52 tweaks in 52 weeks - #52n52

PRESENTED BY RAHEEL GAUBA & SOPHIA LATTO PRESENTED BY RAHEEL GAUBA & SOPHIA LATTO

Better Nonprofit Websites:52 Tweaks in 52 WeeksBetter Nonprofit Websites:52 Tweaks in 52 Weeks

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Sophia Latto, Principal Consultant, UX Design

I help nonprofits develop internet strategy around building constituent relationships, delivering compelling messages, and online fundraising. Prior to joining Blackbaud, I worked as a Creative Director at a design and marketing agency in New York City that specialized in online marketing and communications for the non-profit, utility, beverage, and financial sectors. I am an avid sailor!

Raheel Gauba, Brand Leader & Creative Director, Marketing

I am passionate about helping nonprofits be successful. At Blackbaud, I have had the privilege of leading the strategy & delivery of 400+ nonprofit websites. More recently I have focused on Blackbaud’s marketing efforts and lead the rebrand and the global website redesign and strategy. Prior to joining Blackbaud, I served as Creative Director at a startup and senior web architect for Canada’s largest television and media company.

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01 Workflow & Planning02 Content Strategy03 Visual Design & User Experience04 Fundraising05 Marketing & Communications06 Email07 Social Media08 SEO & Measurement

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Enter your goal’s title here

Strengths

Weaknesses

Opportunities

Threats

Success Criteria

#01 Goal S.W.O.T.S.

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Strengths

Weaknesses

Opportunities

Threats

Success Criteria

#01 Goal S.W.O.T.S.

Strengths are things that your organization currently does very well or activities that have lead to positive & measurable outcomes.

Strengths are also characteristics of an organization that provide a competitive advantage over others in the industry.

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Strengths

Weaknesses

Opportunities

Threats

Success Criteria

#01 Goal S.W.O.T.S.

Weaknesses are things that your organization currently does not do very well or activities that have resulted in negative outcomes.

Weaknesses, whether perceived or actual, interfere with or have a negative impact on a competitive advantage over others in the industry.

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Strengths

Weaknesses

Opportunities

Threats

Success Criteria

#01 Goal S.W.O.T.S.

Opportunities are activities or initiatives that provide an organization with additional positive growth without negatively impacting existing strengths.

Opportunities are also activities or initiatives that your competitors are currently unaware of.

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Strengths

Weaknesses

Opportunities

Threats

Success Criteria

#01 Goal S.W.O.T.S.

Threats are known or predictable factors beyond your control, which could place the organization’s mission or operation at risk.

Threats that are perceived as internal should be categorized as opportunities or weaknesses.

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Strengths

Weaknesses

Opportunities

Threats

Success Criteria

#01 Goal S.W.O.T.S.

Success Criteria is a measurable figure or metric that we can capture and monitor for a particular goal.

For example, “Increase our email list from 9,000 subscribers to 12,000 in six months.”

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#02 Define Your Audiences And Tasks

• Identify Target Audiences• Define Sub Groups• Determine Tasks• Assign Priority• Tag Tasks

Audience Group: Donors (3 subgroups)

Sub-Group 1: Recent Donors — $0 - $1000 Priority Tag

Identify tasks this segment must be able to complete on the website.

Become knowledgeable about Org 3 learn about org

Find information on donation's impact in the community. 3 impact stories

Make a first time gift/increase from previous gift/become a monthly recurring donor 3 donate

Engage further with online videos, stories, and subscribe and promote via social media 2 social share

Subscribe to Newsletter to receive updates on Org’s work 3 subscribe

Participate in Org’s community events 2 events

Update personal information/address 1 update profile

Sub-Group 2: Priority Tag

Identify tasks this segment must be able to complete on the new website.

Task Priority FrequencyImpact on Mission

3 = High Daily Critical

2 = Medium Weekly Significant

1 = Minimal Monthly/Yearly Minimal

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#02 Define Your Audiences And Tasks

• Sort Data in Excel• Identify Content Hierarchy• Identify Important

Conversion Paths

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Page Title(60 char. max)

Author Content Status Where is this content saved?

