Last week, we made a presentation on ePhilanthropy (a philosophy and a strategy, which differs from Internet Fundraising, which is merely a tactic) to a portfolio of nonprofit organizations in New York. Much of the conversation focused on getting these organizations to do the simple things right. We have heard requests repeatedly from nonprofits of every size, from start-ups to organizations with budgets in the hundreds of millions, to help them find the silver bullet when fundraising online. Our response everytime is that before looking externally, they should fix their own Website and donor/visitor engagement practices.
Put another way, even if you can drive 2 million new potential donors to your Website by some creative campaign you’ve launched online, it means nothing if their experience upon arrival is confusing, cumbersome–and in some cases, literally hinders the individuals ability to give. It is important that nonprofit organizations focus on the experience, and specifically, the experience an interested donor (or volunteer, or grantor, or service provider) has to go through to find the information they need and take desired action.
When we received this presentation from Omniture this morning, we had to share. We’ve posted the overview, presented in the email we received, below. Though this may seem very “customer” focused, nonprofit organizations can learn a lot regardless. Plus, in our model, we don’t distinguish between donors and customers necessarily. In the end, both represent the groups of people who are looking to accomplish a goal or acquire something of value (a product, a feeling)–and give your organization money to make that happen.
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Do you know what your customers really want from you? Do you know why they come to your website? What motivates them to purchase from you? To blog about you? The answers to these questions guide the new rules of marketing in a digital age.
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