Websites that Work! 20 Tips and Tools for Charitable Organizations

Fraser Green, CFRE & Holly Wagg, CFRE, Good Works
Todd Jamieson, Envision Online Media
Websites That Work!20 Tips and Tools You Can Use to Make Friends,
Build Loyalty and Raise More Money

Holly Wagg
Fraser Green Todd Jamieson
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Chief Strategist & Smartypants
Good Works
fraser@goodworksco.ca
blog.goodworksco.ca
Philanthropic Counsel
Good Works
holly@goodworksco.ca
blog.goodworksco.ca
Founder and CEO
Envision Online
todd@envisiononline.ca

#1
You are your website.

#2
Think from the outside in.
#2

#3
Where was that again?

#3 – Architecture
Primary/
Parent
Secondary/
Child
Footer
Utility

#3 – Architecture (Card Sorts)
Photo credit: fostermilo.com/articles/card-sorting-with-creative-albuquerque

#4
Design for your
users.

#4

#5
Be mission-minded.

#5 – All about the cause

#6
Lifespan = 5 years.
NEVER
static
anymore

#7
Keep your CMS
flexible.

#7
Header
Navigation
Any Body Content

#7
Header
Any Body Content
Navigation

#7

#8
Hello homepage.

#8 - Homepage
BillboardDonate

#8 - Homepage BillboardDonate/Involve

Billboard
#8 - Homepage Donate

#9
Storytelling platform

#10
Keep it readable.

#10 – Readability
• Don’t underline unless it’s a hyperlink
• Too many different fonts
• Too many colours
• CAPS, italics, Bold,
Common Design Crimes

#10 – Readability
• Beware of the fold
• 100-400 words
• Short paragraphs
• Headers are helpful
• Write at a grade 7 level
• www.read-able.com

#11
Optimize your
website for

#11
Meta Title
File Name
Header

#11
Meta Title
Description
File Name

#12
Build your email list.

#12

#13
Measure it.

#13

#14
Write solid
fundraising copy.
Problem → Solution → Credibility → ASK

#15
Your donation page
matters (a lot).

#15 – Optimize donation Page

#15,1 – Optimize donation Page

#15.1 – Optimize donation Page
Network for Good, 2012 Digital Giving Index

#15.2 – Optimize donation Pages

#15.3 – Optimize donation Pages

#15.4 – Optimize donation Page

#15 – Optimize donation Pages

#16
Mobile. Tablets.
And more.

#16

#17
Make social simple.

#17

#18
Be (recycled) content driven.

#18 – Content Driven

#18 – Content Driven
Photo credit:
www.upstream.c
o.uk/content-
marketing.html

#19
Maximize your
revenue.

#19
Button Colour or Name
Title Change
New Picture

#19

#19
Baseline:
• 10,000 Visitors Per Quarter
• Conversion Rate of 1%
• Average Donation: $100
• In Q4, Visitors Double Annually

#19
1% Change:
• Result: 200% Increase in $$

#19
1% Change+:

#19
1% Change++:
• 10% Increase Visitors Per Quarter

#19
Traffic Only:
• 10% Increase Visitors Per Quarter

#20
Own your site!

Thank you

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