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Websites that Work! 20 Tips and Tools for Charitable Organizations

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A joint presentation with Fraser Green and Holly Wagg from Good Works and Todd Jamieson from Envision Online at AFP Toronto Fundraising Day, June 2013.

Your website is the face your foundation shows to the world. It’s your only chance to make that all-important first impression. What kind of impression are you making? In this fast-paced session, you will quickly learn how to evaluate the effectiveness of your current site and how to make it ‘sing’ to donors and prospects. In just 90 minutes, you’ll get 20 practical tools that you can use the minute you get back home.

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Websites that Work! 20 Tips and Tools for Charitable Organizations

  1. 1. Fraser Green, CFRE & Holly Wagg, CFRE, Good WorksTodd Jamieson, Envision Online MediaWebsites That Work!20 Tips and Tools You Can Use to Make Friends,Build Loyalty and Raise More Money
  2. 2. Holly WaggFraser Green Todd Jamieson#FRDay13 www.goodworksco.ca | www.envisiononline.caChief Strategist & SmartypantsGood Worksfraser@goodworksco.cablog.goodworksco.caPhilanthropic CounselGood Worksholly@goodworksco.cablog.goodworksco.caFounder and CEOEnvision Onlinetodd@envisiononline.ca
  3. 3. #1#FRDay13 www.goodworksco.ca | www.envisiononline.caYou are your website.
  4. 4. #2#FRDay13 www.goodworksco.ca | www.envisiononline.caThink from the outside in.#2
  5. 5. #3#FRDay13 www.goodworksco.ca | www.envisiononline.caWhere was that again?
  6. 6. #3 – Architecture#FRDay13 www.goodworksco.ca | www.envisiononline.caPrimary/ParentSecondary/ChildFooterUtility
  7. 7. #3 – Architecture (Card Sorts)#FRDay13 www.goodworksco.ca | www.envisiononline.caPhoto credit: fostermilo.com/articles/card-sorting-with-creative-albuquerque
  8. 8. #4#FRDay13 www.goodworksco.ca | www.envisiononline.caDesign for yourusers.
  9. 9. #4#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  10. 10. #4#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  11. 11. #5#FRDay13 www.goodworksco.ca | www.envisiononline.caBe mission-minded.
  12. 12. #5 – All about the cause#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  13. 13. #5 – All about the cause#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  14. 14. #6#FRDay13 www.goodworksco.ca | www.envisiononline.caLifespan = 5 years.NEVERstaticanymore
  15. 15. #7#FRDay13 www.goodworksco.ca | www.envisiononline.caKeep your CMSflexible.
  16. 16. #7#FRDay13 www.goodworksco.ca | www.envisiononline.caHeaderNavigationAny Body Content
  17. 17. #7#FRDay13 www.goodworksco.ca | www.envisiononline.caHeaderAny Body ContentNavigation
  18. 18. #7#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  19. 19. #8#FRDay13 www.goodworksco.ca | www.envisiononline.caHello homepage.
  20. 20. #8 - Homepage#FRDay13 www.goodworksco.ca | www.envisiononline.caBillboardDonate
  21. 21. #FRDay13 www.goodworksco.ca | www.envisiononline.ca#8 - Homepage BillboardDonate/Involve
  22. 22. #FRDay13 www.goodworksco.ca | www.envisiononline.caBillboard#8 - Homepage Donate
  23. 23. #9#FRDay13 www.goodworksco.ca | www.envisiononline.caStorytelling platform
  24. 24. #10#FRDay13 www.goodworksco.ca | www.envisiononline.caKeep it readable.
  25. 25. #10 – Readability#FRDay13 www.goodworksco.ca | www.envisiononline.ca• Don’t underline unless it’s a hyperlink• Too many different fonts• Too many colours• CAPS, italics, Bold,Common Design Crimes
  26. 26. #10 – Readability#FRDay13 www.goodworksco.ca | www.envisiononline.ca• Beware of the fold• 100-400 words• Short paragraphs• Headers are helpful• Write at a grade 7 level• www.read-able.com
  27. 27. #11#FRDay13 www.goodworksco.ca | www.envisiononline.caOptimize yourwebsite for
  28. 28. #11#FRDay13 www.goodworksco.ca | www.envisiononline.caMeta TitleFile NameHeader
  29. 29. #11#FRDay13 www.goodworksco.ca | www.envisiononline.caMeta TitleDescriptionFile Name
  30. 30. #12#FRDay13 www.goodworksco.ca | www.envisiononline.caBuild your email list.
