Stop Testing! Start Building an Enduring Online Acquisition Program
Thursday, August 3rd, 2017
11:15 AM - 12:30 PM: Breakout 2
Let's face it. Online advertising is no longer a short-term campaign or a single event. It's a tent pole acquisition channel. Online giving is growing almost 6x faster than overall giving and more of your prospects will be spending most of their time online and on their digital devices. The question isn't whether we can acquire new donors via online advertising - it's how fast we can scale. So stop dabbling in small tests and micro -tactics. Now is the time to build the channel and optimize to meet your organization's needs and your prospect's evolving consumption habits.
This session will give you insight into the steps for building a sustainable and successful online donor acquisition program. We'll talk about the "Digital Ecosystem" and how online advertising is what connects and impacts all other channels. A balanced approach to the acquisition funnel and strategies that target donors at all stages of acquisition will be discussed. Setting up an appropriate tracking and attribution method in order to measure and evaluate donor behavior, and to enable fundraisers to make data-driven decisions in real-time will also be discussed.
Find out how Make-A-Wish America and the ASPCA have uniquely approached building their online advertising program, moving from pilot campaign to thriving fundraising channel.
Learning Outcome #1
By attending this session participants will learn: Understand the key elements needed as the foundation to build an online advertising donor acquisition channel.
Learning Outcome #2
By attending this session participants will learn: Discover how online advertising is itself a marketing ecosystem, but also impacts other acquisition and communication channels.
Learning Outcome #3
By attending this session participants will learn: Spend time discussing how integrating and embracing analytics and attribution the properly reflect online behavior is critical to the proper ongoing optimizations and evaluation.
To enhance the attendee's learning experience, we are looking for a variety of presentation styles. Please indicate your style: A panel of presenters