Getting People to Click DONATE on Your Nonprofit Website (June 2013, PDXTech4Good.org)

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A workshop from Mazarine Treyz on getting donations on your nonprofit website. You can take your donors up the ladder of engagement, and prove to them that you are trustworthy and that your mission truly makes a difference.

Learn what your donors want the most, how to vet a mailing list, and how to get more donors to sign up for your email newsletter using social media AND on your website -- plus, the right words to help people open your emails and get on with donating to your cause!

Topics:

* Steps 1-10 in the ladder of engagement
* How to collect emails with social media
* 3 ways to collect addresses on your website
* 4 ways to use social proof to help people donate
* 22 Key words to make donors open your emails
* 5 Key Survey questions to help you reach your donors
* Buying mailing lists: What questions you MUST ask, to save you money and time.
* Stupendous donate pages: How to get people to go through your donate page and buy

Bonus Materials:

* Google heatmap diagram
* 5 step worksheet for your ladder of engagement
* Problem to solution grid to help you write to your customers
* Slides and presentation notes

About the presenter

Mazarine Treyz is the founder of Wild Social Media and Wild Woman Fundraising. Mazarine Treyz is the author of The Wild Woman’s Guide to Social Media, given 5 stars by Nonprofits.About.com in 2013.

Mazarine has been blogging since 1999, and has made a living through online income since 2009. Her nonprofit blog has over 31,000 monthly readers. She has created 4 Apps and sold her first book all over the world, from Tasmania to Finland.

Ms. Treyz has taught hundreds of national and international nonprofits how to use social media since 2009. Check out her website: http://wildwomanfundraising.com.

PDXTech4Good.org

This was a presentation from PDXTech4Good, a free monthly gathering of nonprofits, techies and activists in Portland, Oregon. More information: PDXTech4Good.org

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Getting People to Click DONATE on Your Nonprofit Website (June 2013, PDXTech4Good.org)

