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.
The first component uses a simple code snippet to record website visits and associate those visits with a constituent in your database.
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.
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.
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. Ross serves on the Horizon Council, the young professionals leadership council of the Indianapolis-based nonprofit Conner Prairie. He graduated with a B.S. in Economics & Engineering Science from Vanderbilt University.