Homepage Hijack Doesn’t Stop Donors in Their Tracks
|A few days ago, we launched the first strategy in the ambitious new year-end fundraising plan I told you about last week. We hijacked our homepage with a clever campaign seeking donations to purchase essential and rather pricey new tires for the PetFix mobile clinic. Check it out. I think it’s really cool. In fact, I click on it whenever I get a break in the action and it makes me giggle every time.
But, let’s face it, giggles are good only if they prompt donors to click that big green Donate button or reach for their checkbooks. So far, that’s not happening. I’m hoping you can tell me why.
If you’ve been following this blog, you know I’m an old hand at fundraising with phones and snail mail but a newbie at all aspects of electronic fundraising. I have to admit it’s great fun at this stage in my career to have a whole new toolbox, and we’re fortunate enough to have some great volunteers who know how to use the tools. This past year, our little spay/neuter clinic has begun accepting online donations, launched an e-newsletter, jumped into e-ticketing for our major events, and become active on Facebook.
Is it working? Well, not yet. The vast majority of our donors still make their gifts by mail. Ditto those who buy tickets to our events. But our reports from Facebook indicate that more and more people are checking in with us on a regular basis and we’re working hard to keep them engaged.
A post the other day asked our fans to check out the new addition to our website. An e-blast sent out the same day repeated the tire appeal, albeit without the giggle-producing animation, and linked to the home page as well. What are we missing?
Seriously, I hope you’ll take a look at our homepage hijack and let me know what you think. We know this is a work in progress. Every new thing we try is an opportunity to learn. I look forward to your comments. Meanwhile, we’re hard at work on a good old fashioned snail mail campaign. This old dog is happy to learn new tricks, as long as she can still rely on good old sit and stay to keep those coveted clicks and treats coming.