An attempt at connecting real world stories with charities and others fighting for social justice, and protecting our planet. No apologies that most of these stories will have a fundraising angle.
The blogs here are my thoughts up until Sept 2016. For all blogs after this date please go to http://www.seantriner.com/my-thoughts/
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.
Sean Join me for another free
webinar in December, in a time zone convenient to you, all about landing pages.
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
top tips with very specific key messages I can implement immediately, thank
Lovatt, Marketing Officer, Northumberland Wildlife Trust