Monday, November 30, 2015

The Importance of Landing Pages in Digital Charity Fundraising

Interaction is vital for all charity fundraising online at some point.
We can have the best strategy, the best ads, copy, creative or offer. But unless the potential donor can interact we can't do much about it.
This interaction could be offline, for example we ask them to call or SMS us.  But often it will be online.
If it is online it needs then we are lucky in a few ways. It is quick. It allows for capturing of information in a format ideal for our database. We can set up automatic responses. And it allows for near instant financial transactions.
The tactics we are using could be driving the potential donor to donate now, or give details for follow up.  But either way, a great tool for capturing details is a landing page.
A landing or donation page in this context is a specific 'website' of just one (or sometimes two) pages.   Often temporary, these landing pages should be specific to the campaign, easy to use, secure and motivating.
Landing/donation pages perform the same job as a direct mail or press ad response coupon.  To increase form completion we knew the importance of affirming the decision to complete these forms.  Just like in the olden days 'YES! I would like to help starving children in Biafra ...' we need our landing pages to do the same.
This petition landing page follows the theme of the material that led the potential donor to it, and it reinforces their decision to complete.
PS. Here is an example of a really good landing page. In my webinar I will explain exactly why.

Join me for another free webinar in December, in a time zone convenient to you, all about landing pages.
“Excellent webinar!  Sean is a very engaging speaker who gets right to the point.  Useful tips that could be implemented without a crazy amount of work or $.  Thank you!” Bari McFarland, Simcoe Community Services, Canada
“Great top tips with very specific key messages I can implement immediately, thank you.” Elizabeth Lovatt, Marketing Officer, Northumberland Wildlife Trust

Americas (Atlantic and Central) edition
Mon 14th Dec 15.00 EST - US East Coast
Mon 14th Dec 12.00 PST - US West Coast
Mon 14th Dec 18.00 BRST - Rio De Janeiro
Mon 14th Dec 20.00 GMT – London
Tues 15th Dec 07.00 AEDT - Sydney

Americas (Pacific), SE and E Asia, Oceania edition
Tues 15th Dec 18.00 EST - US East Coast
Tues 15th Dec 15.00 PST - US West coast
Tues 15th Dec 23.00 GMT – London
Wed 16th Dec 09.00 HKT - Hong Kong
Wed 16th Dec 10.00 AEDT – Sydney
Wed 16th Dec 12.00 NZDT - Auckland

Europe, Africa and W Asia edition
Wed 16th Dec 02.00 PST - US West coast
Wed 16th Dec 10.00 GMT – London
Wed 16th Dec 21.00 AEDT – Sydney
Wed 16th Dec 11.00 CET - Paris, Brussels
Wed 16th Dec 13.00 EAT – Nairobi
Wed 16th Dec 12.00 SAST - Cape Town

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