How to Make Friends and Influence Giving With Google Campaigns
and Appeal Codes
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Temple University Philadelphia, PA 39,000 students 285,000 +
alumni 17 schools/ colleges Decentralized model
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RIP: Myowlspace.com 2006-2012
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So You Want to Make a Gift?
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Friendless for a Reason
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New Sites = New Opportunities Designations function Customized
Giving forms Added Value
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Whats in it for us? Improved User Experience Increased Tracking
User behavior and path analysis
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Technological Treasure Hunt iModules Giving Form Functionality
Custom Giving URL with Designation IDs Appeal Codes Google
Campaigns Vanity URLs
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Step 1: Giving Form 2.0 Leveraged iModules designation
functionality Integrated with our payment gateway Offered our users
a better experience
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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?s
id=705&gid=1&pgid=3813&cid=5100 Custom Giving Form URL:
https://securelb.imodules.com/s/705/giving/2col.as
pxsid=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 system
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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/gi
ving/2col.aspx?sid=705&gid=1&pgid=38
13&cid=5100&bledit=1&dids=49.155.13 8.256.307.5 +
&appealcode=WEBG_FOXsite =
https://securelb.imodules.com/s/705/giving/
2col.aspx?sid=705&gid=1&pgid=3813&cid=51
00&bledit=1&dids=49.155.138.256.307.5&ap
pealcode=WEBG_FOXsite
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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 comes
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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=customgivingu
rls Source: general Medium: fox Campaign Name: customgivingurls
With the addition of the Google campaign, we now have the following
URL:
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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
URL
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Step 5: Making Marketable URLs Go to your long URL as an
administrator and find the iModules link builder
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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 Printable Web link Trackable
What ACTUALLY Happens? User clicks on Vanity URL User clicks on
URL Google Analytics captures click Put Vanity URL on your website
or into the world User does not abandon form Appeal Code is
captured User completes giving form via vanity URL Appeal is
attributed to gift by user Information HOW the user made their way
to your form Giving report is run 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
coming
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Ingenious vs. Insanity Consider your resources Limitless
Opportunities Consider using a spreadsheet to keep track
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Conclusion: Wins: Internal relationships Improved user
experience Tracking
