I'm impressed with the creativity of our clients as they leverage the Engaging Networks platform to deliver engaging and branded web pages to motivate their supporters. I'm also impressed when I see them using our technology to deliver thoughtful and strategic campaigns. I wanted to blog about some of the more recent and effective client campaigns that I've come across. I hope that you are as impressed as I am... and inspired!
An effective fundraising approach is to encourage donors to support special projects or programs, especially if the prospective donor segment is tied to the program. It allows for very targeted messaging and great opportunities for branding. This page is an appeal by the University of British Columbia for marine research program and includes nice branding, a video, and other messaging around their marine research. These pages have the potential to convert at a higher rate than appeals on unbranded donation pages.
Many of our clients use small single gift campaigns to recruit donors online, and then follow them up with telephone and/or direct mail campaigns to convert them to monthly giving. The Humane Society International has done a great job customizing one of our donation pages to encourage single gift donors to become monthly givers online (via segmented email push). On this page you can use a slider to adjust the level of the monthly gift. As the monthly gift amount increases the gate opens to free more of the animals!
We have a number of clients that leverage 'social proof' to encourage donors to give, or supporters to take part in advocacy campaigns. The idea is that if a campaign is perceived to be popular and well supported then prospective donors are more likely to give. This example is not a fundraising page, but uses one of our data services to populate the page with supporters names and places to encourage other to take part. We have a wide variety of data services that can be leveraged on donation or event pages.
There are many ways that supporters and prospective donors find their way into your database. It may be signing up for e-news, offering to volunteer, or attend free events. There are appropriate times when a fundraising ask can be attached seamlessly to a non-fundriaisng data capture. In other cases a fundraising ask can be added to a series of information emails over time to allow the donor prospect to 'warm up' to your cause. In the example from the Campaign to Protect Rural England, the page you are viewing is actually the 'thank you' page for someone that has just taken an advocacy action. The page carries the campaign brand and the supporter data into a fundraising appeal.