13 things your nonprofit website

47
WELCOME! 13 Things Your Nonprofit Website Needs In 2013 Featuring Jamy Squillace and Richard Dietz

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Your organization's website is critical to your success. It's the place to tell the world about your mission and motivate visitors to take action—whether it's making a donation or signing up for your services. For many organizations, it's difficult to know where to start. What do you do next with your website and how do you manage it?

TRANSCRIPT

Page 1: 13 Things Your Nonprofit Website

WELCOME

13 Things Your Nonprofit Website Needs In 2013

Featuring Jamy Squillace and Richard Dietz

2

Our Speakers

Richard Dietz

Founder of Nonprofit R+D - Technology Training for

Nonprofit Professionals

Richard has over 20 years experience working in

and with a wide variety of nonprofit political and

government organizations

You can find Rich on his website

httpwwwnonprofitrdcom

or tweeting nonprofit_rd

3

Our Speakers

Jamy Squillace

Sr Product Manager Sage Nonprofit Solutions

Responsible for Sage Fundraising 50 Sage

Fundraising Online Sage Nonprofit Online and

Sage e-Marketing

Jamy has 16 years experience in product planning

and management Her goal is to create and evolve

solutions that fulfill customer desires and exceed

expectations

You can find her blogging at SageWordsnet or on

Twitter jrsquillace

4

Questions

bull Please type in chat at the bottom of the left hand

viewing pane

5

Agenda

bull Introduction

bull Website Structure Elements

bull Website Content

bull Next Steps

6

Experts have all the answershellip

bull No not really

bull There are ldquobest practicesrdquo but you must test in your

organization

bull Testing is the key

ndash Much easier to do online

ndash If it works do more

ndash If not try something else

7

Maslowrsquos Hierarchy of Needs

httpenwikipediaorgwikiMaslows_hierarchy_of_needs

8

Online Hierarchy of Needs

Avoid Shiny Objects

Need a strong Foundation

9

Is it so bad What could happen

bull Bad first impression

bull Leave before learning

about your org

bull Tell their friends

10

Get Control of Your Website

bull You need the ability to

ndash Change the content

ndash Make quick updates

ndash Addremove content

ndash Stay current

bull You need to be testing to find what works

ndash In order to test you need control to make the changes

11

WEBSITE STRUCTURE ELEMENTS

12

1 Most Wanted Response (MWR)

bull What do you want folks to do when they reach your

site

ndash Who visits your site

ndash What are they looking for

ndash What do you need them to do

bull Too many choices = No action (Jam Study)

bull Make those actions easy to find

ndash Above the fold

ndash Big buttons or easy to find pathways

13

1 Most Wanted Response (MWR)

wwwbestieswithtestiesorg

14

1 Most Wanted Response (MWR)

wwwlittlereddoororg

15

2 Prominent Donate Button

bull Could be your MWR

bull Big bold and easy to see

ndash Donrsquot make supporters work for it

bull On Homepage and EVERY page

ndash Every click loses conversions

ndash Wherersquos the checkout

bull Strong Call To Action (CTA)

ndash Weak ndash ldquoClick hererdquo

ndash Stronger ndash ldquoHelp ___ Todayrdquo ldquoMake a differencerdquo

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 2: 13 Things Your Nonprofit Website

