FYI Blog

Fasten Your Seatbelts…

Let’s face it: we’re in for another roller coaster year. We know that. What we don’t know is what the high and low points will be; what will trigger or suppress giving; what the political landscape will look like in a year—or tomorrow. As an industry, we need to collaborate more than ever, sharing strategies […]

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January 31, 2018

Don’t Ignore Mobilegeddon

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Amy Padre0064By now, you have heard of the change to Google’s search algorithm, which took effect in late April—and was quickly dubbed Mobilegeddon. No, it’s not a summer blockbuster, but clearly the new algorithm has generated strong opinions in the digital world. I’m hoping that it also triggers decisive action on the part of nonprofits.

 

Google wants to return relevant search results that are better optimized for users’ devices, while encouraging organizations to make their websites mobile-friendly. The new formula will give a boost to sites that are designed to look good on smartphones, while penalizing those that don’t. (This change only affects mobile results—tablet and desktop searches are unchanged.)

 

There is some good news for the late adopters: Google has implemented its revised algorithm slowly, giving organizations time to make necessary changes. And Google will not significantly penalize non-responsive websites if their content is extremely relevant to the search terms being used. Nonetheless, this is a decisive move on Google’s part to push businesses and nonprofits into the mobile era.

 

Our take? It is time for nonprofits to join the mobile-friendly revolution. More than half of all emails are opened on a mobile device, and 71% of people will immediately delete an email that doesn’t render properly. It makes sense to get with the program and update your website now. 

 

Need more of a push? Check out Tom Belford’s blog Mobile and Fundraising (subscription only), where he writes, “These days The Agitator is badgering readers on the importance of mastering mobile almost as much as we hammer away at donor retention.” He goes on to explain even more reasons why, and links to a helpful white paper outlining how to seize the mobile-marketing opportunity. 

June 25, 2015

More Email, More Segmentation, More Revenue

Here is what I’ve seen and heard online recently:

• Check out Alchemy Worx’s 3 Reasons to Consider Sending More Emails and remember that an increase in volume must also be relevant and meaningful to your supporters.

 

New Google Grid View• Want more choices than simply Subject Line A or Subject Line B when segmenting your email file? Google Grid View allows marketers to send Image A, B, C, D, and E, all at once, and let an algorithm determine which of these images to serve to the person seeing it, based on the device, time of day, location, behavior, gender, age, and even purchase history. Read all about it!

 

• And last, a blog about click-to-call technology – in The Mobile Call to Action That Drives More Revenue Than the Rest, Eric Holmen cites Google’s report, The Role of the Click to Call in the Path to Purchase, 70 percent of mobile searchers have used the call button to connect directly with a business from the search results page. Definitely something to consider when potential supporters are seeking information about your organization and you’re seeking to convert them to donors.

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May 29, 2014

Top 5 Takeaways from DMAW Digital Day

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1. Mobile email use is growing quickly, so now is the time to focus on mobile-friendly email design. Skinnier, single-column designs with touch-friendly calls to action, large fonts, and streamlined messages all add up to a better mobile experience for your supporters. And like other direct marketing channels, it’s important to test different components (e.g., subject line, snippet text, call to action) to improve performance. 

2. Consider cross-channel analytics to get a better sense of how direct mail acquisition lists are working for your organization. Is match-back analysis showing that donors are receiving your mail, but giving online? And does that factor into the direct mail list performance?

 

3. A key point from a session that covered testing, mobile design, and sustainer lightboxes: When rolling out mobile strategy, make sure to test mobile-responsive donation forms and landing pages between web-driven and email-driven traffic – results might be different!

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October 23, 2013