Getting to Know Your Online Donor
Getting to Know Your Online Donor
Jon Adams, Internet Marketing Manager
Denver Rescue
I. Who is the Online Donor?
A. Demographic Data
B. Actions and purposes online
C. Growth trends
U. Why Give Online
A. Effectiveness
a. Immediate for donor and recipient as an exchange
B. Ease of Use
a. Simple form versus check writing or calling in card number
C. Security & Encryption
a. No worse than traditional exchange
M. Benefits of Taking Gifts Online
A. Acquisition
a. 50% of new donors can be acquired online
b. Search engines
c. Banner ads
B. Relationship Management
a. A gift is a conversation
b. Use e-mail response to thank and pursue further
c. Use receipts to make another ask online
C. Alternative Growth Medium
a. Internet is fastest growing medium – Radio, TV, Color TV, and Cable
b. E-Commerce as a whole grows 25% each quarter
c. Broadband growth (hi-speed) expected to double by 2007
2 of 2
IV. Concerns and Risks
A. Fraud and Fear
a. Presenting a secure site
b. Communicate contact information
c. Offer ability to report or receive concerns about giving online
B. Costs of a donate page
a. A secure page (hosting)
b. Discount rate with credit card companies and provider
c. Merchant account
C. Privacy and Collecting Information
a. Privacy policy
b. Reveal third party collection
c. How do you share information
d. Give donors sense of security and ability to contact
V.
A. Web Site
a. Build and design site to level you can maintain it
b. Drive the site to attract visitors to return
i. Latest news & events
ii. Greatest needs
iii. Volunteer opportunities
c. Use stories to drive support – feature the positive results of donations
d. Think interactive and not reactive – drive action from visitors
e. Feature "DONATE" on your site in multiple ways
B. E-mail Marketing
a. Think one-to-one
b. Goals – build list, build relationships, drive action, & give results
c. Unsubscribe & contact information – Trust
d. Permission – Ask for it in print and conversation
3 of 3
C. Search Engines & Optimization
a. 40% of US uses search engines to find sites
b. Use paid search engines and optimize your site
c. Yahoo!, MSN, & Google top sites to get listed on
d. Use your name and keywords reflected in your offline messages
D. Content Management
a. Update site constantly
b. Don't leave old content or past events up
c. Your content reflects how you as an organization operate
E. E-Commerce
a. Receipts by e-mail
b. Donation process – simplify
c. Security, security, security
VII. Converge Offline with Online
A. Branding with your offline content
B. Cross Promote Web site within literature "Visit our Web site"
C. Use extended stories from newsletter unto the Web – inviting readers online
D. Telemarketing - Invite them to your site at end of conversation to learn more
E. Events – Make the registration process available online using forms
F. Volunteer and Intern applications available online
a. Connect with local schools and college Web sites
G. PR – mention the Web site to learn more, find out more, donate, etc.
H. Print your Web site on everything
VIII. Conclusion and Key Points
| Attachment | Size |
|---|---|
| online.doc | 35 KB |
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