: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/7.jpg)
Donor -> Email Subscriber
Best practice: Opt-in as a 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.”
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
![Page 8: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/8.jpg)
Web visitor -> Email subscriber
Best practices: - Connect to most visited actions on the site
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.
- Include in global navigation
- Thank you/Welcome message that connects to the way they signed up.
![Page 9: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/9.jpg)
![Page 10: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/10.jpg)
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
![Page 11: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/11.jpg)
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 acquisition
![Page 12: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/12.jpg)
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
![Page 13: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/13.jpg)
Email Subscriber -> DonorAdvocate/Action Taker -> Donor
Web visitor -> Donor
![Page 14: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/14.jpg)
Email subscriber -> Donor
Best practices:- Give the web visitor what they want.
- Include a variety of “offerings” along with it.
- Steer individuals into more targeted messaging.
- Create a routine and expectations.
- Stewardship prior to the ask.
Example: USHMM E-News
![Page 15: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/15.jpg)
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?)
![Page 16: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/16.jpg)
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.
![Page 17: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/17.jpg)
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.
![Page 18: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/18.jpg)
What content is most important?
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
![Page 19: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/19.jpg)
Examples of websites
ushmm.orgdoctorswithoutborders-usa.org
enoughmoment.org & enoughproject.org
![Page 20: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/20.jpg)
Converting to donors
1. Site visitors should be easily prompted to make a donation.
2. Test placement of donation.3. Include donation option in global navigation.
![Page 21: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/21.jpg)
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?
![Page 22: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/22.jpg)
Website
DesignF-patternPrinter-friendlyAbove/below the scroll
ContentPie chartsCharity seals“donate” vs. “become a member”Buttonized links
![Page 23: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/23.jpg)
Donation page
Test:Minimize navigation and extra linksLanguageCharity sealsSecurity sealsAsk strings- horizontal vs vertical- ascending vs descending- giving handles - customized vs standard
![Page 24: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/24.jpg)
Summary
Build web trafficIntegrate web, communications, and direct response to build stronger donor programs
Value of contentSpectrum of conversions
![Page 25: Putting your website to work for you](https://reader036.vdocuments.net/reader036/viewer/2022062512/554adf37b4c9056a798b4e17/html5/thumbnails/25.jpg)
Thank you
engageyourcause.com