Get people-to-click-donatev3

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Get people-to-click-donatev3

  1. 1. How to getpeople to clickdonate on yournonprofitwebsiteMazarine Treyz, Author, The Wild Womans Guide to Fundraising and TheWild Womans Guide to Social MediaCopyright © 2013 Wild Social Media LLC
  2. 2. Author of the Wild WomansGuide to Social Media, given a5 star review byNonprofits.About.comBlogging since 1999Presenter for the City ofAustin, Texas, the OregonSBDC, the SBA and IRS insocial media.About the teacherCopyright © 2013 Wild Social Media LLC
  3. 3. Survey: Where are you at?Copyright © 2013 Wild Social Media LLCDo you havea) A nonprofit websiteb) A nonprofit Twitter or Linkedin accountc) A nonprofit e-newsletterd) All of the abovee) I dont have a nonprofit...
  4. 4. Now the jokesCopyright © 2013 Wild Social Media LLCNow the survey!What are you hoping to get out of today?a) a new idea for my website designb) an idea of how to reorganize my donate pagec) where to put my donate buttond) all of the abovee) i just wandered in out of the rain...
  5. 5. 1. Steps 1-5 in the ladder of engagement2. How to collect emails with socialmedia3. What kind of images help people giveto your causeHow to get people to click donate on yournonprofit websiteCopyright © 2013 Wild Social Media LLC
  6. 6. 4. 3 ways to collect emailaddresses on your website5. 4 ways to use social proof toconvince people to donate6. 22 keywords to make peopleopen, read, and share youremailsHow to get people to click donate on yourwebsiteCopyright © 2013 Wild Social Media LLC
  7. 7. 6. 5 Key Survey questions tohelp you reach your donors7. Buying mailing lists: Whatquestions you MUST ask, tosave you money and time.8. Stupendous donate pages:How to get people to gothrough your donate pageand donateCopyright © 2013 Wild Social Media LLCHow to get people to click donate on yourwebsite
  8. 8. Copyright © 2013 Wild Social Media LLCWhy are we here?
  9. 9. Copyright © 2013 Wild Social Media LLCWhy are we here?EC=MCThis means you have to keepproducing content to create buzzabout your organization.Every Company is a Media Company.
  10. 10. Copyright © 2013 Wild Social Media LLCHow can you find out whereyour donors are on the Ladderof Engagement?How can you speak to themeffectively wherever they are?The Ladder of Engagement
  11. 11. Level 1: I have a problem, I dont knowwhat to do about it.What are some common questions?The Ladder of Engagement
  12. 12. Level 2: Some solutionsexist, but I dont knowabout your solution.The Ladder of Engagement
  13. 13. Level 3: I know about yoursolution, but I dont knowwhy its the best.The Ladder of Engagement
  14. 14. Level 4: I know about yournonprofit, but dont knowthe benefits of yournonprofits programs.The Ladder of Engagement
  15. 15. Level 5: Okay, Imconvinced, why should Idonate now? What isyour urgent need?The Ladder of Engagement
  16. 16. Copyright © 2013 Wild Social Media LLCWhat problem does yourtarget audience have?Do they know whatsolutions are out there?What are the benefits ofyour solution over others?Why should they donatenow?Beyond The Ladder of Engagement
  17. 17. Copyright © 2013 Wild Social Media LLCYour donorsgoalsYour donorspainYour donorsagendaYour donorspayoffYoursolutionBeyond The Ladder of Engagement
  18. 18. SwitchingGears!
  19. 19. Pop Quiz!Whats Your Most POWERFUL Social MediaTool?a) Facebookb) Twitterc) Pintrestd) Emaile) Websitef) LinkedIn
  20. 20. Copyright © 2013 Wild Social Media LLCWhy is Email Important?
  21. 21. Copyright © 2013 Wild Social Media LLCWhy is Email Important?
