1. Every nonprofit should have a website that actually furthers its mission -- not just describes it… Orange County Chapter of the Association for Strategic Planning November 12, 2010 Presented by: Allan Pressel, CEO/founder CharityFinders 877-456-3210 www.CharityFinders.com Allan@CharityFinders.com

2. © CharityFinders, proprietary & confidential, not for reproduction 1. E-philanthropy/e-commerce: Background & Statistics 2. Internet Strategy: The Gap a. How are organizations using the web today? b. How would they like to be? c. How should they be? 3. Q & A (throughout)

3. © CharityFinders, proprietary & confidential, not for reproduction “Internet portals are providing an interesting opportunity for people to contribute and provide their help. Many of the charities themselves welcome donations through Web sites. So I urge my fellow Americans to continue contributing through Web sites. Thus far, I'm proud to report through the Web sites of our charities, Americans have donated $55 million in seven short days.” President George W. Bush, address to the nation, September 17, 2001

4. © CharityFinders, proprietary & confidential, not for reproduction  Watershed e-philanthropy events  2005  Tsunami  Hurricanes Katrina, Rita, Wilma, etc.  Pakistani earthquake  2008: Hurricanes Gustav and Ike  2010: Haiti earthquake, Pakistani floods, Deepwater oil spill  U.S. donations = $308B (90% from individuals)  2001: 0.04% of donations were made online  2007: 13% of individual gifts were made online  10% of nonprofits receive 50+% of donations online  Average 501c3 administrative overhead: 34% (!)  Online donations are preferable to offline donations  Offline donations ~ $30 vs. online donations ~ $130 (for the same nonprofit)  Online donations cost less to process  Demographics of online donors are favorable  Lots of Internet users visit nonprofit sites – AND take action  89% of US households give to charity  56% of Internet users have visited a nonprofit website recently  Nearly 100% of major donors ($10,000+) were influenced by the web  65% of (offline and online) donors were influenced by the web  40% of nonprofit site visitors take some form of action

5. © CharityFinders, proprietary & confidential, not for reproduction  Raised $605M  More than double McCain’s fundraising  Meghan McCain: “Unless the GOP evolves as the party that can successfully utilize the Web, we'll continue to lose influence"  3.1M donors  Mostly small donations ($25 or less)  90M YouTube video views  8M volunteers recruited online  2M Facebook supporters Lessons for you:  Social networking  Text messaging  Blogs  Outreach groups  Virtual volunteering “It’s no accident that [nonprofits] are asking about Web sites like Barack Obama’s. The [old] order is rapidly fading.” (Tom Watson, a consultant for the Manhattan-based Changing Our World nonprofit consultancy and the author of CauseWired, a new book about the use of social media in advocacy)  Lots of short, clear e-mails  Little US mail  Great branding  Focus = solving problems, effecting change  Website: Attractive, easy to navigate, short bits of info

6. © CharityFinders, proprietary & confidential, not for reproduction

7. Courtesy: NetworkForGood, The Bridgespan Group, Guidestar 50+% said they would NOT have taken further action if they had not first visited nonprofit’s website

8. © CharityFinders, proprietary & confidential, not for reproduction  Studies show 70% to 93% of nonprofits have websites  They are wrong!  The smaller the nonprofit, the more likely to have no Internet presence, or brochure-ware These statistics were NOT the result of a scientific study.

9. © CharityFinders, proprietary & confidential, not for reproduction Nonprofits typically build sites by “custom development”  Cost: Expensive to build/maintain  Technology  Requires technological expertise  Requires infrastructure  Time: Time-consuming  Difficult to maintain  obsolete info on website  Reliance on third parties  expensive and risky  Lack of cohesive Internet strategy  lack of prioritization  No secure server (+ privacy/security policy)  hinders e- commerce  Brochure-ware (vs. e-philanthropy)  missed opportunities

10. © CharityFinders, proprietary & confidential, not for reproduction 1. Raise more $ 2. Lower costs3. Attract in-kind donations 4. Build capacity 5. Track user demographics 6. Recruit staff (& volunteers) 7. Long-term relationships w/ constituents 8. More event attendees, members,, e-advocacy, etc. 9. Motivate people to support/patronize the organization – immediately …in a way that doesn’t take time and $ away from the mission

11. © CharityFinders, proprietary & confidential, not for reproduction 1.Inform website visitors -- about your organization and its mission 2.Elicit business/support How does CharityFinders assess your site?

