10 New Year's Resolutions for Online Fundraisers

10 New Year's Resolutions for Online Fundraisers

January 18, 2012

reminders

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What is CanadaHelps? A public charitable foundation that provides accessible and affordable

online technology to both donors and charities. For Charities A cost-effective means of raising funds online. For Donors A one-stop-shop for giving.

CanadaHelps is a charity helping charities. CanadaHelps is giving made simple.

MyCharityConnects is a initiative of CanadaHelps.

today’s presenter

Kirstin Beardsley

Marketing & Communications Manager

1. Thank Your Donors

• Improve your process

• Automatic and personalized emails

• Millennial donors are less loyal to organizations

• Looking for impact, transparency

2. Promote Monthly Giving

3. Tell Better Stories

• Focus on one person, one story

• Leave the stats behind

• Engage empathy, shared humanity and hope (not guilt)

4. Conduct Usability Testing

1. Is it obvious what this site is about? – What our charity does, how we do it, how we spend our

money

2. Is it easy to find what I need? 3. Are the most important things visible when I

arrive?

Usability Testing: Using your site

• Ask testers to comment as they navigate your site (to give you insight about their choices)

• Ask testers to accomplish a list of actions

First impressions

Find general information about your organization’s mission and mandate

Sign up for your newsletter

Click your Donate Now! Button

Find and apply for volunteer opportunities

Other ways they can get involved (buy tickets, buy products, join a group etc…)

Contact your organization

5. Develop Your Social Media Plan

How your organization uses social

media • Marketing and publicity

• Fundraising, donor engagement and retention

• Connecting with others around your cause

• Building relationship and online community

• Collaboration and collective action

• Sharing expertise on our issues

• Movement building and social change

Goals Objectives Measures

(KPIs) Actions &

Adjustments

• Which tools best support your goals?

• Where’s your audience?

• What capacity do you have?

Pick the Right Tools

• Determine the right people for executing social media

• Train accordingly

Define Roles

6. Start Measuring

Goals Objectives Measures (KPIs) Actions &

Adjustments

Why Are Web Stats Important?

• Understand your users

• Know what people do on your site

• Tangible feedback about your site

• Leaves the guessing out of what works

Visitors

Gain insights about the visitors of your website • Unique visitors • First time vs. repeat visitors • Browsers & devices • Geographic profile & language

Traffic Sources

• Direct traffic: typed your address in a browser

• Referring sites:

– Know your top referring sites

– Are your ads working?

– Is your social media working?

• Search Engines

– Keywords

Content

• Top content

• Top landing pages

• Top exit pages

Content

Google Analytics

Social Media

7. Shake Things Up

BE BRAVE… stop doing one (or more!) thing you’ve always done that just isn’t

working

8. Go Deep with One Tool

• Assess what you learned

• Take action

• Build what you’ve learned into existing processes

9. Organize & Integrate Your Messaging

Week Theme/Campaign/Message

Tools Notes

October 31 Smart Giving FB, Twitter, Email, Blog

Giving at Halloween

Charity Gift Cards Email, FB Corporate Gifts

Editorial Calendar

Theme/Campaign 31 1 2 3 4

Smart Giving: Halloween E FB, T B T

Charity Gift Cards: Corporate E FB

Integrate Your Messaging

10. Start Thinking Mobile

Mobile-Optimized Site

BONUS RESOLUTION… CONTINUE THE LEARNING WITH MYCHARITYCONNECTS

free online resources Information about technology

and social media

Webinars

Past webinar slides

Learning opportunities

Events across the country

www.mycharityconnects.org

Upcoming Webinars

• February 1 - What You Need To Know about Google+

• February 15 - Introduction to TechSoup Canada's Online Donations Program

• February 29 - Get Social with your Peer-to-Peer Fundraising Events

• March 14 - Essential Facebook Tips for Your Charity

• March 28 - Being Social Inside and Out: Fostering a Culture of Sharing and Collaboration

• April 11 - The Rules Around Tools

• April 25 - Essential Twitter Tips for Your Charity

• May 9 - Preparing for a Website Redesign

• May 23 - Editorial Calendar Essentials: Organize and Plan Your Online Communications

www.mycharityconnects.org

for more great resources…

Keep in touch!

info@canadahelps.org

www.twitter.com/canadahelps

www.slideshare.net/MyCharityConnects

www.facebook.com/canadahelps

www.youtube.com/canadahelps