  22. 22. Copyright © 2013 Wild Social Media LLCUsing TwitterHow to collect emails with social mediaMake content for specifickinds of peopleDrive people back to yourblogAnswer questions
  23. 23. Copyright © 2013 Wild Social Media LLCUsing LinkedInHow to collect emails with social mediaStart a groupGather emails from thegroup membersPost in other groups andinvite people to join yourgroup/visit yourblog/comment
  24. 24. Buying Mailing ListsCopyright © 2013 Wild Social Media LLCWhat questions you MUST askAre these names for one-time use, or multiple uses?Whats your leads replacement policy?How many of these emails are guaranteed not tobounce?What can you tell me about these leads?
  25. 25. Copyright © 2013 Wild Social Media LLCWhat kind of images help people give toyour cause?ChildrenAnimalsPictures of yourconstituentsbeing helped byyour staff.Pictures of staffhelping solvethe problem.
  26. 26. Copyright © 2013 Wild Social Media LLCOffer a freebie likeAn EbookA RecordingA Top 10 things toknow before youvolunteer with us .pdfIf you have manydifferent programareas, is theresomething you couldgive away around eachof your programs?The top 3 ways to collect emails on your website
  27. 27. Copyright © 2013 Wild Social Media LLCPut your conversion form on:The left hand top side of thewebsiteInside your blog postsOn a landing pageIn a pop-upThe top 3 ways to collect emails on your website
  28. 28. Copyright © 2013 Wild Social Media LLC
  29. 29. Copyright © 2013 Wild Social Media LLCWhere did theycome from?Twitter?Google search?Facebook?
  30. 30. Copyright © 2013 Wild Social Media LLC22 keywords to make people open, read andshare your emails1. Free2. New3. At last4. This5. Announcing6. Warning!7. Just released:8. Now:9. Heres10. These
  31. 31. Copyright © 2013 Wild Social Media LLC11. Which of12. Finally13. Look14. Presenting15. Introducing16. How17. Amazing18. Do you19. Would you20. Can you21. If you22. Starting today22 keywords to make people open, read andshare your emails
  32. 32. Copyright © 2013 Wild Social Media LLCBe consistent with your emailsCommunicate 4 or 5 times before asking for a donation again.Every week, email your list:Tips, tricks, things that will make their lives easier.What to do with the emails once youve gotthem
  33. 33. Copyright © 2013 Wild Social Media LLCSurvey them. How did they hearabout you? What do they want?Segment your listPrevious donor?What did they download?Ebook?Top 10 tips?Whitepaper?What to do with the emails once youve gotthem
  34. 34. Pop Quiz!Have You Ever Surveyed Your Donors?a) Yesb) Noc) Not yet but planning on itd) Why would I do that?
  35. 35. 5 key survey questions to reach your donorsCopyright © 2013 Wild Social Media LLC1. Which programs are you most interested in?
  36. 36. 5 key survey questions to reach your donorsCopyright © 2013 Wild Social Media LLC2. What do you want to get out of our enewsletter?1.) Updates on your programs2.) Short-term volunteer opportunities3.) Long-term volunteer opportunities4.) Opportunity to Sign Petitions5.) Sponsorship opportunities6.) Donation drives & in-kind needs7.) Other (please describe)
  37. 37. 5 key survey questions to reach your donorsCopyright © 2013 Wild Social Media LLC3. How do you like to get involved with charities?1.) Volunteering with office tasks2.) Young professionals3.) Corporate volunteering through my work4.) Want to work outdoors5.) I like to do runs/walks/a-thons6.) Sit on a committee, run an event7.) Other _________________
  38. 38. 5 key survey questions to reach your donorsCopyright © 2013 Wild Social Media LLC4. I used to give to _______________________ but I dontanymore because ______________________________5. I started to get involved with ____________________Because __________________________
  39. 39. Copyright © 2013 Wild Social Media LLCSwitching Gears
  40. 40. Copyright © 2013 Wild Social Media LLCGood designWhat makes your website credible?From research by Dr. BJ Fogg at Stanford (full pdf of research linkedat end of webinar)
  41. 41. Copyright © 2013 Wild Social Media LLCTestimonialsPicturesCompliments(on your site)BBBCharityNavigatorGreatNonprofitsGivewell(Donor review sites)As seen in The Oregonian(Media coverage)What is Social Proof?