2

Our Speakers

Richard Dietz

Founder of Nonprofit R+D - Technology Training for

Nonprofit Professionals

Richard has over 20 years experience working in

and with a wide variety of nonprofit political and

government organizations

You can find Rich on his website

httpwwwnonprofitrdcom

or tweeting nonprofit_rd

3

Our Speakers

Jamy Squillace

Sr Product Manager Sage Nonprofit Solutions

Responsible for Sage Fundraising 50 Sage

Fundraising Online Sage Nonprofit Online and

Sage e-Marketing

Jamy has 16 years experience in product planning

and management Her goal is to create and evolve

solutions that fulfill customer desires and exceed

expectations

You can find her blogging at SageWordsnet or on

Twitter jrsquillace

4

Questions

bull Please type in chat at the bottom of the left hand

viewing pane

5

Agenda

bull Introduction

bull Website Structure Elements

bull Website Content

bull Next Steps

6

Experts have all the answershellip

bull No not really

bull There are ldquobest practicesrdquo but you must test in your

organization

bull Testing is the key

ndash Much easier to do online

ndash If it works do more

ndash If not try something else

7

Maslowrsquos Hierarchy of Needs

httpenwikipediaorgwikiMaslows_hierarchy_of_needs

8

Online Hierarchy of Needs

Avoid Shiny Objects

Need a strong Foundation

9

Is it so bad What could happen

bull Bad first impression

bull Leave before learning

about your org

bull Tell their friends

10

Get Control of Your Website

bull You need the ability to

ndash Change the content

ndash Make quick updates

ndash Addremove content

ndash Stay current

bull You need to be testing to find what works

ndash In order to test you need control to make the changes

11

WEBSITE STRUCTURE ELEMENTS

12

1 Most Wanted Response (MWR)

bull What do you want folks to do when they reach your

site

ndash Who visits your site

ndash What are they looking for

ndash What do you need them to do

bull Too many choices = No action (Jam Study)

bull Make those actions easy to find

ndash Above the fold

ndash Big buttons or easy to find pathways

13

1 Most Wanted Response (MWR)

wwwbestieswithtestiesorg

14

1 Most Wanted Response (MWR)

wwwlittlereddoororg

15

2 Prominent Donate Button

bull Could be your MWR

bull Big bold and easy to see

ndash Donrsquot make supporters work for it

bull On Homepage and EVERY page

ndash Every click loses conversions

ndash Wherersquos the checkout

bull Strong Call To Action (CTA)

ndash Weak ndash ldquoClick hererdquo

ndash Stronger ndash ldquoHelp ___ Todayrdquo ldquoMake a differencerdquo

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 3: 13 Things Your Nonprofit Website

3

Our Speakers

Jamy Squillace

Sr Product Manager Sage Nonprofit Solutions

Responsible for Sage Fundraising 50 Sage

Fundraising Online Sage Nonprofit Online and

Sage e-Marketing

Jamy has 16 years experience in product planning

and management Her goal is to create and evolve

solutions that fulfill customer desires and exceed

expectations

You can find her blogging at SageWordsnet or on

Twitter jrsquillace

4

Questions

bull Please type in chat at the bottom of the left hand

viewing pane

5

Agenda

bull Introduction

bull Website Structure Elements

bull Website Content

bull Next Steps

6

Experts have all the answershellip

bull No not really

bull There are ldquobest practicesrdquo but you must test in your

organization

bull Testing is the key

ndash Much easier to do online

ndash If it works do more

ndash If not try something else

7

Maslowrsquos Hierarchy of Needs

httpenwikipediaorgwikiMaslows_hierarchy_of_needs

8

Online Hierarchy of Needs

Avoid Shiny Objects

Need a strong Foundation

9

Is it so bad What could happen

bull Bad first impression

bull Leave before learning

about your org

bull Tell their friends

10

Get Control of Your Website

bull You need the ability to

ndash Change the content

ndash Make quick updates

ndash Addremove content

ndash Stay current

bull You need to be testing to find what works

ndash In order to test you need control to make the changes

11

WEBSITE STRUCTURE ELEMENTS

12

1 Most Wanted Response (MWR)

bull What do you want folks to do when they reach your

site

ndash Who visits your site

ndash What are they looking for

ndash What do you need them to do

bull Too many choices = No action (Jam Study)

bull Make those actions easy to find

ndash Above the fold

ndash Big buttons or easy to find pathways

13

1 Most Wanted Response (MWR)

wwwbestieswithtestiesorg

14

1 Most Wanted Response (MWR)

wwwlittlereddoororg

15

2 Prominent Donate Button

bull Could be your MWR

bull Big bold and easy to see

ndash Donrsquot make supporters work for it

bull On Homepage and EVERY page

ndash Every click loses conversions

ndash Wherersquos the checkout

bull Strong Call To Action (CTA)

ndash Weak ndash ldquoClick hererdquo

ndash Stronger ndash ldquoHelp ___ Todayrdquo ldquoMake a differencerdquo

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 4: 13 Things Your Nonprofit Website

