If you're a non-profit, volunteerism and fundraising are key to supporting your mission. Your website is your first – and sometimes only – chance to make a connection with potential supporters.
Get Smart Content helps advocacy groups make that connection by showing them what is important to different site visitors and enabling them to speak to these different visitors in the most affective manner. Some visitors may be looking for more information about recent policy changes. Others have been directed by an employer who matches donations. Some may be current donors or may have already connected with you on Facebook. Get Smart Content lets you see this information in advance and enables you to connect with these visitors through a personalized experience.
Your advocacy group is faced with a dual mission of fundraising and delivering services. Using Get Smart Content, these advocacy groups have made their websites more effective marketing tools. They engage visitors to volunteer, share the message, and donate to their organizations. Get Smart Content enables advocacy groups to segment their audiences and increase interaction.
Your advocacy group has the opportunity to localize content by providing geo-targeted messaging and calls-to-action.
One advocacy campaign replaced static images on their site with Smart Content that is targeted to the individual user's location. Within a few weeks, this campaign saw a 49% increase in conversions when the call-to-action was specific to the visitor's city location.
Most advocacy campaigns are funded by donations from those who believe in and support the cause. Because of this, decreasing the abandonment rate on a donations page is a key metric for one Get Smart Content customer.
Prior to using Smart Content on their site, this advocacy group had a 24% abandonment rate on their donation page. After using Smart Content to segment and target visitors leading up to the donation page, the abandonment rate on the actual donation page fell to 5% - 4 times lower than the overall site average.
Utilizing Smart Content, your website can keep visitors moving toward the goals that are most important to you.
The leadership of your organization is likely one of your primary connections to large donors. LinkedIn, online biographies and profiles, and articles highlighting the careers and success of your leadership are all avenues that your advocacy group can use to increase traffic and support.
Through examining the analytics of their site, a national volunteer organization was able to determine that a large volume of their site traffic was arriving on their site due to searches for the organization's CEO.
By providing an immediate call-to-action relating to their CEO, this organization is able to serve the most relevant content to their site audience - resulting in a 328% increase in click through rate over untargeted traffic.
By examining your analytics to determine common visitor trends, your advocacy group has the opportunity to provide the right content at the right time. These groups are already doing it. What would you like to say to yours?