webinar: how to increase donations through your website (graham covington, engaging networks)

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  • 1. Institute of FundraisingIncreasing donations through your websiteSeptember 18, 2012

2. starting with the obviouswhy its important are you spending money to drive traffic to your website? social media (e.g. YouTube / Facebook / Twitter) search engine optimisation (SEO) ad words / banner advertising tell-a-friend / social sharing what percentage of this web traffic are you converting in onlinedonations, donor leads? is your website brochureware, or are you trying to engage yourvisitors? its important because you are encouraging the public and supportersto visit your website! www.engagingnetworks.net 3. one more reason....why its important how much does your direct mail cost? a recent study of donors by Dunham+Company found: 50% of donors surveyed in 2012 said they prefer to give online when they receive a letter in the mail from a charity. The proportion of donors ages 40-59 who reported giving a gift online in response to a direct mail appeal rose from 34% in 2010 to 47% in 2012. The study found that websites lost ground in driving online giving: Only 11% of donors said what they saw on a charitys website motivated a gift (down from 15% in 2010). direct mail donors that want to donate via your website deserve a good experience and can still be influenced to give more www.engagingnetworks.net 4. start with the basicsform optimisation it is unlikely that an un-tested donation form will convert at morethan 15% some of the elements that make a difference: vertical versus horizonal gift strings one column versus two column layout field group order form length (one page / two) trust seal placement what works for one organisation may not work for another - you musttest your formswww.engagingnetworks.net 5. an interesting form fromcharity: waterrequired labelno asking stringdynamic form behaviour(payment methods trigger)single columntrust seal at the bottomwww.engagingnetworks.net 6. rational versus emotionaleffective story telling donating to charity is not a rational process; successful fundraisingrequires an emotional response story telling is at the root of successful online fundraising: copy writing (blog, emails, web content) images video games people are more likely to share stories the ultimate hero of your story needs to be the donor dont tell the same story over and over againwww.engagingnetworks.net 7. now theres a storygrocery store warsNot long ago in asupermarket not so farawayCuke SkywalkerObi Wan CannoliDarth Taterlaunched in 200520 million views 8. have you ordered the new iPhone 5?getting mobile over a 6 month period an animal charity generated 58,882 advocacyletter writing actions: 5,120 were converted on a mobile device (9%) the same charity had 3,329 donations over the same period: 150 wereconverted on a mobile device (4.5%) landing pages were not optimised for mobile supporters are increasingly consuming your content on smart phones: formatting email for mobile is critical email landing pages should also be optimised links posted on social networks general website optimisation is a distant priority www.engagingnetworks.net 9. this is a good oneemails are read on mobilessimple format to render inmobile devicessingle askview in browser optiontext links and image linkstie-in to Olympics and theneed for local champions 10. dont be afraid to askyour web pages dont be afraid to ask supporters to donate or fundraise for you give donors options to donate and make it easy for them build brand trust and dont send supporters to third party websitesto donate build fundraising asks into other website activities (campaigning,surveys, event registrations, etc) thank supporters when they donate set out a strong case for donations: why you need the moneywww.engagingnetworks.net 11. you cant miss thisa great example the Arctic Emergency takes over theGreenpeace UK homepage with a focuson direct fundraising appeals andlimited options to take action web traffic is supplemented with emailpush to existing supporters on day one, over 1,200 transactionsand almost 30,000 raised the takeover is continuing 12. getting personalemail, data, segments, content email marketing is still the most effective way to build onlinedonations: build your email list how this can be successful: build lists (segments) based on interest and send conversion messages (conditional content) incorporate social sharing pre-populate landing pages with supporter data automate email triggers linked to behaviour / activity track and testwww.engagingnetworks.net 13. Find out more byCONTACTING USwww.engagingnetworks.net