Raising Funds Through Your Website November 12, 2013

NTEN: The Nonprofit Technology Network Marketing & Publications Director Joleen Ong

Fundraising Landscape Website Design Best Practices Case Examples Agenda

Fundraising Landscape Website Design Best Practices Case Examples Agenda What does it look like? What are they? How can I learn from example?

Webinar Goals Understand the linkages between fundraising and your website How to use your website as a channel to connect with donors Nonprofit website best practices Examples of great nonprofit websites How to start the website redesign process

Fundraising Landscape Website Design Best Practices Case Examples

Poll: Do You Raise Funds Through Your Website? 1. Yes – through a donate now button 2. No, mostly direct mail or other

Your website is your most visible marketing piece.

What does it say about your organization?

Characteristics of a good website are similar to what you’re trying to convey to a donor: Organized Up to date Compelling and relevant Considerate of your audiences Valuable and impactful Knowledgeable and helpful

Donors are increasingly engaged online Over 50% received info from a nonprofit’s website Large number of donors visited website from “a few times of year” to “daily” Source:

Top 5 Reasons Why People Donate 1. I believe in the cause 2. I want to make change happen 3. I have friends or family who support this cause 4. I know someone who received services from this organization in the past 5. The charity asked for my help Source:

Nonprofits/NGOs Remain Most Trusted Institution Source: Edelman Trust Barometer 2013

Reasons NGOs Communicate Fundraising AdvocacyPrograms

Building Relationships & Trust Building trust is crucial Starts meaningful engagement Makes ‘the ask’ easier Effective fundraising begins with relationship building!

Effective Repetition Principle Source: Edelman Trust Barometer 2013

Fundraising Landscape Website Design Best Practices Case Examples Agenda

Websites: If you build it, they may come…but it doesn’t mean they’ll donate.

Challenge: Crowded Marketplace Different RelevantCredible

Know Your Audience!

Website Best Practices: Top 6 1.Design: sets the tone for the brand, establishing credibility and reinforcing trust 2.Messaging: effective content strategy that delivers the most important message in a clear and concise way 3.Engagement: offers clear calls to action

Website Best Practices: Top 6 4.Visuals: strong images that connect people to your mission, and break up the text 5.Storytelling: compelling content to convey the impact of your organization 6.Sociability: social tools create deeper engagement

Donate Now Best Practices 990 form & financials available “Donate Now” button stands out Keep text & graphics a bare minimum on landing page Offer other ways to give (via post or phone)

Donate Now Best Practices (Cont’d) Contact information Offer monthly giving opportunities Automatic thank you note goes to online donor after gift received

Web Usability: “Don’t Make Me Think” Functionality Self-explanatory Back button (the most used feature!) Search box Consistency (we form mental maps) Make it easy to go home Don’t waste time – leads to frustration

Poll: Does your website need to be redesigned?  Yes, it’s a big priority  Yes, not sure where to start  No, we are fine with it  No, we just redesigned it  Not sure

Fundraising Landscape Website Design Best Practices Case Examples Agenda

Case Example 1: Website Redesign Social Accountability International (SAI)

Case Example: Social Accountability International (SAI) Before

After

Immediate Impacts of Redesign: 110% increase in site visits Increased time on site & fewer bounces 22% increase in online donations during the following holiday fundraising drive (instead of via direct mail) Increased inquiries via – partnerships, media oppt’ys Fewer inquiries via asking for information to specific documents/events

Website Redesign on a Budget Approach: Conduct website audit Collect data about your audience (analytics, survey) Conduct landscape scan Integrate website usability & design best practices Incorporate user data to inform your website architecture

Tools to Know Your Audience: Google Analytics

Google Analytics Generates detailed statistics Tracks referrers Locations Unique visits Popular pages Popular search terms Average time on site Devices Search engines

Main Dashboard

Geographic Location

Devices Commonly Used

Referral Traffic

Data-Informed Website Architecture

Case Example 2: Website Redesign Radio Bilingüe

Case Example: Radio Bilingüe Before

After

Donation Landing Page

Social Media Channels Drive Traffic to Your Site, Boosting Your SEO

Case Example 3: Donate Now Fundraising This American Life - Chicago Public Radio

Case Example: This American Life

Conclusion: Key Takeaways Your website is the most important and visible marketing piece Know your audience – design to meet their expectations Follow the “donate now” website best practice checklist Make it clear how people can support you (and repeat it!) Learn from your peers

Type questions in the question box

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The End - Good luck!