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How to Make Friends and Influence Giving

How to Make Friends and Influence Giving. W ith Google Campaigns and Appeal Codes. Temple University. Philadelphia , PA 39,000 students 285,000 + alumni 17 schools/ colleges Decentralized model. RIP: Myowlspace.com 2006-2012. So You Want to Make a Gift?. Friendless for a Reason.

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How to Make Friends and Influence Giving

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  1. How to Make Friends and Influence Giving With Google Campaigns and Appeal Codes

  2. Temple University • Philadelphia, PA • 39,000 students • 285,000 + alumni • 17 schools/ colleges • Decentralized model

  3. RIP: Myowlspace.com2006-2012

  4. So You Want to Make a Gift?

  5. Friendless for a Reason

  6. New Sites = New Opportunities • Designations function • Customized Giving forms • Added Value

  7. What’s in it for us? • Improved User Experience • Increased Tracking • User behavior and path analysis

  8. Technological Treasure Hunt • iModules Giving Form Functionality • Custom Giving URL with Designation IDs • Appeal Codes • Google Campaigns • Vanity URLs

  9. Step 1: Giving Form 2.0 • Leveraged iModules designation functionality • Integrated with our payment gateway • Offered our users a better experience

  10. Step 2:Custom Forms: Making the Friends • By adding some text to the URL string, we show only specific designations to display to the user • General Giving Form URL:https://securelb.imodules.com/s/705/giving/2col.aspx?sid=705&gid=1&pgid=3813&cid=5100 • Custom Giving Form URL:https://securelb.imodules.com/s/705/giving/2col.aspxsid=705&gid=1&pgid=3813&cid=5100&bledit=1&dids=49.155.138.256.307.5 • The numbers starting at “49” and separated by “.” represent the encompass IDs assigned to each designation in the iModules system

  11. Step 3: &appealcode=Giving_Is_Fun • Placed at the end of the entire URL string • When a gift is made, this code populates in the giving report • Used for tracking purposes https://securelb.imodules.com/s/705/giving/2col.aspx?sid=705&gid=1&pgid=3813&cid=5100&bledit=1&dids=49.155.138.256.307.5 + &appealcode=WEBG_FOXsite = https://securelb.imodules.com/s/705/giving/2col.aspx?sid=705&gid=1&pgid=3813&cid=5100&bledit=1&dids=49.155.138.256.307.5&appealcode=WEBG_FOXsite

  12. Step 4: Google Campaigns • Method of identifying how users discover your site • Track online advertisements, promotions, and marketing programs • See how individuals are finding our giving forms and from what places the most traffic comes

  13. Tracking Made Easy Google Campaign Link Builder: https://support.google.com/analytics/answer/1033867 Source: general Medium: fox Campaign Name: customgivingurls With the addition of the Google campaign, we now have the following URL: https://securelb.imodules.com/s/705/giving/2col.aspx?sid=705&gid=1&pgid=3813&cid=5100&bledit=1&dids=49.155.138.256.307.5&appealcode=WEBG_FOXsite&utm_source=general&utm_medium=fox&utm_campaign=customgivingurls

  14. Google Analytics:A Home for the Campaigns • Campaigns feed right into your Google Analytics infrastructure • Source, Medium, and Campaign Name correlates to the generated URL • Tracking data for the URL

  15. Step 5: Making Marketable URLs Go to your long URL as an administrator and find the iModules link builder

  16. Making Marketable URLs Choose your link name and you will then have a full integrated custom giving URL • New link name: • giving.temple.edu/givetofox • Printable • Web link • Trackable

  17. Huge URL  Vanity URL https://securelb.imodules.com/s/705/giving/2col.aspx?sid=705&gid=1&pgid=3813&cid=5100&bledit=1&dids=49.155.138.256.307.5&appealcode=WEBG_givingform&utm_source=direct&utm_medium=givingurl1001&utm_campaign=customgivingurls

  18. New Vanity URL Giving.temple.edu/givetofox

  19. What ACTUALLY Happens? User clicks on Vanity URL • Number of clicks to form via a particular link • Opportunity to place this type of link across multiple platforms to find out from where to most traffic is coming

  20. Ingenious vs. Insanity • Consider your resources • Limitless Opportunities • Consider using a spreadsheet to keep track

  21. Conclusion: • Wins: • Internal relationships • Improved user experience • Tracking

  22. Cheers! Angela Prendergast angela@temple.edu @AngelaPrendie Vivienne Dobbs vivienne@temple.edu @VivDobbs

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