  1. 1. How to get people to click donate on your nonprofit website Mazarine Treyz, Author, The Wild Woman's Guide to Fundraising and The Wild Woman's Guide to Social Media Copyright © 2013 Wild Social Media LLC
  2. 2. About the teacher Author of the Wild Woman's Guide to Social Media, given a 5 star review by Nonprofits.About.com Blogging since 1999 Presenter for the City of Austin, Texas, the Oregon SBDC, the SBA and IRS in social media. Copyright © 2013 Wild Social Media LLC
  3. 3. Survey: Where are you at? Do you have a) A nonprofit website b) A nonprofit Twitter or Linkedin account c) A nonprofit e-newsletter d) All of the above e) I don't have a nonprofit... Copyright © 2013 Wild Social Media LLC
  4. 4. Now the jokes Now the survey! What are you hoping to get out of today? a) a new idea for my website design b) an idea of how to reorganize my donate page c) where to put my donate button d) all of the above e) i just wandered in out of the rain... Copyright © 2013 Wild Social Media LLC
  5. 5. How to get people to click donate on your nonprofit website 1. Steps 1-5 in the ladder of engagement 2. How to collect emails with social media 3. What kind of images help people give to your cause Copyright © 2013 Wild Social Media LLC
  6. 6. How to get people to click donate on your website 4. 3 ways to collect email addresses on your website 5. 4 ways to use social proof to convince people to donate 6. 22 keywords to make people open, read, and share your emails Copyright © 2013 Wild Social Media LLC
  7. 7. How to get people to click donate on your website 6. 5 Key Survey questions to help you reach your donors 7. Buying mailing lists: What questions you MUST ask, to save you money and time. 8. Stupendous donate pages: How to get people to go through your donate page and donate Copyright © 2013 Wild Social Media LLC
  8. 8. Why are we here? Copyright © 2013 Wild Social Media LLC
  9. 9. Why are we here? EC=MC Every Company is a Media Company. This means you have to keep producing content to create buzz about your organization. Copyright © 2013 Wild Social Media LLC
  10. 10. The Ladder of Engagement How can you find out where your donors are on the Ladder of Engagement? How can you speak to them effectively wherever they are? Copyright © 2013 Wild Social Media LLC
  11. 11. The Ladder of Engagement Level 1: I have a problem, I don't know what to do about it. What are some common questions?
  12. 12. The Ladder of Engagement Level 2: Some solutions exist, but I don't know about your solution.
  13. 13. The Ladder of Engagement Level 3: I know about your solution, but I don't know why it's the best.
  14. 14. The Ladder of Engagement Level 4: I know about your nonprofit, but don't know the benefits of your nonprofit's programs.
  15. 15. The Ladder of Engagement Level 5: Okay, I'm convinced, why should I donate now? What is your urgent need?
  16. 16. Beyond The Ladder of Engagement What problem does your target audience have? Do they know what solutions are out there? What are the benefits of your solution over others? Why should they donate now? Copyright © 2013 Wild Social Media LLC
  17. 17. Beyond The Ladder of Engagement Your donor's Your donor's Your donor's Your donor's Your goals pain agenda payoff solution Copyright © 2013 Wild Social Media LLC
  18. 18. Switching Gears!
  19. 19. Pop Quiz! What's Your Most POWERFUL Social Media Tool? a) Facebook b) Twitter c) Pintrest d) Email e) Website f) LinkedIn
  20. 20. Why is Email Important? Copyright © 2013 Wild Social Media LLC
  21. 21. Why is Email Important? Copyright © 2013 Wild Social Media LLC
  22. 22. How to collect emails with social media Using Twitter Make content for specific kinds of people Drive people back to your blog Answer questions Copyright © 2013 Wild Social Media LLC
  23. 23. How to collect emails with social media Using LinkedIn Start a group Gather emails from the group members Post in other groups and invite people to join your group/visit your blog/comment Copyright © 2013 Wild Social Media LLC
  24. 24. Buying Mailing Lists What questions you MUST ask Are these names for one-time use, or multiple uses? What's your leads replacement policy? How many of these emails are guaranteed not to bounce? What can you tell me about these leads? Copyright © 2013 Wild Social Media LLC
  25. 25. What kind of images help people give to your cause? Children Animals Pictures of your constituents being helped by your staff. Pictures of staff helping solve the problem. Copyright © 2013 Wild Social Media LLC
  26. 26. The top 3 ways to collect emails on your website Offer a freebie like An Ebook A Recording A Top 10 things to know before you volunteer with us .pdf If you have many different program areas, is there something you could give away around each of your programs? Copyright © 2013 Wild Social Media LLC
  27. 27. The top 3 ways to collect emails on your website Put your conversion form on: The left hand top side of the website Inside your blog posts On a landing page In a pop-up Copyright © 2013 Wild Social Media LLC
  28. 28. Copyright © 2013 Wild Social Media LLC
  29. 29. Where did they come from? Twitter? Google search? Facebook? Copyright © 2013 Wild Social Media LLC
  30. 30. 22 keywords to make people open, read and share your emails 1. Free 2. New 3. At last 4. This 5. Announcing 6. Warning! 7. Just released: 8. Now: 9. Here's 10. These Copyright © 2013 Wild Social Media LLC
  31. 31. 22 keywords to make people open, read and share your emails 11. Which of 12. Finally 13. Look 14. Presenting 15. Introducing 16. How 17. Amazing 18. Do you 19. Would you 20. Can you 21. If you 22. Starting today Copyright © 2013 Wild Social Media LLC
  32. 32. What to do with the emails once you've got them Be consistent with your emails Communicate 4 or 5 times before asking for a donation again. Every week, email your list: Tips, tricks, things that will make their lives easier. Copyright © 2013 Wild Social Media LLC
