Britt Vogel You’ve got a fantastic website. You’re producing blog content on a regular basis. You’re doing great work and making an impact. But, you’re not getting the support you think you should be, and you have no idea why.
Successfully driving people to take a specific action, also known as a “conversion”, can be tough. For your nonprofit, it could be that you need more volunteers, more donations or you just wish more people were talking about you on social media.
No matter what the action, there are a few key areas you should be focusing on to drive conversions. Before you decide all hope is lost, take a minute and ask yourself these questions we’ve put together. Answering these will help you pinpoint where you could make some improvements. It’s in no way an exhaustive list, but we do cover a lot. It’s a great starting point, and we’ve linked to some helpful resources in case you’d like to know more.
What’s Going On with Your Calls to Action?
Your calls to action could simply be falling flat. The best calls to action are well-designed and engaging. They grab a visitor’s attention using clear and concise language, and inspire them to act.
Not sure how yours measure up? Read these posts on creating calls to action that are designed to stand out, and how to develop copy that drives people to convert.
How Do Your Forms Look?
There are a number of reasons supporters could be abandoning your website before completing a form. It could be that they’re too long and ask for too much information. People are busy. People also don’t love sharing a ton of personal information online.
If you think your forms could use some tightening, take a look at these posts on simplifying your donation process and improving your donation forms.
Are You Sharing Your Financial Information?
Financial transparency can go a long way in establishing trust with potential donors. People like to know how their donations are used. This can include everything from sharing information about how you’re using donations to including financial documents like your annual report on your website.
Not sure about what to share with supporters? Learn how to make online donors more comfortable and the ways sharing financial information benefits your nonprofit.
Is Your Site Responsive?
Look around. Everyone is on their phone…all the time. Your website needs to be mobile and tablet friendly. People tend to do things when it’s most convenient for them. And, this is often when they’re on the move. You want to catch people in the moment they want to engage with you even if they’re not on their computer, and a responsive site allows you to do so.
If you’d like to know a little more about responsive design, read our post explaining why your nonprofit should invest in a responsive website.
Are You Using All of Your Marketing Channels?
Your website is just one piece of your marketing strategy. There are other places you should be investing in to drive support for you organization. These channels are an opportunity to develop a deeper relationship with people already interested in your organization and more likely to take action.
If you’d like to get more strategic with how you’re using your marketing channels, we can help. Check out these posts on video marketing, inbound marketing and email marketing automation.
What’s Your Social Media Status?
You need to be engaging with your social community on a regular basis. Social media is an opportunity to develop relationships with supporters and colleagues in your field. It’s also an opportunity to drive people already interested in your organization back to you website. You can use your posts to engage your community in a conversation, generate awareness, promote a specific campaign or initiative, and more. Basically, it’s an opportunity to drive people to take action in the exact way you want them to.
Are You Using Your Email List?
We’re all always checking our email. It’s become second nature to most of us. If someone signed up for your emails, that means they’re interested in your nonprofit. Establishing a relationship with them through regular email contact is a great way to keep them interested and lead them to take action. Sending out something like an email newsletter can greatly benefit your nonprofit.
Hopefully this post gave you some ideas for an area or two you may want to focus on to boost conversions. At the end of the day though, it’s all about inspiring potential supporters with your work, amplifying that message and making the act of supporting your nonprofit as simple as possible.
What did you think of our list? Have any questions about your marketing we may be able to help with? We’d love to hear from you in the comments.
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