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Nonprofit Web Advice

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Join Sage for this informative discussion that includes valuable tips on making the most of your Donor-Centric web presence, presented by Dan Gonzalez, Web Manager, Sage Nonprofit Solutions

Join Sage for this informative discussion that includes valuable tips on making the most of your Donor-Centric web presence, presented by Dan Gonzalez, Web Manager, Sage Nonprofit Solutions

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  • These metrics help you determine: … the Level of interaction visitors are having on your site … your Link’s effectiveness on a page … whether you have Strong Call To Actions!
  • Transcript

    • 1. Daniel Gonzalez, Web Manager Sage Nonprofit Solutions Nonprofit Web Advice
    • 2. Developing a donor-centric website Understand your donor’s needs Set site objectives Create Donor-centric content Eliminate obstacles and distractions Set and track key performance indicators
    • 3. Donors and Charitable Giving Trends
      • Despite economic climate – Americans continue to give
      • Give to few organizations and temporarily decrease overall giving
      • In 2010, American individuals, corporations and foundations donated $290.89 billion.
      • Overall giving fell a combined 13% from ‘08 – ’09
      • Giving by individuals rose 2.7%
      • Individual contributions equaled 73% of total
      * Source: Giving USA 2011, Exec. Summary
    • 4. Why are these numbers important?
      • Despite economic downturn, giving remains consistent
      • With donors being more selective about charities, competition for limited funds increases
      • Emphasizes the importance of reaching individual donors and the importance of well designed donor-centric websites
      • Registered 501(c)(3) organizations increased an average 3.5% over last three years
    • 5. What is “Donor-Centric” fundraising?
      • Donor-centric fundraising puts donors’ needs for information as the top priority
      • Improved communication through donor recognition in a unique way
      • (Source: Statistical Data Cygnus Applied Research)
    • 6. What Donors Want
        • Prompt, personal gift recognition ( acknowledgment)
        • Confirmation that their donations are being used as intended (information)
        • Measurable, published results (accountability)
      • (Source: Statistical Data Cygnus Applied Research)
    • 7. What Donors Say They Get
        • Prompt but impersonal gift recognition
        • General appeals with few measurable results
      • (Source: Statistical Data Cygnus Applied Research)
    • 8. Why Donor’s Stop Giving
      • Believe the charity is not fulfilling its mandate
      • Disagree with a change in direction of charity
      • Lost interest in the cause
      • Believes that charity no longer needs donor’s support
      • Feels there are more compelling causes out there
      • Believes charity has not kept in touch
      • (Source: Statistical Data Cygnus Applied Research)
    • 9. What Donors Are Saying
      • Nonprofit websites lack inspiration, connection, and opportunity for deeper engagement
      • Cite speed, convenience and CC reward points for giving online
      • Online donating is more efficient and helps charities reduce admin costs
      • Online giving is easier to track over time
    • 10. 5. Don’t want info about other organizations
    • 11. More Things Donors Are Saying
      • Only half believe charity websites make it easy to give online
      • Want year-end tax receipts sent electronically
      • Want electronic updates on charity’s finances
      • Concerned about online security issues
      • Expect to make greater contributions in future
    • 12. What Donor’s Find Valuable
      • Personal stories by people whose lives had been transformed by the charity
      • Volunteer information
      • Reviews and summaries of recent news coverage of the cause or charity
    • 13. Agenda Check Understand your donor’s needs Set site objectives Create Donor-centric content Eliminate obstacles and distractions Set and track key performance indicators
    • 14. Setting Site Objectives
      • What is the objective of your site?
        • Information?
        • Donations?
        • Subscriptions?
        • Volunteers?
        • Calls?
        • All the above?
    • 15. Aspects of ‘Donor-centric’ sites
      • Clear description of goals & objectives
      • Info on what the organization is doing with gifts (accountability and transparency)
      • Visible “Call To Action” buttons and links
      • Minimal clicks to completion of the action(s)
      • Success stories and timely news about the charity
    • 16. Donor-centric site Donate Services Success Stories Mission & Testimonies Social Media
    • 17. Online Forms and Donations Goal Results
    • 18. Allow others to raise funds Embed this form
    • 19. Agenda Check Understand your donor’s needs Set site objectives Create Donor-centric content Eliminate obstacles and distractions Set and track key performance indicators
    • 20. Visitor interaction with content on a site Visual Impression Initial content Impression Content engagement CTA engagement First 3 seconds – if the page is what they were looking for & if they find it appealing Next 8 seconds – if the content is relevant to what they are interested in Next 60 seconds – they spend being engaged with the content. To see if sufficient content is available for them to make a decision Next Step– if they have made a decision, then they look for their desired next step on the page. Has it been displayed clearly and is easy to locate Yes Yes Yes
    • 21. Have a Content-Rich Site
      • “ Content-rich” means your Web site is full of relevant information that attracts and holds your target audience
      • Maintain and update your content on a regular basis
        • Utilize White Papers, Surveys, Press Releases
        • Blogs, online communities and social media sites are increasingly important in charity promotion
      • Understanding what your audience expects is critical
    • 22. Convey A Clear Message
      • Write for real people, not for search engines
      • Content should help educate, engage and compel potential donors to act
      • Content should be clean, concise and scanable. No keyword stuffing!
    • 23. Keep It Simple
      • Simplify Content
      • Navigation
      • Clear/obvious calls to action
      • Don’t tackle everything at once
    • 24. Create Interlinking Pages
      • It’s important for potential donors to find what they’re looking for quickly and easily whether within your site, via search engine or social media sites
      • Cross-link to other site pages, press releases, videos, blogs, online communities and social media sites
      • Strategically linked pages improve usability and increase search engine rankings
    • 25. Summary of Content and Design Guidelines
      • Site should have clear navigation, hierarchy and links
      • Create an informative site, with clear, scanable content
      • Keep content relevant and fresh
      • Use text, not images to display names, content, or links
      • Make sure <title> elements and alt tags are descriptive
      • Continually check for broken links and correct HTML
      • Provide a usable site map (XML and HTML)
      • (Source: Google WebMaster Guidelines)
    • 26. Agenda Check Understand your donor’s needs Set site objectives Create Donor-centric content Eliminate obstacles and distractions Set and track key performance indicators
    • 27. Eliminate Obstacles
      • Remember you have about 3 seconds to get their attention
      • You have less than 60 seconds to get a donor to where they need to be to make a decision
      • Not more than two clicks to get to the core offering
      • Don’t place barriers in the way
    • 28. The Critical Path One click to donation form
    • 29. Effective Forms Giving a clear value proposition can help visitors decide to give their information Remove distractions so donors can focus on the form
    • 30. Agenda Check Understand your donor’s needs Set site objectives Create Donor-centric content Eliminate obstacles and distractions Set and track key performance indicators
    • 31. Mind Your KPI’s (Key Performance Indicators)
      • Select measures that provide visibility into performance of your organization
      • Enable you to take action based on those indicators
      • KPI’s are not raw numbers, but the relationship between them
    • 32. KPI Dashboards
    • 33. KPI Dashboards
    • 34. Determine your KPI’s
      • What is the primary objective?
        • Increase Donations, Improve Donor Engagement, Provide Information
      • What is the Call To Action?
        • Donate, Register, Subscribe, Download, Call
      • What is the value to the visitor or donor for each action?
      • To what metrics is the organization held accountable?
    • 35. KPI Dashboard Best Practices
      • All marketing or optimization activity should impact top-level KPI’s
        • If not, you may be wasting time and money
      • KPI’s should remain consistent and be measured over time
      • Don’t mistake traffic (impressions, visits, hits, etc.) as a measure of site success
    • 36. Examples of Donor-centric KPI’s
      • Avg. Visits Per Visitor = Total Visits / Total Unique Visitors
      • Average Visit Duration
      • Abandonment Rate
      • Average size of gift
      • Recurrence of gift
    • 37. Web Metrics 101
      • Most hosting companies provide basic metrics, or Google Analytics
      • Valuable to determine site performance over time
      • Lingo can be confusing, numbers can be misinterpreted
      Dilbert ©2009, United Feature Syndicate, Inc
    • 38. Web Metrics 101
      • Someone came to your Web site
      • Viewed a page or multiple pages on your site
      • It could be the same person over and over again
      • Good metric to know, but relative
      Hits, Visits, Visitors, and Unique Visitors
    • 39. Web Metrics 101
      • Frequency and amount of time visitors spend on site
      • How many pages they view before leaving
      • Loyalty metrics help determine site “stickiness”
      Page Views, Page View Duration, Bounce Rate, Visibility Time, Session Duration, Depth, and Frequency
    • 40. Web Metrics 101 High ratio = High visitor engagement Clicks, Impressions, Click-Through Rate
    • 41. Take one step at a time 1. Understand Donor 2. Set Objectives 3. Clear Content 4. No Obstacles 5. Mind KPI's
    • 42. Available Resources
      • Idealware, a 501(c)3 nonprofit, provides candid Consumer-Reports-style reviews and articles about software of interest to nonprofits.
      • TechSoup offers nonprofits a one-stop resource for technology needs by providing free information, resources, and support.
      • NTEN is the membership organization of nonprofit professionals who put technology to use for their causes, and is a community of peers who share technology solutions across the sector and support each other’s work.
    • 43. Q & A Additional series webcasts: Motivating Donors to Take Real Action Online - 7/25 @ 2 CDT Enhancing Loyalty in an Online Age - 7/27 @ 2PM CDT Online Fundraising 101 - 7/28 @ 11 AM CDT