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Make Your NonProfit Website a Fundraising Machine by Sarah M Worthy


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As presented to for one of their 2013 nonprofit workshops. This presentation teaches nonprofit organizations how to use free/nearly free tools combined with low-tech best practices to boost online fundraising with their website and social media.

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Make Your NonProfit Website a Fundraising Machine by Sarah M Worthy

  1. 1. Turn Your NonProfit Website into a Fundraising Machine! Evaluate and Update Your Website to Increase Online Donations Today! Sarah M Worthy | | @sarahmworthy | @tendenciFriday, February 15, 13
  2. 2. Your website should remove any barriers to Why You’re Here Today... donating for visitors Because you want to learn how to use your website "For me, its not the technology, its the people and their behaviour. Technology is not necessarily going to help to fundraise. Its going to remove the barriers to fundraising." ~ Laila Takeh, head of digital engagement at Unicef Sarah M Worthy | |@sarahmworthy | @tendenciFriday, February 15, 13
  3. 3. Hello, my name is Sarah and I’m a Brands Sarah helps Support volunteer and a Geek! I learn more when I’m giving back - Cheesy but True! Content Community Challenges @sarahmworthy | @tendenci | @spaceuphou | @spacepts | @schipul | @NET2HoustonFriday, February 15, 13
  4. 4. Oh yea - You’re Ready to Boost Your Here’s What We’ll Discuss Today Online Fundraising! Because you’ve got a website to manage... 1) How to Evaluate Your Current Website 2) Actionable Ways (that are free/low-tech) to Improve your Website’s Fundraising Efforts 3) CMS Platforms and Website Management tools for NPO’s 4) Getting Outside Help - Questions to ask 5) Q&A and Evaluation of Your NPO website Sarah M Worthy | |@sarahmworthy | @tendenciFriday, February 15, 13
  5. 5. Only 20% of visitors will scroll and read “below 3 Questions - 7 Seconds the fold” Because first impressions are important on the web, too! Evaluate Your Website with Three Questions 1. What can I do here? 2. Why should I do it? 3. How do I get started? Sarah M Worthy | |@sarahmworthy | @tendenciFriday, February 15, 13
  6. 6. Homepage - 7 Seconds Starting Now! “Above the Fold” What can you do? Why should you do it? How do you get started?Friday, February 15, 13
  7. 7. These quick tips will boost your engagement and DIY Quick Website Fixes donations online! Because you need free and easy things you can do yourself... Craft Stories that Build Credibility Match Your Website to Your Brand Guide Your Visitors Online Freshen Up Donations Share Things that Matter Sarah M Worthy | |@sarahmworthy | @tendenciFriday, February 15, 13
  8. 8. Design is Important, For NPO’s though - Focus on Your Stories... Your Org’s Motives Matter Most! ...Because Donors Want to Know What You’ll Do with Their Gift Free Report from Sarah M Worthy | |@sarahmworthy | @tendenciFriday, February 15, 13
  9. 9. Share the Stories that Show How You Make a Content that Builds Credibility Difference! ...Because Credibility matters more than Pretty with Donors Who’s Spending Who Benefits from Their Donation? Their Donation? How You’ll Use Their DonationFriday, February 15, 13
  10. 10. Use Videos, Images, Presentations, Photos, Content Isn’t Just Walls of Text and other visual aides tell your story Because an infographic says you know what you’re talking about... Open Source CMS @tendenci | | for Non-ProfitsFriday, February 15, 13
  11. 11. Go through your website pages and Keep Your Design Consistent social profiles - do they look and “feel” similar? ...Because people don’t like to feel confused and they’ll click away A donor clicks to give here And ends up (w)here?Friday, February 15, 13
  12. 12. http:// Remember Your Brand is Social maintains their Brand across the web! Unify your social media Brand pages with your website through DesignFriday, February 15, 13
  13. 13. Use Google’s Keyword Suggest Tool to learn Design SEO into Your Website the terms prospects use when searching. Search engines send potential donors to sites they deem credible, too! More than 70% of this NonProfit’s website traffic came from people Searching Online for something to do that weekend. Use your site’s analytics to identify the content that’s drawing new visitors in best! Open Source CMS @tendenci | | for Non-ProfitsFriday, February 15, 13
