The document outlines 9 essential elements for online success in 2011, as presented by Victoria Marchand. The agenda includes discussing website design, the importance of first impressions on websites, focusing on conversion rates to increase donations, and ways to inspire donors to take action through compelling content like video. Some specific elements mentioned are using interactive features like wish lists and tribute pages, promoting recurring donations, personalizing solicitations from friends, and evaluating websites to ensure they inspire action and showcase the organization's identity and audiences.

1. 9 Essential elements for online success in 2011 Session 2 of 3, presented by Victoria Marchand

3. Strategic and tactical development of online initiatives

4. Served on many non-profit boards

5. Loves to travel and listen to live music

7. Optimize Viewing the Event

8. Hit the F5 key to put the window into full-screen mode

9. Close all other applications

11. Introducing the 9 essential elements series

12. Agenda

13. Objective: All websites should begin with a clear strategy so that it is apparent what they are trying to achieve. The strategy then enables the design to fulfill defined goals ….wikipedia Website Design

14. First Impressions Matter It takes less than 3 seconds to evaluate another person based on their appearance, body language, demeanor, mannerisms and dress. http://www.flickr.com/photos/batcave13/

15. Visitorswill decide to stay or leave your website in 4 seconds or less. http://www.flickr.com/photos/jlz/

16. 60% of donors visit a non-profits website before giving. http://www.flickr.com/photos/7817522@N05/

17. “Design Does Not Reflect Our Identity” Example: Ransom Everglades School

20. “Too Much Unorganized Information” Example: The ARC of United States of America

23. “Inspire Audience to take Action” Example: Kidney Foundation

26. Websites should Be Appealing & Engaging Capture a visitor’s interest immediately, most eye-catching elements load first and at the top of the page When a visitor scans the page they know what you are all about. Easy-to-understand navigation based on what your audience want to accomplish

27. Interactive giving options

28. US Online Fundraising 2001 2002 2003 2004 2005 2006 2007 2008 2009 Online giving : Consistent growth over the last 10 years

29. Its all about conversion 10,000 Website Visitors 50% 5,000 View 2nd Page 20% 1,000 Hit ‘Donate’ 20% 200 Give

30. Focus on conversion rate conversion rate: 2% average online gift size: $141 revenue: $28,200 conversion rate: 3% average online gift size: $141 revenue: $42,300 (+$14,100)

31. What drives conversion: The landing page Repeat giving for donors acquired through generic giving pages (Google, Network for Good) is 66.7% lower than for donors who give via charity-branded giving pages. .

33. Easy to Understand…. Compelling reason to give …

34. INSPIRE THROUGH VIDEO….

35. Expand youroptions:Wishlistgiving

36. Tribute pages

38. Have a much higher retention rate

39. Have a higher long-term revenue potential

40. Accounted for 9.2% of all online giving in the US in 2009.2010 eNonprofit Benchmarks Study

41. Distinguish a recurring donor

42. eCards: easy Email campaigns

43. eCards: raise awareness

44. Ecards: Opens new channels

45. Online event andPeer to peer fundraising 30% of most major events Average participant sends 27 emails 1 in 4 emails convert to donation Online participants raise six times that of traditional participants Emails have a 90 percent greater open rate

46. Personal E-mail Solicitation # 1 Reason for Success … They are Asked by a Friend Message from a Friend Means High Response Rates E-mail is Easier than Calling or Writing a Letter! Quick Link Directing Friends to Personal Page

47. Participant Personal Page #2 Reason … Donor Reads a Personal Appeal from a Friend #3 Reason … Donor Wants to be Recognized for their Gift #4 Reason … The Website Offers an Easy Way to Give with a Credit Card #5 Reason … The Donor Wants to Help theirFriend to Reach a Goal

48. Team and Corporate Web Pages #6 Reason … Supporters Want to be Part of a Community or Team

49. Encourage virtual participation

50. Support third party fundraisers

51. Evaluate Your Website Does your identity show Identify your audiences Content to inspire action Expand Your Online Giving Clear impact messages Compelling and inspiring reasons to give Wish list and tribute giving eCard campaigns Recurring gifts Look for Peer to Peer Fundraising Opportunities Event and non-event fundraising Support third party event fundraisers What can you do now?

52. NetWits Think Tank– the best and the brightest at Blackbaud share tips, tricks, and resources related to nonprofit internet strategy The Blackbaud Index of Charitable Giving– view revenue trends of 1,412 nonprofit organizations representing $2.2 billion in yearly revenue on a monthly basis, both offline and online. Friends Asking Amy – “I created Friends Asking Amy to be a resource for event fundraisers. With help from my fundraising friends, we’ll be sharing ideas you can implement into your events, updates and information on current trends we’re seeing in the marketplace and answering your questions” Nonprofit Tools and Resources

53. What questions do you have?