1. Raising Funds Through Your Website November 12, 2013

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

3. Fundraising Landscape Website Design Best Practices Case Examples Agenda

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

5. 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

6. Fundraising Landscape Website Design Best Practices Case Examples

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

8. Your website is your most visible marketing piece.

9. What does it say about your organization?

10. 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

11. 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: http://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf http://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf

12. 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: http://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf http://www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf

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

14. Reasons NGOs Communicate Fundraising AdvocacyPrograms

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

16. Effective Repetition Principle Source: Edelman Trust Barometer 2013

17. Fundraising Landscape Website Design Best Practices Case Examples Agenda

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

19. Challenge: Crowded Marketplace Different RelevantCredible

20. Know Your Audience!

21. 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

22. 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

23. 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)

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

25. 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

26. 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

27. Fundraising Landscape Website Design Best Practices Case Examples Agenda

28. Case Example 1: Website Redesign Social Accountability International (SAI) www.sa-intl.org www.sa-intl.org

29. Case Example: Social Accountability International (SAI) Before

30. After

31. 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 email – partnerships, media oppt’ys Fewer inquiries via email asking for information to specific documents/events

32. 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

33. Tools to Know Your Audience: Google Analytics

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

35. Main Dashboard

36. Geographic Location

37. Devices Commonly Used

38. Referral Traffic

39. Data-Informed Website Architecture

41. Case Example 2: Website Redesign Radio Bilingüe www.radiobilingue.org www.radiobilingue.org

42. Case Example: Radio Bilingüe Before

43. After

45. Donation Landing Page

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

48. Case Example 3: Donate Now Fundraising This American Life - Chicago Public Radio www.thisamericanlife.org www.thisamericanlife.org

49. Case Example: This American Life

53. 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

54. Type questions in the question box

55. Connect with NTEN! We are an active community of over 50,000 nonprofit professionals that put technology to work for our causes! Join the Community Membership: www.nten.org/joinwww.nten.org/join Subscribe to Free Nonprofit Technology News: Connect Newsletter: www.nten.org/ntenconnectwww.nten.org/ntenconnect Quarterly Change Journal for Leaders: nten.org/ntenchangenten.org/ntenchange Upcoming Conferences & Webinars: Nonprofit Technology Conference in DC, March 13-15: www.nten.org/ntcwww.nten.org/ntc Webinars: www.nten.org/eventswww.nten.org/events

56. Stay Connected @joleendearest @NTENorg www.facebook.com/NTENorg www.linkedin.com/in/joleenong joleen@nten.org www.nten.org

57. The End - Good luck!