4

Questions

bull Please type in chat at the bottom of the left hand

viewing pane

5

Agenda

bull Introduction

bull Website Structure Elements

bull Website Content

bull Next Steps

6

Experts have all the answershellip

bull No not really

bull There are ldquobest practicesrdquo but you must test in your

organization

bull Testing is the key

ndash Much easier to do online

ndash If it works do more

ndash If not try something else

7

Maslowrsquos Hierarchy of Needs

httpenwikipediaorgwikiMaslows_hierarchy_of_needs

8

Online Hierarchy of Needs

Avoid Shiny Objects

Need a strong Foundation

9

Is it so bad What could happen

bull Bad first impression

bull Leave before learning

about your org

bull Tell their friends

10

Get Control of Your Website

bull You need the ability to

ndash Change the content

ndash Make quick updates

ndash Addremove content

ndash Stay current

bull You need to be testing to find what works

ndash In order to test you need control to make the changes

11

WEBSITE STRUCTURE ELEMENTS

12

1 Most Wanted Response (MWR)

bull What do you want folks to do when they reach your

site

ndash Who visits your site

ndash What are they looking for

ndash What do you need them to do

bull Too many choices = No action (Jam Study)

bull Make those actions easy to find

ndash Above the fold

ndash Big buttons or easy to find pathways

13

1 Most Wanted Response (MWR)

wwwbestieswithtestiesorg

14

1 Most Wanted Response (MWR)

wwwlittlereddoororg

15

2 Prominent Donate Button

bull Could be your MWR

bull Big bold and easy to see

ndash Donrsquot make supporters work for it

bull On Homepage and EVERY page

ndash Every click loses conversions

ndash Wherersquos the checkout

bull Strong Call To Action (CTA)

ndash Weak ndash ldquoClick hererdquo

ndash Stronger ndash ldquoHelp ___ Todayrdquo ldquoMake a differencerdquo

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 5: 13 Things Your Nonprofit Website

5

Agenda

bull Introduction

bull Website Structure Elements

bull Website Content

bull Next Steps

6

Experts have all the answershellip

bull No not really

bull There are ldquobest practicesrdquo but you must test in your

organization

bull Testing is the key

ndash Much easier to do online

ndash If it works do more

ndash If not try something else

7

Maslowrsquos Hierarchy of Needs

httpenwikipediaorgwikiMaslows_hierarchy_of_needs

8

Online Hierarchy of Needs

Avoid Shiny Objects

Need a strong Foundation

9

Is it so bad What could happen

bull Bad first impression

bull Leave before learning

about your org

bull Tell their friends

10

Get Control of Your Website

bull You need the ability to

ndash Change the content

ndash Make quick updates

ndash Addremove content

ndash Stay current

bull You need to be testing to find what works

ndash In order to test you need control to make the changes

11

WEBSITE STRUCTURE ELEMENTS

12

1 Most Wanted Response (MWR)

bull What do you want folks to do when they reach your

site

ndash Who visits your site

ndash What are they looking for

ndash What do you need them to do

bull Too many choices = No action (Jam Study)

bull Make those actions easy to find

ndash Above the fold

ndash Big buttons or easy to find pathways

13

1 Most Wanted Response (MWR)

wwwbestieswithtestiesorg

14

1 Most Wanted Response (MWR)

wwwlittlereddoororg

15

2 Prominent Donate Button

bull Could be your MWR

bull Big bold and easy to see

ndash Donrsquot make supporters work for it

bull On Homepage and EVERY page

ndash Every click loses conversions

ndash Wherersquos the checkout

bull Strong Call To Action (CTA)

ndash Weak ndash ldquoClick hererdquo

ndash Stronger ndash ldquoHelp ___ Todayrdquo ldquoMake a differencerdquo

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 6: 13 Things Your Nonprofit Website

6

Experts have all the answershellip

bull No not really

bull There are ldquobest practicesrdquo but you must test in your

organization

bull Testing is the key

ndash Much easier to do online

ndash If it works do more

ndash If not try something else

7

Maslowrsquos Hierarchy of Needs

httpenwikipediaorgwikiMaslows_hierarchy_of_needs

8

Online Hierarchy of Needs

Avoid Shiny Objects

Need a strong Foundation

9

Is it so bad What could happen

bull Bad first impression

bull Leave before learning

about your org

bull Tell their friends

10

Get Control of Your Website

bull You need the ability to

ndash Change the content

ndash Make quick updates

ndash Addremove content

ndash Stay current

bull You need to be testing to find what works

ndash In order to test you need control to make the changes

11

WEBSITE STRUCTURE ELEMENTS

12

1 Most Wanted Response (MWR)

bull What do you want folks to do when they reach your

site

ndash Who visits your site

ndash What are they looking for

ndash What do you need them to do

bull Too many choices = No action (Jam Study)

