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    Welcome!: 13 Things Your Nonprofit Website Needs in 2013 Featuring Jamy Squillace and Richard Dietz

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    This document outlines 13 key elements that nonprofit websites need in 2013 according to experts Richard Dietz and Jamy Squillace. These elements include having a clear most wanted response, prominent donate buttons, email capture forms, simple navigation and design, streamlined donation processes, social sharing features, third party endorsements, clear contact info, engagement options, compelling content on mission and stories, images and videos, and conducting a website audit. The speakers then invite questions and provide their contact details.

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    Welcome!: 13 Things Your Nonprofit Website Needs in 2013 Featuring Jamy Squillace and Richard Dietz

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    This document outlines 13 key elements that nonprofit websites need in 2013 according to experts Richard Dietz and Jamy Squillace. These elements include having a clear most wanted response, prominent donate buttons, email capture forms, simple navigation and design, streamlined donation processes, social sharing features, third party endorsements, clear contact info, engagement options, compelling content on mission and stories, images and videos, and conducting a website audit. The speakers then invite questions and provide their contact details.

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    This document outlines 13 key elements that nonprofit websites need in 2013 according to experts Richard Dietz and Jamy Squillace. These elements include having a clear most wanted response, prominent donate buttons, email capture forms, simple navigation and design, streamlined donation processes, social sharing features, third party endorsements, clear contact info, engagement options, compelling content on mission and stories, images and videos, and conducting a website audit. The speakers then invite questions and provide their contact details.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    24 views47 pages

    Welcome!: 13 Things Your Nonprofit Website Needs in 2013 Featuring Jamy Squillace and Richard Dietz

    Uploaded by

    oxade21
    This document outlines 13 key elements that nonprofit websites need in 2013 according to experts Richard Dietz and Jamy Squillace. These elements include having a clear most wanted response, prominent donate buttons, email capture forms, simple navigation and design, streamlined donation processes, social sharing features, third party endorsements, clear contact info, engagement options, compelling content on mission and stories, images and videos, and conducting a website audit. The speakers then invite questions and provide their contact details.

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    of 47

    WELCOME!

    13 Things Your Nonprofit Website Needs In 2013 Featuring Jamy Squillace and Richard Dietz

    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.

    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.

    Questions
    Please type in chat at the bottom of the left hand viewing pane.

    Agenda
    Introduction Website Structure / Elements

    Website Content
    Next Steps

    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.

    Maslows Hierarchy of Needs

    http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs
    7

    Online Hierarchy of Needs


    Need a strong Foundation Avoid Shiny Objects

    Is it so bad? What could happen?

    Bad first impression Leave before learning about your org Tell their friends

    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

    10

    WEBSITE STRUCTURE / ELEMENTS


    11

    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

    12

    1. Most Wanted Response (MWR)

    www.bestieswithtesties.org
    13

    1. Most Wanted Response (MWR)

    www.littlereddoor.org
    14

    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)


    Weak Click here Stronger Help ___ Today, Make a difference

    15

    2. Prominent Donate Button

    www.coloncancerpreventionproject.org/
    16

    2. Prominent Donate Button

    www.bestfriends.org
    17

    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

    18

    3. Capture Email

    www.greenpeace.org/usa/en/
    19

    3. Capture Email

    rememberme.ushmm.org
    20

    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

    21

    4. Simple, Clear Navigation & Design

    www.iesabroad.org
    22

    4. Simple, Clear Navigation & Design

    www.acumenfund.org
    23

    5. Simple Donation/Reg Process


    47% of donors give up before they have made a donation because the online journey is not intuitive and engaging
    http://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

    24

    5. Simple Donation/Reg Process

    www.napervillehumanesociety.org
    25

    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

    26

    6. Social Media Sharing Buttons

    www.hcz.org
    27

    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

    28

    7. 3rd Party Endorsements

    www.oxfamamerica.org
    29

    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

    30

    8. Obvious Contact Information

    www.livestrong.org
    31

    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

    32

    9. Other Ways to Engage

    www.charitywater.org
    33

    CONTENT
    34

    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 study just needed a why
    60% 93% using only because

    Simon Sinek Why is compelling and gets people to take action


    MLK I have a dream not I have a plan (http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html)

    35

    10. What you do and WHY

    www.one.org/us/
    36

    10. What you do and WHY

    www.charitywater.org
    37

    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

    38

    11. Tell Stories!

    rememberme.ushmm.org/
    39

    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

    40

    12. Images and Video

    www.austinhumanesociety.org
    41

    12. Images and Video

    cej-oregon.org
    42

    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 ___________

    43

    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

    44

    13 Things Your Website Needs


    1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. Most Wanted Response Prominent Donate Button Capture Email Simple, Clear Navigation & Design Simple Donation and Registration Process Social Media Sharing Buttons 3rd Party Endorsements Obvious Contact Information Other Ways to Engage What You Do and WHY Tell Stories! Images & Videos Website Audit

    45

    Q&A
    Learn more about Sage Fundraising Online www.sagefundraisingonline.com

    46

    Contact Information
    Connect with Rich on his website, http://www.nonprofitrd.com/ or via email at rich <at> nonprofitrd.com <dot> com Connect with Jamy and Sage Email nps <at> sage <dot> 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
    47

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