One of the fastest growing, and constantly changing ways that
businesses AND nonprofit organizations have begun to market themselves
is electronically - on websites, by the use of email, e-commerce and
through the phenomenon of Social Networking. Let's take a look at
how nonprofit organizations can get up to speed and take full advantage
of these exciting and effective marketing techniques that are quickly
becoming the norm.
Specifically, online donors
are a key growth segment for nonprofit organizations. With the average
online donor giving more initially and having a higher lifetime value
than conventional donors, the importance of online giving as a revenue
stream is growing. The average online donation is $60 for sites with
just a "Donate Here" button. But for those that integrate technology
into their broader fundraising communications the average donation
skyrockets to more than $120.
SOME RECENT STATISTICS TO CONSIDER
traffic to nonprofits continues to expand. Average monthly Web site
traffic grew year over year at a rate of 20 percent in 2008.
- E-mail file growth grew 28 percent from 2007 to 2008.
- Increase in number of gifts drives online revenue. Fourteen percent growth in online revenue was fueled by a 14 percent increase in the number of gifts nonprofit organizations received in 2008.
WEBSITES 101 - simple tips about your website
Information should be kept current at all times
Information should be easy to locate
Include your web address on all of your marketing materials
Below is a list of elements for an EFFECTIVE WEB SITE: courtesy of Forbes.
· Who and What
Just like declaring a thesis in a term paper, a Web site has to scream the basics at all who land there. Don’t leave people guessing.
· Front-and-Center Contact Info
Give web surfers the information they’re searching for before they move on to find it more easily at a competitor. One easy step: Make sure your company’s contact information is conspicuous and ubiquitous throughout the site.
· Clear Path
How often do you land on the right Web site but can’t find the right link or the right page? Simple solution: a tab on the home page called “I’m looking for...” with a drop-down menu including a bevy of the most visited links, pages and products.
The old eight-second rule-the maximum time consumers generally wait while a site loads-has collapsed to the three-second rule according to Compuware. If you’re going past three seconds, de-gunk your home page, simplify your code or upgrade your servers.
· Some Sizzle, More Steak
Flashy effects aren’t worth much without edifying content.
· The Drum Beat
Humans can only process a limited number of facts at a time. Quickly highlight the company’s two or three most salient features and hammer those themes throughout the site. “This is your chance to tell people why your company is special,” says Cross.
· Clubby Atmosphere
Educating visitors is a good start. Getting them to return again and again is the real trick. One technique: Make free feature available only to registered users. Those free and meaningful features require continual updates from customers-and that keeps coming back.
Fresh content drives traffic two ways: It gets the attention of the search engines, and it keeps people coming back for more. Whatever you do, make it easy to update your site’s content says Shaun Walker, co-founder of DotNetNuke.
KEEP YOUR WEB USERS INFORMED ....
Research the typical
website visitor. Identify common themes among those who explore your
site, and develop the site to meet those needs.
Some very basic information to provide your visitors:
- Donation information - How to donate and where the money goes.
- Donation appreciation - Follow-up thank you messages. Something simple like an email.
- How people can get involved - Volunteer information, contact information for your office, etc.
- Annual reports - Keep these up to date
- Newsletters and Upcoming events (but only if the site is maintained and the information is timely!).
USE WEBSITE TRACKING INFORMATION & STATISTICS
dollars are precious and should be used to their fullest potential.
Web tracking software is inexpensive but can provide valuable
information about who visits your website. Trackers document the number
of visitors to a site, indicate which links were most popular, what was
downloaded, which page was most commonly exited. Trackers can monitor
fundraising effectiveness and provide a comparative analysis of
promotional campaigns, the success of press releases, and other
*Google Analytics is a great tool!
EMAIL 101 - ways to pump up your emails
SOCIAL NETWORKING - What
you should know about YouTube, Twitter, and FaceBook, others
--- find out which one is for you...and how a nonprofit organization can use
this marketing tool to its advantage.
Youtube- YouTube allows billions of people to discover, watch and share originally-created videos. YouTube provides a forum for people to connect, inform, and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small.
Millions of people use Facebook everyday to keep up with friends, upload an unlimited number of photos, share links and videos, and learn more about the people they meet. Facebook's mission to give people the power to share and make the world more open and connected.
Twitter is a real-time information network that connects you to the latest stories, ideas, opinions and news about what you find interesting. Small
bursts of information are called Tweets.
Each Tweet is 140 characters long—you can discover a lot in a little space. You can see photos, videos and conversations directly in Tweets to get the whole story at a glance, and all in one place.
Do – IT Yourself Marketing Research
Websites For Dummies
By George Edward Breen
By Shell Horopito
AWM Books Press
Marketing Nonprofit Programs and Services:
Proven and Practical Strategies to Get More Customers, Members, and donors
By Douglas B. Herron
Cause Related Marketing: Who Cares Wins
By Sue Adkins
Marketing Workbook for Nonprofit Organizations Volume II:
Mobilize People for Marketing Success
By Gary Stern
Fieldstone Alliance Press
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