[NEW FEATURE] Online Engagement via Constituent Website Visit Analysis

Bloomerang-Update

This week, we released a unique and innovative feature – the ability to measure a specific constituent’s pageviews on your website and automatically impact their Engagement Score in Bloomerang.

Website-visit-highlighted-pic

Engaging donors online can be a tricky proposition. Even with excellent tools like Google Analytics to perform website analysis, you can only get anonymous data about website visits. Bloomerang’s Online Engagement is a new platform created specifically for non-profits to see how their constituents’ online activity impacts their overall Engagement Score.

Website Visit Pane

The first component uses a simple code snippet to record website visits and associate those visits with a constituent in your database.

website-tracking-code-snippet

Why this is useful

The average percentage of non-profit website visitors that make a donation is a paltry 0.6%. To look at it another way, almost 99% of nonprofit website visitors are not making a donation. Traditional techniques usually stop here because when you don’t know who is leaving, there is no way to determine why or how to recapture them.

With Bloomerang’s ability to match website visits to constituent records in your database, you can re-market to that group and convert what would usually be lost donors. By taking a segment of visitors that have multiple visits in the last 30 days and generating a subtlety targeted campaign to them, you would be able to increase the number that become donors. But why stop there? How about sending out a campaign for visitors that had never donated, another for LYBUNTs, and another for those that had made donations to a specific program area last time? Because we’re combining website visit data with your donor database, you can generate exceptionally specific and targeted campaigns to recapture abandoned visitors.

Website Visit Filter

Let me give you something powerful to take with you: a small 2% increase in website visit conversions (which shouldn’t be hard coming from less than 1%) would mean an additional $74,370 in online donations annually for an organization that gets 1,000 visitors a month.

The best part of all this – it’s completely free to all Bloomerang users. Keep an eye out in the coming months for more elements that add additional dimensions to make Online Engagement even more robust.

Keep creating and experimenting!

*Based on the average online one-time and monthly donations from the 2014 M+R/NTEN Benchmark Study.

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Ross Hendrickson

Ross Hendrickson

Co-Founder and CEO at Bloomerang
Ross Hendrickson is a co-founder and the CEO of Bloomerang. Prior to co-founding Bloomerang, he served as Product Manager for Bostech Corporation and later Avectra. He graduated with a B.S. in Economics & Engineering Science from Vanderbilt University.
Ross Hendrickson
By | 2017-06-10T19:02:45+00:00 March 26th, 2015|Product Updates|

13 Comments

  1. Jessica Prechtl March 26, 2015 at 10:28 am - Reply

    Wow! How does this feature know who is at the IP address in order to update a constituent profile?

  2. Ross Hendrickson
    Ross Hendrickson March 26, 2015 at 10:55 am - Reply

    Jessica – once someone submits any Bloomerang form on your website, we can identify all their past visits. In the next few weeks, we’ll have an additional capability to associate visits using link tracking through mass emails!

  3. Marie Dallas March 26, 2015 at 3:13 pm - Reply

    will you be conduction webinars on how to use this new tool>

    • Steven Shattuck
      Steven Shattuck March 26, 2015 at 3:18 pm - Reply

      Hi Marie, we are planning on including this in future educational content.

  4. Daniel Watson March 26, 2015 at 10:56 pm - Reply

    We have inserted the code, but how can we test it is working? What should we be seeing?

    • Steven Shattuck
      Steven Shattuck March 27, 2015 at 6:35 am - Reply

      Hi Daniel, once a constituent fills out and submits a Bloomerang-generated form on your website, their website visit history will appear on their summary page below the engagement meter.

      • brandy March 27, 2015 at 12:53 pm - Reply

        I have a question about this. What if we don’t have forms linked to Bloomerang on our website, other than our newsletter sign up? Would this still track general page visits?

        • Ross Hendrickson
          Ross Hendrickson March 27, 2015 at 3:40 pm - Reply

          If your newsletter signup form is from Bloomerang (and you’ve added the website visit code snippet on your website header), website visits will be recorded.

  5. Ann Kensek March 27, 2015 at 8:26 am - Reply

    Would a webpage generated through Firespring that feeds directly into Bloomerang in terms of other donor info function in the same way, or does the page need to be generated through Bloomerang?

    This sounds like a great feature!

    Thanks!

  6. Marie Dallas March 27, 2015 at 8:47 am - Reply

    and how do we create a bloomerang created form on our website?

  7. Kendall April 15, 2015 at 2:48 pm - Reply

    Hi, Will this work for individuals who have used the Bloomerang form on our site PRIOR to use installing this code? Also, what if we merge those sign-ups with records we already have in the database? Does it still work?

    Have installed the code and would like to test it out or see if it is working. Thanks!

    • Ross Hendrickson
      Ross Hendrickson April 16, 2015 at 8:41 pm - Reply

      Kendall – unfortunately, no. The form submission has to take place after you have the code on your site. However, if you do merge records with someone that has data, the visit data will transfer over.

      To test if it’s working, you can view your site a few times and sign up for a newsletter using your own name. You should then see web visits on your constituent record in Bloomerang!

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