NTEN Webinar Roundup: Stepping Up Your E-mail Marketing, Part 2
Search engine marketing. Organizations can pay or, if they're eligible, use a Google grant to optimize keywords at a cost per click to get prospects directed to their site. McKee said she's seen the most success around year-end or emergencies in the news that people are searching for information about. Another tactic is driving traffic to action alerts or an e-mail collection device. McKee recommended organizations sign up for Google Adwords accounts and start experimenting.
She said that with search, you pay for clicks, so the goal is to get something out of it. Make the ad language as clear as possible, and set up the expectation of what you're asking the prospect to do. Make sure the language on your ad is carried through to your landing page so there's no disconnect there. Your landing page should be clean, with no navigation, and a clear call to action so prospects don't have any option but to do what it is that you want them to do.
Three "musts" for success at finding more online donors, members and advocates that McKee closed with are:
- Good landing pages. Make the action targeted.
- Targeted welcome communications. "Reach out to those who just signed up, and welcome them and let them know about things that might be of interest to them on your site," McKee said.
- Metrics. Number of new signups, number of new donors, revenue generated by new donors, average gift, cost of campaign, cost per new signup and cost per new donor.