Home Jane Clarkson home.doc drafted website/2013/content/drafts/home.doc

About Acme Jane Clarkson about-us.doc pending approval website/2013/content/drafts/about-us.doc

Acme’s Mission Bill Ludwick our-mission.doc approved website/2013/content/approved/our-mission.doc

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#03 Have a Plan for Your Content

Legacy URL New URL Meta Description(150 char. max)

Meta Keyword(s)

acme.org acme.org

acme.org/page.aspx?pid=453 acme.org/about-acme

acme.org/page.aspx?pid=187 acme.org/acme-mission

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#04 Take a Monthly Inventory of Your Content

Unique Pageviews is the number of visits during which the specified page or pages are viewed at least once.

Avg. Time on Page is the average amount of time visitors spent viewing a specified page or set of pages.

Bounce Rate is the percentage of single-page visits, or visits in which the person left your website without visiting another page after this one.

% Exit is the percentage of site exits that occurred from a specified page. Check to see if high % Exit pages are confirmation pages. If not, why do we lose so many people on this page?

Google Analytics » Content » Site Content » All Pages (Show 25)

What does this page have that is making it work so well?Why doesn’t anybody like this page? Fix it or delete it.

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You defined them in #2, now let’s get to know them better.

• Survey each sub group• Why do they access your website• What is their priority• What adjectives or emotions would they use to describe your org?

Ask org leadership the same questions. Do they align?

#05 Survey Your Audience

#2

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#06 Page Flow Diagrams for Conversion Paths

• Content is King• Priority is even more important• What do I see 1st?• What do I see 2nd?• What is the CTA?• Why should I click?• What if I don’t click?• Good for Mobile• Less bloat content• Content by priority

Define this for the Home Page, Landing Page(s), Conversion Page(s), Confirmation Page(s).

Imp

ort

an

ce

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#07 “The Four Cs” to Understanding Your Audience

Confused (User Mode) Visitors

Curious (User Mode) Visitors

Convinced (User Mode) Visitors

Continuing (User Mode) Visitors

Before User Modes

After User Modes

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1. Include a catchy, short & simple headline

2. Break up large blocks of text by putting important stuff in bullets

3. Use compelling images or videos

4. Make big, bright calls to action

5. Include testimonies from beneficiaries

6. Make it urgent & relevant to time or a goal

#08 Optimize Landing Pages

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#09 Test Your Conversions With Usability Hub (www.usabilityhub.com)

http://www.compfight.com/

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#09 Test Your Conversions With Usability Hub (www.usabilityhub.com)

Unique Visits to Donate Page

Before Test

After Test (w/ revisions)


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#10 Edit Your Images with Pixlr Express (http://pixlr.com/express/)





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#11 Find Great Free Photos at Compfight (www.compfight.com)

Ask the photographer if you can use their image, give them credit.http://www.flickr.com/creativecommons


http://blkb.us/pikoWhyInfo

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#12 Visualize the Impact with Infographics (www.piktochart.com)

http://piktochart.com/whyinfographics


http://blkb.us/pikoWhyInfo

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#13 Tell a Story

The opening scene. The problem. What’s possible?Why your org cares about this problem.

Story 1, Slide A: The Beginning (Why)

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#13 Tell a Story

Build tension. Make it personal. Make it urgent.

Story 1, Slide B: The Middle (How)

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#13 Tell a Story

Call to action. All you have to do is _______. Take action now!

Story 1, Slide C: The End (What)

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Hi I am• Name, title, organizationWho are you thanking?• Company or individual?Why are you thankful?• Is it a large contribution?• Did it come in a critical time?What were you able to do?• Major accomplishments• Huge impact?Special thanks goes to…• Be sure to thank the people that reallymade it happen

#14 Make a Thank You Video

Chad Vail President at Junior Achievement of Coastal South Carolina

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#15 Run a 5-Second Test of Your Home Page (www.usabilityhub.com)

This test helps us fine tune your landing pages and calls to action by analyzing the most prominent elements of your design.


http://chsweb.me/bbTst5sLCFS

http://chsweb.me/bbTst5sLCFS

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#16 Notate your Traffic Spikes in Google Analytics

“Oprah mentioned us on”

