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Uploaded from http://www.wildwomanfundraising.com/upcoming/webinar-people-click-donate-nonprofit-website-21st/234987gp438vw/#ixzz2VrphHdMB
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How to get people to click donate on your nonprofit website
Mazarine Treyz, Author, The Wild Woman's Guide to Fundraising and The Wild Woman's Guide to Social Media
Copyright © 2013 Wild Social Media LLC
Author of the Wild Woman's Guide to Social Media, given a 5 star review by Nonprofits.About.com
Blogging since 1999
Presenter for the City of Austin, Texas, the Oregon SBDC, the SBA and IRS in social media.
About the teacher
Copyright © 2013 Wild Social Media LLC
Survey: Where are you at?
Copyright © 2013 Wild Social Media LLC
Do you have
a) A nonprofit websiteb) A nonprofit Twitter or Linkedin accountc) A nonprofit e-newsletterd) All of the abovee) I don't have a nonprofit...
Now the jokes
Copyright © 2013 Wild Social Media LLC
Now the survey!What are you hoping to get out of today?
a) a new idea for my website designb) an idea of how to reorganize my donate pagec) where to put my donate buttond) all of the abovee) i just wandered in out of the rain...
1. Steps 1-5 in the ladder of engagement
2. How to collect emails with social media
3. What kind of images help people give to your cause
How to get people to click donate on your nonprofit website
Copyright © 2013 Wild Social Media LLC
4. 3 ways to collect email addresses on your website
5. 4 ways to use social proof to convince people to donate
6. 22 keywords to make people open, read, and share your emails
How to get people to click donate on your website
Copyright © 2013 Wild Social Media LLC
6. 5 Key Survey questions to help you reach your donors
7. Buying mailing lists: What questions you MUST ask, to save you money and time.
8. Stupendous donate pages: How to get people to go through your donate page and donate
Copyright © 2013 Wild Social Media LLC
How to get people to click donate on your website
Copyright © 2013 Wild Social Media LLC
Why are we here?
Copyright © 2013 Wild Social Media LLC
Why are we here?
EC=MC
This means you have to keep producing content to create buzz about your organization.
Every Company is a Media Company.
Copyright © 2013 Wild Social Media LLC
How can you find out where your donors are on the Ladder of Engagement?
How can you speak to them effectively wherever they are?
The Ladder of Engagement
Level 1: I have a problem, I don't know what to do about it.
What are some common questions?
The Ladder of Engagement
Level 2: Some solutions exist, but I don't know about your solution.
The Ladder of Engagement
Level 3: I know about your solution, but I don't know why it's the best.
The Ladder of Engagement
Level 4: I know about your nonprofit, but don't know the benefits of your nonprofit's programs.
The Ladder of Engagement
Level 5: Okay, I'm convinced, why should I donate now? What is your urgent need?
The Ladder of Engagement
Copyright © 2013 Wild Social Media LLC
What problem does your target audience have?
Do they know what solutions are out there?
What are the benefits of your solution over others?
Why should they donate now?
Beyond The Ladder of Engagement
Copyright © 2013 Wild Social Media LLC
Your donor's goals
Your donor's pain
Your donor's agenda
Your donor's payoff
Your solution
Beyond The Ladder of Engagement
Switching Gears!
Pop Quiz!
What's Your Most POWERFUL Social Media Tool?
a) Facebookb) Twitterc) Pintrestd) Emaile) Websitef) LinkedIn
Copyright © 2013 Wild Social Media LLC
Why is Email Important?
Copyright © 2013 Wild Social Media LLC
Why is Email Important?
Copyright © 2013 Wild Social Media LLC
Using Twitter
How to collect emails with social media
Make content for specific kinds of people
Drive people back to your blog
Answer questions
Copyright © 2013 Wild Social Media LLC
Using LinkedIn
How to collect emails with social media
Start a group
Gather emails from the group members
Post in other groups and invite people to join your group/visit your blog/comment
Buying Mailing Lists
Copyright © 2013 Wild Social Media LLC
What questions you MUST ask
Are these names for one-time use, or multiple uses?
What's your leads replacement policy?
How many of these emails are guaranteed not to bounce?
What can you tell me about these leads?
Copyright © 2013 Wild Social Media LLC
What kind of images help people give to your cause?
Children
Animals
Pictures of your constituents being helped by your staff.
Pictures of staff helping solve the problem.
Copyright © 2013 Wild Social Media LLC
Offer a freebie like
An Ebook
A Recording
A Top 10 things to know before you volunteer with us .pdf
If you have many different program areas, is there something you could give away around each of your programs?
The top 3 ways to collect emails on your website
Copyright © 2013 Wild Social Media LLC
Put your conversion form on:
The left hand top side of the website
Inside your blog posts
On a landing page
In a pop-up
The top 3 ways to collect emails on your website
Copyright © 2013 Wild Social Media LLC
Copyright © 2013 Wild Social Media LLC
Where did they come from? Twitter? Google search? Facebook?
Copyright © 2013 Wild Social Media LLC
22 keywords to make people open, read and share your emails
1. Free2. New3. At last4. This5. Announcing6. Warning!7. Just released:8. Now:9. Here's10. These
Copyright © 2013 Wild Social Media LLC
11. Which of12. Finally13. Look14. Presenting15. Introducing16. How17. Amazing18. Do you19. Would you20. Can you21. If you22. Starting today
22 keywords to make people open, read and share your emails
Copyright © 2013 Wild Social Media LLC
Be consistent with your emails
Communicate 4 or 5 times before asking for a donation again.
Every week, email your list:
Tips, tricks, things that will make their lives easier.
What to do with the emails once you've got them
Copyright © 2013 Wild Social Media LLC
Survey them. How did they hear about you? What do they want?
