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Turning support into action..
By Dager | November 3, 2009
Advocacy …4 ways to turn support into action
The Chicago-based Alzheimer’s Association wanted to go beyond information for those people dealing with the disease — it wanted to spurn action.
“We knew two years ago as we started thinking about these things that we needed to do more to get people engaged in this cause, and so it really was about moving people from just being educated to being engaged,” said Angela Geiger, vice president of constituent relations for the Alzheimer’s Association. She presented at the American Marketing Association Nonprofit Marketing Conference how the association went from information portal to action hub:
Dedicated space. The organization launched its “action” site, www.actionalz.org, to urge people to do something about the disease.
Easy to use. The navigation bar names the calls to action - write Congress, fundraise, donate and learn.
Take supporters deeper. The group asks people to sign up as champions on the action site and the organization’s homepage. Geiger warned that other organizations asking for sign-ups should test its placement — the organization had a considerable dip when they moved the sign-up box lower on the homepage
User-generated content. The group created a town hall space on its site for people in the early stages and provided an outlet for user-generated content, including stories, pictures and forum discussions.
Copyright @ 2009 The NonProfit Times.
Topics: Fundraising, Referral Marketing |