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What Donors Want This End of Year Season


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Shirley Sexton's slidedeck for a webinar presented on October 21, 2009: "What Donors Want This End-of-Year Season".

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What Donors Want This End of Year Season

  1. 1. What Donors Want This End-of-Year Holiday Season<br />Shirley Sexton<br />Director, Interactive <br />Marketing and Fundraising<br />
  2. 2. Training by<br />Shirley Sexton<br />See3 Communications<br /><ul><li>Web Design & Development
  3. 3. Video Production
  4. 4. Interactive Marketing
  5. 5.</li></ul>2<br />Shirley Sexton See3 Communications<br />
  6. 6. Agenda<br /><ul><li>Online Fundraising Growth
  7. 7. End-of-Year Planning Checklist
  8. 8. Website Usability
  9. 9. Writing for the Web
  10. 10. Using Images and Video
  11. 11. Email Marketing
  12. 12. Driving Traffic
  13. 13. Measuring Progress
  14. 14. Resources </li></ul>3<br />Shirley Sexton See3 Communications<br />
  15. 15. Online Fundraising Growth<br />4<br />
  16. 16. Online giving bucks overall trend<br />Online fundraising grew in 2008 (compared to 2007) in the range of 14-26% (dependent upon source *)<br />*The Convio Online Marketing Nonprofit Benchmark Index Study<br />*2009 eNonprofit Benchmarks Study <br />December accounted for 48% of the total dollars raised online in 2008.<br />*2008 Online Giving Trends, Blackbaud<br /> <br />5<br />Shirley Sexton See3 Communications<br />
  17. 17. Why?<br />Overall giving fell with the economy, specificallyConsumer Confidence Index at lowest in Feb. ‘09 since &apos;67 inception.<br />Online giving on the rise due to:<br /><ul><li> Multi-generational eCommerce adoption
  18. 18. Mega-trend to “go green”
  19. 19. Advent of social networking</li></ul> <br />6<br />Shirley Sexton See3 Communications<br />
  20. 20. Creating Your End-of-Year Strategy<br />10/2109<br />7<br />
  21. 21. End-of-Year Fundraising Checklist<br /><ul><li>Inventory your online assets and past trends
  22. 22. Find your great story of the year
  23. 23. Get commitment from internal stakeholders to make fundraisers priority in Dec
  24. 24. Evaluate your website for donation usability
  25. 25. Create online communications plan
  26. 26. Invest in resources</li></ul>8<br />Shirley Sexton See3 Communications<br />
  27. 27. Website Usability for Donors <br />
  28. 28. Stop focusing on home page<br />Treat every page like your front door.<br />Only 25% of Web visitors enter sites via the home page.--Nielsen Norman Group, 2008<br />10<br />Shirley Sexton See3 Communications<br />
  29. 29. What Donors Want Online<br />Donors want to quickly and easily find: <br /><ul><li>Mission (simply explained)
  30. 30. Goals
  31. 31. Objectives
  32. 32. Examples of work and first person stories, especially video
  33. 33. How donations are used, specifics</li></ul>11<br />Shirley Sexton See3 Communications<br />
  34. 34. What Donors Look For<br /><ul><li>Text field to search
  35. 35. Links (make them obvious)
  36. 36. Next steps/Instructions
  37. 37. Answers</li></ul>12<br />Shirley Sexton See3 Communications<br />
  38. 38. What Kills Donations<br /><ul><li>Users can’t figure out how or where to donate!
  39. 39. Cluttered pages
  40. 40. Mistrust of 3rd-party payment pages</li></ul>Nielsen Norman Group Report: Donation Usability: Design Guidelines for Improving the Donation Process and the Usability of Essential Information on Charity and Non-Profit Websites<br />13<br />Shirley Sexton | See3 Communications<br />
  41. 41. Writing for the Web<br />14<br />
  42. 42. Writing for the Web<br />Why is the web different?<br />Most web pages are viewed as the result of a search, the reader is after something<br />The reader scans quickly is his search<br />Headlines, subheads, and links are critical to indicate they are on the right path!<br />15<br />Shirley Sexton | See3 Communications <br />
  43. 43. Writing for the Web<br />What makes a good web article?<br />Search friendly title<br />Short(er) than print<br />Relevancy<br />Quotes, testimonials<br />Lists<br />Links! Links! Links! <br />16<br />Shirley Sexton | See3 Communications <br />
  44. 44. Writing for the Web<br />What makes great NPO web content?<br />Mission-related AND connected to national or world events<br />Primary research<br />Easily searchable resources<br />Stories of/by people helped by org<br />Make the connection to support/giving<br />17<br />Shirley Sexton | See3 Communications <br />
