Hello Friend! ,
Increasing the money in your campaign coffers and recruiting more volunteers ultimately comes down to two things:
1. Increasing your name recognition
2. Convincing voters that you deserve their support
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The easiest way to accomplish these tasks is to substantially increase traffic to your website. If you can get more people to go to your website, you have a good chance to convert them to become supporters that provide you with time, money, or preferably, both. Assuming you have developed your website with the intent of making it easy and compelling for visitors to become supporters, the challenge is how to get more people to the website.
Attracting more people to your website means you must increase your outreach and motivate people to make that extra click to learn more about you. While the buzz is all about social media (which can certainly have some positive impact), a program that combines targeted online ads and consistent, well-written email messages is the bedrock of any website traffic building program. Here are a few techniques to maximize your results.
Online Ads: Did you know that you can structure an online ad program to target who will see your ad? Geographically, you can target down to the street level, in most cases. And, you can also target demographically. Want to get to GOP women between 35 and 55 that live in your district? You can do that with both text ads and banner ads. A well structured campaign of online ads can greatly increase your name recognition and, should you be using TV, can also lift the response rates over just TV alone.
Email: Have you developed a good email list? Are you consistently sending well-written, informational messages to that list that build your relationship and inspire active support? If you don't have a large email list, but have a postal address list, put that list through a process called "email append". "Email Append" will match your postal list to email addresses, with a typical match rate of 15-20%. So, if you have 50,000 postal addresses (perhaps a list of voters in your district from the Registrar), you can expect the append process to deliver about 10,000 email addresses to you. This is a quick way to develop a large, targeted email list.
Using both targeted online ads and well-crafted email messages to your own list and/or targeted third party lists will significantly boost traffic to your website. And, more traffic means more donors and more volunteers.
Contact us to learn how these online techniques can be put to best use for your campaign.
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