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Nonprofits Surviving in a Down Economy |
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Nonprofits are used to surviving with limited staff and tight budgets for their direct mail campaigns. But today, nonprofits are shifting even more resources to online marketing. How can nonprofits get the most out of their investments?
Develop a solid web presence that reinforces giving behaviors and makes it easy to donate. In a YouTube world, donors' media preferences and campaign expectations have evolved. They want to customize their relationship with the nonprofits they support. Yet, only 8% of donors surveyed recently were inspired by nonprofit emails and web sites and 75% wanted more control over email frequency and content.
Similar to the business world, nonprofits can improve results by eliminating one-size-fits-all communication. Strengthen relationships by understanding the donation process and tailoring messaging to the stages of that process. Ask these questions: What does a donor care about? If our front line message hits home, what can they learn about us online (web site, blogs and communities) to reinforce a decision to give?
Click here to view a video on this topic. "86% of contributors will visit a web site before they give."
Convio's Wired Wealthy Survey, March 2008
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