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WELCOME!

13 Things Your Nonprofit Website Needs In 2013

Featuring Jamy Squillace and Richard Dietz


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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

http://www.nonprofitrd.com

or tweeting @nonprofit_rd.
http://twitter.com/nonprofit_rdhttp://twitter.com/nonprofit_rdhttp://twitter.com/nonprofit_rd


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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 SageWords.net or on

Twitter @jrsquillace.


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Questions

Please type in chat at the bottom of the left hand

viewing pane.


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Agenda

Introduction

Website Structure / Elements

Website Content

Next Steps


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Experts have all the answers

No, not really

There are best practices, but you must test in your

organization

Testing is the key,

Much easier to do online

If it works, do more.

If not, try something else.


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Online Hierarchy of Needs

Avoid Shiny Objects

Need a strong Foundation


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Is it so bad? What could happen?

Bad first impression

Leave before learningabout your org

Tell their friends


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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


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WEBSITE STRUCTURE / ELEMENTS


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1. Most Wanted Response (MWR)

What do you want folks to do when they reach your

site? Who visits your site

What are they looking for

What do you need them to do

Too many choices = No action (Jam Study)

Make those actions easy to find

Above the fold Big buttons or easy to find pathways


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www.bestieswithtesties.org


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www.littlereddoor.org


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2. Prominent Donate Button

Could be your MWR

Big, bold and easy to see

Dont make supporters work for it

On Homepage and EVERY page

Every click loses conversions

Wheres the checkout?

Strong Call To Action (CTA)

WeakClick here StrongerHelp ___ Today, Make a difference


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www.coloncancerpreventionproject.org/


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www.bestfriends.org


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3. Capture Email

#1 way to raise money onlinestill Email >> Landing Page

Opt-in box with incentive to sign up

Easiest way to connect and follow-up

7 touches marketing principle

Follow up can be very effective progress, success, more help


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3. Capture Email

www.greenpeace.org/usa/en/


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3. Capture Email

rememberme.ushmm.org


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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

Dont make your prospect think

Custom graphics


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www.iesabroad.org


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www.acumenfund.org


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5. Simple Donation/Reg Process

47% of donors give up before they have made a donation because the

online journey is not intuitive and engaginghttp://www.nomensa.com/about/news-items/charities-fail-make-online-impact

Shorter is better

You can always ask more questions later

Strong single call to action

Remember the jam study

Form should be embedded on your website

At very least it should look like your website
http://www.nomensa.com/about/news-items/charities-fail-make-online-impacthttp://www.nomensa.com/about/news-items/charities-fail-make-online-impacthttp://www.nomensa.com/about/news-items/charities-fail-make-online-impacthttp://www.nomensa.com/about/news-items/charities-fail-make-online-impacthttp://www.nomensa.com/about/news-items/charities-fail-make-online-impacthttp://www.nomensa.com/about/news-items/charities-fail-make-online-impacthttp://www.nomensa.com/about/news-items/charities-fail-make-online-impacthttp://www.nomensa.com/about/news-items/charities-fail-make-online-impacthttp://www.nomensa.com/about/news-items/charities-fail-make-online-impacthttp://www.nomensa.com/about/news-items/charities-fail-make-online-impacthttp://www.nomensa.com/about/news-items/charities-fail-make-online-impacthttp://www.nomensa.com/about/news-items/charities-fail-make-online-impacthttp://www.nomensa.com/about/news-items/charities-fail-make-online-impacthttp://www.nomensa.com/about/news-items/charities-fail-make-online-impact


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5. Simple Donation/Reg Process

www.napervillehumanesociety.org


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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


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www.hcz.org


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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


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www.oxfamamerica.org


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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


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www.livestrong.org


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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


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9. Other Ways to Engage

www.charitywater.org


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CONTENT


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10. What you do and WHY

Two-second test

Strong headline, what you do

Impact Where does the money go / accomplish

The WHY can be even more important

Xerox studyjust needed a why

60%93% using only because

Simon Sinek Why is compelling and gets people to take action

MLKI have a dream not I have a plan

(http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html)


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www.one.org/us/


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www.charitywater.org


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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


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11. Tell Stories!

rememberme.ushmm.org/


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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


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www.austinhumanesociety.org


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cej-oregon.org


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13. 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 ___________


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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


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13 Things Your Website Needs1. Most Wanted Response

2. Prominent Donate Button3. 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. Website Audit


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Q & A

Learn more about Sage Fundraising Online

www.sagefundraisingonline.com
http://www.sagefundraisingonline.com/http://www.sagefundraisingonline.com/


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Contact Information

Connect with Rich on his website, http://www.nonprofitrd.com/ or

via email at rich nonprofitrd.com com Connect with Jamy and Sage

Email nps sage com

Download the presentation and handouts from

www.slideshare.net/sagenonprofit

Read our blog, http://www.SageWords.net.

Like us on Facebook,

http://www.facebook.com/sagenonprofit

Follow us on Twitter, http://www.twitter.com/sagenonprofit

Join the discussion in our group on LinkedIn.

Watch and follow on YouTube,

http://www.youtube.com/user/SageNonprofit

Pin with us on www.Pinterest.com/SageNonprofit
http://www.nonprofitrd.com/http://www.slideshare.net/sagenonprofithttp://www.sagewords.net/http://www.facebook.com/sagenonprofithttp://www.twitter.com/sagenonprofithttp://www.linkedin.com/groups/Sage-Nonprofit-Solutions-2886140?itemaction=mclk&anetid=2886140&impid=&pgkey=anet_search_results&actpref=anetsrch_name&trk=anetsrch_name&goback=.gdr_1302103634418_1http://www.youtube.com/user/SageNonprofithttp://www.pinterest.com/SageNonprofithttp://www.pinterest.com/SageNonprofithttp://www.youtube.com/user/SageNonprofithttp://www.linkedin.com/groups/Sage-Nonprofit-Solutions-2886140?itemaction=mclk&anetid=2886140&impid=&pgkey=anet_search_results&actpref=anetsrch_name&trk=anetsrch_name&goback=.gdr_1302103634418_1http://www.twitter.com/sagenonprofithttp://www.facebook.com/sagenonprofithttp://www.sagewords.net/http://www.slideshare.net/sagenonprofithttp://www.nonprofitrd.com/

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