• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
What Donors Want This End of Year Season
 

What Donors Want This End of Year Season

on

  • 2,426 views

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".

Statistics

Views

Total Views
2,426
Views on SlideShare
2,233
Embed Views
193

Actions

Likes
3
Downloads
27
Comments
0

4 Embeds 193

http://blog.see3.net 166
http://blog.see3.com 24
http://www.lmodules.com 2
http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    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