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Kitchener-Waterloo 2010 - MyCharityConnects On the Road

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Here are the slides for our workshop in Kitchener-Waterloo on April 22, 2010.

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Kitchener-Waterloo 2010 - MyCharityConnects On the Road

  1. 1. MYCHARITYCONNECTS ON THE ROAD Brought to you by
  2. 2. CanadaHelps.org What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities. For Charities A cost-effective way to raise funds online. For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities.
  3. 3. Total giving through CanadaHelps, to date: $130,000,000 and counting 60% average annual growth of online giving in $ through CanadaHelps since 2004
  4. 4. Philanthropy 2.0
  5. 5. What We’ll Cover • Web 1.0 & Web 2.0 • Case Study: Apathy is Boring • Web 2.0 Tools • Debunking Web 2.0 Myths o Facebook • Keep in Mind o Twitter o Blogs o YouTube o Flickr o Giving Pages
  6. 6. Web 1.0 and Web 2.0
  7. 7. Web 1.0 • The ability to disseminate information electronically: to display and promote an organization, person, or idea on the internet • To be good at Web 1.0, your website has to have good design and content • Web 1.0 facilitates one-way transactions • Examples: • traditional websites, Donate Now buttons, email newsletters, banner ads, etc.
  8. 8. Web 1.0 Tips • Solid and intuitive website design • Website usability • Short and simple messaging • Compelling stories and e- newsletters • Fresh and up-to-date information
  9. 9. 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
  10. 10. Social Networking 3 • The practice of expanding 1 one’s network by making 4 connections through You individuals. 5 2 • Allows members to interact, 6 discuss, share quickly & easily • Powerful force for advocacy and fundraising • Concept of networking is nothing new – it’s just now done online!
  11. 11. 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.
  12. 12. The Value of Social Media/Web 2.0 Listen & Share Build learn your story trust Find supporters, raise funds, change the world!
  13. 13. Fundraising 1.0 •Prospects Fundraising & Revenue Programs Major & Direct Response/ Services & Events Online Annual Planned Gifts Members Telephone E-mail? Mail In-Person
  14. 14. Fundraising 2.0 Prospects Fundraising & Revenue Programs Major & Direct Response/ Services & Events Annual Planned Gifts Members Online (website, social media) Telephone Mail In-Person
  15. 15. Some Web 2.0 Tools
  16. 16. • A free, online social networking website • Connect with people through online communities • Facebook Page is your organization’s home base on Facebook
  17. 17. Features of Facebook • Large network of users (over 400 million) – 12.6 million users in Canada! • Designed to connect people • Facebook is free & easy to use • A new online presence for your organization • New tools are always being added
  18. 18. Cautions • Information is shared • Limited control over other users’ opinions • Maintenance required
  19. 19. Use Facebook To… • Connect with your supporters • Share your stories • Build your brand Connect • Fundraise Fundraise Share Brand
  20. 20. Facebook Tips • Update your Page! • Encourage activity – Ask questions, encourage fans to share content, give fans opportunities to interact with each other • Brand your Page • Add a variety of content • Promote your Page • Keep your tone casual, “real”
  21. 21. 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: www.johnhaydon.com
  22. 22. Features of Twitter • It’s built for speed • It’s simple to use • It’s public • It’s highly viral • Messages can be searched • It has private messaging capability
  23. 23. Use Twitter To… • Make connections • Gather support • Educate followers • Add personality to your organization • Ask/answer questions • Communicate quickly • Show appreciation
  24. 24. Twitter Tips • Balance promotion & conversation • Follow people • Be real • Use Twitter to monitor conversations • Be generous: reply & retweet • Use a Twitter tool like HootSuite or TweetDeck to manage tweets
  25. 25. Blogs • Online journals • Keeps your message fresh and your content personal • Supports feedback and interaction
  26. 26. 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!
  27. 27. Flickr • Image hosting website and online community platform • Place to manage your charity’s photos • Give your cause visual appeal • Keeps your content fresh
  28. 28. 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
  29. 29. YouTube • Provides a platform for content and community • Media outlet + social networking site • Nonprofit program now available in Canada • YouTube stats: • User base spans all geographies with age range from 18 to 55 years • 51% of users visit weekly • Over 300 million users worldwide
  30. 30. www.youtube.com/canadahelps
  31. 31. YouTube Tips • You don’t have to be Martin Scorsese • Check out www.animoto.com 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!