bull Make those actions easy to find

ndash Above the fold

ndash Big buttons or easy to find pathways

13

1 Most Wanted Response (MWR)

wwwbestieswithtestiesorg

14

1 Most Wanted Response (MWR)

wwwlittlereddoororg

15

2 Prominent Donate Button

bull Could be your MWR

bull Big bold and easy to see

ndash Donrsquot make supporters work for it

bull On Homepage and EVERY page

ndash Every click loses conversions

ndash Wherersquos the checkout

bull Strong Call To Action (CTA)

ndash Weak ndash ldquoClick hererdquo

ndash Stronger ndash ldquoHelp ___ Todayrdquo ldquoMake a differencerdquo

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 7: 13 Things Your Nonprofit Website

7

Maslowrsquos Hierarchy of Needs

httpenwikipediaorgwikiMaslows_hierarchy_of_needs

8

Online Hierarchy of Needs

Avoid Shiny Objects

Need a strong Foundation

9

Is it so bad What could happen

bull Bad first impression

bull Leave before learning

about your org

bull Tell their friends

10

Get Control of Your Website

bull You need the ability to

ndash Change the content

ndash Make quick updates

ndash Addremove content

ndash Stay current

bull You need to be testing to find what works

ndash In order to test you need control to make the changes

11

WEBSITE STRUCTURE ELEMENTS

12

1 Most Wanted Response (MWR)

bull What do you want folks to do when they reach your

site

ndash Who visits your site

ndash What are they looking for

ndash What do you need them to do

bull Too many choices = No action (Jam Study)

bull Make those actions easy to find

ndash Above the fold

ndash Big buttons or easy to find pathways

13

1 Most Wanted Response (MWR)

wwwbestieswithtestiesorg

14

1 Most Wanted Response (MWR)

wwwlittlereddoororg

15

2 Prominent Donate Button

bull Could be your MWR

bull Big bold and easy to see

ndash Donrsquot make supporters work for it

bull On Homepage and EVERY page

ndash Every click loses conversions

ndash Wherersquos the checkout

bull Strong Call To Action (CTA)

ndash Weak ndash ldquoClick hererdquo

ndash Stronger ndash ldquoHelp ___ Todayrdquo ldquoMake a differencerdquo

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 8: 13 Things Your Nonprofit Website

8

Online Hierarchy of Needs

Avoid Shiny Objects

Need a strong Foundation

9

Is it so bad What could happen

bull Bad first impression

bull Leave before learning

about your org

bull Tell their friends

10

Get Control of Your Website

bull You need the ability to

ndash Change the content

ndash Make quick updates

ndash Addremove content

ndash Stay current

bull You need to be testing to find what works

ndash In order to test you need control to make the changes

11

WEBSITE STRUCTURE ELEMENTS

12

1 Most Wanted Response (MWR)

bull What do you want folks to do when they reach your

site

ndash Who visits your site

ndash What are they looking for

ndash What do you need them to do

bull Too many choices = No action (Jam Study)

bull Make those actions easy to find

ndash Above the fold

ndash Big buttons or easy to find pathways

13

1 Most Wanted Response (MWR)

wwwbestieswithtestiesorg

14

1 Most Wanted Response (MWR)

wwwlittlereddoororg

15

2 Prominent Donate Button

bull Could be your MWR

bull Big bold and easy to see

ndash Donrsquot make supporters work for it

bull On Homepage and EVERY page

ndash Every click loses conversions

ndash Wherersquos the checkout

bull Strong Call To Action (CTA)

ndash Weak ndash ldquoClick hererdquo

ndash Stronger ndash ldquoHelp ___ Todayrdquo ldquoMake a differencerdquo

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 9: 13 Things Your Nonprofit Website

9

Is it so bad What could happen

bull Bad first impression

bull Leave before learning

about your org

bull Tell their friends

10

Get Control of Your Website

bull You need the ability to

ndash Change the content

ndash Make quick updates

ndash Addremove content

ndash Stay current

bull You need to be testing to find what works

ndash In order to test you need control to make the changes

11

WEBSITE STRUCTURE ELEMENTS

12

1 Most Wanted Response (MWR)

bull What do you want folks to do when they reach your

site

ndash Who visits your site

ndash What are they looking for

ndash What do you need them to do

bull Too many choices = No action (Jam Study)

bull Make those actions easy to find

ndash Above the fold

ndash Big buttons or easy to find pathways

13

1 Most Wanted Response (MWR)

wwwbestieswithtestiesorg

14

1 Most Wanted Response (MWR)

wwwlittlereddoororg

15

2 Prominent Donate Button

bull Could be your MWR

bull Big bold and easy to see

ndash Donrsquot make supporters work for it

bull On Homepage and EVERY page

ndash Every click loses conversions

ndash Wherersquos the checkout

bull Strong Call To Action (CTA)

ndash Weak ndash ldquoClick hererdquo

ndash Stronger ndash ldquoHelp ___ Todayrdquo ldquoMake a differencerdquo

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 10: 13 Things Your Nonprofit Website

