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
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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

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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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1. Most Wanted Response (MWR)

www.bestieswithtesties.org
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1. Most Wanted Response (MWR)

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)

Weak Click here Stronger Help ___ Today, Make a difference

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2. Prominent Donate Button

www.coloncancerpreventionproject.org/
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2. Prominent Donate Button

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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4. Simple, Clear Navigation & Design

www.iesabroad.org
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4. Simple, Clear Navigation & Design

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 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

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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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6. Social Media Sharing Buttons

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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7. 3rd Party Endorsements

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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8. Obvious Contact Information

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 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)

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10. What you do and WHY

www.one.org/us/
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10. What you do and WHY

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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12. Images and Video

www.austinhumanesociety.org
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12. Images and Video

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 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

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

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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
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