W ith Google Campaigns and Appeal Codes Temple University Philadelphia PA 39000 students 285000 alumni 17 schools colleges Decentralized model RIP Myowlspacecom 20062012 So You Want to Make a Gift ID: 290503
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Slide1
How to Make Friends and Influence Giving
W
ith Google Campaigns
and Appeal CodesSlide2
Temple University
Philadelphia
,
PA39,000 students285,000 + alumni17 schools/ collegesDecentralized modelSlide3
RIP: Myowlspace.com2006-2012Slide4
So You Want to Make a Gift?Slide5
Friendless for a ReasonSlide6
New Sites = New Opportunities
Designations function
Customized Giving forms
Added ValueSlide7
What’s in it for us?
Improved User Experience
Increased Tracking
User behavior and path analysis Slide8
Technological Treasure Hunt
iModules Giving Form Functionality
Custom Giving URL with Designation IDs
Appeal CodesGoogle CampaignsVanity URLsSlide9
Step 1: Giving Form 2.0
Leveraged iModules designation functionality
Integrated with our payment gateway
Offered our users a better experienceSlide10
Step 2:Custom Forms: Making the Friends
By adding some text to the URL string, we show only specific designations to display to the user
General Giving Form URL:
https
://securelb.imodules.com/s/705/giving/2col.aspx?sid=705&gid=1&pgid=3813&cid=5100Custom Giving Form URL:
https://securelb.imodules.com/s/705/giving/2col.aspxsid=705&gid=1&pgid=3813&cid=5100&bledit=1&dids=49.155.138.256.307.5
The numbers starting at “49” and separated by “.” represent the encompass IDs assigned to each designation in the iModules systemSlide11
Step 3: &appealcode=Giving_Is_Fun
Placed at the end of the entire URL string
When a gift is made, this code populates in the giving report
Used for tracking purposes
https://securelb.imodules.com/s/705/giving/2col.aspx?sid=705&gid=1&pgid=3813&cid=5100&bledit=1&dids=49.155.138.256.307.5
+&appealcode=WEBG_FOXsite=
https://securelb.imodules.com/s/705/giving/2col.aspx?sid=705&gid=1&pgid=3813&cid=5100
&bledit=1&dids=49.155.138.256.307.5
&appealcode=
WEBG_FOXsiteSlide12
Step 4: Google Campaigns
Method of identifying how users discover your site
Track online advertisements, promotions, and marketing programs
See how individuals are finding our giving forms and from what places the most traffic comesSlide13
Tracking Made Easy
Google Campaign Link Builder: https
://support.google.com/analytics/answer/1033867
https://securelb.imodules.com/s/705/giving/2col.aspx?sid=705&gid=1&pgid=3813&cid=5100
&bledit=1&dids=49.155.138.256.307.5
&appealcode=WEBG_FOXsite&utm_source
=
general&utm_medium
=
fox&utm_campaign
=
customgivingurls
Source
:
general
Medium
:
fox
Campaign Name
:
customgivingurls
With the addition of the Google
campaign
, we now have the following URL:Slide14
Google Analytics:A Home for the Campaigns
Campaigns feed right into your Google Analytics infrastructure
Source, Medium, and Campaign Name correlates to the generated URL
Tracking data for the URLSlide15
Step 5: Making Marketable URLs
Go to your long URL as an administrator and find the iModules link builderSlide16
Making Marketable URLs
Choose your link name and you will then have a full integrated custom giving URL
New link name:
giving.temple.edu/givetofox
PrintableWeb linkTrackableSlide17
Huge URL Vanity URL
https
://
securelb.imodules.com/s/705/giving/2col.aspx?sid=705&gid=1&pgid=3813&cid=5100&bledit=1&dids=49.155.138.256.307.5
&appealcode=WEBG_givingform&utm_source=direct&utm_medium=givingurl1001&utm_campaign=customgivingurlsSlide18
New Vanity URL
Giving.temple.edu/givetofoxSlide19
What ACTUALLY Happens?
User clicks on Vanity URL
Number of clicks to form via a particular link
Opportunity to place this type of link across multiple platforms to find out from where to most traffic is comingSlide20
Ingenious vs. Insanity
Consider your resources
Limitless Opportunities
Consider using a spreadsheet to keep trackSlide21
Conclusion:
Wins:
Internal
relationshipsImproved user experienceTrackingSlide22
Cheers!
Angela Prendergast
angela@temple.edu
@AngelaPrendie
Vivienne Dobbs
vivienne@temple.edu
@
VivDobbs