The home page online giving buttons, implemented on CMS websites in the winter of 2013 have increased the clickthrough rate to the online giving sites nearly seven times over what had existed prior to their implementation. That's great news!
But it's an incomplete application. Oftentimes, units have additional funds or initiatives they like to promote when requesting funds. That's where the online giving subpage, your very own, global and tirelessly working electronic development officer, comes in. By implementing the following best practices, we believe that CMS websites can do more to promote the goals and aspirations of your unit within the greater structure of the Campaign kicking off in the fall of 2013.
A successful online giving subpage is made up of the four following properties.
- Positioning Statement - This is an opportunity to distinguish what you're doing in your department from other universities, telling your visitors about your overarching mission. The LSA Development, Marketing, and Communications department has begun distributing unique Priority Statements on the new Support LSA site; selecting no more than five sentences from that document for your positioning statement will serve you well in making a positive impact on your visitors.
- Initiative Listing - If your department has more than one fund or initiative you would like to promote, consider listing them each in their own article and use the TitlAccStrpBdy format in the region configurator. You may want to include a detail image inside each article and link it to the specific fund's giving page. These funds should be in line with your department Victors campaign priorities or not extend beyond them.
- Campaign Button - The image at the top of the right column is a button that will serve as a link to the same giving page linked from your unit's home page. Embed the image VictorsGift.png located in content folder /Content/UMICH/cms/Home/KnowledgeBase/Best Practices/Making Giving Channels/Sample Giving Channel. Once the image is placed in the article you may then select it and use a standard hyperlink to link it to your giving page.
- Campaign Statement - Like the image above it, the text underneath the campaign button is recommended for use because it effectively expresses branding consistent with both University Development and LSA's office of Development, Marketing, and Communications.
For a little more detail about making your subpage look like the image above, please read the Online Giving Subpage Spec Document.
If you need help, please contact LSA Web Support.