[NEW FEATURE] Online Engagement via Constituent Website Visit Analysis
This week, we released a unique and innovative feature – the ability to measure a specific constituent’s pageviews on your website and automatically impact their Engagement Score in Bloomerang.
Engaging donors online can be a tricky proposition. Even with excellent tools like Google Analytics to perform website analysis, you can only get anonymous data about website visits. Bloomerang’s Online Engagement is a new platform created specifically for non-profits to see how their constituents’ online activity impacts their overall Engagement Score.
The first component uses a simple code snippet to record website visits and associate those visits with a constituent in your database.
Why this is useful
The average percentage of non-profit website visitors that make a donation is a paltry 0.6%. To look at it another way, almost 99% of nonprofit website visitors are not making a donation. Traditional techniques usually stop here because when you don’t know who is leaving, there is no way to determine why or how to recapture them.
With Bloomerang’s ability to match website visits to constituent records in your database, you can re-market to that group and convert what would usually be lost donors. By taking a segment of visitors that have multiple visits in the last 30 days and generating a subtlety targeted campaign to them, you would be able to increase the number that become donors. But why stop there? How about sending out a campaign for visitors that had never donated, another for LYBUNTs, and another for those that had made donations to a specific program area last time? Because we’re combining website visit data with your donor database, you can generate exceptionally specific and targeted campaigns to recapture abandoned visitors.
Let me give you something powerful to take with you: a small 2% increase in website visit conversions (which shouldn’t be hard coming from less than 1%) would mean an additional $74,370 in online donations annually for an organization that gets 1,000 visitors a month.
The best part of all this – it’s completely free to all Bloomerang users. Keep an eye out in the coming months for more elements that add additional dimensions to make Online Engagement even more robust.
Keep creating and experimenting!
*Based on the average online one-time and monthly donations from the 2014 M+R/NTEN Benchmark Study.
Comments
Ross Hendrickson
Kendall - unfortunately, no. The form submission has to take place after you have the code on your site. However, if you do merge records with someone that has data, the visit data will transfer over. To test if it's working, you can view your site a few times and sign up for a newsletter using your own name. You should then see web visits on your constituent record in Bloomerang!Kendall
Hi, Will this work for individuals who have used the Bloomerang form on our site PRIOR to use installing this code? Also, what if we merge those sign-ups with records we already have in the database? Does it still work? Have installed the code and would like to test it out or see if it is working. Thanks!Ross Hendrickson
If your newsletter signup form is from Bloomerang (and you've added the website visit code snippet on your website header), website visits will be recorded.Ross Hendrickson
Marie - it's pretty easy. Here are the articles about creating (https://bloomerang.com/help/create-online-giving-forms) and putting forms on your site (https://bloomerang.com/help/adding-bloomerang-forms-to-your-website/). You'll also need to put the website visit snippet code as described here: https://bloomerang.com/help/insert-website-visit-snippet Enjoy!brandy
I have a question about this. What if we don't have forms linked to Bloomerang on our website, other than our newsletter sign up? Would this still track general page visits?Marie Dallas
and how do we create a bloomerang created form on our website?Ann Kensek
Would a webpage generated through Firespring that feeds directly into Bloomerang in terms of other donor info function in the same way, or does the page need to be generated through Bloomerang? This sounds like a great feature! Thanks!Steven Shattuck
Hi Daniel, once a constituent fills out and submits a Bloomerang-generated form on your website, their website visit history will appear on their summary page below the engagement meter.Daniel Watson
We have inserted the code, but how can we test it is working? What should we be seeing?Steven Shattuck
Hi Marie, we are planning on including this in future educational content.Marie Dallas
will you be conduction webinars on how to use this new tool>Ross Hendrickson
Jessica - once someone submits any Bloomerang form on your website, we can identify all their past visits. In the next few weeks, we'll have an additional capability to associate visits using link tracking through mass emails!Jessica Prechtl
Wow! How does this feature know who is at the IP address in order to update a constituent profile?