Weave Your Web Wisely
Sticky site, stickier donors
Once donors and prospects make it to your Web site, take advantage of the opportunity to capture information about them. For instance, visitor number 5,334 might go to your Web site because he saw your URL on your annual appeal letter. His original plan is to make a donation and leave, but he stays for a while because your Web site is so dynamic and engaging. He signs up for your newsletter, or he hops onto your message board to check out the topics. He takes a quick online survey or registers for a contest. Or maybe he even buys something from your online store. This is when visitor number 5,334 becomes Mr. James Smith: age 50, with two kids, living in Massachusetts and an active volunteer with a local social service agency.
- Companies:
- Big Duck Studio
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