12. © CharityFinders, proprietary & confidential, not for reproduction You should strive to achieve these goals for your site: Findability Stickiness Loyalty Referability Maximum conversion rate Dynamism Positive ROI

13. © CharityFinders, proprietary & confidential, not for reproduction I’d like to offer each of you a free private website consultation  One hour  Consultation includes:  CharityFinders’ assessment of your site  Recommendations  Building your most-needed functionality  In person or by webinar  Include anyone you want (e.g., CEO/ED, board members, etc.)  In one location or several  We’ll contact you in 1-2 business days to schedule the consultation

14. © CharityFinders, proprietary & confidential, not for reproduction

15. Site look & feel should be: Attractive Professional Modern Well-branded Consistent across your site

16. © CharityFinders, proprietary & confidential, not for reproduction Navigation should be: Simple Intuitive Enabling user to get from any page to any other page with one click

17. © CharityFinders, proprietary & confidential, not for reproduction What should people be able to SEE on your site? Home Page (dynamic!) Brief description Calls to action Mission Statement Services/Programs Goals What’s New Accomplishments Brief History Issues/Causes Message from E.D./CEO Press Releases Past Events Urgent Action Alerts Testimonials Photo Album Endorsements/Awards Donor Hall of Fame Privacy and Security Policy Annual Report 990 Download Documents How We Can Help You Staff List/Bios Board List/Bios FAQ Links Contact Us Private/password-protected area(s) o Board-only area o Staff-only area Multiple languages

18. © CharityFinders, proprietary & confidential, not for reproduction Individual pages should include lots of images: Pictures Graphics Animation Audio Video

19. © CharityFinders, proprietary & confidential, not for reproduction Financial transactions Cash donations Events In-kind donations Membership E-Store Make a payment Auctions “Thons” Affiliate Marketing Investment donations Planned Giving Bequest Gifts Life Income Gifts Charitable Gift Annuity Charitable Remainder Trust Life Insurance Gift Charitable Lead Trust Retirement Plan Gifts

20. © CharityFinders, proprietary & confidential, not for reproduction Non-financial transactions E-mail List Signup Volunteer Employment E-newsletter E-advocacy Petitions E-Cards Forms Public Opinion Poll Questionnaire Referrals User Feedback Web 2.0 Tools Discussion/Message Board Chat Room LISTSERV Podcast RSS Wiki Blog

21. Your site should be easy to find Search Engine Optimization (SEO) Search Engine Marketing (SEM) Other

22. © CharityFinders, proprietary & confidential, not for reproduction 1.What are the key search engines? 2.How do they work? 200+ ranking factors! 3.What can you do to optimize your search engine standings? a.Metatags Description should be < 150 characters Keyword b.Choosing and Using Keywords < 10 keywords per page Use keywords/phrases liberally in page title, headings, body Use HTML tags to denote headings (e.g., H1, H2, etc.) Use different keywords on different pages Keep them updated You should have a keyword that is in your website address. You should have a keyword that is in your page title

23. © CharityFinders, proprietary & confidential, not for reproduction c.Keyword selector tools http://inventory.overture.com/d/searchinventory/suggestion Google Zeitgeist - www.google.com/press/zeitgeist.htmlwww.google.com/press/zeitgeist.html Google AdWords Keyword Tool - https://adwords.google.com/select/KeywordToolExternal https://adwords.google.com/select/KeywordToolExternal Google Trends - www.google.com/trendswww.google.com/trends MSN Search Insider - www.imagine-msn.com/insiderwww.imagine-msn.com/insider Yahoo Buzz Index: http://buzz.yahoo.comhttp://buzz.yahoo.com d.Links Incoming Count your link:in Google, type “link:www.yournonprofit.org”www.yournonprofit.org Choose relevant, reputable sites Outgoing Twitter account # followers Tweet/retweets

24. © CharityFinders, proprietary & confidential, not for reproduction d.Use blogs Within your site Interactivity Offer RSS feeds Lots of incoming links Submit your blog to technorati.com Submit your blog to bloggrader.com e.Avoid splash pages f.Don’t require cookies g.Use alt text (on every image) h.Robots.txt i.Search engines prefer HTML j.Search engines prefer text over graphics k.Don’t use frames l.Be careful with Flash and JavaScript m.Create a site map n.All pages should be easy to navigate to (esp. home page) o.Create focused pages

25. © CharityFinders, proprietary & confidential, not for reproduction q.Get listed in important directories: The Open Directory Project: www.dmoz.orgwww.dmoz.org Yahoo Directory: http://dir.yahoo.comhttp://dir.yahoo.com ZoomInfo Directory: www.zoominfo.comwww.zoominfo.com r.Use conversion forms s.Page titles should be descriptive, and <70 characters t.Purchase your domain name (URL) for as long a period as possible u.Get your traffic rank at www.alexa.comwww.alexa.com v.Your site should display with or without the “www” set up a permanent “301” redirect w.Keep your site updated frequently x.Register with search engines Unpaid Paid SEO is based on unknown and changing algorithms!

26. Anyone in your organization (with no training) should be able to build and maintain a world-class, e- philanthropy website – quickly.

27. © CharityFinders, proprietary & confidential, not for reproduction You should be able to cultivate data from your site activity: 1. Website traffic How many people visited your site? When? How did they find your site? Search engines Which search engines? Which keywords? Links from other sites Which pages of your site did they visit? How long did they spend on your site? 2. Transactions Who donated/bought $100 or more last year but nothing this year?

28. © CharityFinders, proprietary & confidential, not for reproduction

29. Allan Pressel, CEO/founder Allan@CharityFinders.com www.CharityFinders.com 1-877-456-3210 641 21 st St. Hermosa Beach, CA 90254