10

Get Control of Your Website

bull You need the ability to

ndash Change the content

ndash Make quick updates

ndash Addremove content

ndash Stay current

bull You need to be testing to find what works

ndash In order to test you need control to make the changes

11

WEBSITE STRUCTURE ELEMENTS

12

1 Most Wanted Response (MWR)

bull What do you want folks to do when they reach your

site

ndash Who visits your site

ndash What are they looking for

ndash What do you need them to do

bull Too many choices = No action (Jam Study)

bull Make those actions easy to find

ndash Above the fold

ndash Big buttons or easy to find pathways

13

1 Most Wanted Response (MWR)

wwwbestieswithtestiesorg

14

1 Most Wanted Response (MWR)

wwwlittlereddoororg

15

2 Prominent Donate Button

bull Could be your MWR

bull Big bold and easy to see

ndash Donrsquot make supporters work for it

bull On Homepage and EVERY page

ndash Every click loses conversions

ndash Wherersquos the checkout

bull Strong Call To Action (CTA)

ndash Weak ndash ldquoClick hererdquo

ndash Stronger ndash ldquoHelp ___ Todayrdquo ldquoMake a differencerdquo

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 11: 13 Things Your Nonprofit Website

11

WEBSITE STRUCTURE ELEMENTS

12

1 Most Wanted Response (MWR)

bull What do you want folks to do when they reach your

site

ndash Who visits your site

ndash What are they looking for

ndash What do you need them to do

bull Too many choices = No action (Jam Study)

bull Make those actions easy to find

ndash Above the fold

ndash Big buttons or easy to find pathways

13

1 Most Wanted Response (MWR)

wwwbestieswithtestiesorg

14

1 Most Wanted Response (MWR)

wwwlittlereddoororg

15

2 Prominent Donate Button

bull Could be your MWR

bull Big bold and easy to see

ndash Donrsquot make supporters work for it

bull On Homepage and EVERY page

ndash Every click loses conversions

ndash Wherersquos the checkout

bull Strong Call To Action (CTA)

ndash Weak ndash ldquoClick hererdquo

ndash Stronger ndash ldquoHelp ___ Todayrdquo ldquoMake a differencerdquo

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 12: 13 Things Your Nonprofit Website

12

1 Most Wanted Response (MWR)

bull What do you want folks to do when they reach your

site

ndash Who visits your site

ndash What are they looking for

ndash What do you need them to do

bull Too many choices = No action (Jam Study)

bull Make those actions easy to find

ndash Above the fold

ndash Big buttons or easy to find pathways

13

1 Most Wanted Response (MWR)

wwwbestieswithtestiesorg

14

1 Most Wanted Response (MWR)

wwwlittlereddoororg

15

2 Prominent Donate Button

bull Could be your MWR

bull Big bold and easy to see

ndash Donrsquot make supporters work for it

bull On Homepage and EVERY page

ndash Every click loses conversions

ndash Wherersquos the checkout

bull Strong Call To Action (CTA)

ndash Weak ndash ldquoClick hererdquo

ndash Stronger ndash ldquoHelp ___ Todayrdquo ldquoMake a differencerdquo

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 13: 13 Things Your Nonprofit Website

13

1 Most Wanted Response (MWR)

wwwbestieswithtestiesorg

14

1 Most Wanted Response (MWR)

wwwlittlereddoororg

15

2 Prominent Donate Button

bull Could be your MWR

bull Big bold and easy to see

ndash Donrsquot make supporters work for it

bull On Homepage and EVERY page

ndash Every click loses conversions

ndash Wherersquos the checkout

bull Strong Call To Action (CTA)

ndash Weak ndash ldquoClick hererdquo

ndash Stronger ndash ldquoHelp ___ Todayrdquo ldquoMake a differencerdquo

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 14: 13 Things Your Nonprofit Website