  32. 32. 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
  33. 33. 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 • Share the unique URL
  34. 34. Social Networking Tips • Start with one tool at a time • Be find-able! • Remember it’s a conversation – listening is just as important as talking • Engage, encourage, empower • Present opportunities to take action
  35. 35. Case Study:
  36. 36. Debunking Web 2.0 Myths
  37. 37. “It’s time consuming.” • The initial time investment will pay off • Social media tools make communicating quick and easy
  38. 38. “It’s only for young people.” • “Young” is a relative term • Almost everyone can get online!
  39. 39. “It’s hard to do.” • It’s just a matter of time and practice. • These tools are designed to be user-friendly!
  40. 40. “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!
  41. 41. “I need to do it because everyone else is.” • Focus on Web 1.0 first • Walk before you run
  42. 42. “I will lose all control.” • Be prepared to give up some control • Create solid messaging and trust it!
  43. 43. Keep in Mind…
  44. 44. It’s not as complicated as it looks. • Learning new things is always daunting at first
  45. 45. There are lots of people who can help you. • Get creative when asking for help • Treat it as a staff learning opportunity
  46. 46. Go at your own pace. • Do what works for you • You don’t have to do it all
  47. 47. You’re still building relationship and communities. • Still building relationships with people • Blend your offline and online communications
  48. 48. You don’t have to be good at the technology. • Just be good at telling your charity’s story
  49. 49. Your turn
  50. 50. STRETCH BREAK
  51. 51. Websites 101
  52. 52. 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
  53. 53. What We’ll Cover • What is Web Usability and Why is it Important? • Principles of Web Usability • Usability Testing • Website Critique • Web Stats
  54. 54. What is Web Usability and Why is it Important?
  55. 55. Web Usability • Web usability refers to ease of use and visual design of your website • The focus is on your users
  56. 56. Why is it Important? • Good websites… • Are liked • Won’t drive people away • Won’t be distracting • Convey more information • Will be more compelling • Make contributing easier • Will be visited again
  57. 57. 1 in 5 visitors to a nonprofit website go specifically to make a donation
  58. 58. 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
  59. 59. Return on Investment for Nonprofits • More engagement from users • Increase credibility & trust in your organization • Get more media coverage • Gain more support for your cause • Increase donations
  60. 60. Principles of Web Usability
  61. 61. Present Your Information in a Clear and Concise Way • Appearance • Functionality • Content
  62. 62. Make Text Easy to Read Can you read this? How about this one? cAn yOu rEalLy rEaD tHiS?? This is more like it. • Use a standard font and proper size • Use proper contrast • Use proper caps • Best readability is dark on light (like black on white)
  63. 63. Whitespace • Empty space • Too many things may look intimidating
  64. 64. Follow Website Conventions Banner Navigation Navigation Content Body Contact & Misc Information • There are patterns that have become conventions
  65. 65. Follow Website Conventions •Banner •Navigation •Navigation •Content Body •Contact and Misc. Information
  66. 66. Speed • Make your pages load quickly • Limit use of large pictures • Interactive media can slow connection
  67. 67. Content • Web writing is concise • Keep paragraphs short and use bullet points • Bold important points, but sparingly
  68. 68. Make navigating easy for users • Give the correct choices to the users (make section names self- explanatory) • Avoid too much scrolling
  69. 69. 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 • Don’t use ambiguous headings • Give your visitors clear choices
  70. 70. Avoid Too Much Scrolling • Keep it narrow • Sideways scrolling is uncommon
  71. 71. Page Organization •Nice Heading •Picture •Here is where the content would go. It’s a nice place isn’t it? Neat and organized content is easy to read. Cool! • A separate page for each section • Headlines are key • Pictures to compliment topic
  72. 72. Breadcrumb Navigation • Give visitors a clue of where they are • Makes it easier to backtrack
  73. 73. Remove Ambiguity Regarding the Consequences of an Action • Make it easy to go back to the home page • Make mistakes easy to recover from
  74. 74. The Back Button • “Back” is one of the most used browser functions • Make sure that it doesn’t break your website when it’s used
  75. 75. Visual Consistency • First glance is most memorable • Keep visuals consistent • Reinforce their sense of security
  76. 76. Put the most important things in the right places • Have a clear description of what you do • Show your Donate Now button prominently • Complete contact information
  77. 77. • Homepage should show your most important parts • Put your Donate Now button “above the fold” • Make it easy for your supporters to give!
