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Community Sector Provincial Forum - St. John's [2010-10-01]


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Zenia Wadhwani's presentation from the Community Sector Provincial Forum in St. John's, Newfoundland on October 1, 2010.

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Community Sector Provincial Forum - St. John's [2010-10-01]

  2. 2. Today’s Presenter Zenia Wadhwani Director, Program Development
  3. 3. What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities. For Charities A cost-effective means of raising funds online. For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities.
  6. 6. What makes a great website is focus and clarity of purpose. A great website is unpretentious. It doesn’t pretend to be what it is not. It never wastes your time because it always gets to the point. A great website helps you to act. ~Gerry McGovern
  7. 7. What We’ll Cover • What is Web Usability and Why is it Important? • 3 Basic Principles of Web Usability • Cheap and Easy Usability Testing • The Value of Web Stats • A Few Extra Notes • Resources
  8. 8. What is Web Usability and Why is it Important?
  9. 9. How Do Supporters Find You?
  10. 10. A visitor who is satisfied with their experience with a nonprofit website is 49% more likely to give than one who was dissatisfied with the overall experience
  11. 11. Web Usability The ease of use and visual design of your website.
  12. 12. Why is it Important? • Good websites… • Are inviting • Are easy to navigate • Offer valuable information • Are not distracting or confusing • Don’t drive people away • Are compelling • Make giving easy • Will be visited again • Are liked
  13. 13. The Return on Investment • More engagement from users • Increase credibility • Get better media coverage • Gain more support for your cause • Increase donations
  14. 14. 3 Basic Principles of Web Usability
  15. 15. 1. Appearance
  16. 16. Make Text Easy to Read • Use a standard font and proper size • Use proper contrast • Use proper caps • Best readability is dark on light (like black on white)
  17. 17. Whitespace
  18. 18. Visual Consistency
  19. 19. 2. Functionality
  20. 20. Website Conventions Banner Navigation Navigation Content Body Contact & Misc Information
  21. 21. Website Conventions Applied Banner Navigation Navigation Content Body Contact and Misc. Information
  22. 22. Avoid Too Much Scrolling • Keep it narrow • Sideways scrolling is uncommon … and annoying!
  23. 23. Self-Explanatory Choices Culinary Delights Cuisine Options Food Menu Menu Career Services Employment Opportunities Job Openings Jobs Organization Information More Information About Us About Us Give Us Your Time Volunteer Opportunities Volunteer
  24. 24. Breadcrumb Navigation User knows: • Where they came from • Where they are • Where they can go Home is only one click away.
  25. 25. Links Check for: • Dead links • Misguided links • Imposter links • Hidden links • Logo links
  26. 26. The Back Button
  27. 27. Speed • Make your pages load quickly • Limit use of large pictures • Interactive media can slow connection
  28. 28. 3. Content & Placement
  29. 29. Writing for the Web • Web writing is concise • Keep paragraphs short and use bullet points • Bold important points, but sparingly
  30. 30. • Homepage should show your most important parts • What goes “above the fold”? • Are you making it easy for supporters to give?
  31. 31. Page Organization Heading Picture Content. More Content. Some more content. A little more content. And that’s about it. • A separate page for each section • Headlines are key • Pictures to compliment topic
  32. 32. Show What You Do Clearly • Easy to see and understand • Make it easy to remember!
  33. 33. Where’s your button?
  34. 34. 1 in 5 visitors to a nonprofit website go specifically to make a donation
  35. 35. • Put your Donate Now button on every page. • Encourage monthly giving.
  36. 36. Show How People Can Get Involved • Donate to your cause • Volunteer their time or skills • Share your story with their network • Make your calls to action very prominent
  37. 37. Salvation army example
  38. 38. Make it Easy to Contact You Banner Navigation Navigation Content Body Contact Information
  39. 39. X X X We! We! We! When designing or improving a website, think about the USER first!
  40. 40. Cheap and Easy Usability Testing
  41. 41. Testing Questions 1. Is it obvious what this site is about? 2. Is it easy to find what I need? 3. Are the most important things visible when I arrive?
