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Building on your Media Relations Success This is the final installment of this four-part series about using a public relations or media campaign to increase traffic on your site. In part 1 - Driving web traffic through coordinated public relations – we offered tips on coordinating and launching a campaign that maximizes online exposure. In part 2 - What’s next to get click through vs. click away? - we suggested ways to grab the attention and increase the participation rate of new traffic driven to your site by the public relations campaign. Part 3 - A public relations campaign has increased your web traffic. So what? – provides tips on how to get them to convert – to take specific action on your site that will give you, at least an email address and permission to contact them again. But you’re not done yet. In fact, you’ve just started. You have at least three pieces of information on every one of these new supporters: an email address, the date they took action on your site, and the reason why they took action (the issue that was covered in the media campaign). Update your database and start looking for trends. How many of these people have taken action on your site, or in any other medium, before? One of the single biggest drawbacks to online success is the failure to properly and frequently connect your online data with your offline data. All online activity should be regularly updated to your master database (the one you use for direct mail efforts and other campaigns). Then, you should pull records that have email addresses and send them to your email delivery system (or your all-in-one web/email system, if you’re lucky enough to have one). Included in this data should be some donor data and history – everything you need in order to select, segment, customize, and personalize an email message to these online supporters. All too frequently every email address a nonprofit has gets the same message on the same day. That may have made sense in a direct mail model, where printing, mailing and postal efficiencies supported one-size-fits-all marketing. But online, it costs no more to send five highly customized messages than one shotgun blast. If you would like more information about launching a successful online campaign, contact NPA at: info@npadvisors.com February 2007 | |
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