9 ESSENTIAL ELEMENTS FOR ONLINE SUCCESS IN 2011 Session 2 of 3, presented by Victoria Marchand 04/14/2011 1

Transcription

1 9 ESSENTIAL ELEMENTS FOR ONLINE SUCCESS IN 2011 Session 2 of 3, presented by Victoria Marchand 04/14/2011 1

2 MEET VICKIE. Five years at Blackbaud Strategic and tactical development of online initiatives Served on many non-profit boards Loves to travel and listen to live music Find me at the beach 04/14/2011 2

3 HOUSEKEEPING! o Your phones are muted. We ll break for questions and have time at the end of the session o Optimize Viewing the Event Hit the F5 key to put the window into full-screen mode Close all other applications Increase your computer s screen resolution 1. Start Menu->Control Panel->Display 2. Settings Tab 3. Increase screen resolution by moving the slide all the way to the More side (right) 4. Click Apply and OK o You will receive a copy of this presentation 04/14/2011 3

4 QUESTIONS ALONG THE WAY? Please feel free to type your question into the Q&A chat box: 04/14/2011 4

5 INTRODUCING THE 9 ESSENTIAL ELEMENTS SERIES Listen and Connect Engage and Inspire Cultivate and Retain Social Media Website Design Personalization Interactive Giving Options Integration SEO Online Events and Peer-to-Peer Fundraising Analytics 04/14/2011 5

6 AGENDA Website Design Interactive Giving Options Online Events Peer to Peer Fundraising What do they mean? Why do they matter? Who's doing it well? What can YOU do today? 04/14/2011 6

7 WEBSITE DESIGN Objective: All websites should begin with a clear strategy so that it is apparent what they are trying to achieve. The strategy then enables the design to fulfill defined goals.wikipedia 04/14/2011 7

8 FIRST IMPRESSIONS MATTER It takes less than 3 seconds to evaluate another person based on their appearance, body language, demeanor, mannerisms and dress. 04/14/2011 8

9 Visitors will decide to stay or leave your website in 4 seconds or less. 04/14/

10 60% of donors visit a non-profits website before giving. 04/14/

11 DESIGN DOES NOT REFLECT OUR IDENTITY Example: Ransom Everglades School 04/14/

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14 TOO MUCH UNORGANIZED INFORMATION Example: The ARC of United States of America 04/14/

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17 INSPIRE AUDIENCE TO TAKE ACTION Example: Kidney Foundation 04/14/

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20 WEBSITES SHOULD BE APPEALING & ENGAGING Capture a visitor s interest immediately, most eye-catching elements load first and at the top of the page When a visitor scans the page they know what you are all about. Easy-to-understand navigation based on what your audience want to accomplish 04/14/

21 INTERACTIVE GIVING OPTIONS 04/14/

22 US Online Fundraising 18,000,000,000 16,000,000,000 14,000,000,000 12,000,000,000 10,000,000,000 8,000,000,000 6,000,000,000 4,000,000,000 2,000,000, M 1.1B 1.9B 2.62B 4.5B 6.87B 10.7B 15.01B 16.4B Online giving : Consistent growth over the last 10 years 04/14/

23 Its all about conversion 10,000 Website Visitors 50% 5,000 View 2 nd Page 20% 1,000 Hit Donate 20% 200 Give

24 FOCUS ON CONVERSION RATE 10,000 Visit 200 Donate conversion rate: 2% average online gift size: $141 revenue: $28,200 10,000 Visit 300 Donate conversion rate: 3% average online gift size: $141 revenue: $42,300 (+$14,100) 04/14/

25 WHAT DRIVES CONVERSION: THE LANDING PAGE. Repeat giving for donors acquired through generic giving pages (Google, Network for Good) is 66.7% lower than for donors who give via charity-branded giving pages. 04/14/

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27 EASY TO UNDERSTAND. COMPELLING REASON TO GIVE 04/14/

28 INSPIRE THROUGH VIDEO. 04/14/

29 EXPAND YOUR OPTIONS: WISHLIST GIVING 04/14/

30 TRIBUTE PAGES 04/14/

31 RECURRING GIVING Give significantly more per year than single-gift donors Have a much higher retention rate Have a higher long-term revenue potential Accounted for 9.2% of all online giving in the US in /14/ enonprofit Benchmarks Study

32 DISTINGUISH A RECURRING DONOR 04/14/

33 ECARDS: EASY CAMPAIGNS 04/14/

34 ECARDS: RAISE AWARENESS 04/14/

35 ECARDS: OPENS NEW CHANNELS 04/14/

36 ONLINE EVENT AND P E E R TO PEER FUNDRAISING - 30% of most major events - Average participant sends 27 s - 1 in 4 s convert to donation - Online participants raise six times that of traditional participants - s have a 90 percent greater open rate 04/14/

37 PERSONAL SOLICITATION # 1 Reason for Success They are Asked by a Friend Message from a Friend Means High Response Rates is Easier than Calling or Writing a Letter! Quick Link Directing Friends to Personal Page 04/14/

38 PARTICIPANT PERSONAL PAGE #2 Reason Donor Reads a Personal Appeal from a Friend #3 Reason Donor Wants to be Recognized for their Gift #4 Reason The Website Offers an Easy Way to Give with a Credit Card #5 Reason The Donor Wants to Help their Friend to Reach a Goal 04/14/

39 TEAM AND CORPORATE WEB PAGES #6 Reason Supporters Want to be Part of a Community or Team 04/14/

40 ENCOURAGE VIRTUAL PARTICIPATION 04/14/

41 SUPPORT THIRD PARTY FUNDRAISERS 04/14/

42 WHAT CAN YOU DO NOW? Evaluate Your Website - Does your identity show Identify your audiences Content to inspire action Expand Your Online Giving - Clear impact messages Compelling and inspiring reasons to give Wish list and tribute giving ecard campaigns Recurring gifts Look for Peer to Peer Fundraising Opportunities - Event and non-event fundraising - Support third party event fundraisers 04/14/

43 NONPROFIT TOOLS AND RESOURCES NetWits Think Tank the best and the brightest at Blackbaud share tips, tricks, and resources related to nonprofit internet strategy The Blackbaud Index of Charitable Giving view revenue trends of 1,412 nonprofit organizations representing $2.2 billion in yearly revenue on a monthly basis, both offline and online. Friends Asking Amy I created Friends Asking Amy to be a resource for event fundraisers. With help from my fundraising friends, we ll be sharing ideas you can implement into your events, updates and information on current trends we re seeing in the marketplace and answering your questions 04/14/

44 WHAT QUESTIONS DO YOU HAVE? 04/14/