What Donors Want This End of Year Season
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What Donors Want This End of Year Season

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Shirley Sexton's slidedeck for a webinar presented on October 21, 2009: "What Donors Want This End-of-Year Season".

Shirley Sexton's slidedeck for a webinar presented on October 21, 2009: "What Donors Want This End-of-Year Season".

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What Donors Want This End of Year Season What Donors Want This End of Year Season Presentation Transcript

  • What Donors Want This End-of-Year Holiday Season
    Shirley Sexton
    Director, Interactive
    Marketing and Fundraising
  • Training by
    Shirley Sexton
    See3 Communications
    • Web Design & Development
    • Video Production
    • Interactive Marketing
    • www.see3.net
    2
    Shirley Sexton See3 Communications
  • Agenda
    • Online Fundraising Growth
    • End-of-Year Planning Checklist
    • Website Usability
    • Writing for the Web
    • Using Images and Video
    • Email Marketing
    • Driving Traffic
    • Measuring Progress
    • Resources
    3
    Shirley Sexton See3 Communications
  • Online Fundraising Growth
    4
  • Online giving bucks overall trend
    Online fundraising grew in 2008 (compared to 2007) in the range of 14-26% (dependent upon source *)
    *The Convio Online Marketing Nonprofit Benchmark Index Study
    *2009 eNonprofit Benchmarks Study
    December accounted for 48% of the total dollars raised online in 2008.
    *2008 Online Giving Trends, Blackbaud
     
    5
    Shirley Sexton See3 Communications
  • Why?
    Overall giving fell with the economy, specificallyConsumer Confidence Index at lowest in Feb. ‘09 since '67 inception.
    Online giving on the rise due to:
    • Multi-generational eCommerce adoption
    • Mega-trend to “go green”
    • Advent of social networking
     
