Tag: 2.3

Steps to Implement

• Identify opportunities for back links. Backlinks help Google determine page authority. Reach out to receptive organizations/bloggers that refer to Ana and PH and request they link to PH as part of their article.
• PH can create simple webpage badges that donors can post on their blogs or other websites to express their support. This also creates a backlink for SEO purposes.
• A similar effect can be achieved in social by inviting donors who have just completed a donation to share their support on social media.
• PH can use free and easy-to-use marketing automation tools like IFTTT.com to automatically push social media posts to other platforms. This saves time and helps unify the overall communication strategy. Give each social media platform a unique page/role as to where they point to the website or to other social media. Automation tools can then be used to solidify these approaches. This makes connecting social traffic to donor conversions easier.

Steps to Implement

• Email newsletters/communication should leverage the same approach when including calls-to-action in messaging as website content (consistent colors, language).
• Email messaging efforts should be evaluated on their effectiveness of driving traffic to the website and drive additional donations. Dimensions to evaluate might include:
  • Article teaser or full-text included in email communication
  • Use of images, headline tests, and sidebar content
  • Frequency of communication
  • Degree of personalization

Services like Google analytics allow you to identify custom events that help track whether users accomplish key site activities like clicking a call-to-action, filling out a form, or sharing a piece of content to social media. These might include

• Return visit (visit number)
• Form view/ Form Submit (%)
• Call-to-action success rate

Similarly, Google analytics can be configured to track inbound traffic to help you determine which source (i.e. from Facebook compared to from Search) is more likely to donate on the first visit, second visit, etc. These types of attributes might include

• Geo-location
• Referrals (email, social, search, paid, partners)

Steps to Implement

• Identify a list of key site activities that should be tracked, and rank them from most valuable to least valuable and in the order a user will likely do them (for example they might share to social media before they donate). This becomes the first draft of your conversion funnel.
• Create a dashboard to track user’s progress through these checkpoints.

Many website users are ready to act and will respond to calls-to-action on the site to donate and volunteer; others are almost ready, but would be interested in additional information. Lead forms are a way for users to volunteer their interest/intent in donating by requesting more information. It allows for a more focused follow-up and conversation.

Steps to Implement

• Create a page from within WordPress to put the form on
• You can find many easy to use WordPress plug-ins that will make form building easier
• Create a form with fields such as: name, email, phone number (optional), and the ability to select what type of information they might be interested in. They can volunteer their physical address if they would like next steps to be mailed to them (i.e. pledge card)
• Form submissions should be sent to an inbox that is actively monitored. Ideally, responses are given within 24-36 hours.

Steps to Implement

A call-to-action is an invitation presented on a digital channel to entice the user to accomplish a given goal. By including calls to actions on digital channels, you are helping guide users to the next step.

Steps to Implement

• Unify the visual presentation of calls-to-action inasmuch is possible across channels. For example, use the same color button for all calls-to-action.
• Use consistent language for the same activities.
• Consider conducting split tests to try different language or wordings for calls-to-action.
• On the Facebook page add call-to-action buttons next to the page title on the cover image.