13 things your nonprofit website
DESCRIPTION
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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