Making your Website Work for You - eTapestry User Group 2013

Make your Website Work for You - Online Fundraising with eTapestryTim Vire – Customer Relationship Manager

Angie Vogt – Internet Overlay

Targeting Your Presence on the Web

• Evaluating your website for impact• Social media tools to spread the word

• Facebook• Twitter• Linked IN• eMail• Peer to Peer

• Online tools that are a part of eTapestry’s offerings

What Is Online Fundraising?

Why do I need an Online Fundraising Strategy?

Planning for Success

Be strategic about using the Internet• What is your objective?• What tools will you use?• When and how will you use them?

eTapestry’s DIY Forms

eTapestry’s Advanced Email

eTapestry’s FAF Connector

Your Website is the Heart of Your Online Strategy

Top Ten Best Practices

“Your website does not exist as a boutique just to show off information about your organization. Instead, it’s actually a tool that you have employed to mobilize your audience...”

- Raheel Gauba

Keep the audience in Mind Focus on your audience needs

• Who are your audience groups and who is most important?• What do they care about – need, goals and aspirations?• How do they interact with you on and off your website?

Meet users where they are

• In less than one year mobile will be the #1 way your audience will access your website … Are you ready?

Keep the audience in Mind

“The Web is a world of first impressions, and quick ones at that. Users form an opinion of a website within the first few seconds of loading it.”

- Jason Gross

“The Role of Design in The Kingdome of Content, www.smashingmagazine.com

Have a Focused Homepage Prioritize Content

• Wireframes are key for visual hierarchy• Remember YOUR goals• Remember your AUDIENCE’S goals

Pass the 3-second test• Is your homepage scannable, understandable, intuitive

in 3 seconds?

Have a Focused Homepage

“Design your website around your organization’s actions and purpose. Make the mission statement clear as day.”

- Blake McCreary

“Non-Profit Web Design.”

Share Your MissionTell your story clearly & make it actionable

• 60% of all donors check out an organization’s website before donating - tell them why they should give…quickly before they change their mind

Share Your MissionShow your story … visually

• Infographics, typography, links, video, imagery, photography

• The style should fit your voice and brand

“Regardless of what your content actually says, the design around it controls what the users see first and how their eyes move across the sections of the page.”

- Jason Gross

“The Role of Design in The Kingdome of Content, www.smashingmagazine.com

Use Compelling ImageryEngage with eye contact … Make a personal connectionShow real stories of impact to gain credibility

“User-centric design has become a standard approach for successful design. After all, if users can’t use a feature, it might as well not exist.”

- Vitaly Friedman

“10 Principles of Effective Web Design”, www.smashingmagazine.com

Ensure ease in NavigationNavigation Systems should be intuitive and precise

- Provide multiple interaction paths- Ensure context for users who come in through search or links- Does it take two-click or less for key tasks?

“Assuming that you’ve written a brilliantly persuasive page, it’s still next to worthless without a strong call to action…”

- Brad Shorr

“Five Copywriting Errors That Can Ruin a Company’s Website,”

Include clear, bold calls to actionRemove all obstacles to action from anywhere

“Apply Now” should take them directly to application.

Calls to action should be clear and compellingNever say “click here”Say for example “visit us“

“Stewardship comes down to being able to show donors how their dollars were used and what impact their contributions had.”

- Cynthia Gomez

“What Is Stewardship for a Non-Profit?” www.eHow.com

Showcase Your Stewardship60% of donors visit a nonprofit’s website before making a gift.

- Show the impact (eg. stats, infographics)- Be transparent (eg. share your annual report)- Say “Thank you”

“…You need to remember that the Internet is a dynamic place, and make sure your site is constantly changing as well.”

- Randall Mains

Keep Your Content FreshAlways have something new to offer to your users

- Utilize automatic feeds- Add dates to content posted to the homepage- Gather user-generated content

Timely Upcoming Events

“Integrating the social experience into your organization’s web site will help promote the channel, engage supporters, and provide a constant source of dynamic content …”

- Melanie Mathos & Chad Norman

“101 Social Media Tactics for Nonprofits: A Field Guide.” John Wiley & Sons, Inc.

