The reason for low conversion rates

Nhu Te on Jul 24, 2024 1:29:22 PM

091: The reason for low conversion rates

We're halfway through the year, and it’s already had its share of both excitement and turbulence. Just reflect on the past week alone: A routine software update caused a major global Microsoft outage last week, the Olympics are kicking off later this week, and the upcoming election has already taken a big, unexpected turn.

Despite all this noise, fundraisers and marketers still have milestones to hit. That means zeroing in on the conversion rate and (if it’s lower than usual) understanding the variables affecting it.

Join us in this week’s brief to explore how message clarity can improve engagement and conversion.

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Snackable snippets

Engaging donors with a specific problem 📖
Take a look at your most recent fundraising appeal. Is the message direct and to the point, or is it a little vague and non-specific?

Seasoned fundraising copywriter George Crankovic explains that many nonprofits hesitate to clearly articulate their needs to donors, fearing criticism or it might overshadow their good work. Here's why nonprofits should reconsider this approach.

How adding clarity impacts user engagement 📖

On that note, let’s look at an experiment that proves why message clarity and specificity help achieve better fundraising outcomes.

NextAfter collaborated with The Navigators to test new homepage copy to boost sign-ups for the organization’s content offer. By comparing two new versions of the copy against the original, both treatment options outperformed the control in terms of click rate and average gift.

How to reach audiences through targeted campaigns 🎧
Camille Currie, VP of Marketing and Communications at NAF, joins us in the studio of Good Marketing Unplugged to share how her team leverages storytelling and targeted campaigns to engage six key audience segments.

A few of her strategic pillars include continuing to refine the message, weaving data into storytelling, and identifying gaps in your approach. Tune in to this episode to find out more!

Opportunities to boost your fundraising conversion rate 📖
With an average donate page conversion rate of 12%, organizations have plenty of room to improve their supporter activation.

To achieve this, understanding the factors that influence your conversion rate is crucial. Dara Daly breaks it down, providing actionable strategies to optimize your donation page performance.

Nonprofit fundraising in an election year is tough 📖
Fundraising has faced its fair share of challenges of late, and an election year only adds to the complexity. To help guide organizations through the remainder of this year, research from Blue State offers advice on navigating these obstacles.

Learn how to tailor your messaging, diversify outreach efforts, and make data-driven decisions to elevate your fundraising strategies this year.

In the news

Google’s URL shortener service will stop working on August 25, 2025, causing billions of redirected URLs to display a 404 not found error.

Starting August 23, 2024, goo.gl links will show an interstitial page notifying users of the upcoming shutdown before redirecting them. Organizations should update these links now to avoid disruptions in the user experience.

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A report from the Interactive Advertising Bureau forecasts a 16% rise in ad spending on online, social, and CTV video in 2024, reaching $63 billion.

Particularly in digital video, business outcomes now top traditional KPIs like reach and frequency. The report notes that this trend is especially evident in social video, online video, and connected TV, with 64%, 58%, and 54% of buyers prioritizing business results.

For your inspiration folder

MrBeast, widely known for his stardom as a YouTube content creator, and #TeamSeas surpassed their goal of raising $30 million to remove 30 million pounds of trash from oceans, rivers, and beaches.

This campaign shows the power of influencer marketing and how one person can use their platform and engage their audience to drive real change. You might even have micro and macro influencers within your own supporter base. Take this as a sign to dive deep and tap into the giving potential hidden in your community!

Source: #TeamSeas

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