getting people to click donate on your nonprofit website (june 2013, pdxtech4good.org)

How to get people to click donate on your nonprofit website

Mazarine Treyz, Author, The Wild Woman's Guide to Fundraising and The Wild Woman's Guide to Social Media

Copyright © 2013 Wild Social Media LLC

Author of the Wild Woman's Guide to Social Media, given a 5 star review by Nonprofits.About.com

Blogging since 1999

Presenter for the City of Austin, Texas, the Oregon SBDC, the SBA and IRS in social media.

About the teacher


Survey: Where are you at?


Do you have

a) A nonprofit websiteb) A nonprofit Twitter or Linkedin accountc) A nonprofit e-newsletterd) All of the abovee) I don't have a nonprofit...

Now the jokes


Now the survey!What are you hoping to get out of today?

a) a new idea for my website designb) an idea of how to reorganize my donate pagec) where to put my donate buttond) all of the abovee) i just wandered in out of the rain...

1. Steps 1-5 in the ladder of engagement

2. How to collect emails with social media

3. What kind of images help people give to your cause

How to get people to click donate on your nonprofit website


4. 3 ways to collect email addresses on your website

5. 4 ways to use social proof to convince people to donate

6. 22 keywords to make people open, read, and share your emails

How to get people to click donate on your website


6. 5 Key Survey questions to help you reach your donors

7. Buying mailing lists: What questions you MUST ask, to save you money and time.

8. Stupendous donate pages: How to get people to go through your donate page and donate


How to get people to click donate on your website


Why are we here?


Why are we here?

EC=MC

This means you have to keep producing content to create buzz about your organization.

Every Company is a Media Company.


How can you find out where your donors are on the Ladder of Engagement?

How can you speak to them effectively wherever they are?

The Ladder of Engagement

Level 1: I have a problem, I don't know what to do about it.

What are some common questions?


Level 2: Some solutions exist, but I don't know about your solution.


Level 3: I know about your solution, but I don't know why it's the best.


Level 4: I know about your nonprofit, but don't know the benefits of your nonprofit's programs.


Level 5: Okay, I'm convinced, why should I donate now? What is your urgent need?



What problem does your target audience have?

Do they know what solutions are out there?

What are the benefits of your solution over others?

Why should they donate now?

Beyond The Ladder of Engagement


Your donor's goals

Your donor's pain

Your donor's agenda

Your donor's payoff

Your solution

Beyond The Ladder of Engagement

Switching Gears!

Pop Quiz!

What's Your Most POWERFUL Social Media Tool?

a) Facebookb) Twitterc) Pintrestd) Emaile) Websitef) LinkedIn


Why is Email Important?


Using Twitter

How to collect emails with social media

Make content for specific kinds of people

Drive people back to your blog

Answer questions


Using LinkedIn

How to collect emails with social media

Start a group

Gather emails from the group members

Post in other groups and invite people to join your group/visit your blog/comment

Buying Mailing Lists


What questions you MUST ask

Are these names for one-time use, or multiple uses?

What's your leads replacement policy?

How many of these emails are guaranteed not to bounce?

What can you tell me about these leads?


What kind of images help people give to your cause?

Children

Animals

Pictures of your constituents being helped by your staff.

Pictures of staff helping solve the problem.


Offer a freebie like

An Ebook

A Recording

A Top 10 things to know before you volunteer with us .pdf

If you have many different program areas, is there something you could give away around each of your programs?

The top 3 ways to collect emails on your website


Put your conversion form on:

The left hand top side of the website

Inside your blog posts

On a landing page

In a pop-up

The top 3 ways to collect emails on your website


Where did they come from? Twitter? Google search? Facebook?


22 keywords to make people open, read and share your emails

1. Free2. New3. At last4. This5. Announcing6. Warning!7. Just released:8. Now:9. Here's10. These


11. Which of12. Finally13. Look14. Presenting15. Introducing16. How17. Amazing18. Do you19. Would you20. Can you21. If you22. Starting today

22 keywords to make people open, read and share your emails


Be consistent with your emails

Communicate 4 or 5 times before asking for a donation again.

Every week, email your list:

Tips, tricks, things that will make their lives easier.

What to do with the emails once you've got them


Survey them. How did they hear about you? What do they want?

Segment your list

Previous donor?

What did they download?Ebook?Top 10 tips?Whitepaper?

What to do with the emails once you've got them

Pop Quiz!

Have You Ever Surveyed Your Donors?

a) Yesb) Noc) Not yet but planning on itd) Why would I do that?

5 key survey questions to reach your donors


1. Which programs are you most interested in?



2. What do you want to get out of our enewsletter?

1.) Updates on your programs

2.) Short-term volunteer opportunities

3.) Long-term volunteer opportunities

4.) Opportunity to Sign Petitions

5.) Sponsorship opportunities

6.) Donation drives & in-kind needs

7.) Other (please describe)



3. How do you like to get involved with charities?

1.) Volunteering with office tasks

2.) Young professionals

3.) Corporate volunteering through my work

4.) Want to work outdoors

5.) I like to do runs/walks/a-thons

6.) Sit on a committee, run an event

7.) Other _________________



4. I used to give to _______________________ but I don't anymore because ______________________________

5. I started to get involved with ____________________Because __________________________


Switching Gears


Good design

What makes your website credible?

From research by Dr. BJ Fogg at Stanford (full pdf of research linked at end of webinar)


TestimonialsPicturesCompliments(on your site)

BBBCharityNavigatorGreatNonprofitsGivewell(Donor review sites)

As seen in The Oregonian(Media coverage)

What is Social Proof?


Your Address, contact info front and center


From research by Dr. BJ Fogg at Stanford (full pdf of research linked at end)


Frequent Updates



No misspellings



Easy to navigate


From research by Dr. BJ Fogg at Stanford (full pdf of research linked at end of webinar)


List of your team and their degrees, contributions to research, etc.

Humanize the people who work at your nonprofit. List bios, pictures, and hobbies



Changing compliments at the top of your website

In your donate page

In your enewsletter

As featured in. . .

4 ways to use social proof to get people to click donate


Use testimonials with picturesUse credit card logos

Speak directly to Their agendaTheir painTheir costsTheir rewards

Give them 1 door to go out at the bottom of the page

Stupendous donate pages: Bottom line

What will you do to make your nonprofit more credible by the end of this week?

a) Add donor/stakeholder testimonials

b) Add a badge from CharityNavigator

c) Revamp our leadership bios/photos

d) Check for misspellings

e) All of the above

f) Other


Stupendous donate pages


All on one page


How can we improve this page?



This is at the bottom of the page.

What action are you going to take when you get back to work?

a) Write a donor survey

b) Research an e-newsletter software

c) Get a programmer to reorganize our home page

d) All of the above

e) Other

f) Nothing, I didn't see how to apply anything today to my nonprofit


Web:http://captology.stanford.edu/resources/what-makes-a-website-credible.htmlhttp://searchengineland.com/author/bmassey/Video: BJ Fogg talking about Simplicity: http://vimeo.com/2094487http://www.widerfunnel.com/free-resources/downloads http://unbounce.comhttp://seobook.com

Study: How Do People Evaluate a Web Site’s Credibility?http://www.consumerwebwatch.org/pdfs/stanfordPTL.pdf

Books:Convert! by Ben Hunt 2012Landing Page Optimization by Tim Ash 2008 Persuasive Technology by BJ Fogg 2003

Resources

http://unbounce.com/

Thank you for coming today!

Steal my techniques! Sign up for my e-newsletter!

Give me a call and let me know what you're working on!

Mazarine Treyz, 503-206-9669@wildwomanfund on Twitterhttp://wildwomanfundraising.com/[email protected]


Do you have any questions?

getting people to click donate on your nonprofit website (june 2013, pdxtech4good.org)

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