It’s hard to know if you’re doing everything you can to maximize your online marketing efforts. Let’s start with these 10 ideas to cover the basics.
You have a very finite amount of time to prove why someone should remain on your website. People are easily distracted. In a matter of seconds your website needs to answer, “Why should I care?” and “How can I help?”
A persona is a mock profile meant to represent a specific group of your organization’s audience. Personas help you write personalized communications that speak more directly to each type of volunteer, donor and member. See an example persona.
Your donors have different ways they prefer to engage with you. Here are some examples of different personas and how they might interact with your organization:
Also, remember to focus on what your organization does well. For example, if you don’t have someone to properly manage a Twitter account, then don’t establish a Twitter profile. (This sounds obvious, but you’d be surprised by how many organizations bite off more than they can chew.)
Are you meeting the needs of each persona in terms of how they like to donate? Some ideas that might be new to you:
51% of people who visit a nonprofit website do so on a mobile device. Responsive websites automatically adjust the appearance of web pages to the size of the phone screen or web browser.
How to test your donation form:
Did you know that 54% of nonprofit emails are read on mobile? All online interaction with donors must work on a smartphone.
Pretend you are a donor who wants to sign up for a recurring donation.
An infographic can quickly tell your web visitor why they should support your organization. But be careful when designing infographics— make sure the overall message is easily understood on desktop and mobile.
While most nonprofits have SSL (secure sockets layer) certificates for their websites, some pages within your site might be only partially secure. If a page has insecure images or content, users will not see the secure padlock icon on their web browser. Remember: secure sites rank higher in Google search results than non-secure sites.
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