You’ve just completed the quiet phase of your capital campaign, raising approximately 60% of your goal from major donors and are now preparing to take the campaign public. One of your first steps will likely be to create a landing page on your website where potential donors can go to learn about your campaign and how they can help. It’s important to create a powerful, well-optimized, landing page as it can make all the difference in the world. Here are some best practices for getting the most out of your capital campaign web presence!
Give Your Capital Campaign its Own Page
Remember, a capital campaign isn’t business as usual. It’s an intensive fundraising effort designed to raise a specified sum of money within a defined time period. It should have a sense of urgency. This is why your capital campaign should have its own page where it can stand out. However, for all but the largest nonprofits, it is generally not a good idea to create a new and separate website or microsite for the campaign. Doing so will cause visitors to feel disoriented and lost and just steal traffic away from your current website. The capital campaign page can have its own unique look and feel, just as long as it isn’t completely disengaged from the rest of the site design.
Include Your Capital Campaign in Your Main Navigation
Ideally, you don’t want to tuck your capital campaign page in the online giving section of your website. Once you have set up your capital campaign page, you will want to add it to your site’s main navigation to signal its importance and keep it one click away no matter which page a visitor enters your site from. The importance of this can’t be stressed enough. If you have a content management system, you may still need to contact your developer to add the tab to your main navigation, but it is worth the added effort. Once they restructure your site map, you will be able to make page edits as you please.
Add a Secondary Path on Your Homepage
In addition to your main navigation, users should have another option for accessing your capital campaign page. Consider adding a prominent “Give to Our Campaign” button to your homepage or adding an image and call to action in your homepage slider. A pop-up like the one Perkiomen has on their homepage is another fun option for staying front-of-mind.
One major benefit to digital over print is the opportunity for interactivity. From sliding photos and video playlists to floor plans and interactive maps, your capital campaign page can truly engage the end user. See how Harvard University, clearly with a large budget, used interactivity, statistics, and graphical elements to share key facts about their campaign. A more straightforward example is Ole Miss that features a visual that changes perspective as you mouse over it and a video that is an arena “fly through” that walks you through their project vision. Adding interactivity to your page doesn’t have to be complicated or expensive. Use these examples to get your creative juices flowing on how you can engage users on your capital campaign page.
Make Your Story Consumable
You will want to make your capital campaign story prominent, concise and consumable. Online users tend to skim content and often become overwhelmed when they are presented with too much information. Again, Perkiomen does a great job presenting their story in a quick, easy-to-read format (although the dark background and reverse-out type make it a bit harder to read). Create a two sentence campaign mission statement to present up front and allow visitors to gather more information at their own discretion.
Show the Progress
A fun feature to include on your page is a campaign progress bar. A campaign progress bar will show how your campaign is performing in an easy to understand, visual format. You can even include milestones to indicate certain successes. Additionally, a progress bar will convert visitors into donors by adding a competitive, goal-oriented component to the campaign. For inspiration, check out the Kellogg School of Management at Northwestern University. Their capital campaign page features a progress bar that leads you to key moments and a timeline of the overall plan, all in a clear and colorful format. Remember, it is very important that you keep the information on your campaign page up-to-date. I have visited too many sites where the information is clearly old and it not only takes the urgency out of your campaign, it leaves a poor impression of your website overall.
Allow and Plan for Social Media Shares
One way to encourage others to help spread the word on your capital campaign is by including social media share buttons on the “thank you” landing page that visitors see after making a donation. When a person supports a cause, he or she typically likes to tell others about it and you want to encourage this kind of word-of-mouth marketing. (More on the topic of thank you landing pages.) You will also want to ensure that your website and donation form are responsive. With such large numbers of users accessing social media from their mobile devices, you will need to be prepared for when they click through to your website.
Written by Sara Thompson, SEO and Social Media Administrator at Informatics Inc. and Lee Neel, Vice President of Marketing for The Fundraising Resource Group.
About Informatics: The Fundraising Resource strategic partner, Informatics, is a full service web agency that provides a wealth of web related services, including digital marketing, web design and development, e-marketing strategies, hosting, custom web applications, mobile applications, social media management, SEO services, photo and video services and multimedia development.
The Fundraising Resource Group helps non-profit organizations across the United States with fundraising feasibility studies, capital campaigns, annual giving campaigns, major gift fundraising, non-profit marketing, fundraising training, and other high-impact, high-return fundraising activities. For more about how we can help your non-profit achieve fundraising success, visit our website at www.thefundraisingresource.com or call 888-522-1492.