9 ESSENTIAL ELEMENTS FOR ONLINE

SUCCESS IN 2011Session 2 of 3, presented by Victoria Marchand

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MEET VICKIE.

• Five years at Blackbaud

• Strategic and tactical development of online initiatives

• Served on many non-profit boards

• Loves to travel and listen

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• Loves to travel and listen to live music

• Find me at the beach

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

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• 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

QUESTIONS ALONG THE WAY?

Please feel free to type your question into the Q&A chat box:

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Listen and Connect

Social Media

Engage and Inspire

Website Design

Cultivate and Retain

Personalization

INTRODUCING THE 9 ESSENTIAL ELEMENTS SERIES

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Email

SEO

Interactive Giving Options

Online Events and Peer-to-Peer

Fundraising

Integration

Analytics

AGENDA

What do they mean?

Website

Design

Interactive Giving

Options

Online Events Peer to Peer Fundraising

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What do they mean?

Why do they matter?

Who's doing it well?

What can YOU do today?

• 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

WEBSITE DESIGN

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then enables the design to fulfill defined goals

….wikipedia

FIRST IMPRESSIONS MATTER

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It takes less than 3 seconds to evaluate another person based on their appearance, body language, demeanor, mannerisms and dress.

It takes less than 3 seconds to evaluate another person based on their appearance, body language, demeanor, mannerisms and dress.

http://www.flickr.com/photos/batcave13/

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http://www.flickr.com/photos/jlz/Visitors will decide to stay or leave your

website in 4 seconds or less.

Visitors will decide to stay or leave your

website in 4 seconds or less.

60% of donors visit a non-profits website

before giving.

60% of donors visit a non-profits website

before giving.

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http://www.flickr.com/photos/7817522@N05/

“DESIGN DOES NOT REFLECT OUR IDENTITY”

Example: Ransom Everglades School

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“TOO MUCH UNORGANIZED INFORMATION”

Example: The ARC of United States of America

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“ INSPIRE AUDIENCE TO TAKE

ACTION”

Example: Kidney Foundation

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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

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• Easy-to-understand navigation based on what your audience want to accomplish

INTERACTIVE GIVING OPTIONS

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6,000,000,000

8,000,000,000

10,000,000,000

12,000,000,000

14,000,000,000

16,000,000,000

18,000,000,000

US Online Fundraising

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0

2,000,000,000

4,000,000,000

6,000,000,000

550M 1.1B 1.9B 2.62B 4.5B 6.87B 10.7B 15.01B 16.4B

2001 2002 2003 2004 2005 2006 2007 2008 2009

Online giving : Consistent growth over the last 10 yearsOnline giving : Consistent growth over the last 10 years

10,000 Website Visitors

50%50%50%50%

Its all about conversion

5,000 View 2nd Page

1,000 Hit ‘Donate’

200 Give

20%20%20%20%

20%20%20%20%

FOCUS ON CONVERSION RATE

10,000 Visit 200 Donate

conversion rate: 2%average online gift size: $141revenue: $28,200

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revenue: $28,200

10,000 Visit 300 Donate

conversion rate: 3%average online gift size: $141revenue: $42,300 (+$14,100)

WHAT DRIVES CONVERSION:

THE LANDING PAGE

Repeat giving for donors acquired through generic giving pages (Google, Network for Good) is

Repeat giving for donors acquired through generic giving pages (Google, Network for Good) is

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(Google, Network for Good) is

66.7% lower than for donors who give via

charity-branded giving pages.

.

(Google, Network for Good) is

66.7% lower than for donors who give via

charity-branded giving pages.

.

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EASY TO UNDERSTAND….

COMPELLING REASON TO GIVE …

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INSPIRE THROUGH VIDEO….

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EXPAND YOUR

OPTIONS:

WISHLIST

GIVING

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TRIBUTE PAGES

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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 2009.

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2010 eNonprofit Benchmarks Study

DISTINGUISH A RECURRING DONOR

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ECARDS: EASY EMAIL CAMPAIGNS

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ECARDS: RAISE AWARENESS

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ECARDS: OPENS NEW CHANNELS

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ONLINE EVENT AND

PEER TO PEER FUNDRAIS ING

- 30% of most major events

- Average participant sends 27 emails

- 1 in 4 emails convert to donation

- Online participants raise six times

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- Online participants raise six times that of traditional participants

- Emails have a 90 percent greater open rate

PERSONAL E-MAIL SOLICITATION

# 1 Reason for Success

… They are Asked by a Friend

Message from a Friend Means High Response Rates

E-mail is Easier than Calling or Writing a Letter!

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Writing a Letter!

Quick Link Directing Friends to Personal Page

PARTICIPANT PERSONAL PAGE

#2 Reason

… Donor Reads a Personal Appeal from a Friend

#3 Reason

… Donor Wants to be Recognized for their Gift

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#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

TEAM AND CORPORATE WEB PAGES

#6 Reason

… Supporters Want to be Part of a Community or Team

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ENCOURAGE VIRTUAL PARTICIPATION

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SUPPORT THIRD PARTY FUNDRAISERS

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• Evaluate Your Website

- Does your identity show

Identify your audiences

Content to inspire action

• Expand Your Online Giving

- Clear impact messages

WHAT CAN YOU DO NOW?

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- 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

• 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.

NONPROFIT TOOLS AND RESOURCES

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• 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”

WHAT QUESTIONS DO YOU HAVE?

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