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 |
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Engaging donors with a specific problem 📖 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. 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.
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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!
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Zeroing in on the marketing trends that can lead to greater impact
Driving GivingTuesday success with urgency and community