If your planned giving office is keeping abreast of today’s fast-paced technology, then your organization likely already has a professionally designed website and, hopefully, a planned giving website geared specifically to potential donors. Once you have people visiting your planned giving website, now what? How do you convert those visits into donor leads?
A well crafted landing page is one proven method.
A landing page is not your website homepage. It is a place you direct website visitors so they can take action. For instance, if your organization offers free estate planning booklets, will kits, newsletters with relevant content, or some other free item of value, a landing page tells your visitors what they need to do to receive this offer, like fill out a form. During this process, you obtain valuable information on who is visiting your website that you can then use for follow-up contacts.
Your outbound marketing efforts (direct mail, email, etc.) are excellent ways to drive people to landing pages that offer valuable information or tools.
Client success: One Pentera client is only mid-campaign using one of our most effective marketing strategies, and to date they have received 300 leads from their landing page.
To make the most of this marketing tool, always follow three key landing page pointers:
1. Keep it Simple. Too much clutter or information on your landing page can confuse your visitors. You want only the basic information, such as what you are offering and a clear form requesting a person’s name, address, telephone number, and email.
2. Make an Offer. Be sure potential donors are receiving something of value for their estate planning needs. Significantly, an organization can utilize a landing page to complement newsletter topics or enhance fundraising campaigns.
3. Prompt Action. Successful landing page prompts include “Request Now” or “Free Trial.” Your landing page should make it easy for potential donors to make the request quickly.
The landing page end result: You develop relationships with your website visitors so that they someday become your valued donors.
To learn more about effective landing page strategies to boost your planned giving program contact us today. Pentera provides extremely effective marketing solutions to help you satisfy your organizational mission and get results.
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