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![Statistics – Barack Obama’s Campaign
“It’s no accident that [nonprofits] are asking about Web sites
like Barack Obama’s. The [old] order is rapidly fading.”
(Tom Watson, a consultant for the Manhattan-based Changing Our World nonprofit consultancy
and the author of CauseWired, a new book about the use of social media in advocacy)
Raised $605M
More than double McCain’s fundraising
Meghan McCain: “Unless the GOP evolves as the party that can successfully
utilize the Web, we'll continue to lose influence"
3.1M donors
Mostly small donations ($25 or less)
90M YouTube video views
8M volunteers recruited online
2M Facebook supporters
Lessons for you: Lots of short, clear e-mails
Social networking Little US mail
Text messaging Great branding
Blogs Focus = solving problems, effecting change
Outreach groups Website: Attractive, easy to navigate, short
Virtual volunteering bits of info
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Effective Internet Strategy For Your Nonprofit
The document outlines an effective internet strategy for nonprofits, emphasizing the importance of e-philanthropy and online presence. Key statistics highlight the increasing trend of donations made online and the influence of social media on fundraising efforts. It offers practical advice for nonprofits on improving their websites and digital strategies to enhance fundraising outcomes.
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Effective Internet Strategy For Your Nonprofit
- 1. Effective Internet Strategyfor Your Nonprofit Allan Pressel August 4, 2010 Use Twitter Hashtag #npweb Special Thanks To Our Sponsors
- 2. Helping ordinary peopleraise extraordinary amounts for nonprofits is all we do, and we love it. A Proud Sponsor of NonprofitWebinars.com
- 3. Agenda 1. E-philanthropy: Background & Statistics 2. Internet Strategy: The Gap a. How are nonprofits using the web today? b. How would they like to be? c. How should they be? 3. Q & A (throughout) © CharityFinders, proprietary & confidential, not for reproduction
- 4. Background: E-Philanthropy Quote “Internetportals are providing an interesting opportunity for people to contribute and provide their help. Many of the charities themselves welcome donations through Web sites. So I urge my fellow Americans to continue contributing through Web sites. Thus far, I'm proud to report through the Web sites of our charities, Americans have donated $55 million in seven short days.” President George W. Bush, address to the nation, September 17, 2001 © CharityFinders, proprietary & confidential, not for reproduction
- 5. E-Philanthropy Statistics 2005 – watershed e-philanthropy events Tsunami Hurricanes Katrina, Rita, Wilma, etc. In 1st 2 weeks, Americans donated $867M to Katrina relief, 1/3 online Pakistani earthquake U.S. donations = $295B (90% from individuals) In 2001, 0.04% of donations were made online In 2007, 13% of individual gifts were made online By 2010 33% will be given online (source: Chronicle of Philanthropy) 10% of nonprofits receive over 50% of donations online Average 501c3 administrative overhead: 34% (!) Online donations are preferable to offline donations Offline donations ~ $30 vs. online donations ~ $130 (for the same nonprofit) Demographics of online donors are favorable Online donations cost less to process Lots of Internet users visit nonprofit sites – AND take action 89% of US households give to charity 56% of Internet users have visited a nonprofit website recently 65% of (offline and online) donors were influenced by the web Nearly 100% of major donors ($10,000+) were influenced by the web 40% of nonprofit site visitors take some form of action © CharityFinders, proprietary & confidential, not for reproduction
- 6. PHILANTHROPY OVER THEYEARS 1966-2006 Total Giving Inflation-adjusted dollars ($ in billions) Current dollars 300 250 200 150 100 50 0 1966 1971 1976 1981 1986 1991 1996 2001 2006 Recessions in light green: 1969-70; 1973-75; 1980; 1981-82; 1990-91; 2001 Source: Giving USA FoundationTM / Giving USA 2007 © CharityFinders, proprietary & confidential, not for reproduction