Be SocialSocial media and viral sharing are highly valuable tools in contributing to web site traffic and brand exposure

- Make it easy to connect, interact and contribute

“Many of today’s most successful websites are interactive, meaning they allow people to participate in the content in some way.”

- Randall Mains

Strategic Web Communication Principle #4: Interactivity” blog.pathmakermarketing.com July 12, 2009

Provide a Personal Touch Through Interactive Media

Allow users to consume information in multiple ways- Your audiences’ preferences for consuming content varies, just as their

browsing and navigation styles do. Users want to consume information in various media channels and formats.

eTapestry’s DIY Forms

eTapestry’s Advanced Email

eTapestry’s FAF Connector

Using eTapestry As A Part Of Your Online Strategy

Integrated marketing communication is a way of looking at the whole marketing process from the viewpoint of the customer.

(To paraphrase: Organizations need to align processes and engage customers based upon their expressed needs and wants garnered from the real data collected and analyzed and not based upon how they are internally structured.)

Professor Philip Kotler S.C. Johnson & Son Distinguished Professor of International MarketingKellogg School of Management, Northwestern University

Multi-Channel Marketing

What is the message that you would like to broadcast?

Multi-Channel Marketing

What Channel do your event participants and donors tune into?

Multi-Channel Marketing

Email?

ShelterBox USA

-States the problem/catastrophe “The situation in the Philippines is dire….”

-Provides upcoming instruction “Later today, you will be receiving an email…”

-Invites action “Create a fundraising page (with a hyper-link provided) and request support from your followers.”

Facebook?

ShelterBox USA“It is morning in the Philippines and reports are beginning to filter through about the extent of the damage….

ShelterBox Response Teams are in the Philippines and working to assist families affected by the storm but we need your support. To donate online please click here - https://app.etapestry.com/onlineforms/ShelterBoxUSAInc/PhilippinesTyphoon.html

Twitter?

ShelterBox USA

“Thanks for all the tweets of support following #Haiyan. For those asking how you can help please donate online here - https://app.etapestry.com/onlineforms/ShelterBoxUSAInc/PhilippinesTyphoon.html

Linked In?

Direct Mail?

Peer to Peer Fundraising?

ShelterBox USA

THIS WEEK’S SCHEDULE

SUN MON TUES WED THUR FRI SAT

Send Email

Forward Email

New Post

Comment Rec’d on Post

Post Shared

New Post

Post Shared

Post Shared

Tweet Re-Tweet

Tweet Tweet Re-Tweet

Tweet Re-Tweet

Post

Send

Invite Send Email

FB Post Tweet Send Email

Tweet Status

Your Donors are Tuning into Many Channels, How Well Does your Programming Line-Up Reach Them?

The fastest growing demographic on Twitter is the 55 to 64 age bracket. 

189 million of Facebook's users are "mobile only."

YouTube reaches more U.S. adults aged 18 to 34 than any cable network.

Every second two new people join LinkedIn.

Social media has overtaken all other activity on the Web.

LinkedIn has a lower percentage of active users than Pinterest, Google+, Twitter, and Facebook.

93% of marketers use social media for business. 

25% of smartphone owners ages 18 to 44 say they can't recall the last time their smartphone wasn't next to them.

Even though 62% of marketers blog or plan to blog in 2013, only 9% of U.S. marketing companies employ a full-time blogger. 

25% of Facebook users don't bother with privacy settings

Source: Business Insider 7/19/13

10 Social Media Statistics That Will Shape Your Social Strategy

Where Will You Be Most Effective?

Sources: Convio Next Generation of Giving Report;

% of donors say appropriate solicitation channel

Peer to Peer

Mail

Email

Social Media

Text

Generational Giving

Source: Blackbaud

How do you move from the “commercials” to the “regularly scheduled program”?

