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Website And Online Fundraising
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Website And Online Fundraising

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Website And Online Fundraising Website And Online Fundraising Presentation Transcript

  • WEBSITE ANDONLINE FUNDRAISING
  • Website facts and figures
    • 38% of an organization’s success in building large email files can be directly attributed to the amount of traffic to its website.
    Convio’s 2010 Online Marketing Nonprofit Benchmark Index Study
    • 49% of mid-level and major donors will always visit a nonprofit’s website before making a first-time gift on- or off-line.
    Convio’s 2009 Online Marketing Nonprofit Benchmark Index Study
  • Organizations that are successful online:
    • Drive traffic to their websites by optimizing search engine rankings
    • Use effective content and incentives to convert website visitors into registered users
    • Build large email files via online registration programs, list uploads, and viral campaigns
    • Communicate effectively through email
    • Generate a high response rate for online appealsby having an effective case for supporting the organization, segmenting and personalizing appeals, and testing elements of each email
  • Our website plans:
    Include the following elements in site redesign
    • An emotionally engaging image and statement on the home page
    • A tagline that instantly conveys who we are and what we do
    • Clear, intuitive navigation
    • A quick case on why we’re an organization visitors should support
    • Engagement opportunities
    • Email sign-up form in the same place on every page
    • A big, brightly colored donate button for people ready to give
    • Information on where donations go
    • “Current News” section
    • Links to social media
  • Our website plans:
    Monitor our web stats and improve SEO
    Use Google Analytics to monitor our web stats
    • Where does traffic come from?
    • Which search terms bring visitors to the site?
    • Which pages are getting the most views?
    Improve search engine optimization (SEO)
    • Work on page titles, headings, and content, ensuring that our keywords are present throughout
    • Website Grader report
  • Our website plans:
    Update content and links
    Delete out-of-date content
    Check and update inbound links
    • Check who’s linking to us and request updates if needed
    • List who should be linking to us but isn’t, and follow up with a link request
  • Our website plans:
    Publicize our URL
    • Include our URL in all press releases and print collateral
    • Have staff and board members include the URL as part of their email signatures
  • Online fundraising facts and figures
    • 5% of U.S. giving happens online
    • $144.72 was the average online gift in 2009
    • 30% of online giving happens in December
    • Online donors switch channels (become offline donors); traditional donors do not
    • Online donors are younger and have higher incomes than traditional donors
    • Online donors are not as loyal as traditional donors
  • Online percentage of total fundraising
    EXCEPTIONAL PERFORMERS
    • Traditional direct mail focus
    • Mature online giving programs
    • Higher online gift volume
    • Lower average gift amounts
    • Lower online donor retention
    UNDER PERFORMERS
    • Traditional major gift focus
    • New to online giving programs
    • Lower online gift volume
    • Higher average gift amounts
    • Higher online donor retention
    AVERAGE PERFORMERS
    • Mix of fundraising channels
    • Online giving is bigger focus
    • Moderate online gift volume
    • Moderate average gift amounts
    • New donors are online donors
  • Our online fundraising plans:
    Redesign our donation page
    • Short donation form
    • No visual distractions
    • One clear call to action on the form: “Support Us”
    • A persuasive message directly above the call to action
    • Copy in a font that’s easy for people over 50 to read
    • Recurring gift option well-positioned
    • Automatic email receipts
    • Email sign up
    • Tell-a-friend option
    • Established trustworthiness
    • Web analytics on the form