14 things your website founder of nonprofit r+d ...€¦ · •5-10 pages, static, boring, does not...

14 Website - Literacy Texas 2014 8/2/2014

www.NonprofitRD.com – Rich Dietz 1

14 Things Your WebsiteNeeds in 2014

@nonprofitrd

www.NonprofitRD.com/FB

www.NonprofitRD.com/IN

www.NonprofitRD.com/gplus

Rich DietzNonprofit R+D

Download the slides and handout:https://www.NonprofitRD.com/literacy-texas

14 Website Needs www.NonprofitRD.com2

Your Speaker

Rich DietzFounder 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 and holds a Masters in Social Welfare (MSW) from UC Berkeley.

You can find Rich on his website http://www.nonprofitrd.com

or tweeting @nonprofitrd.


Agenda

1. Introduction

2. Website Structure / Elements

3. Website Content

4. Next Steps


INTRODUCTION




Text Heavy Slides… Oh No!

I promise I do not just read the slides• Boring!

Why text heavy slides•You don’t have to take notes – the info is there for you later•You can focus on the “ah-ha” moments•They will still make sense 6 months from now

Let me know what you think


What You Talkin’ About Willis?

MWR, CTR, PPC

CRM, CMS

ROI, API,

wysiwyg

Open-Source

Blah, Blah, Blah

14 Website Needs7

www.NonprofitRD.com

Best Practices?

• A “best practice” = what works in your org

• Its like a buffet• Try and few things

• If it works, go back for more

• If not, try something else

• Focus is on high ROI – Return On Investment is key

– Probably not social media


Maslow’s Hierarchy of Needs

http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs




Online Hierarchy of Needs

Need a strong Foundation

E.T = Emerging Technology


Get Control of Your Website

• You need the ability to:– Change the content

– Make quick updates

– Add/remove content

– Stay current

• You need to be testing to find what works– In order to test you need control to make the changes


Direct Response Website

We are not talking about “brochure websites”• 5-10 pages, static, boring, does not lead to action

We are focusing on a “Direct Response Website”• We want folks to take an action –signup, donate, call, register, etc.


WEBSITE STRUCTURE / ELEMENTS




1. Most Wanted Response (MWR)

What do you want folks to do when they reach yoursite?

• Who visits your site

• What are they looking for

• What do you need them to do

Too many choices = No action (Jam Study)• V2 – samples but no purchase

Make those actions easy to find• Above the fold

• Big buttons or easy to find pathways


1. Most Wanted Response (MWR)

www.bestieswithtesties.org


MWR (Bonus Tip)

Dump your “slider” on the homepage!

They look pretty, yes.But, they do NOT work

Leadpages.net:

• 1% click through• Of those 89% slide #1


2. Prominent Donate Button

• Could be your MWR

• Big, bold and easy to see– Don’t make supporters work for it

• On Homepage and EVERY page– Every click loses conversions

– Where’s the checkout?





www.coloncancerpreventionproject.org/


3. Capture Email

• #1 way to raise money online…still– Email >> Landing Page

• Opt-in box– incentive to sign up– What’s in it for them?

• Easiest way to connect and follow-up – 7 touches – marketing principle– Follow up can be very effective – progress, success, more help


3. Capture Email

riversandrobots.com


3. Capture Email

www.greenpeace.org/usa/en/




4. Simple, Clear Navigation & Design

• Navigation– Must be by user focused and not by department

– Focus on the most important things you need your donors to KNOW or DO (MWR)

• Design– Goolge/Facebook vs. crazy clutter sites

– Avoid clutter

– Don’t make your prospect think…



www.iesabroad.org


5. Simple Donation/Reg Process

47% of donors give up before they have made a donation because the online journey is not intuitive and engaging(http://www.nomensa.com/about/news-items/charities-fail-make-online-impact)

• Reduce # of clicks– Losing 7% or more with every click

• Simplify your form– Shorter is always better– Eliminate distractions – Single “Call to Action”

• Optimize your levels– Give suggested giving amounts– Show impact of each level– Both of these will increase your avg. gift size



www.napervillehumanesociety.org





DoctorsWithoutBorders.org

Many best practices used here


6. Social Media Sharing Buttons

• Allow supporters to spread the word– Let them share in the ways they want to share (options)

• Social signals are key with Google now

• Simple “Tell a Friend” Button– Add a strong call to action for them to do it



www.hcz.org


7. 3rd Party Endorsements

• Let supporters know its OK– They are not the only ones

– The organization is “trusted”

• Testimonials– Clients, supporters, major donors, celebrities, etc.

