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.  Click to watch the animated campaign -- let me know what you think. 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. |
Tags: Marketing & Media, Shelter Management
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Amber Luttrell Says:
I’m not a large-scale donor, but when I do give, it’s ALWAYS online (unless you count putting a dollar in a jar), and I prefer paypal so I don’t have to enter all my card info. The donations that pull me in have a specific goal (like yours) and a target to reach (like most chip-ins). I like to know that my $100 donation gets the organization 1/8 of the way to goal (or whatever the case may be).
Sheila Says:
I agree with Amber, I find the donation going to the “Network for Good” confusing and a stopper. The explanation that it is a “donor advised fund” is confusing. Plus tires don’t seem that expensive — for me they cost about $800 (I realize they could cost more for the van). Seems like a maintenance issue that should be covered under general operating budget. You might have better luck fundraising online for an individual animal who needed an $800 treatment. $ to pay the light bill and such is much needed, but donors want to think they are supporting “the animals.” Good for you for asking for feedback!
Hope Brustein Says:
Adorable and made me giggle too. A few thoughts: it goes from cute animation to having to read a box..unless you read the box you don’t know what is being asked for…but interest takes big dip after the animation ends. Tires are really important but not an inspiring year-end ask. Not sure about this but when I’ve tried the “what happens if you don’t fund this” approach it’s never done as well as the “what do YOU make happen when you DO fund this.” Lastly, everyone is asking for funds and donors are figuring out, or have figured out already, where to give. The idea that you’re asking for money for tires may leave a little feeling that you’re in hurting times. So, to me, as cute as the animation is, the message ends up a little negative, when I know, from firsthand experience, how inspiring and positive and crucial your organization, it’s mission and it’s on-the-ground work is.
Rosemary Says:
My impression is that the majority of people who read web pages (or “like” facebook pages) are just browsing and really not going to take much action.
We’ve had much better results advertising pets in need of homes and volunteer opportunities than soliciting donations, and my impression is that the people who donated were ones who would have donated using other methods.
I suspect that the web is making it easier for supporters to take actions they already had some motivation to do (wanting to adopt, volunteer, donate etc.) but it isn’t doing all that much to convert those who weren’t already willing to help in some way.
Kate Says:
I agree with Hope about the text box. That big title at the top which just says “the wheels on the van go round and round” would probably be better used telling people what you need & how they can help. That would be more likely to get me to read the rest of the text.
Also, when potential donors click on the donate online link, the next page says nothing about tires. It looks like your standard donation page, for subsidizing spays and neuters, which is fine, but that’s not what you asked for or what they clicked to see.
We’ve never done a fundraising drive through our social media venues (Facebook, twitter, etc), but we have had a lot of luck asking for much needed items on Facebook. When we put out a plea for paper towels or cat food, our supporters have really come through, so don’t discount these as places to ask for help!
Melissa Says:
Tires may simply not be exciting enough. People who are happy to give to the vague cause of “helping animals” – even though that money may be spent on practical items like cleaning supplies, the water bill, and tires – may not respond to an ask to help pay for the actual items. Donating the items themselves, however, is another matter, and maybe tires should go on a wish list. Otherwise, I liked your cartoon (though the screech is startling, that was undoubtedly intended).
Richard Van Dyke Says:
Great Read! I am always eager to learn as much as I can about people coming together and helping through a donation or volunteering their time. We at the American Evergreen Foundation (AEF) Offer our “Conservation through Participation” programs with a never ending goal to reach out, involve and enlighten.