52 Tweaks in 52 Weeks - #52n52

Better Nonprofit Websites:
52 Tweaks in 52 Weeks
PRESENTED BY RAHEEL GAUBA & SOPHIA LATTO

Sophia Latto, Principal Consultant, UX Design
I help nonprofits develop internet strategy around building constituent
relationships, delivering compelling messages, and online fundraising. Prior to
joining Blackbaud, I worked as a Creative Director at a design and marketing
agency in New York City that specialized in online marketing and communications
for the non-profit, utility, beverage, and financial sectors. I am an avid sailor!

Raheel Gauba, Brand Leader & Creative Director, Marketing
I am passionate about helping nonprofits be successful. At Blackbaud, I have had
the privilege of leading the strategy & delivery of 400+ nonprofit websites. More
recently I have focused on Blackbaud’s marketing efforts and lead the rebrand and
the global website redesign and strategy. Prior to joining Blackbaud, I served as
Creative Director at a startup and senior web architect for Canada’s largest
television and media company.

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01 Workflow & Planning
02 Content Strategy
03 Visual Design & User Experience
04 Fundraising
05 Marketing & Communications
06 Email
07 Social Media
08 SEO & Measurement

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# 01 Goal S.W.O.T.S.
Enter your goal’s title here

Strengths

Weaknesses

Opportunities

Threats

Success Criteria

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Strengths
Strengths are things that your
organization currently does very well
Weaknesses or activities that have lead to positive
& measurable outcomes.

Opportunities Strengths are also characteristics of
an organization that provide a
competitive advantage over others in
Threats the industry.

Success Criteria

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Strengths
Weaknesses are things that your
organization currently does not do
Weaknesses very well or activities that have
resulted in negative outcomes.

Opportunities Weaknesses, whether perceived or
actual, interfere with or have a
negative impact on a competitive
Threats advantage over others in the
industry.

Success Criteria

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Strengths

Weaknesses

Opportunities are activities or
initiatives that provide an
Opportunities
organization with additional positive
growth without negatively impacting
existing strengths.
Threats

Opportunities are also activities or
initiatives that your competitors are
Success Criteria
currently unaware of.

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Strengths

Weaknesses

Threats are known or predictable
factors beyond your control, which
Opportunities
could place the organization’s
mission or operation at risk.

Threats
Threats that are perceived as internal
should be categorized as
opportunities or weaknesses.
Success Criteria

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Strengths

Weaknesses

Opportunities
Success Criteria is a measurable
figure or metric that we can capture
and monitor for a particular goal.
Threats

For example, “Increase our email
list from 9,000 subscribers to 12,000
Success Criteria
in six months.”

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# 02 Define Your Audiences And Tasks
Impact on
Audience Group: Donors (3 subgroups) Task Priority Frequency
Mission
Sub-Group 1: Recent Donors — $0 - $1000 Priority Tag 3 = High Daily Critical

2 = Medium Weekly Significant
Identify tasks this segment must be able to complete on the website.
1 = Minimal Monthly/Yearly Minimal
Become knowledgeable about Org 3 learn about org

Find information on donation's impact in the community. 3 impact stories

Make a first time gift/increase from previous gift/become a monthly recurring donor 3 donate • Identify Target Audiences

Engage further with online videos, stories, and subscribe and promote via social media 2 social share
• Define Sub Groups
• Determine Tasks
Subscribe to Newsletter to receive updates on Org’s work 3 subscribe
• Assign Priority
Participate in Org’s community events 2 events
• Tag Tasks
Update personal information/address 1 update profile

Sub-Group 2: Priority Tag

Identify tasks this segment must be able to complete on the new website.

