Is Your Marketing Ready for the New Year?

With the end of 2010 quickly approaching, now is the perfect time to review and analyze your marketing strategy to ensure that your 2011 marketing plan is as effective as possible. While each of your marketing pieces, from planned-giving postcards to eNewsletters, has its own message and purpose, they also work together as a part of your overall integrated marketing campaign. But are you forgetting a key piece of the puzzle?

Is Your Web Site Counting the Wrong Visitors?

How many times have you visited a Web site only to quickly leave after realizing it's not what you're looking for? Even though you may not have been on that Web site for more than 10 seconds, your visit is still tracked within the site's analytics possibly distorting how the site's traffic is perceived. So how can you weed out those accidental visitors?

Tracking Your Marketing's Success Through Analytics

How do you measure the success of your planned giving marketing program? By the number of reply cards you receive? By the number of phone calls or e-mails that follow your planned giving newsletter or postcard mailing? In an increasingly online world, more and more potential donors are using the internet to research their options. This means that your potential donors are going to your planned giving Web site to research gifts before they contact you. With so much going on behind the scenes how can you know that your marketing is making an impact?