I’m a marketeer, so I love nothing more than clever copy and an ad or message that gets straight into the heart of the target audience.
So when Action Aid asked me to “go harder” with bolder language that stepped (a bit) outside their brand voice, I was thrilled.
Brave Marketing and Communications for Charities
In the charity space we have to be very mindful of the beneficiaries of our programs and services. We are careful to be authentic in how we represent the people, animals and issues we support. And of course there are...
The demise of email marketing has been foretold possibly since email marketing took its first breath in 1978. And while I’m still yet to see it pass, there can be no doubt that it is in a state of decline.
A 2019 report from Campaign Monitor notes average open and click rates industry-wide are in decline:
- 17.92% open rate
- 2.69% click through rate
- 14.10% click-to-open rate
Compare that to 3 years ago in 2016 when we were seeing around about 27% - 30% open rates and 3% click-through rates, you’ll notice that...
If you’ve read our latest work –Researching Charity Donation Pages 2.0, then you’ll know there are many things you can do to improve the experience your supporters have when donating through your charity website.
Improving the conversion rate of your donation website isn’t going to happen overnight. However, here are some simple changes you can make this week that will make an improvement.
Just how easy it is will depend on two things:
If you’re running social ads for your organisation, firstly, congrats, you are DEFINITELY not alone. If you’re not, that’s probably a discussion you should have with us separately. (Seriously, get in touch.)
Social advertising is prevalent across all industries, and charities in recent years are getting super savvy and sprawling all over key platforms. (Why, I’ve had to mute some ads as “not relevant” on my Instagram account, I’m so inundated!)
Orgs might be getting savvier on social, but there are 3 simple mistakes I see time-and-time again when I audit or optimise Facebook campaigns for clients.
Or when we were asking our donors for their name, fathers title, and their childhood pets name before we let them donate?
A whole lot changes in 3 years.
Our 2019 Donation Pages Research 2.0 has shown that. A lot has improved, and there is still a lot of room for improvement in the donation pages experience for donors. But one standout – OzHarvest – blew our minds with the strides they have made in the last 3 years to get a 100% in our...
Top UX tips to improve your website user experience
When building a new website, we all put A LOT of thought into it.
The design especially. The content for your website takes AGES.
We labour over the homepage and what should go there.
But so many websites miss the important and simple things that make it work well for the end user - your supporters and donors.
Here is an excellent list of simple things to make your website more successful (From Wired Impact)
1. Make your text a high contrast colour
Designers love to use grey on websites, most websites now...
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