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# 02 Define Your Audiences And Tasks

• Sort Data in Excel
• Identify Content Hierarchy
• Identify Important Conversion
Paths

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# 03 Have a Plan for Your Content

Page Title Author Content Status Where is this content saved?
(60 char. max)

Home Jane Clarkson home.doc drafted website/2013/content/drafts/home.doc

About Acme Jane Clarkson about-us.doc pending approval website/2013/content/drafts/about-us.doc

Acme’s Mission Bill Ludwick our-mission.doc approved website/2013/content/approved/our-mission.doc

Legacy URL New URL Meta Description Meta Keyword(s)
(150 char. max)

acme.org acme.org

acme.org/page.aspx?pid=453 acme.org/about-acme

acme.org/page.aspx?pid=187 acme.org/acme-mission

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# 04 Take a Monthly Inventory of Your Content

Google Analytics » Content » Site Content » All Pages (Show 25)

Unique Pageviews is the number of visits during
which the specified page or pages are viewed at
least once.

Avg. Time on Page is the average amount of time
visitors spent viewing a specified page or set of
pages.

Bounce Rate is the percentage of single-page visits,
or visits in which the person left your website without
visiting another page after this one.

% Exit is the percentage of site exits that occurred
from a specified page. Check to see if high % Exit
pages are confirmation pages. If not, why do we lose
so many people on this page?
What does this page have that is making it work so well?
Why doesn’t anybody like this page? Fix it or delete it.

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# 05 Survey Your 509
Audience

You defined them in #2, now let’s get to
know them better.
• Survey each sub group

• Why do they access your website

• What is their priority

• What adjectives or emotions would

they use to describe your org?

Ask org leadership the same questions. Do
they align?

#2

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02 Content Strategy
04 Fundraising
06 Email
07 Social Media

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# 06 Page Flow Diagrams for Conversion Paths

• Content is King
Define most important content. • Priority is even more important
• What do I see 1st?
• What do I see 2nd?
Define call to actions.
Importance

• What is the CTA?
• Why should I click?
Define supporting content. • What if I don’t click?
• Good for Mobile
• Less bloat content
Define global / template content
• Content by priority

Define this for the Home Page, Landing Page(s), Conversion Page(s), Confirmation Page(s).

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# 07 “The Four Cs” to Understanding Your Audience

Confused (User Mode) Visitors Before User Modes

Curious (User Mode) Visitors

Convinced (User Mode) Visitors

Continuing (User Mode) Visitors

After User Modes

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# 08 Optimize Landing Pages
1. Include a catchy, short & simple headline

2. Break up large blocks of text by putting
important stuff in bullets

3. Use compelling images or videos

4. Make big, bright calls to action

5. Include testimonies from beneficiaries

6. Make it urgent & relevant to time or a goal

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# 09 Test Your Conversions With Usability Hub (www.usabilityhub.com)

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# 09 Test Your Conversions With Usability Hub (www.usabilityhub.com)

Unique Visits to Donate Page
Before Test
After Test (w/ revisions)

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02 Content Strategy
04 Fundraising
06 Email
07 Social Media

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# 10 Edit Your Images with Pixlr Express (http://pixlr.com/express/)

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# 11 Find Great Free Photos at Compfight (www.compfight.com)

Ask the photographer if you can use their image, give them credit.
http://www.flickr.com/creativecommons

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# 12 Visualize the Impact with Infographics (www.piktochart.com)

http://piktochart.com/whyinfographics

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# 13 Tell a Story

Story 1, Slide A: The Beginning (Why)

The opening scene. The problem. What’s possible?
Why your org cares about this problem.

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# 13 Tell a Story

Story 1, Slide B: The Middle (How)

Build tension. Make it personal. Make it urgent.

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# 13 Tell a Story

Story 1, Slide C: The End (What)

Call to action. All you have to do is _______. Take
action now!

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# 14 Make a Thank You Video
Hi I am
• Name, title, organization

Who are you thanking?
• Company or individual?

Why are you thankful?
• Is it a large contribution?

• Did it come in a critical time?

What were you able to do?
• Major accomplishments

• Huge impact?

Special thanks goes to…
Chad Vail • Be sure to thank the people that really
President at Junior Achievement of
made it happen
Coastal South Carolina

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# 15 Run a 5-Second Test of Your Home Page (www.usabilityhub.com)

This test helps us fine tune your
landing pages and calls to action by
analyzing the most prominent elements
of your design.

