Convio Report: Four Trends You Must Know

Ways to grow your e-mail file and online traffic suggested in the whitepaper are:

• Gather e-mail addresses offline through renewal appeals, membership drives, event invitations and at events where you interact with a large number of constituents. Promote the benefits of e-mail communication when asking constituents for e-mail addresses, namely that communications are more timely and will save your organization money and administrative work, allowing you to better serve your mission.
• Gather e-mail addresses online, via your Web site.
• Harness Web site traffic by constantly featuring new content, helpful reports, special campaigns and appeals.
• Include your URL wherever you list phone numbers, mailing addresses and other contact information (in brochures, ads, staff e-mail signatures, voice messages, phone hold or intro messages, and business cards).
• Feature specific calls to action only available online.
• Put online-generated content into offline communications (publish poll and survey results or choose reader responses or quotes to feature in a newsletter or direct-mail package).
• Use story continuations to drive cross-over traffic.
• Encourage Web visitors to register at your site when they arrive.
• Run a welcome series for new Web site registrants to get them to convert to donors within the first 45 to 60 days.

2. Nonprofit online revenue grew during the fourth quarter of 2008, despite economic challenges.