“Email A sent”“Email B sent”

“Facebook Campaign Start”

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#17 Kickstart Your Fundraising

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#18 Does Your Fundraising Page Pass the Test

I can see what you will do/are doing with my donation

•There are photos or testimonies that show real progress

Giving arrays are explained

•I know what $25 can get compared to $75

•I can choose “Other” to meet an extra appeal

There is a goal or an expected outcome

•It is obvious that I am giving to something bigger

•I can tell if there is a urgent time frame or milestone date

The buttons empower me to make an impact

•“Donate” vs. “Save a Whale”

I can easily share my donation with my peers

•OK, I did it…feels good…how do I share this with my friends?

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A/B test button language• Descriptive buttons are more empowering

• Donors feel a more personal connection

Think about it• Do you want to “Register” or would you rather “Run for a Cure?”

• Do you want to “Donate” or do you want to “Feed a Child?”

#19 Better Buttons for Bigger Results

SubmitSubmitSubmitSubmit Save a WhaleSave a WhaleSave a WhaleSave a Whale

Feed a ChildFeed a ChildFeed a ChildFeed a Child DonateDonateDonateDonate

RegisterRegisterRegisterRegister Run for a cureRun for a cureRun for a cureRun for a cure

Button changes increase giving by 15%Button changes increase giving by 15%Button changes increase giving by 15%Button changes increase giving by 15%

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• Not everybody has extra cash to donate right now, but you should be the first org that comes to mind when they do.

• “The Four Cs” are here, what are you doing to convert them from “Curious” to “Continuing?”

• What can lazy people do? Poor people? Passionate people?

#20 Provide a variety of Ways to Give

.org

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#21 Test Calls to Action on Most Viewed Pages

Simple Tests make a big difference:

• Button vs. Photo • Button vs. Text link• Discounted Appeals• Heading vs. Button

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#22 Be a Personal Donation Assistant

• Make it relevant• Personalize the impact• Lead the donor to a bigger contribution

• Include a photo and a link to the good work your org has already done.

Dear ,

Last year you made a generous gift of <MERGE FIELD> which helped us build 5 <MERGE FIELD> for <MERGE F.

Thank you!

We have made a lot of progress, but we need to do more, and we need your help again. If all of last years donors give an extra $10 this year, we can build X more <MERGE FIELD>s before

.

Build a _____Build a _____Build a _____Build a _____

#19

AMOUNTAMOUNT

GOALGOAL WHO or WHATWHO or WHAT

GOALGOAL

DATE HEREDATE HERE

PREFERREDPREFERRED

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#23 Visualize Giving

Images produce higher conversion rates than text alone•Simple visual aids help supporters understand how their donation is used.•Supporters can understand a picture faster than they can read a block of text.•Progress bars will increase the average gift as a goal nears completion.•Show where the money goes.•Show how many people have been helped.

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#24 Give the Gift of Confidence

<YOUR ORG HERE> is a nonprofit, tax-exempt charitable organization under Section 501(c)(3) of the Internal Revenue Code. Donations are tax-deductible as allowed by law.

<YOUR ORG HERE> is a nonprofit, tax-exempt charitable organization under Section 501(c)(3) of the Internal Revenue Code. Donations are tax-deductible as allowed by law.

“It brings me so much joy to contribute to the progress being made on the other side of the world. Keep up the awesome work!” - Jane, Oxford, Md

“It brings me so much joy to contribute to the progress being made on the other side of the world. Keep up the awesome work!” - Jane, Oxford, Md

• Security badges

• Better Business Bureau

• Charity Navigator ★ Rating

• Any other official seals

• 501(c)(3) status

• Testimonies from other donors builds trust

#5

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#25 Multi-Channel Content

Context

Context

Context

ContextContext

Context

ContextContext

ContentContent

EmailEmail

TXT MSGTXT MSG

Direct MailDirect Mail

FacebookFacebookTwitterTwitter

YouTubeYouTube

SearchEnginesSearchEngines

DirectoryDirectory

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ContentContent

EmailEmail

TXT MSGTXT MSG

Direct MailDirect Mail

FacebookFacebookTwitterTwitter

YouTubeYouTube

SearchEnginesSearchEngines

DirectoryDirectory

1. What is our mission?

You can skip this one if you want, but it may help to have your mission in front of you while thinking about writing this content.

2. What is the objective of this campaign/initiative?

Keep this answer short, less than 60 characters, including white space.

3. What is a single word, or a two or three word phrase that describes this campaign or initiative?

Summarize #2 above using a single word or phrase

4. Elevator pitch! You’ve got 5 seconds, tell us why this initiative is worth our time.

Keep this description short, 120 characters or less. Make sure that you include the word or phrase from #3 as close to the beginning as possible.

5. What photo and/or video can be used to illustrate this initiative/campaign?

Alternate Text:Photo or video file (.jpg, .png, .mov, .mp4, etc.) Close your eyes and describe this photo or video using as few words as possible. Include #3.

6. What is the web address for more information?

QR Code:Friendly URL containing the the word or series-of-words-separated-by-dashes from #3 above. Shortened URL and QR code for this web address (E.g. bit.ly).

#25 Multi-Channel Content

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#26 Build a Sneezer Kit For Virtual Volunteers

3. Tweet this:

Reuse Meta Description, include shortened fURL, #keyword, and attach the photo

Tip: The Tweet button on your webpage can automate this

4. Facebook this:


Tip: The Like button on your webpage can automate this

2. Use this photo:

Attach this image to all social messages

1. Optimize page: Title: Less than 60 char., include the Keyword.

Description: 120 characters or less, include the

word(s) above towards the beginning.

Friendly URL: www.site.org/use-title-here

Keyword: Short tag associated with this campaign

DownloadDownloadDownloadDownload

5. Pin this:


Tip: The Pin button on your webpage can automate this

6. Email this to your friends:

Use your Meta Title as the email title, include the Meta Description as the very first line of your email’s content. Insert the photo next to the call to action, and link to the conversion page using the Friendly URL.

7. Bloggers, blog this:

Use your Meta Title as the email title, include the Meta Description as the very first line of your email’s content. Insert the photo next to the call to action, and link to the conversion page using the Friendly URL.

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#27 Turbo Charge Your Direct Mail

A QR Code can be the difference between the garbage and 10k impressions

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#28 First Things First with Preview Text

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#28 First Things First with Preview Text

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#29 A/B Testing Beyond Subject Lines

Email Opens by Day of Week

Most Emails are sent between Monday and Friday. Tuesday to Thursday are the highest-volume days.

Email Opens by Time of Day

Subscribers are likely to open email after 12pm, and the most active hours are 2-5pm.

Source: http://mailchimp.com/resources/research/

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#30 Shorten the Message for More ClicksKEEP IT SIMPLE•Use a short direct title•Use a nice photo that adds interest.•Include a short paragraph with enough

information to get your reader wanting to

know more.•Use effective button text

See Tweak 19See Tweak 19See Tweak 19See Tweak 19

This is your preview text, enhance and continue the email subject call to action here

Compelling Headline Here to Draw Interest.Who are we helping and why is it important? What is the expected outcome? Introduce the call to action, and make it relevant to a deadline.

Org Name - Call to Action

#28

#10

Another Headline Here to Draw Interest.Who are we helping and why is it important?

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#31 Be Responsive

• 90 Million Americans use

their phone to read email.

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#32 Plan Your Next Email Campaign

• How will you customize your message for each of your audience segments?• How will you respond to their response?• How will you cultivate new and return donors?• Share this plan with your creative team producing the email messages?

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#33 Strike While the Iron is Hot

Source: http://mailchimp.com/resources/research/

New Subscribers have higher open & click ratesQuery new subscribers on a regular basis and send them your latest campaign. Make a welome kit with general appeals for new subscribers.

#26

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#34 Provide a Consistent Message Through the Conversion Path

Email Message Donation Landing Page Thank You Email

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#35 Test Your Emails With Litmus (www.litmus.com)

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#36 Sincerely Ask for a Share

Doing your part is easyEvery friend you tell about us is another opportunity for us to extend our mission. Please consider sharing our site with your friends on Facebook and Twitter.

Thank You,Sherry Grayson, CEO

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#37 “Please retweet” vs. “Please RT”

“Please ReTweet” gets three times more retweets than “Please RT”

#39

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#38 Boost your Reach with Twitaholic.com

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#39 Find the Tweet Spot (Eastern Time is best)

9:00 a.m. 12:00 p.m. 6:00 p.m.During these peak times, tweet every 15 minutes (or more) but keep it interesting by mixing in different tweets and #hashtags.

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#40 Hootsuite Your Tweet Spots

Enter your tweet text (#) Enter your tweet text (#) Enter your tweet text (#) Enter your tweet text (#)

Enter your time to tweet Enter your time to tweet Enter your time to tweet Enter your time to tweet

Enter your day to tweet Enter your day to tweet Enter your day to tweet Enter your day to tweet

Shrink your linkShrink your linkShrink your linkShrink your link

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#41 Add Facebook Comments to Static Pages

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#42 QR…So Beautiful, to Me…Can’t you Tweet

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3 http://twitter.com/home?status=This%20is%20the%20text%20that%20will%20be%20tweeted%20when%20a%20QR%20Code%20is%20snapped.%20%20http%3A%2F%2Fwww.landingPage.com%20%23hashTag

4 Shrink the URL with bit.lyhttp://blkb.us/SqOUNB

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1

http://blkb.us/urlEncode

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#43 Hash it out

Using hashtags to categorize Tweets by keyword:•People use the hashtag symbol “#” before a relevant keyword or phrase to categorize those Tweets and help them show more easily in Twitter’s Search.

•Clicking on a #hashtagged word in any message shows you all other Tweets marked with that keyword.

•Hashtags open your tweets up to more than just your followers

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#44 Personalize Your Twitter Bio Before Following

This takes precise timing•Update your bio in one tab, follow your target in another tab, then revert your bio.

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1Hello Jono, we’re close to reaching our goal and could

use a little help. If you wouldn’t mind, check out our

Tweets and please retweet a few.

Hello Jono, we’re close to reaching our goal and could use a little help. If you wouldn’t mind, check out our Tweets and please retweet a few.

Hello Jono, we’re close to reaching our goal and could use a little help. If you wouldn’t mind, check out our Tweets and please retweet a few.

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#45 Put Facebook Images to Work

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#46 Set up Your Google Author ID for more Clicks

Set up your Google Set up your Google IDID

Set up your Google Set up your Google IDID

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1408986

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#47 Organic Optimization 101

Page (meta) Title:•60 characters or less•Use the page’s keyword•= Google link text

Friendly URL:•Use/keywords/in-your-links

Meta Description:•150 characters or less•Sell the page•Use keywords early

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#48 Google your keywords & yourself

What you will learn:•Where you and your competitors rank for a given keyword•How may pages Google has indexed on your website for this “exact” keyword•What a #1 page looks like (if it’s not yours)•What content Google currently has indexed

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#49 Google Intelligence Alerts

Google Analytics' Intelligence reports •Automatically monitor your website's traffic and highlight any significant changes.

•Detects any statistically significant anomalies in your traffic patterns.

•Alerts get posted daily, weekly or monthly.

•Create custom alerts, such as a 20% increase in page visits.

#16

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#50 Shorten Links with Bitly (www.bitly.com)

•Use these shortened links in your Tweets, Emails, and Facebook posts.

•Review these metrics along side your Google Analytics, Email CTR, and Social (Hootsuite/Crowdbooster) Analytics.

•See any patterns?

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#51 Google Webmaster Tools

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#52 Trends are Your Friends (www.google.com/trends)

Insight to choosing an effective content strategy BEFORE you spend time/budget•How are keywords performing in the Southeast vs Northwest?

•Is a keyword on the rise or on the decline?

•Should my campaign use “donate” or “make a gift?”


THANK YOU!THANK YOU!


@sophialatto


@raheelgauba

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QUESTIONS?QUESTIONS?


@sophialatto


@raheelgauba

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52 tweaks in 52 weeks - #52n52

Technology

goal s

online marketing

threats threats

particular goal

threats opportunities

page visits

content hierarchy

marketing agency