14

1 Most Wanted Response (MWR)

wwwlittlereddoororg

15

2 Prominent Donate Button

bull Could be your MWR

bull Big bold and easy to see

ndash Donrsquot make supporters work for it

bull On Homepage and EVERY page

ndash Every click loses conversions

ndash Wherersquos the checkout

bull Strong Call To Action (CTA)

ndash Weak ndash ldquoClick hererdquo

ndash Stronger ndash ldquoHelp ___ Todayrdquo ldquoMake a differencerdquo

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 15: 13 Things Your Nonprofit Website

15

2 Prominent Donate Button

bull Could be your MWR

bull Big bold and easy to see

ndash Donrsquot make supporters work for it

bull On Homepage and EVERY page

ndash Every click loses conversions

ndash Wherersquos the checkout

bull Strong Call To Action (CTA)

ndash Weak ndash ldquoClick hererdquo

ndash Stronger ndash ldquoHelp ___ Todayrdquo ldquoMake a differencerdquo

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 16: 13 Things Your Nonprofit Website

16

2 Prominent Donate Button

wwwcoloncancerpreventionprojectorg

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 17: 13 Things Your Nonprofit Website

17

2 Prominent Donate Button

wwwbestfriendsorg

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 18: 13 Things Your Nonprofit Website

18

3 Capture Email

bull 1 way to raise money onlinehellipstill

ndash Email gtgt Landing Page

bull Opt-in box ndash with incentive to sign up

bull Easiest way to connect and follow-up

ndash 7 touches ndash marketing principle

ndash Follow up can be very effective ndash progress success more help

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 19: 13 Things Your Nonprofit Website

19

3 Capture Email

wwwgreenpeaceorgusaen

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 20: 13 Things Your Nonprofit Website

20

3 Capture Email

remembermeushmmorg

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 21: 13 Things Your Nonprofit Website

21

4 Simple Clear Navigation amp Design

bull Navigation

ndash Must be by user focused and not by department

ndash Focus on the most important things you need your donors to

KNOW or DO (MWR)

bull Design

ndash GoolgeFacebook vs crazy clutter sites

ndash Avoid clutter

ndash Donrsquot make your prospect thinkhellip

bull Custom graphics

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 22: 13 Things Your Nonprofit Website

22

4 Simple Clear Navigation amp Design

wwwiesabroadorg

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 23: 13 Things Your Nonprofit Website

23

4 Simple Clear Navigation amp Design

wwwacumenfundorg

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 24: 13 Things Your Nonprofit Website

24

5 Simple DonationReg Process

47 of donors give up before they have made a donation because the

online journey is not intuitive and engaging httpwwwnomensacomaboutnews-itemscharities-fail-make-online-impact

bull Shorter is better

ndash You can always ask more questions later

bull Strong single call to action

ndash Remember the jam study

bull Form should be embedded on your website

ndash At very least it should look like your website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 25: 13 Things Your Nonprofit Website

25

5 Simple DonationReg Process

wwwnapervillehumanesocietyorg

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 26: 13 Things Your Nonprofit Website

26

6 Social Media Sharing Buttons

bull Allow supporters to spread the word

ndash Let them share in the ways they want to share (options)

bull Social signals are key with Google now

bull Simple ldquoTell a Friendrdquo Button

ndash Add a strong call to action for them to do it

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 27: 13 Things Your Nonprofit Website

27

6 Social Media Sharing Buttons

wwwhczorg

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 28: 13 Things Your Nonprofit Website

28

7 3rd Party Endorsements

bull Let supporters know its OK

ndash They are not the only ones

ndash The organization is ldquotrustedrdquo

bull Testimonials

ndash Clients supporters major donors celebrities etc

ndash Be a part of the community

bull Validation and ldquoTrustrdquo

ndash Charity Navigator Guidestar Verisign BBB etc

ndash Great in the footer and on the donation page

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 29: 13 Things Your Nonprofit Website

29

7 3rd Party Endorsements

wwwoxfamamericaorg

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 30: 13 Things Your Nonprofit Website

30

8 Obvious Contact Information

bull ldquoContact Usrdquo in the navigation

ndash Provide multiple ways to contact you

ndash Phone email form etc

bull Contact information on every page

ndash Footer is a great place for this

ndash Include your phone number

ndash Google likes to see this too

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 31: 13 Things Your Nonprofit Website