  31. 31. #12#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  32. 32. #12#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  33. 33. #12#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  34. 34. #12#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  35. 35. #13#FRDay13 www.goodworksco.ca | www.envisiononline.caMeasure it.
  36. 36. #13#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  37. 37. #13#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  38. 38. #14#FRDay13 www.goodworksco.ca | www.envisiononline.caWrite solidfundraising copy.Problem → Solution → Credibility → ASK
  39. 39. #15#FRDay13 www.goodworksco.ca | www.envisiononline.caYour donation pagematters (a lot).
  40. 40. #15 – Optimize donation Page#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  41. 41. #15,1 – Optimize donation Page#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  42. 42. #15.1 – Optimize donation Page#FRDay13 www.goodworksco.ca | www.envisiononline.caNetwork for Good, 2012 Digital Giving Index
  43. 43. #15.2 – Optimize donation Pages#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  44. 44. #15.3 – Optimize donation Pages#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  45. 45. #15.4 – Optimize donation Page#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  46. 46. #15 – Optimize donation Pages#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  47. 47. #15 – Optimize donation Pages#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  48. 48. #16#FRDay13 www.goodworksco.ca | www.envisiononline.caMobile. Tablets.And more.
  49. 49. #16#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  50. 50. #16#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  51. 51. #16#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  52. 52. #16#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  53. 53. #16#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  54. 54. #16#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  55. 55. #17#FRDay13 www.goodworksco.ca | www.envisiononline.caMake social simple.
  56. 56. #17#FRDay13 www.goodworksco.ca | www.envisiononline.caMake social simple.
  57. 57. #17#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  58. 58. #17#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  59. 59. #17#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  60. 60. #18#FRDay13 www.goodworksco.ca | www.envisiononline.caBe (recycled) content driven.
  61. 61. #18 – Content Driven#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  62. 62. #18 – Content Driven#FRDay13 www.goodworksco.ca | www.envisiononline.caPhoto credit:www.upstream.co.uk/content-marketing.html
  63. 63. #19#FRDay13 www.goodworksco.ca | www.envisiononline.caMaximize yourrevenue.
  64. 64. #19#FRDay13 www.goodworksco.ca | www.envisiononline.caButton Colour or NameTitle ChangeNew Picture
  65. 65. #19#FRDay13 www.goodworksco.ca | www.envisiononline.ca
  66. 66. #19#FRDay13 www.goodworksco.ca | www.envisiononline.caBaseline:• 10,000 Visitors Per Quarter• Conversion Rate of 1%• Average Donation: $100• In Q4, Visitors Double Annually
  67. 67. #19#FRDay13 www.goodworksco.ca | www.envisiononline.ca1% Change:• 10,000 Visitors Per Quarter• Conversion Rate of 2%• Average Donation: $100• In Q4, Visitors Double Annually• Result: 200% Increase in $$
  68. 68. #19#FRDay13 www.goodworksco.ca | www.envisiononline.ca1% Change+:• 10,000 Visitors Per Quarter• Conversion Rate of 2%• Average Donation: $125• In Q4, Visitors Double Annually• Result: 250% Increase in $$
  69. 69. #19#FRDay13 www.goodworksco.ca | www.envisiononline.ca1% Change++:• 10% Increase Visitors Per Quarter• Conversion Rate of 2%• Average Donation: $125• In Q4, Visitors Double Annually• Result: 275% Increase in $$
  70. 70. #19#FRDay13 www.goodworksco.ca | www.envisiononline.caTraffic Only:• 10% Increase Visitors Per Quarter• Conversion Rate of 1%• Average Donation: $100• In Q4, Visitors Double Annually• Result: 110% Increase in $$
  71. 71. #20#FRDay13 www.goodworksco.ca | www.envisiononline.caOwn your site!
  72. 72. Thank you#FRDay13 www.goodworksco.ca | www.envisiononline.ca

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