I want you to envision something for me.
Think about the last time you saw an advertisement that was so compelling you immediately went online and bought the product.
You know, like this:
If you’re having trouble thinking of an instance, you’re not alone. It’s pretty rare that anyone goes from first knowledge of a product to buying, all in one step. Why would you buy immediately? You don’t know or trust the seller yet, and you’re still learning about what you’ll get for your money.
In fact, conventional marketing wisdom tells us that we have to hear a message upwards of seven times before it sticks with us.
Your nonprofit’s donors are often in the same boat, yet many organizations expect online donations to just pour in on their own, without building any kind of relationship first.
Why should they give? You haven’t given them any reason to trust you yet or display what they’ll get for their money!
But how can you build a relationship with anonymous online visitors?