  42. 42. DIY Usability Testing Step 1: Find Testers • Find 3-5 people who have some time (~30 minutes) to have a look at your website • Testers should not already be familiar with your site (no staff, Board or regular volunteers) • Testers should be representative of your usual website users
  43. 43. DIY Usability Testing Step 2: Using your site • Ask testers to comment as they navigate your site (to give you insight about their choices) • Ask testers to accomplish your main calls of action  Sign up for your newsletter  Click your Donate Now! Button  Find and apply for volunteer opportunities  Other ways they can get involved (buy tickets, buy products, join a group etc…)  Find general information about your organization’s mission and mandate  Contact your organization
  44. 44. DIY Usability Testing Step 3: Observe • Take note of: • How long each step takes to complete • Tester confusion at any point • Frustration • Ease of use • Work with your web team to have the main issues and frustrations address • Repeat your usability testing whenever you make major changes to your site
  45. 45. Survey Your Users • Make a checklist that rates your website • Free online surveys ( • Put a link on your site • Put it in your newsletter • Try to get everyone to do it, even those who know you well
  46. 46. Check Out Other Charity Websites
  47. 47. The Value of Web Stats
  48. 48. Why Are Web Stats Important? • Understand your users • Know what people do on your site • Provides tangible feedback about your site • Leaves the guessing out of what works
  49. 49. Visitors Gain insights about the visitors of your website • Unique visitors • First time vs. repeat visitors • Visitor loyalty • Length of visit • Browsers • Geographic profile & language
  50. 50. Content • Top content • Top landing pages • Top exit pages
  51. 51. Traffic Sources • Direct traffic: typed your address in a browser • Referring sites: • Know your top referring sites • Are your ads working? • Search Engines • Keywords
  52. 52. Google Analytics • Free service • Comprehensive feature set • Go to
  53. 53. Don’t Make Me Think by Steve Krug • Best seller • Easy to read • Great content • Lots of examples • Great section on Do-It- Yourself Usability Testing and Resources
  54. 54. A Few Extra Notes
  55. 55. Content Management System • Easier to create, edit and publish content • Reduction of costs and calls to the IT department or company • Fresher content • Share the workload • Easy to use; no need to learn code • Consistency of design preserved • Navigation automatically adjusted • Access from anywhere
  56. 56. Search Engine Optimization Sear Engine Marketing Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un- paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine. Stolen from Wikipedia
  57. 57. Secure Online Donations What are you doing to keep donor information safe? If you are collecting credit card information on your website, it’s important to know about PCI DSS – Payment Card Industry Data Security Standards - a set of comprehensive requirements for enhancing payment account data security on a global basis. The PCI DSS is a multifaceted security standard that includes requirements for security management, policies, procedures, network architecture, software design and other critical protective measures. This comprehensive standard is intended to help organizations proactively protect customer account data.
  58. 58. Your Turn
  60. 60. PHILANTHROPY 2.0
  61. 61. What We’ll Cover • Web 1.0 & Web 2.0 • Some Web 2.0 Tools • YouTube • Flickr • Blogs • Twitter • Social Networking • Giving Pages • Case Study: Apathy is Boring • Principles of Social Media • Debunking Web 2.0 Myths
  62. 62. Web 1.0 and Web 2.0
  63. 63. Web 1.0 • The ability to disseminate information electronically: to display and promote an organization, person, or idea on the internet • Web 1.0 facilitates one-way transactions • Fundamentally important for every website
  64. 64. Web 1.0 Fundamentals • Solid and intuitive website design • Website usability • Short and simple messaging • Compelling stories and e-newsletters • Fresh and up-to-date information
  65. 65. Web 2.0 • Richer user experience • interaction, engagement, conversation, collaboration, connections • Encourages & allows for two-way communication • users now being talked WITH instead of AT • User-generated content
  66. 66. The Difference Between Web 1.0 & Web 2.0 Few Many Many Many Web 1.0 was about publishing and transactions. Web 2.0 is about networks and community.
  67. 67. Some Web 2.0 Tools
  68. 68. YouTube • Provides a platform for video content • Media outlet + social networking site • Nonprofit program now available in Canada • Interesting YouTube Stats: • Exceeds 2 billion views a day worldwide • 24 hours of video uploaded every minute • 51% of users visit weekly
  69. 69. YouTube Tips • You don’t have to be Martin Scorsese • Check out to create compelling video quickly and easily! • Keep it short and sweet • Share your video: embed into your website/blog, email the unique URL to supporters and friends • Connect with your viewers. Ask for feedback!
