Grande Prairie-Fort McMurray 2010 - MyCharityConnects On the Road
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The document discusses the fundamentals of fundraising in the digital world. It shows how fundraising has evolved from Fundraising 1.0, which relied on methods like direct mail, telephone, and in-person solicitation, to Fundraising 2.0, which incorporates digital channels like online, email, and mobile. The document outlines four steps for nonprofits to effectively fundraise in the digital age: be a good fundraiser, be a better marketer, let go of outdated practices, and learn from mistakes by analyzing data. It emphasizes testing approaches, analyzing metrics, and continually improving practices.
Grande Prairie-Fort McMurray 2010 - MyCharityConnects On the Road
- 1. Everything Old is New Again: The Fundamentals of Fundraising in the Digital World
- 3. Fundraising 1.0 Prospects Fundraising & Revenue Programs Major & Direct Response/ Services & Events Online Annual Planned Gifts Members Telephone E-mail? Mail In-Person
- 4. Fundraising 2.0 Prospects Fundraising & Revenue Programs Major & Direct Response/ Services & Events Annual Planned Gifts Members Online Telephone Mail In-Person
- 6. EVERYTHING OLD IS NEW AGAIN STEP ONE
- 13. EVERYTHING OLD IS NEW AGAIN STEP TWO
- 14. Be a good fundraiser. Be a better marketer.
- 17. EVERYTHING OLD IS NEW AGAIN STEP THREE
- 18. Let go
- 21. Keep your messaging strong, consistent.
- 22. EVERYTHING OLD IS NEW AGAIN STEP FOUR
- 26. Make mistakes…
- 27. …get data
- 29. Rationalizing Social Media: The Cost-Benefit Analysis of Fundraising Through Social Media
- 30. Social media (n) – 1. What journalists become after a few drinks 2. The universe of online tools, mostly free, that allow individuals and organizations to share their stories, updates, news, and keep up-to-date on the goings-on of others.
- 46. - You and your staff’s time: researching, communicating, listening, planning, doing, exploring - Consultants, experts, contractors - Technology - Promoting: graphic design, advertising, print outreach (direct mail, newsletters)
- 61. ROI ROE
- 64. Websites 101
- 65. What makes a great website is focus and clarity of purpose. A great website is unpretentious. It doesn’t pretend to be what it is not. It never wastes your time because it always gets to the point. A great website helps you to act. ~Gerry McGovern
- 66. What We’ll Cover • What is Web Usability and Why is it Important? • Principles of Web Usability • Usability Testing • Website Critique • Web Stats • Resources
- 67. What is Web Usability and Why is it Important?
- 68. Web Usability • Web usability refers to ease of use and visual design of your website • The focus is on your users
- 69. Why is it Important? • Good websites… • Are liked • Won’t drive people away • Won’t be distracting • Convey more information • Will be more compelling • Makes contributing easier • Will be visited again
- 70. 1 in 5 visitors to a nonprofit website go specifically to make a donation
- 71. A visitor who is satisfied with their experience with a nonprofit website is 49% more likely to give than one who was dissatisfied with the overall experience
- 72. Principles of Web Usability
- 73. Present Your Information in a Clear and Concise Way • Appearance • Functionality • Content
- 74. Make Text Easy to Read Can you read this? How about this one? cAn yOu rEalLy rEaD tHiS?? This is more like it. • Use a standard font and proper size • Use proper contrast • Use proper caps • Best readability is dark on light (like black on white)
- 75. Whitespace • Empty space • Too many things may look intimidating
- 76. Follow Website Conventions Banner Navigation Navigation Content Body Contact & Misc Information • There are patterns that have become conventions
- 77. Follow Website Conventions •Banner •Navigation •Navigation •Content Body •Contact and Misc. Information
- 78. Speed • Make your pages load quickly • Limit use of large pictures • Interactive media can slow connection
- 79. Content • Web writing is concise • Keep paragraphs short and use bullet points • Bold important points, but sparingly
- 80. Make navigating easy for users • Give the correct choices to the users (make section names self- explanatory) • Avoid too much scrolling
- 81. Self-Explanatory Choices •Culinary Delights •Cuisine Options •Food Menu •Menu •Career Services •Employment Opportunities •Job Openings •Jobs •Organization Information •More Information About Us •About Us •Give Us Your Time •Volunteer Opportunities •Volunteer • Don’t use ambiguous headings • Give your visitors clear choices
- 82. Avoid Too Much Scrolling • Keep it narrow • Sideways scrolling is uncommon
- 83. Page Organization •Nice Heading •Picture •Here is where the content would go. It’s a nice place isn’t it? Neat and organized content is easy to read. Cool! • A separate page for each section • Headlines are key • Pictures to compliment topic
- 84. Breadcrumb Navigation • Give visitors a clue of where they are • Makes it easier to backtrack
- 85. Remove Ambiguity Regarding the Consequences of an Action • Make it easy to go back to the home page • Make mistakes easy to recover from
- 86. The Back Button • “Back” is one of the most used browser functions • Make sure that it doesn’t break your website when it’s used
- 87. Visual Consistency • First glance is most memorable • Keep visuals consistent • Reinforce their sense of security
- 88. Put the most important things in the right places • Have a clear description of what you do • Show your Donate Now button prominently • Complete contact information
- 89. • Homepage should show your most important parts • Put your Donate Now button “above the fold” • Make it easy for your supporters to give!
