OH, NO, My Tracking Broke!

How to Prevent It

• Keep communication channels open with IT folks. Know when site updates are happening and re-validate your tracking code.
• Validate/test tracking before campaign launch

Test Pre-Launch

• Consider using Google Tag Manager (free) or other to place or organize code more easily
• Consider a dynamic Excel URL builder sheet so tracking is consistent across channels

Know Your Platform tools

Google Adwords

• For Grants, it's not about driving traffic any longer. Need "meaningful conversions"
• Understand how Google uses its "matching" system for keywords and ads
• Add competitors to negative keyword lists

Google Adwords

• Don't blow all your budget on overly broad, one-word keywords
• Take the Adwords tutorial for the Keyword Planner Tool and keep adjusting
• Don't set it and leave it

It's time for a redesign

SEO + Redesign

• Your SEO expert should be a member of the design and development team
• URLs, navigation links, graphics, page content, etc.
• Don't even think about in Q4

Why?

• You can lose all or most of your organic traffic (bosses don't seem to like much)

SILos are so yesterday

Age of the consumer

• Always-on shoppers/donors researching and transacting across multiple devices
• Flag offline audiences and be agnostic about results of integrated campaigns (look at both online and offline results)
• TIP: Don't forget to flag offline recips to look at effect of integration on back end

Everyone REady & Committed?

Lead the Group to Success

• Ensure you have internal buy-in from all departments needed to support your fundraising & ecommerce efforts
• IT, Call Center, Communications, other
• Not a single email or meeting. Regular, continuous communication breeds internal commitment

Email Production 101

coding Nightmare

• Last-minute change challenge
• If you have to change an already coded email, make a copy and then change
• Don't override graphics and text
• Then, if changes again, you can go back easily

Understand viewing

• More than 60% reading on mobile
• Graphics are off in most web-based and corporate email programs
• Code for mobile reading and transacting

Don't Do this!

Untitled Slide