  70. 70. Flickr • Photo sharing website • Online community platform • Photo repository • Photo search engine • Includes various photo related tools • Over 4 billion images as of October 2009
  71. 71. Flickr Tips • Encourage people to take photos • Tag and title strategically • Interact with users • Make use of the tools on Flickr • Create a group for your specific event or contest
  72. 72. Blogs • Blend of “web log” • Online journals • Focus on a particular subject, organization • Interactive; allow for comments to be made • An alternative newsletter
  73. 73. Blogging Tips • The best blogs create a sense of community and commitment to a cause • Use your blog to tell your charity’s story • Make it personal • Reply to comments you receive – listen and learn! • Offer an RSS feed
  74. 74. Twitter • Free micro-blogging tool that lets you share short (up to 140 characters) updates with people • Similar to instant messaging, but opens up conversations to a wider audience Twitter = Instant Messaging + Blogging Source:
  75. 75. Use Twitter To… • Make connections • Gather support • Educate followers • Add personality to your organization • Ask/answer questions • Communicate quickly • Show appreciation
  76. 76. Twitter Tips • Balance promotion & conversation • Follow people • Be real • Use Twitter to monitor conversations • Be generous: reply & re-tweet • Use a Twitter tool like HootSuite to manage tweets
  77. 77. Social Networking • The practice of expanding one’s network by making connections through individuals. • Allows members to interact, discuss, share quickly & easily
  78. 78. The Connections & Impact Communicates in multiple ways CHARITY DONOR NETWORK DONOR More donors align to cause; Initiates a campaign more funds raised
  79. 79. 34% Percentage of offline donors who would urge others to support the same cause: Percentage of online donors who would urge others to support the same cause: 59%
  80. 80. Social Networking Tips • Start with one tool at a time • Keep your information up-to-date • Share your stories • Build your brand • Engage, encourage, empower • Remember it’s a conversation – listening is just as important as talking • Promote the page
  81. 81. CanadaHelps GivingPages • Micro-giving sites • Allows individuals to raise funds for their charity or charities of choice • Allows charities to create a unique space to highlight specific fundraising campaigns (i.e. pledge events) • Anyone can create and manage one
  82. 82. GivingPages Tips • Give your donors specific ideas, i.e. wedding registry, birthdays, host/hostess gifts, in memoriam • Highlight a specific project or campaign your charity is running; and talk about IMPACT • Run a fundraising contest through GivingPages • Share the unique URL with your network of supporters in all your communications, e.g., email signature • Ask local businesses to start up a fundraising campaign for you
  83. 83. Case Study:
  84. 84. Principles of Social Media
  85. 85. Be Real • Leave room for personality • Most online communities expect a less formal tone
  86. 86. It’s a Conversation • Balance self-promotion with listening • Social media is about personal connections • Engage with your fans, followers and supporters
  87. 87. Timeliness is Key • Communications must be timely • Quick responses are indications of an active organization and a responsible one
  88. 88. Encourage Participation • Encourage your supporters to take action • Provide opportunities to engage online and off
  89. 89. Measure Results • Track the effectiveness of your social media presence • Followers • Conversations • Conversions (volunteers, donations, support) • Remember it’s not all about the numbers – focus on quality vs. quantity
  90. 90. Tell Stories • Personal stories make good content and build personal connections • Thought-provoking content will get shared more often
  91. 91. Let Go! • You can’t control the message on social media tools • Provide good/clear messaging, interesting stories and engage with supporters • Join the conversation
  92. 92. Set Some Boundaries • Develop a set of social media policies for your organization • Focus on effective use of the tools, not controlling online activities • Set clear expectations of employees and volunteers
  93. 93. Integrate • Include social media into your existing fundraising and marketing plans • Consider your online presence (website + social media) as a communications channel
  94. 94. Debunking Web 2.0 Myths
  95. 95. “It’s expensive.” • Basic accounts are free and really all you need! • Free blog tools:
  96. 96. “It’s only for young people.” • “Young” is a relative term • Almost everyone can get online!
  97. 97. Of all giving online: 15% From the ‘Greatest Generation’ Born 1901-1945 52% From Baby Boomers Born 1946-1962 30% From Generation X Born 1962-1980 The most significant characteristic associated with online giving is higher education.
  98. 98. “It’s hard to do.” • It’s just a matter of time and practice. • These tools are designed to be user-friendly!
  99. 99. “It’s only a fad.” • Some tools may be a fad, but the concept behind Web 2.0 is not • Social networking and engaging your donor base will never go out of style!
  100. 100. “I need to do it because everyone else is.” • Focus on Web 1.0 first • Walk before you run
  101. 101. “I will lose all control.” • Be prepared to give up some control • Create solid messaging and trust it!
  102. 102. Your turn
  103. 103. What is MyCharityConnects? CanadaHelps' online resource centre for charities – a website dedicated to connecting charities and nonprofits to the technologies they need to succeed. What can I find on MyCharityConnects? • Free online resources for charities • Information about technology , Web 1.0, Web 2.0 & social media • Video demonstrations • Webinars (online seminars) • 2009 Conference materials
  104. 104. UPCOMING WEBINARS October 13 – The Networked NonProfit: Using Social Media to Accomplish More With Less October 27 – How Tweet It Is November 10 – SEO, SEM and Analytics for NonProfits November 24 – Everything Old is New Again: Getting Back to Fundraising Fundamentals December 8 – Technology - a Source of Frustration or Creativity for Your Organization?
  105. 105. “A nonprofit can become a highly visible source of vision, information, and shaping for donor generosity. Donors are great people. But most of them are not experts in the causes they support. They're looking to you to be expert, to apply their generosity for maximum impact. Or even to invent some new better way to change the world that they'd never dreamed of. The best nonprofits bring vision and expertise to the table, then set donors free to help them make good things happen.” Donor Power Blog – September 4, 2008
  106. 106. Welcome to Giving Made Simple.