  78. 78. Show What You Do Clearly • Easy to see and understand • Make it easy to remember!
  79. 79. Make it Easy to Contact You •Banner •Navigation •Navigation •Content Body •Contact Information • Not necessary to be on the homepage • But have it easy to find
  80. 80. 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
  81. 81. Salvation army example
  82. 82. Usability Testing
  83. 83. 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?
  84. 84. DIY Usability Testing Step 1: Find Testers • Find 3-5 people who have some time to have a look at your website • Testers should not already be familiar with your site or your organization • Testers should be representative of your usual website users
  85. 85. 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, financials  Contact your organization
  86. 86. 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
  87. 87. Survey Your Users • Make a checklist that rates your website • Free online surveys (www.surveymonkey.com) • Put a link on your site • Put it in your newsletter • Try to get everyone to do it
  88. 88. Check Out Other Charity Websites • See what they are doing right (or wrong) • May give some insight and inspiration
  89. 89. Website Critique
  90. 90. Original CIELAP Website
  91. 91. Modified CIELAP Website •Now clickable •Picture and shortened summary •More prominent with shorter names •Added a picture •Donate Now! Button •Trimmed content
  92. 92. Original True North Website
  93. 93. Modified True North Website •Donate Now! button •Moved what the organization is about and spaced them out for easier reading •Resized Image to align with the homepage and also to load more quickly •Fixed Section
  94. 94. Web Stats
  95. 95. Why Are Web Stats Important? 1. Understand your users 2. Know what people do on your site 3. Provides tangible feedback about your site 4. Leaves the guessing out of what works
  96. 96. Looking At Web Stats • Web stats can be confusing • Knowing where and what to look for helps • Here’s what you can take a look at now
  97. 97. Visitors • Gain insights about the visitors of your website 1. Unique visitors 2. First time vs. repeat visitors 3. Visitor loyalty 4. Length of visit 5. Browsers 6. Geographic profile & language
  98. 98. Content • Top content • Top landing pages • Top exit pages
  99. 99. Traffic Sources • Direct traffic: typed your address in a browser • Referring sites: • Know your top referring sites • Are your ads working? • Search Engines • Keywords
  100. 100. Google Analytics • Free service • Comprehensive feature set • Go to http://www.google.com/analytics/
  101. 101. 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
  102. 102. Your turn
  103. 103. • Free resources • Demos • Webinars • Conference! • Workshops www.MyCharityConnects.org
  104. 104. CONFERENCE 2.010 JUNE 7 – 8 | MaRS CENTRE, TORONTO • Two days packed with great information about all that the online world has to offer charities and non-profits • Learn all about using the internet to fulfill your mission • Get familiar with the stuff you don’t know, moving on the stuff you do, and correctly evaluate the stuff you’ve done • Part of Net Change Week, and in collaboration with SiG@MaRS Register Today!
  105. 105. Free Webinar Series • May 5: Monthly Giving: A Tool for Sustainable Fundraising • May 19: When Communities Come Together to Give: What Haiti Taught Us About Online Fundraising • June 16: Measuring the Impact of Social Media
  106. 106. Follow us on Twitter: @canadahelps kirstin@canadahelps.org
  107. 107. & The Kitchener and Waterloo Community Foundation
  108. 108. Credits & Sources • CanadaHelps • Network for Good, October 2009 • Blackbaud Index of National Fundraising Performance, April 2009 • ForeSee Results - Nonprofit Website Survey, Spring 2009 • Chronicle of Philanthropy, May 2009 • DonorTrends, 2005 • "The State of Online Fundraising", Blackbaud, September 2009

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