  14. 14. The optimal number of links in your primary 5 Minute Navigation Tune-Up menu is between 5 and 7 Because Visitors Need You to Tell Them Where to Click... Sarah M Worthy | |@sarahmworthy | @tendenciFriday, February 15, 13
  15. 15. 6 Pages of forms just Value Your Donors’ Time to join?! ...Because you don’t want to add any barriers to getting a donationFriday, February 15, 13
  16. 16. Your Goal is for your forms take less than 2- Streamline Your Online Forms clicks to submit. Because you want visitors to fill out your surveys, polls, and contact forms... Only ask for the information you NEED... a newsletter subscribe form will require less information than an online donation form.Friday, February 15, 13
  17. 17. Social Media can be effective if you set Social Media Goals are Key measurable goals. Because you can’t afford to waste all your time on Facebook Sarah M Worthy | |@sarahmworthy | @tendenciFriday, February 15, 13
  18. 18. Remember to use the social share buttons 1 Minute to a More Social Site yourself, too! Because you need to make it easy for visitors to share your site’s content... Sarah M Worthy | |@sarahmworthy | @tendenciFriday, February 15, 13
  19. 19. Start with your current donor contact list Increase Donor Engagement because they’re already fans! Now that you’ve built your website, here’s tips to get them to Give 1. Engage Your Current Donors 2. Test, Measure, Retest your Donation process 3. Create a Sense of CommunityFriday, February 15, 13
  20. 20. Raise your hand if you’ve made a Have You Donated Online? donation on your own website recently? Test your website’s donation process before your donors do... Make a Donation On Your Website Sarah M Worthy | |@sarahmworthy | @tendenciFriday, February 15, 13
  21. 21. I prefer Open Source platforms because Recommendations for CMS they come with a Community to help! Because you need a website that you can manage... Open Source CMS 30 Second Evaluation over 61 million sites are built on WordPress, primarily a publishing platform If you’re technical, Drupal can do just about anything, challenging for non-technical people to customize and manage Specifically built for nonprofits, out of the box functionality, “new kid” on the open source block. Great for largely content-focused websites, limited customizations and extended functionality.Friday, February 15, 13
  22. 22. During a free trial for a new tool, stick to only Tools to Manage Your Website using that one app. Because you need an editorial calendar, a CMS, graphics editor and more... Graphics/Images Email Marketing Editorial Calendars Automation and Analytics Open Source CMS @tendenci | | for Non-Profitss Friday, February 15, 13
  23. 23. Add share buttons to your ‘Thank You Tools to Manage Social Sharing pages’, photos, and events. Because you’re trying to post on twitter, LinkedIn, Facebook, etc... Open Source CMS @tendenci | | for Non-ProfitsFriday, February 15, 13
  24. 24. Google for NonProfits offers Free Premium Google for NonProfits Youtube Brand Pages! Apply to get tons of premium Google products for Free! Open Source CMS @tendenci | | for Non-ProfitsFriday, February 15, 13
  25. 25. Just like Cinderella’s Slipper, you need a I’m Biased - Get 3rd Party Facts CMS that fits perfectly for your nonprofit! Because I use Tendenci everyday and love it!, February 15, 13
  26. 26. Good Looks aren’t the Qualifications to look Bringing in Outside Help for in a website agency. Because 80% of NonProfits Outsource website management Sarah M Worthy | |@sarahmworthy | @tendenciFriday, February 15, 13
  27. 27. Questions? Sarah M Worthy | |@sarahmworthy | @tendenciFriday, February 15, 13
  28. 28. Want More? Of Course You Do! Register for these Upcoming Seminars: May 09, 2013 - Thursday - Register On the Website Getting a Handle on Your Nonprofits Content Marketing Strategy! August 13, 2013 - Tuesday - Register On the Website Factors Every Nonprofit Website Needs for Effective Online Fundraising November 19, 2013 - Tuesday - Register On the Website Getting a Handle on Your Nonprofits Content Marketing Strategy! Sarah M Worthy | |@sarahmworthy | @tendenciFriday, February 15, 13
  29. 29. Thank You for Attending! Sarah M Worthy | |@sarahmworthy | @tendenciFriday, February 15, 13