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02 Content Strategy
04 Fundraising
06 Email
07 Social Media

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# 16 Notate your Traffic Spikes in Google Analytics

“Oprah mentioned us on”

“Email A sent”
“Email B sent”

“Facebook Campaign Start”

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# 17 Kickstart Your Fundraising

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# 18 Does Your Fundraising Page Pass the Test

I can see what you will do/are doing with my donation
•There are photos or testimonies that show real progress
Giving arrays are explained
•I know what $25 can get compared to $75
•I can choose “Other” to meet an extra appeal
There is a goal or an expected outcome
•It is obvious that I am giving to something bigger
•I can tell if there is a urgent time frame or milestone date
The buttons empower me to make an impact
•“Donate” vs. “Save a Whale”
I can easily share my donation with my peers
•OK, I did it…feels good…how do I share this with my friends?

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# 19 Better Buttons for Bigger Results

Submit Save a Whale A/B test button language
• Descriptive buttons are more

empowering
• Donors feel a more personal

Feed a Child Donate connection

Think about it
• Do you want to “Register” or would

you rather “Run for a Cure?”
Register Run for a cure
• Do you want to “Donate” or do you

want to “Feed a Child?”

Button changes increase giving by 15%

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# 20 Provide a variety of Ways to Give

• Not everybody has extra cash to donate
right now, but you should be the first org
that comes to mind when they do.
• “The Four Cs” are here, what are you
doing to convert them from “Curious” to
“Continuing?”
.org
• What can lazy people do? Poor people?
Passionate people?

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# 21 Test Calls to Action on Most Viewed Pages

Simple Tests make a big
difference:
• Button vs. Photo
• Button vs. Text link
• Discounted Appeals
• Heading vs. Button

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# 22 Be a Personal Donation Assistant

Dear PREFERRED , • Make it relevant
Last year you made a generous gift of • Personalize the impact

<MERGE FIELD> which helped us build
AMOUNT • Lead the donor to a bigger
5 <MERGE FIELD> for <MERGE WHAT
GOAL WHO or F. contribution
• Include a photo and a link to
Thank you!
the good work your org has
We have made a lot of progress, but we already done.
need to do more, and we need your
help again. If all of last years donors
give an extra $10 this year, we can
build X more <MERGE FIELD>s before
GOAL

DATE HERE .

Build a _____
#19

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# 23 Visualize Giving

Images produce higher conversion rates
than text alone
• Simple visual aids help supporters understand
how their donation is used.
• Supporters can understand a picture faster
than they can read a block of text.
• Progress bars will increase the average gift as
a goal nears completion.
• Show where the money goes.
• Show how many people have been helped.

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# 24 Give the Gift of Confidence

• Security badges
<YOUR ORG HERE> is a nonprofit,
tax-exempt charitable organization • Better Business Bureau
under Section 501(c)(3) of the
Internal Revenue Code. Donations • Charity Navigator ★ Rating
are tax-deductible as allowed by
law. • Any other official seals
• 501(c)(3) status
“It brings me so
• Testimonies from other
joy to contribute to the
progress being made donors builds trust
on the other side of
the world. Keep up
the awesome work!”

- Jane, Oxford, Md

#5

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02 Content Strategy
04 Fundraising
06 Email
07 Social Media

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# 25 Multi-Channel Content

Context
Email
YouTube
Context Directory
Context

Context
Twitter Facebook
Context

Content

Search
Context Direct Mail
Context
Engines
TXT MSG
Context

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# 25 Multi-Channel Content
1. What is our mission?

Email
You can skip this one if you want, but it may help to have your mission in front of you while thinking about writing this content.

YouTube
2. What is the objective of this campaign/initiative?
Directory
Keep this answer short, less than 60 characters, including white space.