- 7. Statistics – BarackObama’s Campaign “It’s no accident that [nonprofits] are asking about Web sites like Barack Obama’s. The [old] order is rapidly fading.” (Tom Watson, a consultant for the Manhattan-based Changing Our World nonprofit consultancy and the author of CauseWired, a new book about the use of social media in advocacy) Raised $605M More than double McCain’s fundraising Meghan McCain: “Unless the GOP evolves as the party that can successfully utilize the Web, we'll continue to lose influence" 3.1M donors Mostly small donations ($25 or less) 90M YouTube video views 8M volunteers recruited online 2M Facebook supporters Lessons for you: Lots of short, clear e-mails Social networking Little US mail Text messaging Great branding Blogs Focus = solving problems, effecting change Outreach groups Website: Attractive, easy to navigate, short Virtual volunteering bits of info © CharityFinders, proprietary & confidential, not for reproduction
- 8. Branding © CharityFinders, proprietary & confidential, not for reproduction
- 9. Nonprofit site visitorstake action 40% 35% 30% Donated offline Petition online 25% Referred friend 20% Petition offline Donated online 15% Volunteered offline 10% Volunteered online 5% 0% 50+% said they would NOT have taken further action if they had not first visited nonprofit’s website Courtesy: NetworkForGood, The Bridgespan Group, Guidestar © CharityFinders, proprietary & confidential, not for reproduction
- 10. Gap: How aremost nonprofits using the Internet today? Studies show 70% to 93% of nonprofits have websites They are wrong! The smaller the nonprofit, the more likely to have no Internet presence, or brochure-ware These statistics were NOT the result of a scientific study. © CharityFinders, proprietary & confidential, not for reproduction
- 11. Common Internet issuesfor nonprofits Nonprofits typically build sites by “custom development” Cost: Expensive to build/maintain Technology Requires technological expertise Requires infrastructure Time: Time-consuming Difficult to maintain obsolete info on website Reliance on third parties expensive and risky Lack of cohesive Internet strategy lack of prioritization No secure server (+ privacy/security policy) hinders e- commerce Brochure-ware (vs. e-philanthropy) missed opportunities © CharityFinders, proprietary & confidential, not for reproduction
- 12. Private Website Consultation I’d like to offer each of you a free private website consultation One hour Consultation includes: CharityFinders’ assessment of your site Recommendations Building your nonprofit's most-needed functionality In person or by webinar Include anyone you want (e.g., ED, DD, board members, etc.) In one location or several We’ll contact you in 1-2 business days to schedule the consultation © CharityFinders, proprietary & confidential, not for reproduction
- 13. Gap: How wouldnonprofits like to be using the Internet? 1. Raise 2. Lower 3. Attract in-kind more funds fundraising costs donations 4. Build 9. Motivate people to capacity support the organization – immediately 5. Track donor demographics 8. More event attendees, members, planned gifts, e- 6. Recruit staff advocacy, etc. & volunteers …in a way that doesn’t take time and 7. Develop long-term relationships with donors $ away from the nonprofit’s mission © CharityFinders, proprietary & confidential, not for reproduction
- 14. How should yoube using the Internet? The Strategic Objectives of Your Site How does CharityFinders assess your site? 1. Inform website visitors -- about your organization and its mission 2. Elicit support © CharityFinders, proprietary & confidential, not for reproduction
- 15. Your website: 7Key Goals of an Effective Website You should strive to achieve these goals for your site: •Findability •Stickiness •Loyalty •Referability •Maximum conversion rate •Dynamism •Positive ROI © CharityFinders, proprietary & confidential, not for reproduction
- 16. 7 Key Componentsof an Effective Site © CharityFinders, proprietary & confidential, not for reproduction
- 17. Site look &feel should be: •Attractive •Professional •Modern •Well-branded •Consistent across your site © CharityFinders, proprietary & confidential, not for reproduction