With…

ETAPESTRY’S DIY FORMS

eTapestry’s DIY Forms

eTapestry’s Advanced Email

eTapestry’s FAF Connector

eTapestry’s DIY Online Giving

Attract new donors at a much lower cost

Generate higher average donations

Reach a more diverse group of people

Reduce processing costs

Access money faster

eTapestry’s DIY Registration

Attract new prospects at a much lower cost

Generate more attendance

Better coordination of post-event follow-up

Easy reporting allows better planning

eTapestry’s DIY Membership

Attract new members at a much lower cost

Gives current members something to refer their friends to

Generate more memberships by making it easier to join

eTapestry’s DIY Contact

Reach people who just want to learn more about you at first

Generate a following by communicating your successes

Attract potential prospects

Open up your marketing potential

eTapestry’s DIY Volunteer

Attract new prospects at a much lower cost

Generate more attendance

Reach a more diverse group of people

Reduce processing costs

Access money faster

Where to find eTapestry’s DIY

Setting Up eTapestry’s DIY

Selecting Your DIY Online Tool

Making eTapestry’s DIY A Part of Your Website

eStore / Cart

eTapestry’s eStore/Cart

PEER TO PEER FUNDRAISING WITH FRIENDS ASKING FRIENDS AND ETAPESTRY!

eTapestry’s DIY Forms

eTapestry’s Advanced Email

eTapestry’s FAF Connector

KEEP THE COMMUNICATION GOING

eTapestry’s DIY Forms

eTapestry’s Advanced Email

eTapestry’s FAF Connector

Customized Newsletters

Formatting Your Communication

Creatively Tell Your Story

Direct Your Constituents Back to the Main Program

We’ve covered a lot of ground today• Evaluating your website for impact• Social media tools to spread the word

• Facebook• Twitter• Linked IN• eMail• Peer to Peer

• Online tools that are a part of eTapestry’s offerings

Before the credits roll….

What next?

1. Determine which goals would be enhanced by online interaction

2. Market online fundraising tools consistently – use your multi-channel toolkit

3. Track closely and use for follow up interactions

Questions?

Unused slides left for reference

What is Peer to Peer (p2p)?

A style of fundraising where an organization recruits individual supporters to ask their friends and family to donate to that organization.

What is Peer-to-Peer Fundraising?

Non Profit

P2P Fundraising is almost always connected to some form of event or personal milestone.

It is more about their NETWORK,

than their NETWORTH!

What’s different about peer 2 peer?

YOUR STORY

THEIR STORIES

Tell Stories for Deeper Impact

Run Walk Ride (RWR)• A-thon Events• 5k, Walk,

Danceathon• Run by the org,

branding is key• Team

Structures

DIY• Virtual or run by

fundraiser only• Org provides

tools to motivated supporters

• Donate your Birthday, Wedding, Spaghetti Dinner…

• Evergreen = run all year!

Tribute• Personal Pages

Created in Honor or Memory

• No physical event

• Personal page tells story, collects gifts in honor

• Evergreen = run all year!

Consumer Portal• 3rd party site

hosts fundraising pages

• Consumers create pages on their favorite charity’s behalf

• Org has little/no involvement, not branded

Multi-Charity Event• Fundraisers

participate in larger event

• Fundraise on org’s behalf, often as team

• Ex: I’m running NYC Marathon on behalf of ABC Foundation – support me!

P2P has many forms…

INVITE YOUR CONSTITUENTS TO PARTICIPATE IN YOUR EVENT

eTapestry’s DIY Forms

eTapestry’s Advanced Email

eTapestry’s FAF Connector

Your Friends Asking Friends Event

Your participants will tell their story

Participants spreading the word!

Friends make donations

READY FOR YOUR NEXT EVENT? INVITE YOUR CONSTITUENTS (OLD AND NEW) TO PARTICIPATE IN YOUR EVENT

eTapestry’s DIY Forms

eTapestry’s Advanced Email

eTapestry’s FAF Connector

DONATION IMPORTED FROM FRIENDS ASKING FRIENDS

Soft Credits are created

Participation entry

Participant transaction detail