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050: Optimization tricks and treats for better conversion this year-end
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October may be ripe with ghastly ghouls, but that doesn’t mean you should be ridden with fear. With 26% of nonprofit revenue coming from EOY campaigns, it should be a time of celebration—not trepidation.
However, making sure all of your ducks are in a row for the launch of your campaign can feel overwhelming, especially as we get closer to November 28. But not to worry, the team at Feathr and myself are here to offer useful resources to help you amplify your mission and maximize outcomes this year-end.
From ready-to-use marketing automation templates to conversion how-tos from a former marketing and fundraising leader at UNICEF USA, the content curated in this brief will give you tricks and treats to help optimize your year-end campaign and unlock better conversion.
Happy fundraising! 👻
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Snackable snippets |
What’s your digital maturity? 🎧 What’s the most important factor in converting donors? DATA. It allows you to make informed decisions about which efforts are working and, well, which aren’t. Without the right data, it would be impossible to measure your CVR. This week on the Good Marketing Unplugged, Noah is joined by Tim Lockie, brilliant nonprofit tech expert and CEO of The Human Stack. As your organization matures and grows, making data-informed decisions becomes more challenging. At that point, your digital maturity might come into question. Listen in as Tim explains six digital vitals to consider when this happens.
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In the news |
A new report from Madison and Wall projects that the US ad industry will grow 5% to $360 billion in 2023 — with an additional 4.2% growth forecasted in 2024. What’s interesting is that digital platforms, including search, social, retail media, and video platforms, will account for 64% of advertising this year.
If your nonprofit is still on the fence about ramping up its digital efforts for 2024, testing out new channels might be the move this year-end.
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Attention, associations: How can you enhance member experience and increase retention rates?
Recent research from Forj recommends launching tailored learning opportunities, revamping technology to address frustrations, and prioritizing community-driven learning experiences to meet the evolving needs of members at different career stages.
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For your inspiration folder |
Popups can feel pretty invasive when used excessively. I’m sure you’ve been there before: You’re trying to view content on a website, but you can’t escape the barrage of popups. This intrusion can often disrupt the giving experience.
I’m a big fan of popups and a firm believer they can lead to higher conversion when used right. Popups can actually serve as a way to effectively inform donors on upcoming fundraising initiatives (i.e., year-end).
This article from Drip showcases seven ways to use pop-ups to drive donations with real examples from nonprofits. The popup usage from San Diego Zoo, Catholic Relief Services, and The Humane Society are worth a good look.
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Break through the corporate noise and drive engagement this year-end
Is your EOY messaging framework inclusive of all supporter types?