- 18. Navigation should be: •Simple •Intuitive •Enablinguser to get from any page to any other page with one click © CharityFinders, proprietary & confidential, not for reproduction
- 19. What should peoplebe able to SEE on your site? • Home Page (dynamic!) • Testimonials • Brief description • Photo Album • Calls to action • Endorsements/Awards • Mission Statement • Donor Hall of Fame • Services/Programs • Privacy and Security Policy • Goals • Annual Report • What’s New • 990 • Accomplishments • Download Documents • Brief History • How We Can Help You • Issues/Causes • Staff List/Bios • Message from E.D. • Board List/Bios • Press Releases • FAQ • Past Events • Links •Private/password-protected area(s) • Urgent Action Alerts oBoard-only area • Contact Us oStaff-only area •Multiple languages © CharityFinders, proprietary & confidential, not for reproduction
- 20. Individual pages shouldinclude lots of images: •Pictures •Graphics •Animation •Audio •Video © CharityFinders, proprietary & confidential, not for reproduction
- 21. Financial (i.e., fundraising)transactions • Cash donations • Investment donations • Events • Planned Giving • In-kind donations • Bequest Gifts • Life Income Gifts • Membership • Charitable Gift Annuity • E-Store • Charitable Remainder Trust • Auctions • Life Insurance Gift • Charitable Lead Trust • “Thons” • Retirement Plan Gifts • Affiliate Marketing © CharityFinders, proprietary & confidential, not for reproduction
- 22. Non-financial transactions • E-mail List Signup • Public Opinion Poll • Volunteer • Questionnaire • Employment • Referrals • E-newsletter • User Feedback • E-advocacy • Web 2.0 Tools • Petitions • Discussion/Message Board • Chat Room • E-Cards • LISTSERV • Forms • Podcast • RSS • Wiki • Blog © CharityFinders, proprietary & confidential, not for reproduction
- 23. Your site shouldbe easy to find •Search Engine Optimization (SEO) •Search Engine Marketing (SEM) •Other
- 24. Search Engine Optimization(part 1) 1. What are the key search engines? 2. How do they work? • 200+ ranking factors! 3. What can you do to optimize your search engine standings? a. Metatags • Keyword • Description b. Choosing and Using Keywords • Keyword selector tool s • http://inventory.overture.com/d/searchinventory/suggestion • Use keywords/phrases liberally in page title, headings, body • Use different keywords on different pages • Keep them updated c. Links • Incoming • Count your links: in Google, type “links: www.yournonprofit.org” • Choose relevant, reputable sites • Outgoing © CharityFinders, proprietary & confidential, not for reproduction
- 25. Search Engine Optimization(part 2) d. Other • Blog • Robots.txt • Search engines prefer HTML • Search engines prefer text over graphics • Avoid splash pages • Don’t use frames • Be careful with Flash and JavaScript • Create a site map • All pages should be easy to navigate to (esp. home page) • Create focused pages • Get listed in The Open Directory Project • www.dmoz.org • Register with search engines • Unpaid • Paid e. SEO is based on unknown and changing algorithms! © CharityFinders, proprietary & confidential, not for reproduction
- 26. Anyone in yourorganization (with no training) should be able to build and maintain a world-class, e- philanthropy website – quickly.
- 27. You should beable to cultivate data from your site activity: 1. Website traffic •How many people visited your site? •When? •How did they find your site? •Search engines •Which search engines? •Which keywords? •Links from other sites •Which pages of your site did they visit? •How long did they spend on your site? 2. Transactions •Who donated $100 or more last year but nothing this year? © CharityFinders, proprietary & confidential, not for reproduction
- 28. Is All OfThis Possible? © CharityFinders, proprietary & confidential, not for reproduction
- 29. Contact Information Allan Pressel, CEO/founder Allan@CharityFinders.com www.CharityFinders.com 1-877-456-3210 641 21st St. Hermosa Beach, CA 90254 © CharityFinders, proprietary & confidential, not for reproduction
- 30. Chris Dumas, Chris@NonprofitWebinars.com,707-812-1234 Special Thanks To Our Sponsors