Online Marketng Tips for Nonprofits
2. A majority of gifts will still come over-the-transom. While it’s critical to develop a strong online acquisition and e-mail strategy, it’s also important to remember that many of your donors will come to your organization’s Web site from offline sources. To maximize gift traffic, make sure that all printed materials include both your logo and your URL. It seems like a very basic point, but it’s one that marketers and fundraisers sometimes overlook. Also, make sure you regularly test asking for money within your search engine optimization strategy.
3. Get up-to-date with Charity Navigator and the Better Business Bureau.
Fifteen years ago, if you wanted to conduct predonation research on a charity, you needed to request the charity’s annual report. These days, a wide range of research options are available to donors online. Charity Navigator and the Better Business Bureau give ratings to charities based on surveys and 990s. If your nonprofit isn’t listed or is receiving a poor grade, find out why, and correct the problem immediately.
4. Testing is the key to success. There isn’t a single online campaign that will lead to success without testing core concepts first. Consider doing a comparison test of two small panels two days prior to launch. Use the winning concept to roll out the campaign. Make sure you know what metric you want to test. Is it open rate, clickthrough rate or action rate? Take a look at your conversion funnel so you know where you are losing people. No campaign will reach its full potential unless every possible metric is tested.