31

8 Obvious Contact Information

wwwlivestrongorg

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 32: 13 Things Your Nonprofit Website

32

9 Other Ways To Engage

Provide ways for supporters to engage in multiple ways and

in the ways they want to

bull Events

bull Social media

bull Volunteer

bull Petition

bull Polls

bull Peer-to-peer fundraising

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 33: 13 Things Your Nonprofit Website

33

9 Other Ways to Engage

wwwcharitywaterorg

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 34: 13 Things Your Nonprofit Website

34

CONTENT

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 35: 13 Things Your Nonprofit Website

35

10 What you do and WHY

bull Two-second test

ndash Strong headline what you do

ndash Impact ndash Where does the money go accomplish

bull The WHY can be even more important

ndash Xerox study ndash just needed a ldquowhyrdquo

bull 60 93 using only ldquobecauserdquo

ndash Simon Sinek ndash Why is compelling and gets people to take action

bull MLK ndash ldquoI have a dreamrdquo not ldquoI have a planrdquo

(httpwwwtedcomtalkssimon_sinek_how_great_leaders_inspire_actionhtml)

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 36: 13 Things Your Nonprofit Website

36

10 What you do and WHY

wwwoneorgus

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 37: 13 Things Your Nonprofit Website

37

10 What you do and WHY

wwwcharitywaterorg

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 38: 13 Things Your Nonprofit Website

38

11 Tell Stories

bull Stories create an emotional connection

ndash Individual stories are best

ndash People can relate to people

ndash Easier to show the ldquoWhyrdquo with stories too

bull Inspire with your passion

bull Use stories throughout your content

ndash email website social media etc

sethgodincom

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 39: 13 Things Your Nonprofit Website

39

11 Tell Stories

remembermeushmmorg

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 40: 13 Things Your Nonprofit Website

40

12 Images and Video

bull Best way to tell a story

ndash Much easier to create the emotional connection

ndash Utilizes more senses

bull Most likely to be shared

ndash 5-10x more shared over text

ndash More likely to ldquogo viralrdquo

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 41: 13 Things Your Nonprofit Website

41

12 Images and Video

wwwaustinhumanesocietyorg

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 42: 13 Things Your Nonprofit Website

42

12 Images and Video

cej-oregonorg

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 43: 13 Things Your Nonprofit Website

43

13 Website Audit bull Get honest feedback of your website now

ndash Volunteers board members family members etc

ndash UserTestingcom

ndash This will be your pre-test starting point

bull After you implement some of these changes do a post-test

bull Ideas for audit

ndash Ask them to donate

ndash Ask them to sign up for your email list

ndash Ask them to describe what you do

ndash Ask them what they think you would like them to do on the site

ndash Ask them to find ___________

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 44: 13 Things Your Nonprofit Website

44

What to do next

1 Do your pre-test website audit

2 Implement some of the ideas presented today

3 Do your post-test audit and track results

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 45: 13 Things Your Nonprofit Website

45

13 Things Your Website Needs 1 Most Wanted Response

2 Prominent Donate Button

3 Capture Email

4 Simple Clear Navigation amp Design

5 Simple Donation and Registration Process

6 Social Media Sharing Buttons

7 3rd Party Endorsements

8 Obvious Contact Information

9 Other Ways to Engage

10 What You Do and WHY

11 Tell Stories

12 Images amp Videos

13 Website Audit

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 46: 13 Things Your Nonprofit Website

46

Q amp A

Learn more about Sage Fundraising Online

wwwsagefundraisingonlinecom

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit

Page 47: 13 Things Your Nonprofit Website

47

Contact Information

bull Connect with Rich on his website httpwwwnonprofitrdcom or

via email at rich ltatgt nonprofitrdcom ltdotgt com

bull Connect with Jamy and Sage

ndash Email nps ltatgt sage ltdotgt com

ndash Download the presentation and handouts from

wwwslidesharenetsagenonprofit

ndash Read our blog httpwwwSageWordsnet

ndash Like us on Facebook

httpwwwfacebookcomsagenonprofit

ndash Follow us on Twitter httpwwwtwittercomsagenonprofit

ndash Join the discussion in our group on LinkedIn

ndash Watch and follow on YouTube

httpwwwyoutubecomuserSageNonprofit

ndash Pin with us on wwwPinterestcomSageNonprofit