  42. 42. Copyright © 2013 Wild Social Media LLCYour Address, contact info frontand centerWhat makes your website credible?From research by Dr. BJ Fogg at Stanford (full pdf of research linkedat end)
  43. 43. Copyright © 2013 Wild Social Media LLCFrequent UpdatesWhat makes your website credible?
  44. 44. Copyright © 2013 Wild Social Media LLCNomisspellingsWhat makes your website credible?
  45. 45. Copyright © 2013 Wild Social Media LLCEasy to navigateWhat makes your website credible?From research by Dr. BJ Fogg at Stanford (full pdf of research linkedat end of webinar)
  46. 46. Copyright © 2013 Wild Social Media LLCList of your team and theirdegrees, contributions toresearch, etc.Humanize the people who workat your nonprofit. List bios,pictures, and hobbiesWhat makes your website credible?
  47. 47. Copyright © 2013 Wild Social Media LLCChangingcomplimentsat the top ofyour websiteIn yourdonate pageIn yourenewsletterAs featuredin. . .4 ways to use social proof to get people to clickdonate
  48. 48. Copyright © 2013 Wild Social Media LLCUse testimonials with picturesUse credit card logosSpeak directly toTheir agendaTheir painTheir costsTheir rewardsGive them 1 door to go out atthe bottom of the pageStupendous donate pages: Bottom line
  49. 49. What will you do to make your nonprofit morecredible by the end of this week?a) Add donor/stakeholder testimonialsb) Add a badge from CharityNavigatorc) Revamp our leadership bios/photosd) Check for misspellingse) All of the abovef) 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. Copyright © 2013 Wild Social Media LLCStupendous donate pages
  54. 54. Copyright © 2013 Wild Social Media LLCAll on onepage
  55. 55. Copyright © 2013 Wild Social Media LLCHow can we improve this page?
  56. 56. Copyright © 2013 Wild Social Media LLCHow can weimprovethis page?
  57. 57. Copyright © 2013 Wild Social Media LLCHow can we improve this page?This is at the bottom of the page.
  58. 58. Copyright © 2013 Wild Social Media LLCHow can we improve this page?
  59. 59. Copyright © 2013 Wild Social Media LLC
  60. 60. Copyright © 2013 Wild Social Media LLCHow can weimprove thispage?
  61. 61. Copyright © 2013 Wild Social Media LLCHow can weimprove thispage?
  62. 62. Copyright © 2013 Wild Social Media LLCHow can we improve this page?
  63. 63. Copyright © 2013 Wild Social Media LLCHow can we improve this page?
  64. 64. Copyright © 2013 Wild Social Media LLCHow can we improve this page?
  65. 65. Copyright © 2013 Wild Social Media LLCHow can we improve this page?
  66. 66. Copyright © 2013 Wild Social Media LLCHow can we improve this page?
  67. 67. Copyright © 2013 Wild Social Media LLCHow can we improve this page?
  68. 68. Copyright © 2013 Wild Social Media LLCHow can we improve this page?
  69. 69. What action are you going to take when you getback to work?a) Write a donor surveyb) Research an e-newsletter softwarec) Get a programmer to reorganize ourhome paged) All of the abovee) Otherf) Nothing, I didnt see how to applyanything today to my nonprofit
  70. 70. Copyright © 2013 Wild Social Media LLCWeb:http://captology.stanford.edu/resources/what-makes-a-website-credible.htmlhttp://searchengineland.com/author/bmassey/Video: BJ Fogg talking about Simplicity: http://vimeo.com/2094487http://www.widerfunnel.com/free-resources/downloadshttp://unbounce.comhttp://seobook.comStudy: How Do People Evaluate a Web Site’s Credibility?http://www.consumerwebwatch.org/pdfs/stanfordPTL.pdfBooks:Convert! by Ben Hunt 2012Landing Page Optimization by Tim Ash 2008Persuasive Technology by BJ Fogg 2003Resources
  71. 71. Thank you for coming today!Steal my techniques! Sign up for my e-newsletter!Give me a call and let me know what youre working on!Mazarine Treyz, 503-206-9669@wildwomanfund on Twitterhttp://wildwomanfundraising.com/free-stuffmazarine@wildsocialmedia.comCopyright © 2013 Wild Social Media LLCDo you have any questions?

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