websites that work! 20 tips and tools for charitable organizations

Fraser Green, CFRE & Holly Wagg, CFRE, Good Works Todd Jamieson, Envision Online Media

Websites That Work! 20 Tips and Tools You Can Use to Make Friends, Build Loyalty and Raise More Money

Holly Wagg

Fraser Green Todd Jamieson

#FRDay13 www.goodworksco.ca | www.envisiononline.ca

Chief Strategist & Smartypants Good Works fraser@goodworksco.ca blog.goodworksco.ca

Philanthropic Counsel Good Works holly@goodworksco.ca blog.goodworksco.ca

Founder and CEO Envision Online todd@envisiononline.ca

#1

You are your website.

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=A4nbXBzqJFrhZM&tbnid=dmEXoN4EAKS-YM:&ved=0CAUQjRw&url=http://www.merchantcircle.com/business/Bombay.Duck.Pickle.Cafe.315-493-9025/picture/view/2292615&ei=h1-fUcOqL7O14APZgoHQDQ&bvm=bv.47008514,d.dmg&psig=AFQjCNG-rayfEAJxds1KtD3bMdqPHuZIAQ&ust=1369485546487378

#2

Think from the outside in.

#2

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=JbZcygmsVK4lfM&tbnid=SHRbTk3EIPl_BM:&ved=0CAUQjRw&url=http://helenaamorphotography.com/tag/blue/&ei=xGCfUb2lK-z_4AOA_4GACQ&bvm=bv.47008514,d.dmg&psig=AFQjCNHBHy8-HDGL0h8zmLuHn6KvtQvJcw&ust=1369485852923011

#3

Where was that again?

#3 – Architecture

Primary/ Parent

Secondary/Child

Footer

Utility

#3 – Architecture (Card Sorts)

Photo credit: fostermilo.com/articles/card-sorting-with-creative-albuquerque

http://fostermilo.com/articles/card-sorting-with-creative-albuquerque

#4

Design for your users.

#4

#5

Be mission-minded.

#5 – All about the cause

#6

Lifespan = 5 years.

NEVER static anymore

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Z4GKIweO9eAezM&tbnid=CiN9UjvU5PupXM:&ved=0CAUQjRw&url=http://forum.baby-gaga.com/about345723.html&ei=I2OfUd29IrDh4APa94DoBQ&bvm=bv.47008514,d.dmg&psig=AFQjCNGI-pQQT8Hes4YIoDNfwTDn7EMiBg&ust=1369486470334885

#7

Keep your CMS flexible.

#7

Header

Navigation

Any Body Content

#7

Header

Any Body Content

Navigation

#7

#8

Hello homepage.

#8 - Homepage

Billboard Donate

#8 - Homepage Billboard Donate/Involve

Billboard #8 - Homepage Donate

#9

Storytelling platform

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=mdUPjXsUY7CP_M&tbnid=iP1CrWS5hqEpSM:&ved=0CAUQjRw&url=http://www.thechildrensbookreview.com/weblog/2011/11/giveaway-the-family-storybook-treasury.html&ei=0mOfUaKlH5CjqQH9poC4Ag&bvm=bv.47008514,d.dmg&psig=AFQjCNHVIbWHlL0aXWuHX-JDIupCWKnKwA&ust=1369486640649019

#10

Keep it readable.

#10 – Readability

• Don’t underline unless it’s a hyperlink

• Too many different fonts

• Too many colours

• CAPS, italics, Bold,

Common Design Crimes

#10 – Readability

• Beware of the fold

• 100-400 words

• Short paragraphs

• Headers are helpful

• Write at a grade 7 level

• www.read-able.com

#11

Optimize your website for

#11

Meta Title

File Name

Header

#11

Meta Title

Description

File Name

#12

Build your email list.

#12

#13

Measure it.

#13

#14

Write solid fundraising copy. Problem → Solution → Credibility → ASK

#15

Your donation page matters (a lot).

#15 – Optimize donation Page

#15,1 – Optimize donation Page

#15.1 – Optimize donation Page

Network for Good, 2012 Digital Giving Index

#15.2 – Optimize donation Pages

#15.3 – Optimize donation Pages

#15.4 – Optimize donation Page

#15 – Optimize donation Pages

#16

Mobile. Tablets. And more.

#16

#17

Make social simple.

#17

Make social simple.

#17

#18

Be (recycled) content driven.

#18 – Content Driven

Photo credit: www.upstream.co.uk/content-marketing.html

http://www.upstream.co.uk/content-marketing.html

#19

Maximize your revenue.

#19

Button Colour or Name

Title Change

New Picture

#19

Baseline: • 10,000 Visitors Per Quarter • Conversion Rate of 1% • Average Donation: $100 • In Q4, Visitors Double Annually

#19

1% Change: • 10,000 Visitors Per Quarter • Conversion Rate of 2% • Average Donation: $100 • In Q4, Visitors Double Annually • Result: 200% Increase in $$

#19

1% Change+: • 10,000 Visitors Per Quarter • Conversion Rate of 2% • Average Donation: $125 • In Q4, Visitors Double Annually • Result: 250% Increase in $$

#19

1% Change++: • 10% Increase Visitors Per Quarter • Conversion Rate of 2% • Average Donation: $125 • In Q4, Visitors Double Annually • Result: 275% Increase in $$

#19

Traffic Only: • 10% Increase Visitors Per Quarter • Conversion Rate of 1% • Average Donation: $100 • In Q4, Visitors Double Annually • Result: 110% Increase in $$

#20

Own your site!

http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=t_L3_6mJErD6NM&tbnid=2BqakmUTIqoEMM:&ved=0CAUQjRw&url=http://coerzion2013.com/informal-events/branch-wars/&ei=smSfUbi1GoL9qgHM4oDADQ&bvm=bv.47008514,d.dmg&psig=AFQjCNF5hmctwMc1ujOYzl_tqxfb43Uoog&ust=1369486887985569

Thank you

websites that work! 20 tips and tools for charitable organizations

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