Tips for Using the Web, E-mail and Social Networking to Net 'Wired Wealthy' Donors
2. Make your Web site engaging, inspiring and easy to use.
Tell more stories; avoid jargon and insider language; use vivid imagery; include "sticky" content (videos, quizzes, photo essays, actions); and make Web site navigation clear, easy to understand and intuitive.
3. Make sure your e-mail content is inspiring.
Cultivate donors by updating them on your progress. Tell them how their support is making a difference. Tell more stories, but don't try to tell too many stories in one e-mail. Don't be afraid of emotion. Use it to influence your donor decisions. Two statistics in an e-mail is one too many. Tell the story instead, Scott said.
4. Give donors what they already are adopting online.
This includes video, blog content (but avoid the word "blog"), podcasts, online donation processing and online tax receipts.
5. Integrate your marketing efforts.
Break through the departmental divide to work with your PR, communications, fundraising and programs teams to create integrated campaigns with cohesive messages and multiple engagements. Scott also advised integrating e-mail marketing with direct-mail efforts, as these are multichannel donors. Mirror offline efforts in the mail (e.g., renewal series); include a donation pathway on your Web site homepage for mail packages; and invite offline donors online (live webcasts, podcast series, etc.).
