Make Your NonProfit Website a Fundraising Machine via Sarah M Worthy and ESCHouston.org

Turn Your NonProﬁt Website into a
Fundraising Machine!

Evaluate and Update Your Website to Increase Online Donations Today!

Sarah M Worthy | sworthy@tendenci.com | @sarahmworthy | @tendenci

Friday, February 15, 13

Your website should
remove any barriers to
Why You’re Here Today...
donating for visitors Because you want to learn how to use your website

"For me, it's not the technology, it's
the people and their behaviour.
Technology is not necessarily going
to help to fundraise. It's going to
remove the barriers to fundraising."
~ Laila Takeh, head of digital engagement at Unicef

Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci


Hello, my name is
Sarah and I’m a
Brands Sarah helps Support
volunteer and a Geek! I learn more when I’m giving back - Cheesy but True!

http://tendenci.com

http://spaceuphouston.org

http://startupdigest.com/Houston

Content Community Challenges
http://spacepts.com
http://startupweekend.org

@sarahmworthy | @tendenci | @spaceuphou | @spacepts | @schipul | @NET2Houston


Oh yea - You’re
Ready to Boost Your
Here’s What We’ll Discuss Today
Online Fundraising! Because you’ve got a website to manage...

1) How to Evaluate Your Current Website
2) Actionable Ways (that are free/low-tech) to Improve
your Website’s Fundraising Efforts
3) CMS Platforms and Website Management tools for NPO’s
4) Getting Outside Help - Questions to ask
5) Q&A and Evaluation of Your NPO website



Only 20% of visitors will
scroll and read “below
3 Questions - 7 Seconds
the fold” Because ﬁrst impressions are important on the web, too!

Evaluate Your Website with Three Questions

1. What can I do here?
2. Why should I do it?
3. How do I get started?



ESCHouston.org
Homepage -
7 Seconds Starting Now!
“Above the Fold” What can you do? Why should you do it? How do you get started?


These quick tips will
boost your
engagement and
DIY Quick Website Fixes
donations online! Because you need free and easy things you can do yourself...

Craft Stories that Build Credibility

Match Your Website to Your Brand

Guide Your Visitors Online

Freshen Up Donations

Share Things that Matter



Design is Important,
For NPO’s though - Focus on Your Stories...
Your Org’s Motives
Matter Most! ...Because Donors Want to Know What You’ll Do with Their Gift

Free Report from http://credibility.stanford.edu/



Share the Stories that
Show How You Make a
Content that Builds Credibility
Difference! ...Because Credibility matters more than Pretty with Donors

Who’s Spending
Who Benefits from Their Donation?
Their Donation?

How You’ll Use
Their Donation

Use Videos, Images,
Presentations, Photos, Content Isn’t Just Walls of Text
and other visual aides
tell your story Because an infographic says you know what you’re talking about...

Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com
for Non-Profits


Go through your
website pages and Keep Your Design Consistent
social profiles - do they
look and “feel” similar? ...Because people don’t like to feel confused and they’ll click away

A donor clicks to
give here

And ends up
(w)here?


http://
missionaustralia.com.au Remember Your Brand is Social
maintains their Brand
across the web! Unify your social media Brand pages with your website through Design


Use Google’s Keyword
Suggest Tool to learn Design SEO into Your Website
the terms prospects
use when searching. Search engines send potential donors to sites they deem credible, too!

More than 70% of this NonProfit’s
website traffic came from
people Searching Online for
something to do that weekend.

Use your site’s
analytics to identify
the content that’s
drawing new visitors in
best!

for Non-Profits


The optimal number of
links in your primary 5 Minute Navigation Tune-Up
menu is between
5 and 7 Because Visitors Need You to Tell Them Where to Click...



6 Pages of forms just Value Your Donors’ Time
to join?!
...Because you don’t want to add any barriers to getting a donation


Your Goal is for your
forms take less than 2- Streamline Your Online Forms
clicks to submit. Because you want visitors to ﬁll out your surveys, polls, and contact forms...

Only ask for the information you
NEED... a newsletter subscribe
form will require less
information than an online
donation form.


Social Media can be
effective if you set Social Media Goals are Key
measurable goals. Because you can’t afford to waste all your time on Facebook



Remember to use the
social share buttons 1 Minute to a More Social Site
yourself, too! Because you need to make it easy for visitors to share your site’s content...



Start with your current
donor contact list Increase Donor Engagement
because they’re
already fans! Now that you’ve built your website, here’s tips to get them to Give

1. Engage Your Current Donors
2. Test, Measure, Retest your Donation process
3. Create a Sense of Community


Raise your hand if
you’ve made a Have You Donated Online?
donation on your own
website recently? Test your website’s donation process before your donors do...

Make a Donation On Your
Website



I prefer Open Source
platforms because Recommendations for CMS
they come with a
Community to help! Because you need a website that you can manage...

Open Source CMS 30 Second Evaluation

over 61 million sites are built on WordPress,
primarily a publishing platform

If you’re technical, Drupal can do just about
anything, challenging for non-technical people
to customize and manage
Specifically built for nonprofits, out of the box
functionality, “new kid” on the open source
block.
Great for largely content-focused websites,
limited customizations and extended
functionality.


During a free trial for a
new tool, stick to only
Tools to Manage Your Website
using that one app. Because you need an editorial calendar, a CMS, graphics editor and more...

Graphics/Images

Email Marketing

Editorial Calendars Automation and Analytics

for Non-Profits

s Friday, February 15, 13

Add share buttons to
your ‘Thank You Tools to Manage Social Sharing
pages’, photos, and
events. Because you’re trying to post on twitter, LinkedIn, Facebook, etc...

for Non-Profits


Google for NonProfits
offers Free Premium
Google for NonProﬁts
Youtube Brand Pages! Apply to get tons of premium Google products for Free!

http://www.google.com/nonprofits/

for Non-Profits


Just like Cinderella’s
Slipper, you need a I’m Biased - Get 3rd Party Facts
CMS that fits perfectly
for your nonprofit! Because I use Tendenci everyday and love it!

www.techsoup.org

www.nten.org

www.aspirationtech.org

www.idealware.org www.netsquared.org
www.meetup.com/NET2Houston
Friday, February 15, 13 www.techsoup.org
www.techsoup.org

Good Looks aren’t the
Qualifications to look Bringing in Outside Help
for in a website agency. Because 80% of NonProﬁts Outsource website management



Questions?



Want More? Of Course You Do!
Register for these
Upcoming Seminars:
May 09, 2013 - Thursday - Register On the ESCHouston.org Website

Getting a Handle on Your Nonprofit's Content Marketing Strategy!

August 13, 2013 - Tuesday - Register On the ESCHouston.org Website

Factors Every Nonprofit Website Needs for Effective Online Fundraising

November 19, 2013 - Tuesday - Register On the ESCHouston.org Website

Getting a Handle on Your Nonprofit's Content Marketing Strategy!



Thank You for Attending!



Make Your NonProfit Website a Fundraising Machine via Sarah M Worthy and ESCHouston.org

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Make Your NonProfit Website a Fundraising Machine via Sarah M Worthy and ESCHouston.org