Last year we received word that a superstar was going to tweet about one of our campaigns.  I mean a major A-lister! This was the first time someone with gigantic social following would post a link to our site.  The excitement mounted, and then…oh snap! The tweet went out to nearly 50 million people. 50,000 visitors hit up our site - even causing the site to go down for 10 minutes due to volume. We had high hopes this activity would convert to donations for the cause. The harsh reality: 50,000 visitors, only dozens of donations, for a total of $500.

Are you kidding me?! This was a rude awakening, but upon further reflection, it shouldn’t have surprised us.  There were several reasons for this poor conversion rate. In summary: