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MyCharityConnects Spring 2010 [Philanthropy 2.0 + Websites 101]
 

MyCharityConnects Spring 2010 [Philanthropy 2.0 + Websites 101]

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Learn about some of the Web 2.0 tools that everyone is talking about and the fundamentals of a great website. We’ll tell you the good, the bad and the ugly. We’ll tell you what’s easy, ...

Learn about some of the Web 2.0 tools that everyone is talking about and the fundamentals of a great website. We’ll tell you the good, the bad and the ugly. We’ll tell you what’s easy, what’s challenging, what you can try for free, and what might not be worth your time.

Consists of 2 workshops to help you get acquainted with online philanthropy:

* Philanthropy 2.0 – Web 2.0? What's Web 1.0? Learn about the difference as well as the basics on some of the more common social media tools being used including, Facebook, blogs, YouTube, Twitter and CanadaHelps Giving Pages. Find out how other charities are taking advantage of these tools and how yours can too!
* Websites 101 – Your website is one of the most important communication vehicles you have - is it working for your organization the way it should? Take your website from good to great by learning the fundamentals of what makes for a really good website, one that is user-friendly, attractive and drives up online donations.

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    MyCharityConnects Spring 2010 [Philanthropy 2.0 + Websites 101] MyCharityConnects Spring 2010 [Philanthropy 2.0 + Websites 101] Presentation Transcript

    • MYCHARITYCONNECTS ON THE ROAD Generously supported by 1
    • Today’s Presenter Zenia Wadhwani Director, Program Development
    • CanadaHelps.org What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities. For Charities A cost-effective means of raising funds online. For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities.
    • 8
    • DID YOU KNOW?
    • Philanthropy 2.0 12
    • What We’ll Cover • What is “Social Media”? • Web 1.0 & Web 2.0 • Web 2.0 Tools o YouTube o Flickr o Blogs / Micro-Blogs (aka Twitter) o Social Networking o Giving Pages • Case Study: Apathy is Boring • Principles of Social Media • Debunking Web 2.0 Myths • Keep in Mind
    • So-cial Me-d-ia [soh-shuhl mee-dee-uh] Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Stolen from Wikipedia
    • Web 1.0 and Web 2.0
    • Web 1.0 • The ability to disseminate information electronically: to display and promote an organization, person, or idea on the internet • Web 1.0 facilitates one-way transactions • Fundamentally important for every website
    • 17
    • Web 1.0 Fundamentals • Solid and intuitive website design • Website usability • Short and simple messaging • Compelling stories and e-newsletters • Fresh and up-to-date information
    • Web 2.0 • Richer user experience • interaction, engagement, conversation, collaboration, connections • Encourages & allows for two-way communication • users now being talked WITH instead of AT • User-generated content
    • The Connections & Impact Communicates in multiple ways CHARITY DONOR NETWORK DONOR More donors align to cause; Initiates a campaign more funds raised
    • 22
    • 23
    • The Difference Between Web 1.0 & Web 2.0 Few Many Many Many Web 1.0 was about publishing and transactions. Web 2.0 is about networks and community.
    • 25
    • 26
    • Some Web 2.0 Tools
    • YouTube • Video hosting website • Media channel • Social networking site
    • www.youtube.com/canadahelps 29
    • YouTube Tips • You don’t have to be Martin Scorsese • Check out www.animoto.com to create compelling video quickly and easily! • Keep it short and sweet • Share your video: embed into your website/blog, email the unique URL to supporters and friends • Connect with your viewers. Ask for feedback!
    • Flickr • Image hosting website • Photo-related tools • Online community platform
    • Flickr Tips • Encourage people to take photos • Tag and title strategically • Interact with users • Make use of the tools on Flickr • Create a group for your specific event or contest
    • Blogs • Online journals • An alternative newsletter
    • Micro-Blogging, aka Twitter • Mini journals • No more than 140 characters • Status updates
    • Blogging Tips • The best blogs create a sense of community and commitment to a cause • Use your blog to tell your charity’s story • Make it personal • Reply to comments you receive – listen and learn!
    • Social Networking • The practice of expanding one’s network by making connections through individuals. • Allows members to interact, discuss, share quickly & easily
    • 34% Percentage of offline donors who would urge others to support the same cause: 59% Percentage of online donors who would urge others to support the same cause:
    • Daily giving through Causes on Facebook: $3,000 in 2008 $30,000 in 2009
    • Social Networking Tips • Start with one tool at a time • Be find-able! • Remember it’s a conversation – listening is just as important as talking • Engage, encourage, empower • Present opportunities to take action
    • GivingPages • Micro-giving sites • Allows individuals to raise funds for their charity or charities of choice • Allows charities to create a unique space to highlight specific fundraising campaigns (i.e. pledge events) • Anyone can create and manage one
    • 43
    • GivingPages Tips • Give your donors specific ideas, i.e. wedding registry, birthdays, host/hostess gifts, in memoriam • Highlight a specific project or campaign your charity is running; and talk about IMPACT • Run a fundraising contest through GivingPages • Share the unique URL with your network of supporters in all your communications, e.g., email signature
    • Case Study:
    • 47
    • 49
    • 50
    • Principles of Social Media
    • Be Real • Leave room for personality • Most online communities expect a less formal tone
    • It’s a Conversation • Balance self-promotion with listening • Social media is about personal connections • Engage with your fans, followers and supporters
    • Encourage Participation • Encourage your supporters to take action • Provide opportunities to engage online and off
    • Measure Results • Track the effectiveness of your social media presence •Followers •Conversations •Conversions (volunteers, donations, support) • Remember it’s not all about the numbers – focus on quality vs. quantity
    • Tell Stories • Personal stories make good content and build personal connections • Thought-provoking content will get shared more often
    • Let Go! • You can’t control the message on social media tools • Provide good/clear messaging, interesting stories and engage with supporters • Join the conversation
    • Set Some Boundaries • Develop a set of social media policies for your organization • Focus on effective use of the tools, not controlling online activities • Set clear expectations of employees and volunteers
    • Integrate • Include social media into your existing fundraising and marketing plans • Consider your online presence (website + social media) as a communications channel
    • Debunking Web 2.0 Myths
    • “It’s expensive.” • Basic accounts are free and really all you need! • Free blog tools: www.blogger.com www.wordpress.com
    • “It’s only for young people.” • “Young” is a relative term • Almost everyone can get online!
    • Of all giving online: 15% From the ‘Greatest Generation’ Born 1901-1945 52% From Baby Boomers Born 1946-1962 30% From Generation X Born 1962-1980 The most significant characteristic associated with online giving is higher education.
    • “It’s hard to do.” • It’s just a matter of time and practice. • These tools are designed to be user-friendly!
    • “It’s only a fad.” • Some tools may be a fad, but the concept behind Web 2.0 is not • Social networking and engaging your donor base will never go out of style!
    • “I need to do it because everyone else is.” • Focus on Web 1.0 first • Walk before you run
    • “I will lose all control.” • Be prepared to give up some control • Create solid messaging and trust it!
    • Keep in Mind…
    • It’s not as complicated as it looks. • Learning new things is always daunting at first
    • There are lots of people who can help you. • Get creative when asking for help • Treat it as a staff learning opportunity
    • Go at your own pace. • Do what works for you • You don’t have to do it all
    • You’re still building relationship and communities. • Still building relationships with people • Blend your offline and online communications
    • You don’t have to be good at the technology. • Just be good at telling your charity’s story
    • Your turn
    • STRETCH BREAK
    • Websites 101 77
    • What We’ll Cover • What is Web Usability and Why is it Important? • Principles of Web Usability • Usability Testing • Website Critique • Web Stats • Resources
    • What is Web Usability and Why is it Important?
    • A visitor who is satisfied with their experience with a nonprofit website is 49% more likely to give than one who was dissatisfied with the overall experience
    • Web Usability • Web usability refers to ease of use and visual design of your website • The focus is on your users
    • Why is it Important? • Good websites… • Are liked • Won’t drive people away • Won’t be distracting • Convey more information • Will be more compelling • Makes contributing easier • Will be visited again
    • Return on Investment for Nonprofits • More engagement from users • Increase credibility • Get more media coverage • Gain more support for your cause • Increase donations
    • Principles of Web Usability
    • Present Your Information in a Clear and Concise Way • Appearance • Functionality • Content
    • Make Text Easy to Read •Can you read this? •How about this one? •cAn yOu rEalLy rEaD tHiS?? •This is more like it. • Use a standard font and proper size • Use proper contrast • Use proper caps • Best readability is dark on light (like black on white)
    • Whitespace • Empty space • Too many things may look intimidating
    • Follow Website Conventions •Banner •Navigation •Navigation •Content Body •Contact & Misc Information • There are patterns that have become conventions
    • Follow Website Conventions •Banner •Navigation •Navigation •Content Body •Contact and Misc. Information
    • Speed • Make your pages load quickly • Limit use of large pictures • Interactive media can slow connection
    • Content • Web writing is concise • Keep paragraphs short and use bullet points • Bold important points, but sparingly
    • Make navigating easy for users • Give the correct choices to the users (make section names self- explanatory) • Avoid too much scrolling
    • Self-Explanatory Choices •Culinary Delights •Cuisine Options •Food Menu •Menu •Career Services •Employment Opportunities •Job Openings •Jobs •Organization Information •More Information About Us •About Us •Give Us Your Time •Volunteer Opportunities •Volunteer • Don’t use ambiguous headings • Give your visitors clear choices
    • Avoid Too Much Scrolling • Keep it narrow • Sideways scrolling is uncommon
    • Page Organization •Nice Heading •Picture •Here is where the content would go. It’s a nice place isn’t it? Neat and organized content is easy to read. Cool! • A separate page for each section • Headlines are key • Pictures to compliment topic
    • Breadcrumb Navigation • Give visitors a clue of where they are • Makes it easier to backtrack
    • Remove Ambiguity Regarding the Consequences of an Action • Make it easy to go back to the home page • Make mistakes easy to recover from
    • The Back Button • “Back” is one of the most used browser functions • Make sure that it doesn’t break your website when it’s used
    • Visual Consistency • First glance is most memorable • Keep visuals consistent • Reinforce their sense of security
    • Put the most important things in the right places • Have a clear description of what you do • Show your Donate Now button prominently • Complete contact information
    • • Homepage should show your most important parts • Put your Donate Now button “above the fold” • Make it easy for your supporters to give!
    • Show What You Do Clearly • Easy to see and understand • Make it easy to remember!
    • Where’s your button?
    • 1 in 5 visitors to a nonprofit website go specifically to make a donation
    • Put your Donate Now button everywhere. Always be asking.
    • Show How People Can Get Involved • Donate to your cause • Volunteer their time or skills • Share your story with their network • Make your calls to action very prominent
    • Salvation army example
    • Make it Easy to Contact You •Banner •Navigation •Navigation •Content Body •Contact Information • Not necessary to be on the homepage • But have it easy to find
    • Usability Testing
    • Testing Questions 1. Is it obvious what this site is about? 2. Is it easy to find what I need? 3. Are the most important things visible when I arrive?
    • DIY Usability Testing Step 1: Find Testers • Find 3-5 people who have some time (30 minutes, tops) to have a look at your website • Testers should not already be familiar with your site (no staff, Board or regular volunteers) • Testers should be representative of your usual website users
    • DIY Usability Testing Step 2: Using your site • Ask testers to comment as they navigate your site (to give you insight about their choices) • Ask testers to accomplish your main calls of action  Sign up for your newsletter  Click your Donate Now! Button  Find and apply for volunteer opportunities  Other ways they can get involved (buy tickets, buy products, join a group etc…)  Find general information about your organization’s mission and mandate  Contact your organization
    • DIY Usability Testing Step 3: Observe • Take note of: • How long each step takes to complete • Tester confusion at any point • Frustration • Ease of use • Work with your web team to have the main issues and frustrations address • … repeat your usability testing whenever you make major changes to your site
    • Survey Your Users • Make a checklist that rates your website • Free online surveys (www.surveymonkey.com) • Put a link on your site • Put it in your newsletter • Try to get everyone to do it
    • Check Out Other Charity Websites • See what they are doing right (or wrong) • May give some insight and inspiration
    • Website Critique
    • Original CIELAP Website
    • Modified CIELAP Website •Now clickable •Picture and shortened summary •More prominent with shorter names •Added a picture •Donate Now! Button •Trimmed content
    • Original True North Website
    • Modified True North Website •Donate Now! button •Moved what the organization is about and spaced them out for easier reading •Resized Image to align with the homepage and also to load more quickly •Fixed Section
    • Web Stats
    • Why Are Web Stats Important? 1. Understand your users 2. Know what people do on your site 3. Provides tangible feedback about your site 4. Leaves the guessing out of what works
    • Looking At Web Stats • Web stats can be confusing • Knowing where and what to look for helps • Here’s what you can take a look at now
    • Visitors • Gain insights about the visitors of your website 1. Unique visitors 2. First time vs. repeat visitors 3. Visitor loyalty 4. Length of visit 5. Browsers 6. Geographic profile & language
    • Content • Top content • Top landing pages • Top exit pages
    • Traffic Sources • Direct traffic: typed your address in a browser • Referring sites: • Know your top referring sites • Are your ads working? • Search Engines • Keywords
    • Google Analytics • Free service • Comprehensive feature set • Go to http://www.google.com/analytics/
    • Resources
    • Don’t Make Me Think by Steve Krug • Best seller • Easy to read • Great content • Lots of examples • Great section on Do-It- Yourself Usability Testing and Resources
    • Other Books Prioritizing Web Usability by Jakob Nielsen and Hoa Loranger The (Usable) Web Style Guide by Patrick Lynch and Sarah Horton
    • Online resources • Usability.gov – A great resource for building usable websites • www.useit.com - Jakob Nielsen’s site on web usability • www.usabilityinstitute.com – A great free resource by Jack Belis (Free website survival checklist here) • Eyetrack III – A great website on eyetracking (Summary of findings by the Direct Creative Blog here).
    • What makes a great website is focus and clarity of purpose. A great website is unpretentious. It doesn’t pretend to be what it is not. It never wastes your time because it always gets to the point. A great website helps you to act. ~Gerry McGovern
    • Your Turn
    • MyCharityConnects.org What is MyCharityConnects? CanadaHelps' online resource centre for charities – a website dedicated to connecting charities and nonprofits to the technologies they need to succeed. What can I find on MyCharityConnects? • Free online resources for charities • Information about technology , Web 1.0, Web 2.0 & social media • Video demonstrations • Webinars (online seminars) • 2009 Conference materials
    • UPCOMING WEBINARS June 16 Measuring the Impact of Social Media June 23 Peer to Peer Fundraising with CanadaHelps GivingPages July 21 Planning for the Holidays ... It's Not Too Early! August 18 Orientation for Charities Newly Registered with CanadaHelps www.mycharityconnects.org
    • Percentage of all annual online giving that happens in the month of December: 48%
    • “A nonprofit can become a highly visible source of vision, information, and shaping for donor generosity. Donors are great people. But most of them are not experts in the causes they support. They're looking to you to be expert, to apply their generosity for maximum impact. Or even to invent some new better way to change the world that they'd never dreamed of. The best nonprofits bring vision and expertise to the table, then set donors free to help them make good things happen.” Donor Power Blog – September 4, 2008
    • Welcome to Giving Made Simple.