Upload
holly-wagg
View
250
Download
1
Tags:
Embed Size (px)
DESCRIPTION
A joint presentation with Fraser Green from Good Works and Todd Jamieson from Envision Online at AFP Toronto Fundraising Day, June 2013. Your website is the face your foundation shows to the world. It’s your only chance to make that all-important first impression. What kind of impression are you making? In this fast-paced session, you will quickly learn how to evaluate the effectiveness of your current site and how to make it ‘sing’ to donors and prospects. In just 90 minutes, you’ll get 20 practical tools that you can use the minute you get back home.
Citation preview
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 [email protected] blog.goodworksco.ca
Philanthropic Counsel Good Works [email protected] blog.goodworksco.ca
Founder and CEO Envision Online [email protected]
#1
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
You are your website.
#2
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Think from the outside in.
#2
#3
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Where was that again?
#3 – Architecture
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Primary/ Parent
Secondary/Child
Footer
Utility
#3 – Architecture (Card Sorts)
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Photo credit: fostermilo.com/articles/card-sorting-with-creative-albuquerque
#4
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Design for your users.
#4
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#4
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#5
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Be mission-minded.
#5 – All about the cause
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#5 – All about the cause
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#6
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Lifespan = 5 years.
NEVER static anymore
#7
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Keep your CMS flexible.
#7
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Header
Navigation
Any Body Content
#7
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Header
Any Body Content
Navigation
#7
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#8
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Hello homepage.
#8 - Homepage
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Billboard Donate
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#8 - Homepage Billboard Donate/Involve
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Billboard #8 - Homepage Donate
#9
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Storytelling platform
#10
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Keep it readable.
#10 – Readability
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
• Don’t underline unless it’s a hyperlink
• Too many different fonts
• Too many colours
• CAPS, italics, Bold,
Common Design Crimes
#10 – Readability
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
• Beware of the fold
• 100-400 words
• Short paragraphs
• Headers are helpful
• Write at a grade 7 level
• www.read-able.com
#11
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Optimize your website for
#11
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Meta Title
File Name
Header
#11
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Meta Title
Description
File Name
#12
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Build your email list.
#12
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#12
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#12
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#12
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#13
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Measure it.
#13
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#13
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#14
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Write solid fundraising copy. Problem → Solution → Credibility → ASK
#15
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Your donation page matters (a lot).
#15 – Optimize donation Page
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#15,1 – Optimize donation Page
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#15.1 – Optimize donation Page
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Network for Good, 2012 Digital Giving Index
#15.2 – Optimize donation Pages
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#15.3 – Optimize donation Pages
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#15.4 – Optimize donation Page
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#15 – Optimize donation Pages
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#15 – Optimize donation Pages
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#16
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Mobile. Tablets. And more.
#16
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#16
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#16
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#16
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#16
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#16
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#17
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Make social simple.
#17
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Make social simple.
#17
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#17
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#17
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#18
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Be (recycled) content driven.
#18 – Content Driven
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#18 – Content Driven
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Photo credit: www.upstream.co.uk/content-marketing.html
#19
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Maximize your revenue.
#19
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Button Colour or Name
Title Change
New Picture
#19
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
#19
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Baseline: • 10,000 Visitors Per Quarter • Conversion Rate of 1% • Average Donation: $100 • In Q4, Visitors Double Annually
#19
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
1% Change: • 10,000 Visitors Per Quarter • Conversion Rate of 2% • Average Donation: $100 • In Q4, Visitors Double Annually • Result: 200% Increase in $$
#19
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
1% Change+: • 10,000 Visitors Per Quarter • Conversion Rate of 2% • Average Donation: $125 • In Q4, Visitors Double Annually • Result: 250% Increase in $$
#19
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
1% Change++: • 10% Increase Visitors Per Quarter • Conversion Rate of 2% • Average Donation: $125 • In Q4, Visitors Double Annually • Result: 275% Increase in $$
#19
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Traffic Only: • 10% Increase Visitors Per Quarter • Conversion Rate of 1% • Average Donation: $100 • In Q4, Visitors Double Annually • Result: 110% Increase in $$
#20
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Own your site!
Thank you
#FRDay13 www.goodworksco.ca | www.envisiononline.ca