3. What is a single word, or a two or three word phrase that describes this campaign or initiative?

Twitter
Summarize #2 above using a single word or phrase
Facebook
4. Elevator pitch! You’ve got 5 seconds, tell us why this initiative is worth our time.
Content
Keep this description short, 120 characters or less. Make sure that you include the word or phrase from #3 as close to the beginning as possible.

Searchused to illustrate this initiative/campaign?
5. What photo and/or video can be Direct Mail
Engines Text:
Alternate
Photo or video file (.jpg, .png, .mov, .mp4, etc.) Close your eyes and describe this photo or video using as few words as possible. Include #3.

TXT MSG
6. What is the web address for more information?
QR Code:
Friendly URL containing the the word or series-of-words-separated-by-dashes from #3 above. Shortened URL and QR code for this web address (E.g. bit.ly).
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# 26 Build a Sneezer Kit For Virtual Volunteers

1. Optimize page: 4. Facebook this:
Title: Less than 60 char., include the Keyword. Reuse Meta Description, include shortened fURL,
#keyword, and attach the photo

Description: 120 characters or less, include the Tip: The Like button on your webpage can automate this
word(s) above towards the beginning.
5. Pin this:
Friendly URL: www.site.org/use-title-here Reuse Meta Description, include shortened fURL,
Keyword: Short tag associated with this campaign
Tip: The Pin button on your webpage can automate this

2. Use this photo:
6. Email this to your friends:
Download
Use your Meta Title as the email title, include the Meta
Attach this image to all social messages Description as the very first line of your email’s
content.
Insert the photo next to the call to action, and link to the
3. Tweet this: conversion page using the Friendly URL.

Reuse Meta Description, include shortened fURL, 7. Bloggers, blog this:
Use your Meta Title as the email title, include the Meta
Tip: The Tweet button on your webpage can automate this Description as the very first line of your email’s content.
Insert the photo next to the call to action, and link to the
conversion page using the Friendly URL.

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# 27 Turbo Charge Your Direct Mail

A QR Code can be the
difference between the
garbage and 10k
impressions

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02 Content Strategy
04 Fundraising
06 Email
07 Social Media

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# 28 First Things First with Preview Text

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# 28 First Things First with Preview Text

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# 29 A/B Testing Beyond Subject Lines
Email Opens by Time of Day

Subscribers are likely to open email after 12pm,
and the most active hours are 2-5pm.

Email Opens by
Day of Week

Most Emails are sent between Monday and
Friday. Tuesday to Thursday are the highest-
volume days.

Source: http://mailchimp.com/resources/research/

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# 30 Shorten the Message for More Clicks
KEEP IT SIMPLE
• Use a short direct title
• Use a nice photo that adds interest.
• Include a short paragraph with enough
Org Name - Call to Action
information to get your reader wanting to
know more.
Use effective button text
This is your preview text, enhance and continue the
email subject call to action here •

Compelling Headline #28
Here to Draw Interest.
Who are we helping and
why is it important?
#10 What is the expected
outcome? Introduce the
call to action, and make
it relevant to a deadline.

See Tweak 19

Another Headline
Here to Draw Interest.
Who are we helping and
why is it important?

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# 31 Be Responsive

• 90 Million Americans use
their phone to read email.

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# 32 Plan Your Next Email Campaign

• How will you customize your message for each of your audience segments?
• How will you respond to their response?
• How will you cultivate new and return donors?
• Share this plan with your creative team producing the email messages?

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# 33 Strike While the Iron is Hot
New Subscribers have higher open & click rates
Query new subscribers on a regular basis and send them your latest
campaign. Make a welome kit with general appeals for new subscribers.
#26

Source: http://mailchimp.com/resources/research/

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# 34 Provide a Consistent Message Through the Conversion Path

Email Message Donation Landing Page Thank You Email

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# 35 Test Your Emails With Litmus (www.litmus.com)

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02 Content Strategy
04 Fundraising
06 Email
07 Social Media

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# 36 Sincerely Ask for a Share

Doing your part is easy
Every friend you tell
about us is another
opportunity for us to
extend our mission.
Please consider sharing
our site with your friends
on Facebook and Twitter.

