35 Ways to Maximize Fundraising through Your Website

35 Ways to Maximize Fundraisingthrough Your Website

Sponsored by:A ServiceOf:

Allan Pressel

January 29, 2013


Protecting and Preserving theInstitutional Memories ofNonprofits Since 1993

www.cjwconsulting.com

(866) [email protected]


Affordable collaborative data

management in the cloud.

Today’s Speaker


Allan PresselCEO/FounderPowerSite123

Hosting:Cheri J Weissman, CJW Consulting & Services, Inc.

Assisting with chat questions:Jamie Maloney, Nonprofit Webinars

36 Ways to Maximize FundraisingThrough Your Website

Nonprofit Webinars

January 29, 2013

Presented by:

Allan Pressel, CEO/founder

PowerSite123 (formerly known as CharityFinders)

877-456-3210

www.PowerSite123.com

[email protected]

January 29, 2013

Online Fundraising Tips

36. Inbound marketing• Goals

• Maximize inbound, online leads• Maximize lead quality• Maximize conversion rate

• Techniques• Search engine optimization (SEO)• Search engine marketing (SEM)• Pay-per-click (PPC)• Pay-per-click (PPC)• Blogging• Content creation• E-newsletters• Articles• Social media• Website

35. Search Engine Optimization (SEO)

Search Engine Optimization (part 1)1. What are the key search engines?2. How do they work?

• 200+ ranking factors!

3. How can you optimize your search engine standing?a. Metatags

• Description• < 150 characters

• Keyword

b. Choosing and using keywords• < 5 keywords per page• < 5 keywords per page• Use keywords/phrases liberally in:

• Content• Headings• Image tags• URL• Page title

• Use HTML tags to denote headings (e.g., H1, H2, etc.)• Use different keywords on different pages• Keep them updated

Search Engine Optimization (part 2)

c. Keyword selector tools• http://inventory.overture.com/d/searchinventory/suggestion• Google Zeitgeist - www.google.com/press/zeitgeist.html• Google AdWords Keyword Tool -

https://adwords.google.com/select/KeywordToolExternal• Google Trends - www.google.com/trends• MSN Search Insider - www.imagine-msn.com/insider• Yahoo Buzz Index: http://buzz.yahoo.com

d. Linksd. Links• Incoming

• Count your link:in Google, type“link:www.yournonprofit.org”

• Choose relevant, reputable sites• Outgoing• Twitter account

• # followers• Tweet/retweets

Search Engine Optimization (part 3)d. Use blogs

• Within your site• Interactivity• Offer RSS feeds• Lots of incoming links• Submit your blog to technorati.com• Submit your blog to bloggrader.com

e. Avoid splash pagesf. Don’t require cookiesg. Use alt text (on every image)g. Use alt text (on every image)h. Robots.txti. Search engines prefer HTMLj. Search engines prefer text over graphicsk. Don’t use framesl. Be careful with Flash and JavaScriptm. Create a site mapn. All pages should be easy to navigate to (esp. home)o. Create focused pages

Search Engine Optimization (part 4)q. Get listed in important directories:

• The Open Directory Project: www.dmoz.org• Yahoo Directory: http://dir.yahoo.com• ZoomInfo Directory: www.zoominfo.com

r. Use conversion formss. Page titles should be descriptive (<70 characters)t. Buy domain name (URL) for as long as possible

Search Engine Optimization (part 5)

u. Get your traffic rank at www.alexa.comv. Your site should display with or without the “www”

• set up a permanent “301” redirect

w. Keep your site updated frequentlyx. Videosy. Register with search engines

• Unpaid• Paid

SEO is based on unknown and changingalgorithms!


34. Get your 990 in shapewww.charitablegift.org/your-

charitable-plan/evaluating/form-990.shtml

33. Register with GuideStar

volunteer sites32. Register with volunteer sites– VolunteerMatch

– ServeNet

– AmeriCorps

– SeniorCorps

– Idealist


31. Google Alerts– www.google.com/alerts

30. Google Grants30. Google Grants– www.google.com/grants

29. Prospect research/wealth screening of your database– Target Analytics (www.blackbaud.com/targetanalytics)

28. Zillow (www.zillow.com)

27. Grant sources– Grantstation– Guidestar – Grant Explorer– Foundation Center– NOZA Search


26. Create/promote content• Articles• White papers• Videos• Webinars• Blog posts• Blog posts• Social media posts• Content promotion sites

25. Social media• Facebook• Twitter• YouTube• LinkedIn


24. Donor thank you videos23. Forum marketing22. Ebay Giving Works• Community Selling• Direct Selling• Donate now• Donate now• Give at Checkout• Shop for a Cause• Featured Charity

21. QR codes

Private Internet Consultation

I’d like to offer each of you a free private Internet consultation

• One hour• Consultation includes:

– PowerSite123’s assessment of your site/social media/SEO/marketing– Recommendations– Recommendations– How to easily implement all recommendations

• In person or by webinar• Include anyone you want (e.g., CEO/ED, board, etc.)• In one location or several• We’ll contact you in 1-2 days to schedule the consultation


20. Groupon• Grassroots• Fundraising/educational event

19. Affiliate marketing18. Toolbars18. Toolbars17. Register multiple versions of your domain

name (e.g., .org, .com. .net, .cc, etc.)

Online Fundraising Tips16. Develop a privacy/security policywww.freeprivacypolicy.com

15. Collect e-mail addresses (for asmany constituents as possible)

14. E-mail list management13. Spam minimization13. Spam minimization12. E-newsletters

11. Voice broadcasting10. Ask for referrals9. Develop an Internet strategy



8. Integrate online & offline fundraising initiatives7. Press releases (e.g., announce your new site, etc.)6. Develop strategies to attract donors to your site


5. Create compelling website content – text4. Create compelling website content – images3. Solicit input on your site from your constituents2. “Soft launch” versus a “hard launch”

1. Build a secure, interactive, “e-philanthropy”website


Thanks!Allan PresselAllan Pressel

[email protected]@PowerSite123.com [email protected]@PowerSite123.com

www.PowerSite123.comwww.PowerSite123.com

310310--793793--97079707

877877--456456--32103210

PowerSite123PowerSite1232323 Vanderbilt Lane2323 Vanderbilt LaneRedondo Beach, CA 90278Redondo Beach, CA 90278

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35 Ways to Maximize Fundraising through Your Website