Slides from #WCROC

1. WordPress For Non-
Profits: Website best
practices, collecting
donations, increasing
exposure online

2. A bit about me…
#heartwired www.heartwiredtech.com WordCamp Rochester 2018 #wcroc @heartwiredtech
Been in the “IT”
industry for almost
(gulp) 3 decades
Started blogging on
WordPress in 2008,
started working with
WordPress as a
designer.
2015 Went on first of
several Mission Trips,
felt like I needed to do
more.
2016 – started a
boutique web design
agency, HeartWired
Technical Solutions.
Current – serve clients
that are nonprofits
and small business
where design turns
into real change
locally and globally.

3. Design for
Nonprofits
They want and need differently than other
website owners

4. Nonprofits needs
are different
• Invest in a CMS (i.e. WordPress)
• 42% of all nonprofit websites are
on WordPress
• The WordPress trademark and the
WordPress.org domain is owned
by the WordPress foundation, a
non-profit 501(c)(3) organization,
whose sole purpose is to ensure
that WordPress is freely available,
maintained, and developed.
(Source: WPBeginner.com)
#heartwired www.heartwiredtech.com WordCamp Rochester 2018 #wcroc @heartwiredtech

5. Recommended Plugins and other items
Security
Jetpack
Akismet
SSL
Donation Options
Give
WooCommerce
Charitable
Paypal
Optins
Privy
OptinMonster
Bloom
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

6. Tell Their Story
• Animals
• Orphans
• Human Trafficking
• Environmental
• Religious
• Arts and Education
• Healthcare
• Global Injustices
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

7. #heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

8. Colors matter in
design
So many colors to choose from
but what does that mean?
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

9. Psychology of colors can cost dollars
Up to 90% of first impressions of products can be based on color alone.
Colors matter So does gender appeal
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

10. Know your
audience as you
design
Many times your client ‘thinks’
they know their donors.
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

11. How would you get to
know your audience?
• 1.
• 2.
• 3.
• 4.
• 5.
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

12. Why they don’t donate
• Solicitation is infrequent
• They don’t see how it will make
a difference.
• They never feel wanted or
needed.
• They receive no direct
personalized appeal.
• They gave an unacknowledged
gift in the past.
• They were not asked to give.
• The timing wasn’t right.
• The organization’s mission
wasn’t compelling.

13. Optimizing the design
• Every nonprofit is different and so are their donors.
• Color
• Theme
• SEO (Search Engine Optimization)
• Mission ready
• Get Social
• Content …content … content …
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

14. Storytelling
• Content is King or Queen all
depending
• Stories sell and donors give
• The more you share the more
they will give.
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

15. Best
Practices
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

16. Do’s
• Easy to use Navigation
• Use Pictures
• Speed Matters
• Clear CTA
• Keep it Simple
• Secure it!
• Mobilize!
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

17. Don’ts
• Hide the Donate button
• Self Play Audio or Video
• Bury your story
• Forget to ask … again
• Be scared to ask
• Use big picture files
• Beg
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

18. A/B Testing – Increase
Conversions
• Long Form vs. Short Form (Increase 155%)
• Making fields in Optin optional (Increase 275%)
• Reduction of Eye Friction (Increase 135%)
• Less Steps through the process (Increase 166%)
• Adding simple CTA button upfront (Increase
246%)
Reference: MecLabs: Research-based Lead Gen Swipe File
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

19. Analytics and more
• Google Analytics
• Heat Mapping –
Crazy Egg
• Email Marketing
• Funnels
• Lead pages for Lead
Generation
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

20. Your clients are
the nonprofit
Not your agency!
1. Have a plan
2. Set expectations
3. Charge them!
4. Have a Heart
Nonprofit work is not free work!
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

21. Final Thoughts
#heartwired www.heartwiredtech.com WordCamp Rochester 2018 #wcroc @heartwiredtech
Use a simple website builder (Divi, Elementor, Beaver, soon to use Gutenburg)
Have a strong visual identity (Logos, pictures, charts)
Optimize your web design for mobile devices.
Prioritize your online donation forms.
Build loyalty content that makes donors donate.
Make user engagement a priority.

22. Any Questions?
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

23. References
• https://www.entrepreneur.com/article/233
843#
• https://www.networkforgood.com/nonprofi
tblog/the-psychology-of-color-and-what-it-
means-for-fundraising/
• https://npengage.com/nonprofit-
technology/only-5-content-managment-
systems-drive-62-of-nonprofit-websites/
• https://doublethedonation.com/tips/nonpr
ofit-web-design/
• https://meclabs.com/research/case-
study/research-based-lead-gen-swipe-file
#heartwired www.heartwiredtech.com WordCamp Rochester
2018 #wcroc @heartwiredtech

24. Contact Info
Twitter : @HeartWiredTech
Instagram @heartwiredtechnical
Facebook @HeartWiredTech
Website www.heartwiredtech.com
Email: charles@heartwiredtech.com
Text: 904-660-5185
#heartwired www.heartwiredtech.com WordCamp Rochester 2018 #wcroc @heartwiredtech