Thank You,
Sherry Grayson, CEO

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# 37 “Please retweet” vs. “Please RT”

“Please ReTweet” gets
three times more
retweets than “Please RT”
#39

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# 38 Boost your Reach with Twitaholic.com

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# 39 Find the Tweet Spot (Eastern Time is best)

9:00 a.m. 12:00 p.m. 6:00 p.m.
During these peak times, tweet every 15 minutes (or more) but
keep it interesting by mixing in different tweets and #hashtags.

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# 40 Hootsuite Your Tweet Spots

Enter your tweet text (#)
Shrink your link

Enter your time to tweet

Enter your day to tweet

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# 41 Add Facebook Comments to Static Pages

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# 42 QR…So Beautiful, to Me…Can’t you Tweet
http://blkb.us/urlEncode

1
4 Shrink the URL with bit.ly
http://blkb.us/SqOUNB

5
2

3 http://twitter.com/home?status=This%20is%20the%2
0text%20that%20will%20be%20tweeted%20when%20
a%20QR%20Code%20is%20snapped.%20%20http%3
A%2F%2Fwww.landingPage.com%20%23hashTag

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# 43 Hash it out

Using hashtags to categorize Tweets by
keyword:
•People use the hashtag symbol
“#” before a relevant keyword or
phrase to categorize those Tweets
and help them show more easily in
Twitter’s Search.

•Clicking
on a #hashtagged word in any
message shows you all other Tweets
marked with that keyword.

•Hashtags open your tweets up to more
than just your followers

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# 44 Personalize Your Twitter Bio Before Following

2
3 Hello Jono, we’re close to reaching our goal and
could use a little help. If you wouldn’t mind,
Hello Jono, we’re close to reaching our goal
and could use a little help. If you wouldn’t check out our Tweets and please retweet a few.
mind, check out our Tweets and please retweet
a few.

This takes precise timing
•Update your bio in one tab,

follow your target in another tab,
then revert your bio.
Hello Jono, we’re close to reaching our goal and could
use a little help. If you wouldn’t mind, check out our
1 Tweets and please retweet a few.

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# 45 Put Facebook Images to Work

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02 Content Strategy
04 Fundraising
06 Email
07 Social Media

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# 46 Set up Your Google Author ID for more Clicks

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1408986
Set up your Google ID

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# 47 Organic Optimization 101

Page (meta) Title:
•60 characters or less
•Use the page’s keyword
•= Google link text

Friendly URL:
•Use/keywords/in-your-links

Meta Description:
•150 characters or less
•Sell the page
•Use keywords early

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#48 Google your keywords & yourself

What you will learn:
•Where you and your competitors rank for a given
keyword
•How may pages Google has indexed on your website
for this “exact” keyword
•What a #1 page looks like (if it’s not yours)
•What content Google currently has indexed

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# 49 Google Intelligence Alerts
Google Analytics' Intelligence reports
• Automatically monitor your website's
traffic and highlight any significant
changes.
• Detects any statistically significant
anomalies in your traffic patterns.
• Alerts get posted daily, weekly or
#16 monthly.
• Create custom alerts, such as a 20%
increase in page visits.

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# 50 Shorten Links with Bitly (www.bitly.com)
• Use these shortened links in your
Tweets, Emails, and Facebook posts.
• Review these metrics along side your
Google Analytics, Email CTR, and Social
(Hootsuite/Crowdbooster) Analytics.
• See any patterns?

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# 51 Google Webmaster Tools

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# 52 Trends are Your Friends (www.google.com/trends)

Insight to choosing an effective content strategy
BEFORE you spend time/budget
•How are keywords performing in the
Southeast vs Northwest?
•Is a keyword on the rise or on the decline?
•Should
my campaign use “donate” or
“make a gift?”

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THANK YOU! #52n52
@sophialatto

@raheelgauba

QUESTIONS? #52n52
@sophialatto

@raheelgauba

52 Tweaks in 52 Weeks - #52n52

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