5 Keys 6 Common Pitfalls
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Transcript of 5 Keys 6 Common Pitfalls
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& for-profit organizations
What is the greatest challenge
for most
Q
ministriesnon-profitscolleges seminaries
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Reaching the next generation of…
A
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•Donors•Students
•Supporters•Customers
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5 Keys for Successful Online
Acquisition
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a relevant premium
1
A premium should connect with both the mission of the organization and
with the online audience.
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consistency between ads and landing
page
2
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good landing page design
3
a cul-de-sac versus the freeway
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good bad
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short control cycle
4
test, measure, improve
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5effective follow-upboth online and off
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online follow-up
• thank-you page
• email: auto-reply
• email: scheduled
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off-line follow-up
• fulfillment• direct mail• phone
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The greatest success starts with just getting people to raise their hands.
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new relationships existing supporters
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6 Most Common Follow-up Mistakes
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no thank-you after sign-up
1
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communication stream & premium are unrelated
2
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too eager to change lanes
3
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use only one form of
communication
4
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failure to think long-term
5
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don’t think beyond the desktop
6
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build a bridge to optimize conversion
new relationships existing supporters
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