8 Must-Do Fundraising Changes to Make Now
You can't ignore mobile without hurting your organization. Smartphones and tablets are how people communicate, consume content and research, so ensure your content is present wherever and whenever.
To do: Test your website, social channels and e-mails to make sure they're easily read, searched and interacted with by users on tablets and smartphones. If they're not, get there ASAP, beginning with the content most accessed and devices most used.
Going forward, design content, layout and navigation on all channels to work on all devices.
6. Search is how supporters navigate the Web
Navigational searches (when searchers look for your organization by all or part of your name or Web address — e.g., "Chronicle," "Chronicle of Philanthropy" or "Philanthropy.com" — rather than searching for a topic like philanthropy) still dominate the top search results. Interestingly, searchers are using fewer words in their searches due to search engine prompts based on users' past behaviors.
To do: Integrate your top keywords in all of your high-quality, original content — on every platform — that is hungrily consumed and shared.
7. Measurement is mandatory
It's no longer acceptable to dedicate an ever-growing proportion of your marketing budget to social media, content marketing and mobile without being able to measure a return on your marketing investment.
2013 is likely to bring new ways of analyzing, measuring and qualifying current and future marketing strategies, enabling us to more quickly and easily gauge ROI and the effectiveness of specific marketing strategies, plus measure what has been difficult to measure until now!
To do: Incorporate a call to action with a unique tracking code and means to capture the results. Then analyze them. That data is powerful.
The Nature Conservancy used website usage analytics to redesign its site and increased online donations by 15 percent in just five months. And Nurse-Family Partnership tracks indicators in real time so it can respond quickly to trends and offer new services, according to The Chronicle of Philanthropy.