August 25, 2010 | Read Time: 2 minutes
Engaging donors online is difficult enough as it is, but getting them to give is even harder. That’s why it’s important for nonprofits to apply direct-marketing principles to online marketing, says Barb Perell, vice president for online marketing at Avalon Consulting, in Washington.
Speaking at the Direct Marketing Association’s New York Nonprofit Conference this week, she offered her top tips for effective online marketing efforts:
Drive traffic. The adage of “If you build it, they will come” is false. You need to guide people to your Web site in a variety of ways, such as search-engine optimization (using leading key words). One way to get this free is to apply for Google Grants, an advertising program for nonprofit groups. It’s free for nonprofits to apply, sign up and be eligible for up to $10,000 a month of free Google advertising.
Limit sign-ups. Ask for appropriate information from online visitors. Set up a low threshold for them to fill out, such as an e-mail address, first name, and a zip code or state. Make sure this is prominently displayed and consistent throughout your Web site. Ask for e-mail addresses in mailings, inbound calls, and during events.
Engage people. Be interactive with your supporters, such as getting them to support you in a photo campaign on Flickr. An example: Oxfam America.
Reach out to new donors. Seek out other organizations to send e-mail messages to their supporters on your behalf, while you do the same. Also, consider hiring a company to match donors’ addresses with e-mail addresses. Typically, you can find e-mail addresses for 12 to 15 percent of all donors, and each address will cost as little as 12 cents to obtain.
Have a clear message. The subject line of e-mail campaigns should not be an afterthought. Make sure it’s only 40 characters or less. Also test whether response rate rises when e-mails are sent on a particular day and time (be aware of time zones). For the signature, see whether a photo of the chief executive and his or her signature works best (a photo usually gets more responses). Remember to include footer information in every e-mail, showing the organization’s name, address, and phone number as well as an unsubscribe link, to comply with online-communication laws.
