Call tracking technology has become a powerful tool in the business world over the last several years. For-profit companies use call tracking for everything from analyzing their marketing campaigns to improving the training of their salespeople.
For-profit organizations receive most of the focus in the area of call tracking. However, this technology provides many of the same benefits to nonprofits and charitable organizations. Here’s what you need to know about the beneficial role call tracking can play in your organization’s fundraising efforts.
The Broad Benefits of Call Tracking for Fundraising
The benefits of call tracking stem from the enhanced data the technology gives you access to. This is the same for any organization. Normally, businesses use call tracking to measure ROI and conversion rates from marketing campaigns. These pieces of data are then used to optimize campaigns and generate more sales and revenue.
Similar metrics exist for nonprofit fundraising campaigns. The conversion rate, for example, is just how many people donated out of the total number you called.
Metrics specific to fundraising, such as cost per dollar raised (CDPR), are easier to figure out with call tracking data. Additionally, you can utilize call recordings to improve your agents’ performance and in turn, bring down your CDPR.
When raising funds, call tracking is part of a broader move toward data-driven strategies. Organizations of all types are using data to achieve better outcomes and to use their resources more effectively. While not the only source of useful data, call tracking can be a powerful tool in the push to make your organization more data-driven.
Implementing Call Tracking in Different Types of Fundraising
Call tracking can contribute to your fundraising efforts by helping you optimize your website’s landing and donation pages. These pages are integral to your online fundraising efforts, which is why they should be continuously optimized and improved. Call tracking lets you put a unique number on different pages and therefore guage which version of a page performs best. From there, you can A/B test your landing pages to increase your conversion rates and improve your chances of attracting more donations.
Email donation messages can also be analyzed and optimized for conversion using call tracking data. Assign a number to each campaign and see which does best. The platform you use to send out emails most likely offers you access to statistics about open and click-through rates. However, call tracking is the easiest way to attribute donation calls to specific email campaigns.
Interestingly, call tracking can also be used to measure the effectiveness of print ads and direct mailing campaigns. You can even gather data on non-digital venues. Online dashboards breakdown things like demographics and geographical location. With print ads, you have to give each location a specific number to figure out things like that.
Direct mailing may seem like an odd type of fundraising to apply call tracking software. Evidence suggests that mail campaigns are still among the most effective tools for fundraising. Direct mail campaigns account for between 60 and 80 percent of donations for most organizations. In fact, a 2017 study found that donors are still slightly more likely to read a piece of physical mail than an email.
Given these statistics, it makes perfect sense to use direct mail in your fundraising efforts. Call tracking is one of the only ways to optimize these campaigns and replicate the ones that produce the best results.
Pay-per-click (PPC) Advertising
Pay-per-click (PPC) advertising can be a good tool for certain fundraising campaigns. If your organization uses PPC, call tracking can help to ensure that your campaigns are effective and efficient. Just like with the methods above, its hard to see data on generated calls without it. Conversion rate data from specific campaigns is used to improve your PPC ads. The goal with all of this is to help your organization get the best return on its advertising investment.
Direct Phone Calls
Last but not least is the all-too-common direct phone fundraising. In this area, it’s difficult for call tracking to play a direct role since the very nature of a phone campaign involves making phone calls instead of receiving them.
Through insights gained from other campaigns, though, call tracking can still play an indirect role. Just as call tracking can help for-profit businesses know their customers better, it can help you learn more about your donors. Demographic information and call recordings improve campaign targeting and create a framework for calls that will resonate with your donors. Both of which are essential to fundraising success.
In all of these fundraising channels, call tracking data has one main goal, to improve your campaigns and raise more funds. If you want to help your organization attract donors, consider adding call tracking solutions to your fundraising toolbox.