    6
    Shirley Sexton See3 Communications
  • Creating Your End-of-Year Strategy
    10/2109
    7
  • End-of-Year Fundraising Checklist
    • Inventory your online assets and past trends
    • Find your great story of the year
    • Get commitment from internal stakeholders to make fundraisers priority in Dec
    • Evaluate your website for donation usability
    • Create online communications plan
    • Invest in resources
    8
    Shirley Sexton See3 Communications
  • Website Usability for Donors
  • Stop focusing on home page
    Treat every page like your front door.
    Only 25% of Web visitors enter sites via the home page.--Nielsen Norman Group, 2008
    10
    Shirley Sexton See3 Communications
  • What Donors Want Online
    Donors want to quickly and easily find:
    • Mission (simply explained)
    • Goals
    • Objectives
    • Examples of work and first person stories, especially video
    • How donations are used, specifics
    11
    Shirley Sexton See3 Communications
  • What Donors Look For
    • Text field to search
    • Links (make them obvious)
    • Next steps/Instructions
    • Answers
    12
    Shirley Sexton See3 Communications
  • What Kills Donations
    • Users can’t figure out how or where to donate!
    • Cluttered pages
    • Mistrust of 3rd-party payment pages
    Nielsen Norman Group Report: Donation Usability: Design Guidelines for Improving the Donation Process and the Usability of Essential Information on Charity and Non-Profit Websites
    13
    Shirley Sexton | See3 Communications
  • Writing for the Web
    14
  • Writing for the Web
    Why is the web different?
    Most web pages are viewed as the result of a search, the reader is after something
    The reader scans quickly is his search
    Headlines, subheads, and links are critical to indicate they are on the right path!
    15
    Shirley Sexton | See3 Communications
  • Writing for the Web
    What makes a good web article?
    Search friendly title
    Short(er) than print
    Relevancy
    Quotes, testimonials
    Lists
    Links! Links! Links!
    16
    Shirley Sexton | See3 Communications
  • Writing for the Web
    What makes great NPO web content?
    Mission-related AND connected to national or world events
    Primary research
    Easily searchable resources
    Stories of/by people helped by org
    Make the connection to support/giving
    17
    Shirley Sexton | See3 Communications
  • Using Images
    4/26/09
    18
    Bernat Casero bernatcasero.com
  • Using Images and Videos
    Less is more (per page)!
    • Use images in your “page wrapper” to bring your mission to life and reflect the community you serve.
    • Use one photo, video, graph, or pull quote per page of content to summarize the benefit, draw the user in.
    • Too many graphics create user confusion and long page download time.
    19
    Shirley Sexton See3 Communications
  • Using Images and Videos
    Where to get images and videos
    Take your own (and ask volunteers!)
    Purchase stock such as istockphoto.com
    Flickr.com Creative Commons
    What is Creative Commons license
    Be sure to tag for search engines and screen readers!
    10/21/09
    21
    Shirley Sexton | See3 Communications
  • Email Marketing
    4/26/09
    22
  • Email Marketing: Building Your List
    • Communicate with permission to retain trust and respect privacy
    • Request email registration on every page
    • Collect email addresses (with permission) at events, offices
    4/26/09
    23
    Shirley Sexton | See3 Communications
  • Email Marketing: EOY Schedule
    Create calendar of email communications
    Incorporate end of year ask in monthly email newsletter
    Include stewardship email (report to donors on how funds have been managed)
    Send 3-6 campaign themed messages in December, last days of the month generally yield best results!
    4/26/09
    24
    Shirley Sexton | See3 Communications
  • Email Marketing: Deliverability
    How to get your email through
    Authenticate your email domain*
    Use a third-party email marketing vendor with baked-in CAN-SPAM compliance**
    *http://www.dmaresponsibility.org/EmailAuthentication
    **http://www.ftc.gov/spam
    10/21/09
    25
    Shirley Sexton See3 Communications
  • Email Marketing: Design
    Key elements for response
    Subject line
    From field
    Call to action (link)
    Signature (a name)
    Light on graphics and formatting
    10/21/09
    26
    Shirley Sexton See3 Communications
  • Driving Traffic to Donations
    Don’t be shy! Help people give! 
    Utilize search engine optimization, keyword ads, offline (print, radio) calls to give online
     Utilize social networks (Facebook, Twitter)
    Ask your champions to share your message!
    Tear down barriers for donors to donate!
    27
    Shirley Sexton See3 Communications
  • Measuring Progress
    4/26/09
    28
  • Measuring Progress
    10/21/09
    29
    Shirley Sexton | See3 Communications
    Measure your key metrics before undergoing major changes.
    2. Determine realistic intervals to measure (monthly, quarterly, annually)
    3. Compare against industry benchmarks:
    eNonprofits Benchmark Study www.e-benchmarksstudy.com/
  • Measuring Progress: Web giving
    10/21/09
    30
    Shirley Sexton | See3 Communications
    Online giving totals
    Average gift size
    # of gifts
    “Offline giving” impacts (major and planned gifts)
    The Wired Wealthy: Using the Internet to Connect with Your Middle and Major Donors http://nonprofit.about.com/od/onlinefundraising/a/wealthywired.htm
  • Measuring Progress: Email
    10/21/09
    31
    Shirley Sexton | See3 Communications
    • Metric (2008 industry benchmark)
    • open rate (14%)
    • click through rate (.6%)
    • response rate (.12%)
    • registration rate (3%)
    • list growth (17%)
    • list churn (19%)
    See eNonprofits Benchmark Study www.e-benchmarksstudy.com/
  • Web Resources
    4/26/09
    32
  • WebMarketing Resources
    Jakob Nielsen’s Web usability research: www.useit.com
    Network for Good: A Fundraising Guide for the Overworked Nonprofit: www.fundraising123.org
    Search engine marketing tips: www.searchenginewatch.com
    4/26/09
    33
    Shirley Sexton See3 Communications
  • Technology Resources
    Idealware: Candid reviews and information about nonprofit software: www.idealware.org
    TechSoup: The technology place for nonprofits www.techsoup.com
    NTEN: Your Nonprofit technology community: www.nten.org
    4/26/09
    34
    Shirley Sexton See3 Communications
  • Contact Me
    Email: shirley@see3.net
    See3 blog: http://blog.see3.net
    LinkedIn: http://shirleysexton.com
    Facebook: http://profile.to/shirleysexton
    Twitter: http://twitter.com/webbarbie
    Flickr: http://flickr.com/photos/webbarbie
    4/26/09
    35
    Shirley Sexton See3 Communications