– Be a part of the community

• Validation and “Trust”– Charity Navigator, Guidestar, Verisign, BBB, etc.

– Great in the footer and on the donation page





www.oxfamamerica.org


8. Obvious Contact Information

• “Contact Us” in the navigation– Provide multiple ways to contact you

– Phone, email, form, etc.

• Contact information on every page– Footer is a great place for this

– Include your phone number

– Google likes to see this too



www.livestrong.org


9. Other Ways To Engage

Provide ways for supporters to engage in multiple ways and in the ways they want to:

• Events

• Social media

• Volunteer

• Petition

• Polls

• Peer-to-peer fundraising




9. Other Ways to Engage

www.charitywater.org


CONTENT


10. What you do and WHY

• Five-second test – Strong headline, what you do

– Impact – Where does the money go / accomplish

• The WHY can be even more important– Xerox study – just needed a “why”

• 60% 93% using only “because”

– Simon Sinek – TED Talk• Why is compelling and gets people to take action

• MLK – “I have a dream” not “I have a plan”(http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html)


10. What you do

www.charitywater.org




10. What you do and WHY

www.one.org/us/


11. Tell Stories!

• Stories create an emotional connection– Individual stories are best

– People can relate to people

– Easier to show the “Why” with stories too

• Inspire with your passion

• Use stories throughout your content– Email, website, social media, etc.

sethgodin.com


11. Tell Stories!

rememberme.ushmm.org/


11. Tell Stories!

www.childrenstheatre.org/support-us/share-your-ctc-story




12. Images and Video

• Best way to tell a story– Much easier to create the emotional connection

– Utilizes more senses

• Most likely to be shared– 5-10x more shared over text

– More likely to “go viral”

• 50x easier to get page 1 with video– Forrester Research



www.austinhumanesociety.org



cej-oregon.org


13. Mobile – Fun Stats

Don’t leave home without it…• 82% of Americans never leave the house without their mobile phone• More likely to return home if they forget their smartphone than their wallet

90% of Americans would rather lose their wallet than their smartphone

33% would rather give up sex than their smartphone

39% use mobile phone while going to the bathroom




13. Mobile

Need to work on this now …• In 2014 mobile traffic will outpace desktop traffic

• More email opens on mobile than desktop in 2014

• 69% close or delete email if not mobile optimized

• 52% of users said a bad mobile experience = less likely to engage

• Check your stats


13. Mobile

Website AND email need to be mobile optimized• What happens if they click through to your site?

• Website redesign? Make it “responsive”

• Email – use “mobile friendly” email templates


14. Website Audit• Get honest feedback of your website now

– Volunteers, board members, family members, etc.

– UserTesting.com

– This will be your pre-test / starting point

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

• Ideas for audit– Ask them to donate

– Ask them to sign up for your email list

– Ask them to describe what you do

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

– Ask them to find ___________

14 Website Needs48

www.NonprofitRD.com

14. Website Redesign Questionnaire

Download with the slides




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

4. Rinse and Repeat


14 Things Your Website Needs

1. Most Wanted Response


3. Capture Email


5. Simple Donation and Registration Process




9. Other Ways to Engage

10. What You Do and WHY

11. Tell Stories!

12. Images & Videos

13. Mobile

14. Website Audit


Sign Up Online

Online Fundraising 101+

Updates about upcoming webinars and training

www.NonprofitRD.com

Giveaway!

NonprofitRD.com/giveaway


Rich DietzNonprofit [email protected]

@nonprofitrd

www.NonprofitRD.com/FB

www.NonprofitRD.com/IN

www.NonprofitRD.com/gplus

Download the slides and Giveaway

www.nonprofitrd.com/literacy-texas

14 things your website founder of nonprofit r+d ...€¦ · •5-10 pages, static, boring, does not...

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