Most people think of for-profit industries when they hear the term “conversion rates.” Namely, they often think of sales and product leads. However, conversion rates also apply to the nonprofit industry—and they’re incredibly important.
What are nonprofit conversion rates?
In general, a conversion rate refers to the percentage of users that take the desired action. In the nonprofit world, conversion can refer to a myriad of things. A few examples include:
- Volunteer sign-ups
- Donations
- Newsletter sigh-ups
- Video clicks
- Social media follows
In all, a conversion rate allows nonprofits to track specific metrics, and assess how their organization is doing. It allows organizations to identify processes and content that are working and those that aren’t.
So how do nonprofits improve their conversion rates?
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First, identify your goals
Of course, conversion rates can sound daunting And, It’s often hard to know where to begin. However, in order to start improving your rates, you’ll need to first identify what your goals are, and why.
Are you looking to improve your base of volunteers? Get more supporters to sign up for your newsletter? Or maybe you’re looking to improve the rate of donations from your website or digital report.
Whatever your goals are, make sure they’re aligned with your organization’s long-term objectives, values, and mission.
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Prioritize accessibility and functionality (interactivity)
Investing in software solutions is a great way to improve your conversion rates. By prioritizing technology that is user-friendly, interactive, and extremely accessible, your stakeholders and communities will have an easier time taking the desired action you want them to.
Much like the idea of UX content and design, nonprofits should focus on investing in solutions that eliminate as much user friction as possible.
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Invest in high-quality content
In the nonprofit world, it can often be easy to overlook the aesthetic of your marketing materials. However, your marketing materials are often a quick representation of your organization—what you value, how professional and credible you appear, and more. That’s why every charity should always focus on creating high-quality content.
Whether your desired content is on social media, newsletters, or even in your annual report, great content can go a long way.