Grande Prairie-Fort McMurray 2010 - MyCharityConnects On the Road

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These are the slides from the MyCharityConnects Spring 2010 workshops (web conference) in Grande Prairie and Fort McMurray.

Session Descriptions:
Everything Old is New Again: The Fundamentals of Fundraising in the Digital World

The game of fundraising and community engagement seems to be constantly shifting. New tools, new trends, new challenges all seem to be vying for attention, and charities are being held to account for every penny spent and every hour worked and volunteered. How do you tie together traditional fundraising with the brave new world of fundraising and campaign-building online? Learn why online giving is an extension of everything you already know, and why most of us could improve both our online and offline fundraising using techniques that are as ‘old as the hills’. Finally, discover why online fundraising actually emphasizes the need for proper and targeted traditional offline fundraising, marketing, and communications.

Websites 101
Your website is one of the most important communication vehicles you have - is it working for your organization the way it should? Take your website from good to great by learning the fundamentals of what makes for a really good website, one that is user-friendly, attractive and drives up online donations.

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Grande Prairie-Fort McMurray 2010 - MyCharityConnects On the Road

  1. 1. Everything Old is New Again: The Fundamentals of Fundraising in the Digital World
  2. 2. Fundraising 1.0 Prospects Fundraising & Revenue Programs Major & Direct Response/ Services & Events Online Annual Planned Gifts Members Telephone E-mail? Mail In-Person
  3. 3. Fundraising 2.0 Prospects Fundraising & Revenue Programs Major & Direct Response/ Services & Events Annual Planned Gifts Members Online Telephone Mail In-Person
  4. 4. EVERYTHING OLD IS NEW AGAIN STEP ONE
  5. 5. Be a good fundraiser
  6. 6. Build a Campaign
  7. 7. EVERYTHING OLD IS NEW AGAIN STEP TWO
  8. 8. Be a good fundraiser. Be a better marketer.
  9. 9. EVERYTHING OLD IS NEW AGAIN STEP THREE
  10. 10. Let go
  11. 11. Keep your messaging strong, consistent.
  12. 12. EVERYTHING OLD IS NEW AGAIN STEP FOUR
  13. 13. Make mistakes…
  14. 14. …get data
  15. 15. Rationalizing Social Media: The Cost-Benefit Analysis of Fundraising Through Social Media
  16. 16. Social media (n) – 1. What journalists become after a few drinks 2. The universe of online tools, mostly free, that allow individuals and organizations to share their stories, updates, news, and keep up-to-date on the goings-on of others.
  17. 17. “The donor is bothering me…”
  18. 18. - You and your staff’s time: researching, communicating, listening, planning, doing, exploring - Consultants, experts, contractors - Technology - Promoting: graphic design, advertising, print outreach (direct mail, newsletters)
  19. 19. ROI ROE
  20. 20. Websites 101
  21. 21. 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
  22. 22. What We’ll Cover • What is Web Usability and Why is it Important? • Principles of Web Usability • Usability Testing • Website Critique • Web Stats • Resources
  23. 23. What is Web Usability and Why is it Important?
  24. 24. Web Usability • Web usability refers to ease of use and visual design of your website • The focus is on your users
  25. 25. Why is it Important? • Good websites… • Are liked • Won’t drive people away • Won’t be distracting • Convey more information • Will be more compelling • Makes contributing easier • Will be visited again
  26. 26. 1 in 5 visitors to a nonprofit website go specifically to make a donation
  27. 27. 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
  28. 28. Principles of Web Usability
  29. 29. Present Your Information in a Clear and Concise Way • Appearance • Functionality • Content
  30. 30. 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)
  31. 31. Whitespace • Empty space • Too many things may look intimidating
  32. 32. Follow Website Conventions Banner Navigation Navigation Content Body Contact & Misc Information • There are patterns that have become conventions
  33. 33. Follow Website Conventions •Banner •Navigation •Navigation •Content Body •Contact and Misc. Information
  34. 34. Speed • Make your pages load quickly • Limit use of large pictures • Interactive media can slow connection
  35. 35. Content • Web writing is concise • Keep paragraphs short and use bullet points • Bold important points, but sparingly
  36. 36. Make navigating easy for users • Give the correct choices to the users (make section names self- explanatory) • Avoid too much scrolling
  37. 37. 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
  38. 38. Avoid Too Much Scrolling • Keep it narrow • Sideways scrolling is uncommon
  39. 39. 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
  40. 40. Breadcrumb Navigation • Give visitors a clue of where they are • Makes it easier to backtrack
  41. 41. Remove Ambiguity Regarding the Consequences of an Action • Make it easy to go back to the home page • Make mistakes easy to recover from
  42. 42. 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
  43. 43. Visual Consistency • First glance is most memorable • Keep visuals consistent • Reinforce their sense of security
  44. 44. 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
  45. 45. • Homepage should show your most important parts • Put your Donate Now button “above the fold” • Make it easy for your supporters to give!
  46. 46. Show What You Do Clearly • Easy to see and understand • Make it easy to remember!
  47. 47. 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
  48. 48. 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
  49. 49. Salvation army example
  50. 50. Usability Testing
  51. 51. 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?
  52. 52. 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 • Testers should be representative of your usual website users
  53. 53. 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
  54. 54. 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
  55. 55. 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
  56. 56. Check Out Other Charity Websites • See what they are doing right (or wrong) • May give some insight and inspiration
  57. 57. Website Critique
  58. 58. Original CIELAP Website
  59. 59. Modified CIELAP Website •Now clickable •Picture and shortened summary •More prominent with shorter names •Added a picture •Donate Now! Button •Trimmed content
  60. 60. Original True North Website
  61. 61. 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
  62. 62. Web Stats
  63. 63. 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
  64. 64. 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
  65. 65. 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
  66. 66. Content • Top content • Top landing pages • Top exit pages
  67. 67. Traffic Sources • Direct traffic: typed your address in a browser • Referring sites: • Know your top referring sites • Are your ads working? • Search Engines • Keywords
  68. 68. Google Analytics • Free service • Comprehensive feature set • Go to http://www.google.com/analytics/
  69. 69. Resources
  70. 70. • Best seller • Easy to read • Great content • Lots of examples • Great section on Do-It- Yourself Usability Testing and Resources

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