Getting New Donors With Online Advertising For Charities
Getting New Donors With Online Advertising For Charities
Thanks to the amazing internet, charities can now raise funds quickly and efficiently. From the websites I've visited most charities tend to approach funding in the traditional fashion. The "sales" process tends to be straight forward. In order to get a new donors, charities would have to send out thousands of letters to convince people to give.
The problem is, how can a new charity that doesn't have massive financial resources risk over $4,000 on a direct mailing campaign? Well, here comes the internet to the rescue. By using "Pay per click" ads, a charity can add new donors at a very reasonable cost.
And "Pay per click" campaigns can be used with any size budget. The process works like this: you have a banner or text ad created that is linked to a "direct response" landing page. The landing page is designed to sell the visitor on your charity.
Most businesses and charities send visitors directly to their main website. That's a big mistake, you must use a direct response landing page in order to convert the visitor into a donor. The landing page is set up to work just like a direct mail letter. It's usually 4 pages or more and sells the visitor on your cause.
Just like making a new friend takes time, the landing page needs to be several pages long to be most effective. I created landing pages over 10 pages long, and they are some of the most effective at getting sales.
"Pay per click" ads are not magic bullets, the results take time. You'll get fewer donors in the short term, but you are spending less than 5 percent of the cost of direct mail. Using a well written landing page can increase the number of donors by a factor of ten or more.
Direct mail on the other hand can be very expensive even with the nonprofit rate. You still have to pay for copy writing, mailing lists and printing. All that can cost more than $4,000 for a single test.
Charities can use "Pay per click" advertising to get new donors, without the large up front expense of direct mail. "Pay per click" click advertising works very well with this two step process.
Fritz Richard
MediaCrest
3711 N.W. Banff Drive
Portland, Oregon 97229
503-866-7419
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