Segment your list
Previous donor?
What did they download?Ebook?Top 10 tips?Whitepaper?
What to do with the emails once you've got them
Pop Quiz!
Have You Ever Surveyed Your Donors?
a) Yesb) Noc) Not yet but planning on itd) Why would I do that?
5 key survey questions to reach your donors
Copyright © 2013 Wild Social Media LLC
1. Which programs are you most interested in?
5 key survey questions to reach your donors
Copyright © 2013 Wild Social Media LLC
2. What do you want to get out of our enewsletter?
1.) Updates on your programs
2.) Short-term volunteer opportunities
3.) Long-term volunteer opportunities
4.) Opportunity to Sign Petitions
5.) Sponsorship opportunities
6.) Donation drives & in-kind needs
7.) Other (please describe)
5 key survey questions to reach your donors
Copyright © 2013 Wild Social Media LLC
3. How do you like to get involved with charities?
1.) Volunteering with office tasks
2.) Young professionals
3.) Corporate volunteering through my work
4.) Want to work outdoors
5.) I like to do runs/walks/a-thons
6.) Sit on a committee, run an event
7.) Other _________________
5 key survey questions to reach your donors
Copyright © 2013 Wild Social Media LLC
4. I used to give to _______________________ but I don't anymore because ______________________________
5. I started to get involved with ____________________Because __________________________
Copyright © 2013 Wild Social Media LLC
Switching Gears
Copyright © 2013 Wild Social Media LLC
Good design
What makes your website credible?
From research by Dr. BJ Fogg at Stanford (full pdf of research linked at end of webinar)
Copyright © 2013 Wild Social Media LLC
TestimonialsPicturesCompliments(on your site)
BBBCharityNavigatorGreatNonprofitsGivewell(Donor review sites)
As seen in The Oregonian(Media coverage)
What is Social Proof?
Copyright © 2013 Wild Social Media LLC
Your Address, contact info front and center
What makes your website credible?
From research by Dr. BJ Fogg at Stanford (full pdf of research linked at end)
Copyright © 2013 Wild Social Media LLC
Frequent Updates
What makes your website credible?
Copyright © 2013 Wild Social Media LLC
No misspellings
What makes your website credible?
Copyright © 2013 Wild Social Media LLC
Easy to navigate
What makes your website credible?
From research by Dr. BJ Fogg at Stanford (full pdf of research linked at end of webinar)
Copyright © 2013 Wild Social Media LLC
List of your team and their degrees, contributions to research, etc.
Humanize the people who work at your nonprofit. List bios, pictures, and hobbies
What makes your website credible?
Copyright © 2013 Wild Social Media LLC
Changing compliments at the top of your website
In your donate page
In your enewsletter
As featured in. . .
4 ways to use social proof to get people to click donate
Copyright © 2013 Wild Social Media LLC
Use testimonials with picturesUse credit card logos
Speak directly to Their agendaTheir painTheir costsTheir rewards
Give them 1 door to go out at the bottom of the page
Stupendous donate pages: Bottom line
What will you do to make your nonprofit more credible by the end of this week?
a) Add donor/stakeholder testimonials
b) Add a badge from CharityNavigator
c) Revamp our leadership bios/photos
d) Check for misspellings
e) All of the above
f) Other
Copyright © 2013 Wild Social Media LLC
Copyright © 2013 Wild Social Media LLC
Copyright © 2013 Wild Social Media LLC
Copyright © 2013 Wild Social Media LLC
Stupendous donate pages
Copyright © 2013 Wild Social Media LLC
All on one page
Copyright © 2013 Wild Social Media LLC
How can we improve this page?
Copyright © 2013 Wild Social Media LLC
How can we improve this page?
Copyright © 2013 Wild Social Media LLC
How can we improve this page?
This is at the bottom of the page.
Copyright © 2013 Wild Social Media LLC
How can we improve this page?
Copyright © 2013 Wild Social Media LLC
Copyright © 2013 Wild Social Media LLC
How can we improve this page?
Copyright © 2013 Wild Social Media LLC
How can we improve this page?
Copyright © 2013 Wild Social Media LLC
How can we improve this page?
Copyright © 2013 Wild Social Media LLC
How can we improve this page?
Copyright © 2013 Wild Social Media LLC
How can we improve this page?
Copyright © 2013 Wild Social Media LLC
How can we improve this page?
Copyright © 2013 Wild Social Media LLC
How can we improve this page?
Copyright © 2013 Wild Social Media LLC
How can we improve this page?
Copyright © 2013 Wild Social Media LLC
How can we improve this page?
What action are you going to take when you get back to work?
a) Write a donor survey
b) Research an e-newsletter software
c) Get a programmer to reorganize our home page
d) All of the above
e) Other
f) Nothing, I didn't see how to apply anything today to my nonprofit
Copyright © 2013 Wild Social Media LLC
Web:http://captology.stanford.edu/resources/what-makes-a-website-credible.htmlhttp://searchengineland.com/author/bmassey/Video: BJ Fogg talking about Simplicity: http://vimeo.com/2094487http://www.widerfunnel.com/free-resources/downloads http://unbounce.comhttp://seobook.com
Study: How Do People Evaluate a Web Site’s Credibility?http://www.consumerwebwatch.org/pdfs/stanfordPTL.pdf
Books:Convert! by Ben Hunt 2012Landing Page Optimization by Tim Ash 2008 Persuasive Technology by BJ Fogg 2003
Resources
Thank you for coming today!
Steal my techniques! Sign up for my e-newsletter!
Give me a call and let me know what you're working on!
Mazarine Treyz, 503-206-9669@wildwomanfund on Twitterhttp://wildwomanfundraising.com/[email protected]
Copyright © 2013 Wild Social Media LLC
Do you have any questions?