Presented at AFP Fundraising Day in New York 2013, June 7, 2013.

1. Mobile is Maturing
Mobile web usage is estimated to overtake desktop by
2015.
• Want to reach new
audiences? 87% of the
world’s populations have
mobile phones
• Users will leave a site that
isn’t mobile friendly
• Desktops will soon no
longer be the primary
vehicle potential donors
will learn about your brand
/ mission

2. Be Responsive
Responsive design is the approach suggesting content and
design should respond to the user irrespective of the
device.
• Single URL, set of
content, and code for
multiple devices
• Different than a “mobile
site”
• Responsive design allows
an organization to easily
adapt in an era of rapidly
proliferating connected
devices

3. Content is King
Content marketing is emerging as a key factor in brand
loyalty and lead generation.
• High quality content fuels
organic search
• Includes blogs,
infographics, whitepapers,
case studies, video
• “Try to create a site that is
so fantastic you become
an authority in your niche.”
– Matt Cutts, head of
Google’s web spam team

4. Creating User-Friendly Web Content
People read and consume information very differently
online than in traditional media.
• Content should be simple
and easy to skim
• Web users only read 28%
of a page in a best case
scenario
• Keep it concise, use sub-
headings to break up long
articles
• Consider a year-end
content audit to determine
if your site content is
friendly

5. The Multi-Lingual Web
New technologies make it easier than ever to bring your
mission to an international audience.
• Reaching new
international donors is a
key objective for many
NPOs
• Translation services can
be costly
• Try Google’s free
translation tool which
currently supports 71
languages
• Making your site available
in multiple languages
doesn’t have to be labor

6. The Rise of Infographics
Infographics use compelling
imagery to explain key
facts, complex topics, and most
importantly, relationships.
• Visual, easy to
scan, memorable, and
shareable
• Experiment with calls-to-
action
• Infographics are on the
rise in an increasingly
visual web and a great
cultivation tool

7. When Should I Hit Send?
Every organization’s list is different. Experiment with different
days and times to figure out what works best for you.
• Tuesday – Thursday, early
AM, has long been
considered the “ideal
window” to send an email
• 2012 data suggests open
and click rates are now
highest on weekends
• Early morning remains the
strongest time of day

8. Google+ is Growing
Google+ has grown to over 500 million users. That’s up
from 90 million at the beginning of 2012.
• As search begins to come
in more flavors, +1’s
influence Google search
rankings
• In January, AWF had just
over 700 followers. Today
we have over 32K
• Take part in
communities, use
hashtags, employ
visuals, add a +1 button
• Google+ is a fast-growing
social network with

9. Google Analytics + eCRM = Powerful (and Free)
Google analytics is an incredibly feature-rich tool to gain
valuable intelligence about your online constituents.
• It also features e-
commerce tools that add a
revenue dimension to a
variety of behaviors
• eCRM systems used by
many NPOs can be
integrated to provide
rich, real-time data
• If you haven’t already done
so give it a try. Many large
eCRM providers offer off-
the-shelf documentation