Turning on the online spigot

You have the forms, but now you need the traffic. Well, it’s important to remember that Field of Dreams was a work of fiction – building it is not a sufficient condition for people coming.

To start, you do have Google Grants don’t you? If not, we’ll wait right here while you apply.

(pause)

So, how about that local sports team? I heard they won or lost yesterday. That coach is a genius. Or should be fired.

(pause)

OK, you’re back. I’ll talk more about Google Grants in the future, but suffice it to say it’s a great way to start acquiring warm leads. There are limitations like the $2 cost-per-click maximum that chaff some in the nonprofit world, but try applying for this free money from Bing or Yahoo and you’ll find it doesn’t exist.  So $2 CPC it is.

As part of your Google Grant process, you need to identify some keywords and phrases that are important for your organization.

To do this, you will have to speak like a human being. There is a cognitive bias known as the curse of knowledge – once you know something, it’s really hard to act as though you don’t know that thing. Or, as the original authors of the paper describe it:

“In economic analyses of asymmetric information, better-informed agents are assumed capable of reproducing the judgments of less-informed agents. We discuss a systematic violation of this assumption that we call ‘the curse of knowledge.’”

There is a wonderful irony in this definition.

Anyway, in order to determine how people will find your wonderfully constructed conversion forms, you need to think like they will think. One example is from MADD. The organization teaches that there is no such thing as a drunk driving accident – that each crash is 100% preventable and that drunk driving is a violent crime.

Unfortunately, that’s not how people search for the terms.  Google Trends searches for drunk driving accident are in red; searches for drunk driving crash are in blue:

drunk driving accident crash

So MADD has ads set up for both accident and crash – they won’t say accident in their copy (ever), but they meet people where they are searching.

The same terms that you are advertising on with Google Grants should also be terms that you use in the page that you are looking to optimize. Not only will it help people convert once they come to the page, but it will also improve your performance for those terms in search engines. If you have partners in the space, be sure to link their pages and vice versa. This will increase your traffic and improve your search engine listing as well. There are a number of additional tips for optimizing for search engines that will cover at another time.

If you are developing and driving traffic to your online funnels and communicating with them regularly by email, you’ll have a better idea of what messages work for your audience and what don’t. From there, you can get a feel for whether a more robust direct marketing effort can further increase your net income. And remember, mo’ money means mo’ mission.

Thanks for reading. Please be sure to comment on this first week of blogging below, so that I can better write for your needs and thank you for your support!

Turning on the online spigot

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