Nonprofit Marketing Resources

You may have heard of the 3-click rule. It’s one of those unwritten and unofficial rules that says it should take no more than three clicks for a user to get the information they’re after. The theory goes that because users are impatient and want instant gratification, they will abandon your website if they can’t access what they want in three clicks or less. While it’s undeniably true that we thirst for immediate answers, turns out there really isn’t any data to back this theory. It’s actually a bit more complex.

The world is different now. We don’t know exactly where we’ll go from here. There’s no precedent; no guidebook. As a nonprofit organization, you’re no stranger to challenges, but no one has ever faced a challenge quite like this before.

At Nonprofit Megaphone, we are all honored and humbled to work for such amazing organizations. We want to take a moment in each newsletter to share more about the mission and work of one of our clients. This month, we would like to introduce you to Kennel to Couch.

Think of your Google ad campaigns as invitations. If an invitation doesn’t tell you when or where the event will take place, or how to get there, no one would show up. So, when visitors click on your “invitation” they (and Google) want it to quickly connect them with the details. The best way to accomplish that is to create different landing pages for each topic. Optimized, targeted landing pages answer each visitor query. Connecting each campaign to a separate landing page has been shown to dramatically increase engagement and drive conversions.

When a visitor to your website fills out a form to request information, volunteer or donate, how quickly does your organization respond? Research shows that you’re probably not responding fast enough.