  45. 45. Using Images<br />4/26/09<br />18<br />Bernat Casero<br />
  46. 46. Using Images and Videos<br />Less is more (per page)!<br /><ul><li>Use images in your “page wrapper” to bring your mission to life and reflect the community you serve.
  47. 47. Use one photo, video, graph, or pull quote per page of content to summarize the benefit, draw the user in.
  48. 48. Too many graphics create user confusion and long page download time.</li></ul>19<br />Shirley Sexton See3 Communications<br />
  49. 49.
  50. 50. Using Images and Videos<br />Where to get images and videos<br />Take your own (and ask volunteers!)<br />Purchase stock such as<br /> Creative Commons<br />What is Creative Commons license<br />Be sure to tag for search engines and screen readers!<br />10/21/09<br />21<br />Shirley Sexton | See3 Communications <br />
  51. 51. Email Marketing<br />4/26/09<br />22<br />
  52. 52. Email Marketing: Building Your List<br /><ul><li>Communicate with permission to retain trust and respect privacy
  53. 53. Request email registration on every page
  54. 54. Collect email addresses (with permission) at events, offices</li></ul>4/26/09<br />23<br />Shirley Sexton | See3 Communications <br />
  55. 55. Email Marketing: EOY Schedule<br />Create calendar of email communications<br />Incorporate end of year ask in monthly email newsletter<br />Include stewardship email (report to donors on how funds have been managed)<br />Send 3-6 campaign themed messages in December, last days of the month generally yield best results!<br />4/26/09<br />24<br />Shirley Sexton | See3 Communications <br />
  56. 56. Email Marketing: Deliverability<br />How to get your email through<br />Authenticate your email domain*<br />Use a third-party email marketing vendor with baked-in CAN-SPAM compliance**<br />*<br />**<br />10/21/09<br />25<br />Shirley Sexton See3 Communications<br />
  57. 57. Email Marketing: Design<br />Key elements for response<br />Subject line<br />From field<br />Call to action (link)<br />Signature (a name)<br />Light on graphics and formatting<br />10/21/09<br />26<br />Shirley Sexton See3 Communications<br />
  58. 58. Driving Traffic to Donations<br />Don’t be shy! Help people give! <br />Utilize search engine optimization, keyword ads, offline (print, radio) calls to give online<br /> Utilize social networks (Facebook, Twitter)<br />Ask your champions to share your message!<br />Tear down barriers for donors to donate! <br />27<br />Shirley Sexton See3 Communications<br />
  59. 59. Measuring Progress<br />4/26/09<br />28<br />
  60. 60. Measuring Progress<br />10/21/09<br />29<br />Shirley Sexton | See3 Communications<br />Measure your key metrics before undergoing major changes.<br />2. Determine realistic intervals to measure (monthly, quarterly, annually)<br />3. Compare against industry benchmarks:<br />eNonprofits Benchmark Study<br />
  61. 61. Measuring Progress: Web giving<br />10/21/09<br />30<br />Shirley Sexton | See3 Communications<br />Online giving totals<br />Average gift size<br /># of gifts<br />“Offline giving” impacts (major and planned gifts)<br />The Wired Wealthy: Using the Internet to Connect with Your Middle and Major Donors<br />
  62. 62. Measuring Progress: Email <br />10/21/09<br />31<br />Shirley Sexton | See3 Communications<br /><ul><li>Metric (2008 industry benchmark)
  63. 63. open rate (14%)
  64. 64. click through rate (.6%)
  65. 65. response rate (.12%)
  66. 66. registration rate (3%)
  67. 67. list growth (17%)
  68. 68. list churn (19%)</li></ul>See eNonprofits Benchmark Study<br />
  69. 69. Web Resources<br />4/26/09<br />32<br />
  70. 70. WebMarketing Resources<br />Jakob Nielsen’s Web usability research:<br />Network for Good: A Fundraising Guide for the Overworked Nonprofit:<br />Search engine marketing tips:<br />4/26/09<br />33<br />Shirley Sexton See3 Communications<br />
  71. 71. Technology Resources<br />Idealware: Candid reviews and information about nonprofit software:<br />TechSoup: The technology place for nonprofits<br />NTEN: Your Nonprofit technology community:<br />4/26/09<br />34<br />Shirley Sexton See3 Communications<br />
  72. 72. Contact Me<br />Email:<br />See3 blog:<br />LinkedIn:<br />Facebook:<br />Twitter:<br />Flickr:<br />4/26/09<br />35<br />Shirley Sexton See3 Communications<br />