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13 Things Your Nonprofit Website


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Your organization's website is critical to your success. It's the place to tell the world about your mission and motivate visitors to take action—whether it's making a donation or signing up for your services. For many organizations, it's difficult to know where to start. What do you do next with your website and how do you manage it?

Published in: Self Improvement
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13 Things Your Nonprofit Website

  1. WELCOME!13 Things Your Nonprofit Website Needs In 2013Featuring Jamy Squillace and Richard Dietz
  2. Our Speakers Richard Dietz Founder of Nonprofit R+D - Technology Training for Nonprofit Professionals Richard has over 20 years experience working in and with a wide variety of nonprofit, political, and government organizations. You can find Rich on his website or tweeting @nonprofit_rd. 2
  3. Our Speakers Jamy Squillace Sr. Product Manager Sage Nonprofit Solutions Responsible for Sage Fundraising 50, Sage Fundraising Online, Sage Nonprofit Online and Sage e-Marketing. Jamy has 16 years experience in product planning and management. Her goal is to create and evolve solutions that fulfill customer desires and exceed expectations. You can find her blogging at or on Twitter @jrsquillace. 3
  4. Questions• Please type in chat at the bottom of the left hand viewing pane. 4
  5. Agenda• Introduction• Website Structure / Elements• Website Content• Next Steps 5
  6. Experts have all the answers… • No, not really • There are “best practices,” but you must test in your organization • Testing is the key, – Much easier to do online – If it works, do more. – If not, try something else. 6
  7. Maslow’s Hierarchy of Needs 7
  8. Online Hierarchy of NeedsNeed a strong Foundation Avoid Shiny Objects 8
  9. Is it so bad? What could happen?• Bad first impression• Leave before learning about your org• Tell their friends 9
  10. Get Control of Your Website • You need the ability to: – Change the content – Make quick updates – Add/remove content – Stay current • You need to be testing to find what works – In order to test you need control to make the changes 10
  12. 1. Most Wanted Response (MWR) • What do you want folks to do when they reach your site? – Who visits your site – What are they looking for – What do you need them to do • Too many choices = No action (Jam Study) • Make those actions easy to find – Above the fold – Big buttons or easy to find pathways 12
  13. 1. Most Wanted Response (MWR) 13
  14. 1. Most Wanted Response (MWR) 14
  15. 2. Prominent Donate Button • Could be your MWR • Big, bold and easy to see – Don’t make supporters work for it • On Homepage and EVERY page – Every click loses conversions – Where’s the checkout? • Strong Call To Action (CTA) – Weak – “Click here” – Stronger – “Help ___ Today”, “Make a difference” 15
  16. 2. Prominent Donate Button 16
  17. 2. Prominent Donate Button 17
  18. 3. Capture Email• #1 way to raise money online…still – Email >> Landing Page• Opt-in box – with incentive to sign up• Easiest way to connect and follow-up – 7 touches – marketing principle – Follow up can be very effective – progress, success, more help 18
  19. 3. Capture Email 19
  20. 3. Capture Email 20
  21. 4. Simple, Clear Navigation & Design • Navigation – Must be by user focused and not by department – Focus on the most important things you need your donors to KNOW or DO (MWR) • Design – Goolge/Facebook vs. crazy clutter sites – Avoid clutter – Don’t make your prospect think… • Custom graphics 21
  22. 4. Simple, Clear Navigation & Design 22
  23. 4. Simple, Clear Navigation & Design 23
  24. 5. Simple Donation/Reg Process47% of donors give up before they have made a donation because theonline journey is not intuitive and engaging• Shorter is better – You can always ask more questions later• Strong single call to action – Remember the jam study• Form should be embedded on your website – At very least it should look like your website 24
  25. 5. Simple Donation/Reg Process 25
  26. 6. Social Media Sharing Buttons • Allow supporters to spread the word – Let them share in the ways they want to share (options) • Social signals are key with Google now • Simple “Tell a Friend” Button – Add a strong call to action for them to do it 26
  27. 6. Social Media Sharing Buttons 27
  28. 7. 3rd Party Endorsements• Let supporters know its OK – They are not the only ones – The organization is “trusted”• Testimonials – Clients, supporters, major donors, celebrities, etc. – Be a part of the community• Validation and “Trust” – Charity Navigator, Guidestar, Verisign, BBB, etc. – Great in the footer and on the donation page 28
  29. 7. 3rd Party Endorsements 29
  30. 8. Obvious Contact Information • “Contact Us” in the navigation – Provide multiple ways to contact you – Phone, email, form, etc. • Contact information on every page – Footer is a great place for this – Include your phone number – Google likes to see this too 30
  31. 8. Obvious Contact Information 31
  32. 9. Other Ways To EngageProvide ways for supporters to engage in multiple ways andin the ways they want to:• Events• Social media• Volunteer• Petition• Polls• Peer-to-peer fundraising 32
  33. 9. Other Ways to Engage 33
  34. CONTENT 34
  35. 10. What you do and WHY• Two-second test – Strong headline, what you do – Impact – Where does the money go / accomplish• The WHY can be even more important – Xerox study – just needed a “why” • 60%  93% using only “because” – Simon Sinek – Why is compelling and gets people to take action • MLK – “I have a dream” not “I have a plan” ( 35
  36. 10. What you do and WHY 36
  37. 10. What you do and WHY 37
  38. 11. Tell Stories! • Stories create an emotional connection – Individual stories are best – People can relate to people – Easier to show the “Why” with stories too • Inspire with your passion • Use stories throughout your content – email, website, social media, etc. 38
  39. 11. Tell Stories! 39
  40. 12. Images and Video • Best way to tell a story – Much easier to create the emotional connection – Utilizes more senses • Most likely to be shared – 5-10x more shared over text – More likely to “go viral” 40
  41. 12. Images and Video 41
  42. 12. Images and Video 42
  43. 13. Website Audit• Get honest feedback of your website now – Volunteers, board members, family members, etc. – – This will be your pre-test / starting point• After you implement some of these changes do a post-test• Ideas for audit – Ask them to donate – Ask them to sign up for your email list – Ask them to describe what you do – Ask them what they think you would like them to do on the site – Ask them to find ___________ 43
  44. What to do next? 1. Do your pre-test website audit. 2. Implement some of the ideas presented today 3. Do your post-test audit and track results 44
  45. 13 Things Your Website Needs 1. Most Wanted Response 2. Prominent Donate Button 3. Capture Email 4. Simple, Clear Navigation & Design 5. Simple Donation and Registration Process 6. Social Media Sharing Buttons 7. 3rd Party Endorsements 8. Obvious Contact Information 9. Other Ways to Engage 10. What You Do and WHY 11. Tell Stories! 12. Images & Videos 13. Website Audit 45
  46. Q&A Learn more about Sage Fundraising Online 46
  47. Contact Information• Connect with Rich on his website, or via email at rich <at> <dot> com• Connect with Jamy and Sage – Email nps <at> sage <dot> com – Download the presentation and handouts from – Read our blog, – Like us on Facebook, – Follow us on Twitter, – Join the discussion in our group on LinkedIn. – Watch and follow on YouTube, – Pin with us on 47