Online Marketing Essentials Blog

A Donation Funnel is a method for tracking individual people in their progression from becoming aware of your charity to being fully supportive of it. People tend to start at the wide mouth of the funnel, and as they get more engaged in the cause they move down towards the spout. In managing a donation funnel, you look for opportunities to push people down to the next level of commitment.

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A USA Today report shows more mobile devices are purchased each year than desktops.1 Mobile devices now encompass smartphones, tablets, and gaming devices. Is your website ready to be viewed on mobile devices?

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How does your marketing team decide their next strategy? Do they go by gut feeling, see what competitors are doing and copy them, or do the same thing they have been doing the last five years? Take the guesswork out of reaching new customers. Surveys, focus groups, and question-based research have been used in the past. The Internet has put a new face on these methods, but the core concepts are the same.

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What is the difference between a sales website and a charity website? They both do the same thing: Get people to spend money with you instead of your competition. You might be tempted to go with a generic-use or sales web template and perform some light modifications to produce a charity website.

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Envision your Internet marketing as a bicycle wheel. The core component is your website. It is the hub of the bicycle wheel in which everything else revolves. The social media sites, blog, campaign funding sites, and donation payment sites extend the reach of your website. They are the spokes of the bicycle wheel analogy.

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Supermarkets have been selling products down cold. From the store layout to the shelves, everything is arranged for the customer in mind. So if you want to have a website that best serves your customers, understand how supermarkets are designed.

Organization

The aisles are arranged in categories. The fresh vegetables are grouped together, the freezers cover contiguous aisles, and the greeting cards are all in one place. "Cart-stuffer" items like candy bars and magazines are positioned in-reach for when the shopper is waiting in the check-out line.

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Search Engine Optimization (SEO) is more than just word choice. It is about the importance you place on certain words and ideas over others that tailors your page to a search engine's index of websites. Second to knowing your audience, you must use SEO techniques to guide your decisions on how to present the material to your audience (of which search engines are your audience).

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Your website is not for you--it is for your audience. Understand what they want and deliver your message to suit them. You have five seconds to make an impression for first-time visitors of your website home page. You can't be everything to everyone in just five seconds. Although you may have many different types of audiences, you need to decide which people your website will target.

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The 2013 Nielsen Global Trust in Advertising and Brand Messages has confirmed that consumers are more likely to respond to newspaper and web articles than their counterpart ads. When your information is encapsulated as a news article it generates more inquiries than a sales ad in the same periodical. Part of your marketing outreach should therefore include nurturing a relationship with news reporters.

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The stigma of networking has been about me, me, me. People promoting themselves to others without any regard of the other person's interests. Networking, however, does not necessarily have to be that way. This stereotype is the unfortunate poster style for networking. There are other, perhaps more-enduring, ways to connect with people. One way is the value-added friend approach.

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