- 90. Show What You Do Clearly • Easy to see and understand • Make it easy to remember!
- 91. Make it Easy to Contact You •Banner •Navigation •Navigation •Content Body •Contact Information • Not necessary to be on the homepage • But have it easy to find
- 92. Show How People Can Get Involved • Donate to your cause • Volunteer their time or skills • Share your story with their network • Make your calls to action very prominent
- 95. Testing Questions 1. Is it obvious what this site is about? 2. Is it easy to find what I need? 3. Are the most important things visible when I arrive?
- 96. DIY Usability Testing Step 1: Find Testers • Find 3-5 people who have some time to have a look at your website • Testers should not already be familiar with your site • Testers should be representative of your usual website users
- 97. DIY Usability Testing Step 2: Using your site • Ask testers to comment as they navigate your site (to give you insight about their choices) • Ask testers to accomplish your main calls of action Sign up for your newsletter Click your Donate Now! Button Find and apply for volunteer opportunities Other ways they can get involved (buy tickets, buy products, join a group etc…) Find general information about your organization’s mission and mandate Contact your organization
- 98. DIY Usability Testing Step 3: Observe • Take note of: • How long each step takes to complete • Tester confusion at any point • Frustration • Ease of use • Work with your web team to have the main issues and frustrations address • … repeat your usability testing whenever you make major changes to your site
- 99. Survey Your Users • Make a checklist that rates your website • Free online surveys (www.surveymonkey.com) • Put a link on your site • Put it in your newsletter • Try to get everyone to do it
- 100. Check Out Other Charity Websites • See what they are doing right (or wrong) • May give some insight and inspiration
- 101. Website Critique
- 103. Modified CIELAP Website •Now clickable •Picture and shortened summary •More prominent with shorter names •Added a picture •Donate Now! Button •Trimmed content
- 104. Original True North Website
- 105. Modified True North Website •Donate Now! button •Moved what the organization is about and spaced them out for easier reading •Resized Image to align with the homepage and also to load more quickly •Fixed Section
- 106. Web Stats
- 107. Why Are Web Stats Important? 1. Understand your users 2. Know what people do on your site 3. Provides tangible feedback about your site 4. Leaves the guessing out of what works
- 108. Looking At Web Stats • Web stats can be confusing • Knowing where and what to look for helps • Here’s what you can take a look at now
- 109. Visitors • Gain insights about the visitors of your website 1. Unique visitors 2. First time vs. repeat visitors 3. Visitor loyalty 4. Length of visit 5. Browsers 6. Geographic profile & language
- 110. Content • Top content • Top landing pages • Top exit pages
- 111. Traffic Sources • Direct traffic: typed your address in a browser • Referring sites: • Know your top referring sites • Are your ads working? • Search Engines • Keywords
- 112. Google Analytics • Free service • Comprehensive feature set • Go to http://www.google.com/analytics/
- 113. Resources
- 114. • Best seller • Easy to read • Great content • Lots of examples • Great section on Do-It- Yourself Usability Testing and Resources