Allison Van Diest, senior product marketing manager for Blackbaud’s Internet Solutions, has just published a new white paper called Beyond the Basics: Taking Five Website Staples to the Next Level.
The recommendations come in part from findings in the 2008 State of the Nonprofit Industry (SONI) survey.This paper shows how nonprofits can use five web staples to enrich current relationships, establish new relationships, and encourage constituents to interact and give online. Some of the findings and insights include:
Direct or mass email marketing — 79% of nonprofits say they are doing this, although only 58% claim their email address files have grown in the past twelve months, indicating much room for improvement.
Online fundraising — 68% of nonprofits provide the ability for a website visitor to make a donation.
Electronic newsletters — 59% of nonprofits send out an electronic newsletter, which means that right away, there is an obvious opportunity for the 20% who are emailing without sending e-newsletters to add one to the marketing mix.
Website usage reports — 49% of nonprofits are utilizing this absolutely essential (and often free!) tool.
Online event registration — 43% of nonprofits allow prospective attendees to register for events online, and 78% of nonprofits send event invitations through direct mail — this wide gap between online and offline is an area that screams for better constituent service.
Allison uses some of the findings in the SONI survey to make recommendations around improving email marketing, online fundraising, electronic newsletters, website usage reports, and online event registration.
"The most interesting thing our SONI surveys reveal is that the more things change, the more they stay the same. Since nonprofits have been looking at the internet as a marketing and fundraising channel, they have consistently been looking for better ways to addresses the basics. This isn't to say that many organizations aren't finding success as they push the envelope into other areas online, but there is still so much potential for improvement – strategically and tactically – on the ground floor." – Allison Van Diest, Sr. Product Marketing Manager
You can get a copy of Beyond the Basics: Taking Five Website Staples to the Next Level by clicking here.