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| STRATEGY
CHANGE BY MAJOR AID GROUP TO IMPROVE ONLINE INCOME |
01/09/03 |
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The
British Red Cross has announced it is using customer relationship management
(CRM) technology in an effort to boost funds and cut costs.
Using website visitor identification technology from RedEye the charity
will be able to monitor which areas of its marketing spend are most successful
in bringing visitors to the website.
The package is designed to offer detailed analysis of the paths that visitors
follow online, providing a clearer picture of how people make their donations.
Colette Coyne, e-communications manager for the British Red Cross, explains
to vnunet.com: "We know how many people click online but we don't know what
they do when they get there. This will allow us to see how effective campaigns
are."
According to the organisation, the project will form the basis for further
analysis, with a new digital communications strategy and a new website scheduled
for implementation.
"There's a much better return on investment in doing things on the web:
the cost is much lower," Ms Coyne argues.
"We don't have specific targets in terms of the amount we want to raise
online, but we want to make sure visitors to the site can find the information
they want and are so impressed by the work we do they sign up to become
a donor."
Next year the charity plans to introduce personalised emails to donors,
detailing the progress of campaigns to which they have donated money, as
the charity seeks to continue its development of web-based fundraising,
which has doubled in the last year.
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