1. How Your
Nonprofit Can
Win Online in
2014
February 20, 2014

2. A little about me
Caryn Stein
Content Strategist, Network for Good
Mission: Empower and inspire online
fundraisers.
Reach me: @caryn74

3. A little about Network for Good
Network for Good helps nonprofits raise
money online with easy, affordable online
fundraising tools and training.

5. Photo source: Amazon Cares

6. Photo source: Light Brigade

12. The State of Online Giving

13. The giving experience
matters.

16. Online donors convert at a
higher rate and give more
with a personalized,
consistent giving experience.

17. The #1 Way to Increase
Online Giving?

18. The #1 Way to Increase
Online Giving

19. Online or off, your
fundraising must:
Tap into emotion.
Make it easy to take action.
Get social.

20. Tap into emotion.

21. “Each year, 8,000 children
are detained for
immigration violations.”

22. americanbar.org

23. Make your cause personal.
Be specific.
Clearly show the impact of a donation.

24. Make it easy to
take action.

25. The average attention span in 2013:
8 seconds
The average attention span in 2000:
12 seconds
The average attention span
of a goldfish:
9 seconds
http://www.statisticbrain.com/attention-span-statistics/

26. Get social.

28. Use technology to amplify other
voices.
People on the front lines of your work
Fans who will champion your work
People with credibility and authority
who can attest to the quality your work

30. Optimize for
Online Donations

35. 5 Donation Page Musts
1. Feature one clear call to action that emphasizes
why your mission is critical.
2. Connect the donor to your cause with a
compelling photo, plus your branding and
message.
3. Offer well-positioned recurring gift options.
4. Keep your form short and uncluttered – the
more fields to fill out, the higher the abandon
rate.
5. Include social proof like testimonials, tickers or
ratings.

36. Work Your Website

42. 5 Ways to Instantly Improve
Your Nonprofit Home Page
1. Feature an emotionally-engaging image.
2. Include a 2-second statement that instantly
conveys who you are and what you do.
3. Provide clear, intuitive navigation.
4. Feature a big, bold donate button.
5. Offer an easy way to engage people whose
interest has been captured (like an email
signup).

43. Leverage Social
Power

44. 6%

45. Technology enables people’s most trusted sources those perceived as their peers - to be the most
influential and amplified messengers.
We are no longer the messengers in chief.

46. Remember the Vanilla Ice
Principle of Social Media

47. Stop. Collaborate and listen.

48. Being Socially Smart
Set up a listening station
Maintain a consistent brand and voice
Share more than you ask
Use social media as a testing lab
Empower your champions by giving
them the right tools and content

49. Be Mobile Ready

50. Your cause must be
mobile-friendly

51. Email Opens by Platform
December 2013
Desktop
31%
Mobile
51%
Webmail
18%
Source: Litmus Email Analytics

52. Your cause is mobile, whether
you are ready or not.

54. How do you start?
Take inventory of how accessible your nonprofit is
via mobile.
Learn how many of your visitors arrive via mobile.
Recognize the opportunity (the chance to reach
people more immediately) and the constraint
(mobile experiences need to be simple and easy).
Optimize for easy giving and pledging.

56. Remember:
Technology doesn’t inspire
people …
YOU
DO!

57. Questions?

58. Online Fundraising Learning Center: fundraising123.org
Free Nonprofit Webinars: nonprofit911.org
Digital Giving Index: onlinegivingstudy.org