Facebook Ads: A Case Study of Promoted Posts vs Carousels

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Facebook Ads: A Case Study of Promoted Posts vs Carousels

In a previous position, I was in charge of the social media channels for a non-profit. We received significant feedback from our audiences offline that Facebook was a major way they heard about us. One person mentioned seeing our posts all of the time. Another loved our Meatless Monday recipes. Another person found out about an event through Facebook. Everyone seemed to comment on a facet of our Facebook posts that they loved.

And while I appreciated that feedback, my Facebook data on the website told a slightly different story.

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Recommendation from Laura Megivern, Board of Directors, IMPACT Conference

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Recommendation from Laura Megivern, Board of Directors, IMPACT Conference

“Michelle completed a full website redesign for us at the IMPACT Conference. She was great to work with – flexible, prompt, and really took the time to understand our unique needs, organizational history, and capacity in order to find sustainable solutions for us. I highly recommend Michelle for organizations looking for marketing and design work!”

Laura Megivern

President, Board of Directors

IMPACT Conference

Learn more about the website work I do with nonprofits.

Recommendation from Laura Megivern

Using Google Analytics to inform a non-profit website redesign

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Using Google Analytics to inform a non-profit website redesign

A non-profit website redesign is an exciting prospect, presenting an organization the opportunity to modernize options, rethink user needs, and update, well, everything, from text to images to site architecture. But a new website should lean heavily on one major component of the old website and that’s analytics. If you have Google Analytics (GA) installed on your current website, it’s likely a treasure trove of information which should inform your redesign.

Here are the ways you should use Google Analytics to inform your non-profit website redesign:

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Give button: Add one more to your non-profit website

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Give button: Add one more to your non-profit website

If you’re a non-profit webmaster, you probably look at your website all the time. After awhile, your eyes may begin to gloss over the details, including your Give button. For example, at a statewide non-profit, we had a Give tab in the main navigation of the website and a Give link in the footer of the page. I decided to review every page of text and include a PBS-style request for donations within the content of each page. For example, “This program is support by donors like you…Please make a gift today.”

But my eyes eventually landed on a strip of white space on the left side of our page templates. It included secondary navigation links, but seemed really underutilized. I wondered what would happen if I put a second Give button (and a third or fourth option to give, depending on the page) in that space.

Here’s what happened:

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Growing your non-profit e-news subscriber list

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Growing your non-profit e-news subscriber list

Along the spectrum of engagement, an e-news subscriber has taken the first very real step toward supporting your organization. But do you actively give all of your fans and supporters the opportunity to subscribe? Consider all of these points of entries and your e-news subscriber list could grow 218%, like the one I managed for three years at a statewide non-profit.

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Case Study: A/B Testing a Non-Profit Give Page

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Case Study: A/B Testing a Non-Profit Give Page

It’s really important to test all aspects of your website, especially if you work for a non-profit with a donation page. Because what if I told you that one change could provide 72% more revenue? Or another change could double the conversion rate of your Give page compared to other options?

These types of experiments and possibilities made me very curious at a non-profit I worked for. This is a case study of A/B testing I did on our Give page there.

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Case Study: A Website for Coastal Maine Getaways

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Case Study: A Website for Coastal Maine Getaways

Coastal Maine Getaways was a great opportunity to start a website from scratch. Lindsey, the owner, had been managing vacation rental properties for some time, but hadn’t yet named her company and had only advertised her listings on VRBO (Vacation Rentals By Owner). It was working fairly well for her, but she wanted more control over her web presence, including the name of the company, SEO (search engine optimization), and the ability to add and highlight more options than VRBO allowed.

Lindsey engaged me to do some market research and to eventually design and populate the site.

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