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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
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
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
