Increase Nonprofit Website Conversion Rates with This Tool – Pay Only When You Receive a Donation
by Danni Eickenhorst, CMO
As a former nonprofit marketer myself, I am all too familiar with the daily struggle of the marketing team (or typically marketing person). Typically, the nonprofit marketers is given sizeable sink-or-swim fundraising goals to achieve, and limited resources to achieve them.
Your nonprofit website is your single most important marketing tool. It should convey what you do and why we should support you in a matter of seconds. It should include compelling calls to action – and it must provide an easy mechanism for donations on all devices.
With an average Cost Per Click of $0.32 (Display) and $1.72 (Search), the marketing budget you’re allotted to work with can quickly be eaten up generating traffic that may never convert.
If you’re generating consistent traffic to your website (a minimum of 20,000 unique visitors each month), however, there is one simple tool that you can put in place that will convert more of your website visits to donate – and there is no fee unless a donation is achieved.
ReachDynamics email remarketing tools work like this.
A potential donor visits your website and browses. They learn more about your mission and vision and how they can help.
They leave without taking any action – providing an email address or any contact information. Maybe they browsed to another website and got distracted – or maybe they simply didn’t feel a sense of urgency in your call to action.
A second chance at a first impression – ReachDynamics VisitorID technology is able to identify your website prospects that visit and leave without converting – and can immediately send them a follow-up email message with a carefully crafted message designed to get them to come back & complete their donation.
Simply put – you’re recycling your existing traffic and making the most of the opportunities that come through your website. You’re putting your organization’s best foot forward, and providing visitors with every opportunity to become engaged and involved.
As a marketer who has been given her fair share of seemingly impossible fundraising goals, I can tell you that this tool is an absolute no-brainer. When you’re sitting in on your next board meeting and you’re asked how to increase donations through your website – you can tell them that there is a tool that helps increase conversions from your Facebook, Google, and email marketing opportunities. Every opportunity that comes your way will have a higher chance of converting.
Update your email remarketing campaigns on a regular basis to follow up with website visitors to let them know about your latest short-term fundraising goal. When they see an email surprise them in their inbox with a time-sensitive ask, they’ll be more likely to take notice, and to take action to support your campaign.
To give email remarketing a test run for your organization to capture and convert more potential donors, simply ReachDynamics’ sales team. Our only requirement is that your intended website or landing page receives a minimum of 20,000 unique visitors each month. You only pay when a donation is achieved. Contact us to learn more and get started.
For a quick overview of email remarketing, and how it may help you increase your online donations, watch the view below: