9 essentialelements session 2
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The document outlines 9 essential elements for online success in 2011, as presented by Victoria Marchand. The agenda includes discussing website design, the importance of first impressions on websites, focusing on conversion rates to increase donations, and ways to inspire donors to take action through compelling content like video. Some specific elements mentioned are using interactive features like wish lists and tribute pages, promoting recurring donations, personalizing solicitations from friends, and evaluating websites to ensure they inspire action and showcase the organization's identity and audiences.
9 essentialelements session 2
- 1. 9 Essential elements for online success in 2011Session 2 of 3, presented by Victoria Marchand
- 2. Meet Vickie. Five years at Blackbaud
- 3. Strategic and tactical development of online initiatives
- 4. Served on many non-profit boards
- 5. Loves to travel and listen to live music
- 6. Find me at the beachHousekeeping!Your phones are muted. We’ll break for questions and have time at the end of the session
- 7. Optimize Viewing the Event
- 8. Hit the F5 key to put the window into full-screen mode
- 9. Close all other applications
- 10. Increase your computer’s screen resolutionStart Menu->Control Panel->DisplaySettings TabIncrease screen resolution by moving the slide all the way to the ‘More’ side (right)Click Apply and OKYou will receive a copy of this presentationQuestions along the way? Please feel free to type your question into the Q&A chat box:
- 11. Introducing the 9 essential elements series
- 12. Agenda
- 13. 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 ….wikipediaWebsite Design
- 14. First Impressions MatterIt 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/
- 15. Visitorswill decide to stay or leave your website in 4 seconds or less.http://www.flickr.com/photos/jlz/
- 16. 60% of donors visit a non-profits website before giving.http://www.flickr.com/photos/7817522@N05/
- 17. “Design Does Not Reflect Our Identity”Example: Ransom Everglades School
- 20. “Too Much Unorganized Information”Example: The ARC of United States of America
- 23. “Inspire Audience to take Action”Example: Kidney Foundation
- 26. Websites should Be Appealing & EngagingCapture a visitor’s interest immediately, most eye-catching elements load first and at the top of the pageWhen a visitor scans the page they know what you are all about.Easy-to-understand navigation based on what your audience want to accomplish
- 28. US Online Fundraising 2001 2002 2003 2004 2005 2006 2007 2008 2009Online giving : Consistent growth over the last 10 years
- 29. Its all about conversion10,000 Website Visitors50%5,000 View 2nd Page20%1,000 Hit ‘Donate’20%200 Give
- 30. Focus on conversion rate conversion rate: 2%average online gift size: $141revenue: $28,200conversion rate: 3%average online gift size: $141revenue: $42,300 (+$14,100)
- 31. What drives conversion: The landing pageRepeat 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. .
- 33. Easy to Understand….Compelling reason to give …
- 36. Tribute pages
- 37. Recurring givingGive significantly more per year than single-gift donors
- 38. Have a much higher retention rate
- 39. Have a higher long-term revenue potential
- 40. Accounted for 9.2% of all online giving in the US in 2009.2010 eNonprofit Benchmarks Study
- 41. Distinguish a recurring donor
- 42. eCards: easy Email campaigns
- 44. Ecards: Opens new channels
- 45. Online event andPeer to peer fundraising30% of most major events Average participant sends 27 emails1 in 4 emails convert to donationOnline participants raise six times that of traditional participantsEmails have a 90 percent greater open rate
- 46. 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! Quick Link Directing Friends to Personal Page
- 47. 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 theirFriend to Reach a Goal
- 48. Team and Corporate Web Pages#6 Reason… Supporters Want to be Part of a Community or Team
- 50. Support third party fundraisers
- 51. Evaluate Your WebsiteDoes your identity showIdentify your audiencesContent to inspire actionExpand Your Online Giving Clear impact messagesCompelling and inspiring reasons to giveWish list and tribute givingeCard campaignsRecurring giftsLook for Peer to Peer Fundraising OpportunitiesEvent and non-event fundraisingSupport third party event fundraisersWhat can you do now?
- 52. NetWits Think Tank– the best and the brightest at Blackbaud share tips, tricks, and resources related to nonprofit internet strategyThe 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”Nonprofit Tools and Resources
- 53. What questions do you have?
Editor's Notes
- #2: TITLE SLIDE.
- #9: Good designSEOConversions
- #12: Want new web presence to reflect the prestige brandWant to represent exotic locale of the Biscanye Bay in Miami
- #15: This client had a very outdated website that was causing confusion among many constituents. In addition, the organization was ready to re-brand and open to gaining a new identity.The website had an enormous amount of information that needed to be organized in a way that was not overwhelming to the user.
- #16: This client had a very outdated website that was causing confusion among many constituents. In addition, the organization was ready to re-brand and open to gaining a new identity.The website had an enormous amount of information that needed to be organized in a way that was not overwhelming to the user.
- #27: Communicate impact of every dollar