  33. 33. What to do with the emails once you've got them Survey them. How did they hear about you? What do they want? Segment your list Previous donor? What did they download? Ebook? Top 10 tips? Whitepaper? Copyright © 2013 Wild Social Media LLC
  34. 34. Pop Quiz! Have You Ever Surveyed Your Donors? a) Yes b) No c) Not yet but planning on it d) Why would I do that?
  35. 35. 5 key survey questions to reach your donors 1. Which programs are you most interested in? Copyright © 2013 Wild Social Media LLC
  36. 36. 5 key survey questions to reach your donors 2. What do you want to get out of our enewsletter? 1.) Updates on your programs 2.) Short-term volunteer opportunities 3.) Long-term volunteer opportunities 4.) Opportunity to Sign Petitions 5.) Sponsorship opportunities 6.) Donation drives & in-kind needs 7.) Other (please describe) Copyright © 2013 Wild Social Media LLC
  37. 37. 5 key survey questions to reach your donors 3. How do you like to get involved with charities? 1.) Volunteering with office tasks 2.) Young professionals 3.) Corporate volunteering through my work 4.) Want to work outdoors 5.) I like to do runs/walks/a-thons 6.) Sit on a committee, run an event 7.) Other _________________ Copyright © 2013 Wild Social Media LLC
  38. 38. 5 key survey questions to reach your donors 4. I used to give to _______________________ but I don't anymore because ______________________________ 5. I started to get involved with ____________________ Because __________________________ Copyright © 2013 Wild Social Media LLC
  39. 39. Switching Gears Copyright © 2013 Wild Social Media LLC
  40. 40. What makes your website credible? Good design From research by Dr. BJ Fogg at Stanford (full pdf of research linked at end of webinar) Copyright © 2013 Wild Social Media LLC
  41. 41. What is Social Proof? Testimonials Pictures Compliments (on your site) BBB CharityNavigator GreatNonprofits Givewell (Donor review sites) As seen in The Oregonian (Media coverage) Copyright © 2013 Wild Social Media LLC
  42. 42. What makes your website credible? Your Address, contact info front and center From research by Dr. BJ Fogg at Stanford (full pdf of research linked at end) Copyright © 2013 Wild Social Media LLC
  43. 43. What makes your website credible? Frequent Updates Copyright © 2013 Wild Social Media LLC
  44. 44. What makes your website credible? No misspellings Copyright © 2013 Wild Social Media LLC
  45. 45. What makes your website credible? Easy to navigate From research by Dr. BJ Fogg at Stanford (full pdf of research linked at end of webinar) Copyright © 2013 Wild Social Media LLC
  46. 46. What makes your website credible? List of your team and their degrees, contributions to research, etc. Humanize the people who work at your nonprofit. List bios, pictures, and hobbies Copyright © 2013 Wild Social Media LLC
  47. 47. 4 ways to use social proof to get people to click donate Changing compliments at the top of your website In your donate page In your enewsletter As featured in. . . Copyright © 2013 Wild Social Media LLC
  48. 48. Stupendous donate pages: Bottom line Use testimonials with pictures Use credit card logos Speak directly to Their agenda Their pain Their costs Their rewards Give them 1 door to go out at the bottom of the page Copyright © 2013 Wild Social Media LLC
  49. 49. What will you do to make your nonprofit more credible by the end of this week? a) Add donor/stakeholder testimonials b) Add a badge from CharityNavigator c) Revamp our leadership bios/photos d) Check for misspellings e) All of the above f) Other
  50. 50. Copyright © 2013 Wild Social Media LLC
  51. 51. Copyright © 2013 Wild Social Media LLC
  52. 52. Copyright © 2013 Wild Social Media LLC
  53. 53. Stupendous donate pages Copyright © 2013 Wild Social Media LLC
  54. 54. All on one page Copyright © 2013 Wild Social Media LLC
  55. 55. How can we improve this page? Copyright © 2013 Wild Social Media LLC
  56. 56. How can we improve this page? Copyright © 2013 Wild Social Media LLC
  57. 57. How can we improve this page? This is at the bottom of the page. Copyright © 2013 Wild Social Media LLC
  58. 58. How can we improve this page? Copyright © 2013 Wild Social Media LLC
  59. 59. Copyright © 2013 Wild Social Media LLC
  60. 60. How can we improve this page? Copyright © 2013 Wild Social Media LLC
  61. 61. How can we improve this page? Copyright © 2013 Wild Social Media LLC
  62. 62. How can we improve this page? Copyright © 2013 Wild Social Media LLC
  63. 63. How can we improve this page? Copyright © 2013 Wild Social Media LLC
  64. 64. How can we improve this page? Copyright © 2013 Wild Social Media LLC
  65. 65. How can we improve this page? Copyright © 2013 Wild Social Media LLC
  66. 66. How can we improve this page? Copyright © 2013 Wild Social Media LLC
  67. 67. How can we improve this page? Copyright © 2013 Wild Social Media LLC
  68. 68. How can we improve this page? Copyright © 2013 Wild Social Media LLC
  69. 69. What action are you going to take when you get back to work? a) Write a donor survey b) Research an e-newsletter software c) Get a programmer to reorganize our home page d) All of the above e) Other f) Nothing, I didn't see how to apply anything today to my nonprofit
  70. 70. Resources Web: http://captology.stanford.edu/resources/what-makes-a-website-credible.html http://searchengineland.com/author/bmassey/ Video: BJ Fogg talking about Simplicity: http://vimeo.com/2094487 http://www.widerfunnel.com/free-resources/downloads http://unbounce.com http://seobook.com Study: How Do People Evaluate a Web Site’s Credibility? http://www.consumerwebwatch.org/pdfs/stanfordPTL.pdf Books: Convert! by Ben Hunt 2012 Landing Page Optimization by Tim Ash 2008 Persuasive Technology by BJ Fogg 2003 Copyright © 2013 Wild Social Media LLC
  71. 71. Thank you for coming today! Do you have any questions? Steal my techniques! Sign up for my e-newsletter! Give me a call and let me know what you're working on! Mazarine Treyz, 503-206-9669 @wildwomanfund on Twitter http://wildwomanfundraising.com/free-stuff mazarine@wildsocialmedia.com Copyright © 2013 Wild Social Media LLC

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