Tag: Tactic

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.

Steps to Implement

• Encourage positive donor feedback on their social media sites that could be shared on PH sites. These would include information about Ana’s story and their experience with her.
  • Donor testimonials about working with Ana and Peruvian Hearts.
    • This could include thoughts and feelings:
      • About traveling to Peru
      • About making a difference in the girls lives
      • About being satisfied that their donations are being put to good use
    • Share these testimonials on PH accounts such as:
      • Twitter, Facebook, Instagram, and on their own websites that could be shared on PH accounts
    • Word-of-mouth recommendations
      • Encourage donors to share their donor stories about giving to PH
      • Create a template where donors could type in their story, add a photo, print it and share it with friends or stick it on public bulletin boards or social media sites.

Steps to Implement

• Post information on social media sites about Ana’s story from the Children of Light video. This would include a Desmond Tutu quote and a link to his social media channel. This same concept could be done for any of the awards and honors that have been given to Ana. Give a quote from the event, and then list the site where the information can be found and include the link. This makes it easier for the new visitor to learn more about Ana and what she has done.
• Create a catchy meme-like image, like an image of Ana with an inspiring quote from her on it.
• Include a thumbnail image of Ana or of an award that she received along with a caption or quote which links to a press release. This would create a visual menu.

Steps to Implement

• On the PH website, place links on the Awards and Honors page for as many listings as possible. This makes it easier for users to explore these magazines that list awards and honors that Ana has received. Ex. National Geographic, People Magazine

Steps to Implement

• Share any new earned media right away on your social media sites.
• Share news from the past using “throwback Thursday or #TBT. This would work for anniversaries of press events that PH has received in the past.
• Improve placement of press coverage on PH website.
• Provide shareable links of press coverage (with imagery on the page).
• Send press releases prior to significant media events.
• Build excitement and awareness prior to media coverage by sharing them on social channels.
• Discuss the coverage via blog posts and social channels after the press coverage, and then share the coverage in e-newsletters and annual reports.

One of the most effective ways to drive donations is to offer a tangible return or service. While PH is not offering a product, the NPO donation experience is still considered as “shopping for a service”. Providing a tangible return on donation can make donors feel more confident that the money they have donated is being used effectively.

For example, if an experiencer can donate $10, what could that be used to purchase? If a believer can donate $150, what is that good for?