Google AdWords for charities: learning's

Late last year I talked about my love for Google.

Three months on and we've got a lot of learning at Pareto Fundraising about how charities should be using Google AdWords. If you want some more context on what Google Adwords are, check out my earlier post here.

Here are some things you should consider:

- Understand why you're using it. In other words, what are your objectives? If you're thinking of it as a means to drive loads of traffic which in turn will generate a significant number of donations, you'll quickly be disappointed.

Running ads is great for delivering click throughs to your nominated destination, but for the most part charity websites are not great vehicles to solicit donations. So do one of two things:

1 Consider driving people to a custom built micro site, where you can take people on a journey (much like you would during a conversation in person or on the phone), or, (and the most preferred option)

2 Consider asking people to do something other than donate. Ask them to do something small in the first instance - like sign up to your e-news list - then begin to talk to them (regularly, ever few days) via email, ultimately get a telephone number and use these methods to get them to become a financial donor. Ideally a monthly donor.

- One of the words you'll hear talked about often when it comes to running successful AdWords campaigns is relevance. Ensure that the ads you're running are appropriate for the people you're trying to attract. No point running ads that have copy around 'helping children in need', when it fact your work centres around environmental issues.

It's not about volume, it's about getting the right people to click through to where you want them to go.

Also, follow the same logic with the URLs you are sending prospects to. If you're a human right organization and you're ad talks about the abhorrent treatment of child soldiers, you're not really continuing the message if you send them to a page about landmines.

Think 'relevance'.

- Regularly monitor and update your ads. Initially I'd suggest daily, then after the first couple of weeks aim for every 2-3 days.

Take the time to sift through the keywords that are delivering strong CTR's (click through rates) - by strong I'd say above 1%. Look at whether you can maximize results by applying these keywords to other ads you are running, where relevant.

- All of the testing I have seen shows that capitalization is key in AdWords campaigns. A good post here about it.

- As mentioned above, running Google AdWords, even very well, will not transform your fundraising. In isolation they help drive some traffic, working within a multi channel approach (including e-blasts, banner ads, other prospecting activity) they can be very powerful. Simply because the volumes alone will not make it a viable fundraising tool, but amongst other drivers it makes sense.

- Be aware that once you have your Google Grants (read here if you're not sure what I'm talking about) there is a limit of $1.00 that you can bid per click.

What that means is that whilst you're paying for clicks (I.e. before you get your Grants) you can bid as much as you like, but the science to this is working out how to make your keywords and ads work best for no more than a $1.00 per click. There are loads of good resources on this, no better I think than Google AdWords for Dummies.

Remember, Google AdWords are great. But make sure you think about why you're using them, be realistic about expectations, and use all of the great resources out there to maximize the performance of your campaigns.

Jonathon

STOP including a bequest tick box on your appeal response forms

Please stop doing this. Now, right now.

It suppresses response to your appeal, as well as suppressing average gift. And I have data to prove it.

Why? Because it is a distraction.

But you're missing the opportunity to talk about bequests, right?

Yes and no. Yes in one sense you are, but refer my previous point about suppressing appeal performance. And the key thing is there are other much more effective ways to talk to people about bequests. I've blogged lots about this, most recently here.

Anyway back to the data. We tested this for a client last year. One group included a tick box about receiving information on bequests. The other group did not.

The response in the group without the tick box had a response rate 1% higher than the group with the tick box, and an average gift almost $2.50 higher.

Both of these differences were statistically significant, thus proving the inclusion of this request suppresses the overall return of that appeal.

It comes down to telling donors the single most important thing you want to tell them right now. Don't confuse the message, keep it simple.

Use other opportunities (separate bequest communications, surveys etc) to talk about bequests. It really is the most effective way to grow your bequest program.

Jonathon

PS - For those interested in what the 'ultimate bequest program' looks like, check out a presentation I delivered a little while back on this.

View more presentations from Pareto Group.

AmeriCares post Haiti response

I've been watching with interest the response of development organizations worldwide in the wake of Haiti. I've blogged about this several times, including tips on disaster response here.

Overall, there's been some good stuff happening from speedy appeals for help, to very thorough and regular feedback. One of my favorites I talked about here recently, a story told by the folks over at Free the Children.

One of the better attempts to bring people closer to the devastation of Haiti has been that of AmeriCares.

Their response has been well orchestrated, coherent and timely.

In particular check out the email I received, as a donor to Haiti, inviting me to a teleconference to hear first hand the gravity of the situation and AmeriCares response.



I listened in to the briefing today. I heard about some of the barriers AmeriCares faced on the ground, like the need to move hospitals outdoors, for fear of aftershocks, and the impending risk of the wet season. They also talked about the 'generation of amputees' that have been created by the quakes, which will have social, psychological and financial implications.

Not to mention that amidst all of this, AmeriCares provided aid to another 41 countries since Haiti. Amazing.

So I walked away with a pretty clear idea of just what has been happening. But I felt there was one thing missing.

A story.

At one stage one of the staff members started talking about patients, but their conversation quickly shifted to operations. Like the photo above, I wanted to hear first hand how my support was helping real people. This felt like an opportunity missed.

Then, less than an hour after the briefing I got this (below - you might need to click on it to enlarge).

Brilliant - an ask for a monthly gift. I'm not certain about the fixed term of the monthly gift - I hope they tested it - but I'm glad they asked for it (this was the second time so far I've been asked to commence a monthly gift since my first donation a month ago).



Nice work AmeriCares. You're leading the way in your post disaster response.

Jonathon

A quick reminder: sign up here now

Of how you can help me keep in touch with you. As I mentioned a little while back if you provide your email address in the box on the right hand side here you'll get an email each time I post something.

Makes it easier to keep up to speed with what's happening on this site.

Thanks again for visiting.

Jonathon