Brown Blog

Brown Blog
06 Jun

Nonprofits! Do your online donations match up?

Target Analytics, a Blackbaud company, has released their 2011 donorCentricsTM Internet and Multichannel Giving Benchmarking Report and its companion, Improving Overall Giving Through a Multichannel Approach.  It sounds weighty, but this 22 page report (and its three page companion) is an easy read and a must for those of you trying to figure out if your online giving strategy is matching up and if grabbing donors online is worth the effort.

Well, while direct mail campaigns aren’t dead – far from it, finding and courting donors (new donors) online is important to the long-term relationship, especially if after that effort, you give them alternative ways to interact with your organization.

Key findings of the 2011 report include:

  • New donors usually give their first gift online.
  • In aggregate, online-acquired donors have much higher cumulative value over the long term than traditional mail-acquired donors.
  • Every year, large proportions of online-acquired donors switch from online giving to offline sources – primarily to direct mail.
  • Without the ability to become multichannel givers by renewing support via direct mail, online donors would be worth far less.

Even though the data to generate this report relies on just 28 major national nonprofit organizations, it is a narrative that can help any size organization focus on their online giving results and efforts to reach out to their internet audience through multiple channels.  Your donate button, and how you use it, is just part of the strategy!

If you are a nonprofit without a way to gather information from your online visitors, or are frustrated with your donate button, let us help!  Brown Dog Creative has solutions available for any size budget, contact us and begin developing your online audience into long-term supporters.

03 May

Five Ways a QR Code Can Help Your Business

Lately, you may have heard about QR Codes and wonder the heck they are? And further, how – if it all – they can enhance your marketing efforts? How do you even make one you might wonder? Who uses them?

Let me clear up some of the mystique so you can understand what they are and decide if they are a good fit for your business or nonprofit organization.

Just what is a QR code, anyway?

Simply put, a QR code is a 2-D bar code. It can be scanned by a reader and sent to a website or web page. These days, many people have apps for their smart phones that allow them to scan on the spot. I love mine! (QRReader App»)

How do I make a QR Code?

Its easy, you can use a QR Code Generator to create a code that looks like the one pictured.

Five Creative Business Uses for a QR Code

  1. Convert via a Landing page – Create a QR Code for a specific promotional offer that points to a unique URL. It’s best to send them to an internal landing page (versus your home page) with a relevant call to action and conversion form. A traditional print advertisement is the perfect spot for these, keeping the layout attractive and clean while providing a way for an interested prospect to dig deeper.
  2. Connect through a Business Card – Print a QR Code onto your business card, giving the recipient a place to go to learn more about your company, than merely how to contact you. You can even tap into your social networks by sending them to your Facebook, LinkedIn or Twitter pages.
  3. Sell at Your Storefront – If your business has a storefront, or even online store, it is nice to display a QR Code at your entrance for those who stumble by after hours and want to reach out, or shop immediately. At point of contact, convert the visitor to a sale, or at least provide them the opportunity to connect remotely.
  4. Add to your Subscriber List – Use a QR Code to send people to your email list sign up form. Give them a reason to join and provide quality value-added material in your emails and you will create a loyal follower. These type of codes are great on a leave behind after a presentation or webinar.
  5. Share an Event Gallery or Video – Use a recent event as an excuse to share a photo gallery or video. People love photos and videos. You can add a gallery/video-linked QR Code to an event ticket, program or email blast which provides an easy avenue for those interested in experiencing the fun after the fact.

So while these are just a sampling of ways to use QR Codes to enhance a customer or member’s experience, you get the idea. A QR Code creates mystique behind the promotion or connection. Its one’s natural curiosity to scan and see, so take advantage of that instinct and try it out.

If you’ve already ventured into the QR landscape, what other successful ways has your business used them?

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