Over the past year, we have been working with Animal Rescue Groups and Shelters to help improve donations to their Amazon Wish Lists.
What is an Amazon Wish List? Think “wedding registry” for pet supplies. Supporters and Fans of these groups can shop a wish list of needed items, and when purchased, the items are shipped directly to Animal Rescue or Shelter.
This works really great… if done correctly.
Here are some tips to help your group improve your donations.
1. Remember, your supporters are just as busy as you! If you have a wish list, made up of 100’s of items, spanning dozens of pages, it is VERY UNLIKELY that your average fan will browse through all the items on your list. We have seen groups that have 13 different sizes/colors of dog collars, 10 formulas of dog food, 8 leash colors… and the lists go on and on and on. The idea of a wish list is not to “recreate the entire amazon pet supply section”, it is a place to list a few dozen “essential” items that your group uses on a weekly basis.
2. Even “donors” appreciate value. Try to make sure that most items on your list qualify for free super saver shipping (which is free shipping on orders totaling $35 or more). Your supporters want to get more “bang for their donated bucks”, so they will be much more likely to donate a $44 bag of dog food with free shipping, than they would be to donate a $36 bag with a $16.95 shipping charge. Also, your group can actually increase donations by choosing all “free shipping” items, because a fan, who may have started out with a plan to purchase $25 worth of items, may add another $10 worth of items to their cart, so they get free shipping. After all, why spend $25 +$10 in shipping… when they can simply add $10 worth of treats, toys, etc… and get free shipping.
3. Varying the prices of items, is more important than varying colors, flavors, etc… In a nutshell… have an $18 bag of food, and a $40 bag of food… an $8.95 package of treats, and a $21.95 package of treats… The goals should be to have some items priced in “everyone’s budget”. You may “want” the $178 case of flea medication, but it would take a “Die Hard Fan” to purchase that. You would get many more donations of that product by having the $28.95 individual box listed.
4. Don’t just post your wish list link… tell a story. Too many groups simply post their link on facebook and say “please go here to see our list”. Why? What is on your list? Why should I, as a fan, be motivated to visit your list? It is much more effective to post a photo of one of the items on your list… give a brief reason “why” your group needs the item, then include a statement that says “to see all our current needs, click here:”
5. Use an “improved” version of your link… It is very simply… people on facebook react to things they see, and there are MANY online distractions. Which link do YOU think would get more clicks? This stock Amazon link: http://amzn.com/w/1W4AR3AS0MT97 or this improved version: http://www.CLICK-HERE-To-Help.org/FloridaBoxerRescue.htm (To get a FREE, new and improved Amazon link for your rescue group or shelter, click here: http://www.CLICK-HERE-To-Help.org
6. Promote your link on a REGULAR Basis… You will not get very many donations, burying your link on your website, under a “ways to help our group” tab. If you have a facebook page, you already have an ongoing dialog and relationship with 100’s, if not 1000’s of fans. The only problem is that any ONE post on facebook, reaches only a small portion of those fans. To combat this, post your Amazon Wish List link on a rotating basis. Groups that post their t-shirt fundraising info every 6th day, seem to be getting the best overall results. This works well, because the fans who see a post Saturday at 10am (for example) are usually not the same fans who see the next post which would be the following Friday, at let’s say at 4pm… and the next post, 6 days later (like Thursday at Noon) would reach a totally different set of fans.
7. Put your Wish List Posts on “auto pilot”… Facebook has a free feature that let’s you pre-schedule your posts. This is an EASY way to put your Amazon donations on “auto pilot”. Simply sit down at the computer for an hour every other Month… and pre-schedule 8-9 weeks of posts. Very simple and gives you increased donations, with one less thing to worry about. Info on how to do this is here: http://www.rescuedismyfavoritebreed.org/Every6thDay.htm
8. Get professional help for your wish list posts… We run a very successful FB Page with over 160,000 fans, and have learned how to create posts that reach the largest number of facebook fans. Recently, we have been helping Rescues and Shelters, who have at least 2000 FB fans, with their wish list posts. This is a free service we offer, and can not only dramatically increase your donations, but free up more of your time to help pets in need. For more info on this service, contact us via this page: http://www.rescuedismyfavoritebreed.org/contact.htm
So to Recap…
Don’t add too many items to your wish list… make sure most of the items qualify for free shipping… make sure there is a variety of “price points” in your items… try to “tell a story” when you post your link… get an improved link to increase clicks to your list when posted on facebook… promote your list on a regular basis… put your FB posts on “auto pilot” by either using the scheduling feature, or better yet, have the FB Pros from Rescued! Is My Favorite Breed. do the posting for you.