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10 New Year's Resolutions for Online
Fundraisers
                                January 18, 2012
reminders
 You can hear us, but we can’t hear you
 Have questions? Type questions in the Questions Log
 Slides will be available on www.mycharityconnects.org
 For the best webinar experience, close all other
  applications
 Turn up your computer’s volume
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
10 New Year's Resolutions for Online Fundraisers
1. Thank Your Donors
• Improve your process
• Automatic and
  personalized emails
10 New Year's Resolutions for Online Fundraisers
• Millennial donors are less loyal to organizations
• Looking for impact, transparency
2. Promote Monthly Giving
10 New Year's Resolutions for Online Fundraisers
3. Tell Better Stories
10 New Year's Resolutions for Online Fundraisers
• 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
Measures    Actions &
Goals   Objectives
                      (KPIs)    Adjustments
Pick the
                            Right Tools
• Which tools best support your goals?
• Where’s your audience?
• What capacity do you have?
Define Roles




• Determine the right people for executing
  social media
• Train accordingly
6. Start Measuring
Actions &
Goals   Objectives   Measures (KPIs)
                                       Adjustments
10 New Year's Resolutions for Online Fundraisers
10 New Year's Resolutions for Online Fundraisers
10 New Year's Resolutions for Online Fundraisers
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
                  Content




• Top content
• Top landing pages
• Top exit pages
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
10 New Year's Resolutions for Online Fundraisers
• Assess what you
  learned
• Take action
• Build what you’ve
  learned into existing
  processes
9. Organize & Integrate Your Messaging
Editorial Calendar


 Week                  Theme/Campaign/      Tools                     Notes
                       Message
 October 31            Smart Giving         FB, Twitter, Email,       Giving at Halloween
                                            Blog
                       Charity Gift Cards   Email, FB                 Corporate Gifts




 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
10 New Year's Resolutions for Online Fundraisers
10 New Year's Resolutions for Online Fundraisers
BONUS RESOLUTION…
CONTINUE THE LEARNING WITH
MYCHARITYCONNECTS
www.mycharityconnects.org
free online resources
 Information about technology
  and social media
 Webinars
 Past webinar slides
 Learning opportunities
 Events across the country
Upcoming Webinars
                 www.mycharityconnects.org

• 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
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

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10 New Year's Resolutions for Online Fundraisers

  • 1. 10 New Year's Resolutions for Online Fundraisers January 18, 2012
  • 2. reminders  You can hear us, but we can’t hear you  Have questions? Type questions in the Questions Log  Slides will be available on www.mycharityconnects.org  For the best webinar experience, close all other applications  Turn up your computer’s volume
  • 3. 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.
  • 6. 1. Thank Your Donors
  • 7. • Improve your process • Automatic and personalized emails
  • 9. • Millennial donors are less loyal to organizations • Looking for impact, transparency
  • 12. 3. Tell Better Stories
  • 14. • Focus on one person, one story • Leave the stats behind • Engage empathy, shared humanity and hope (not guilt)
  • 16. 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?
  • 17. 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
  • 18. 5. Develop Your Social Media Plan
  • 19. 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
  • 20. Measures Actions & Goals Objectives (KPIs) Adjustments
  • 21. Pick the Right Tools • Which tools best support your goals? • Where’s your audience? • What capacity do you have?
  • 22. Define Roles • Determine the right people for executing social media • Train accordingly
  • 24. Actions & Goals Objectives Measures (KPIs) Adjustments
  • 28. 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
  • 29. Visitors Gain insights about the visitors of your website • Unique visitors • First time vs. repeat visitors • Browsers & devices • Geographic profile & language
  • 30. 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
  • 31. Content Content • Top content • Top landing pages • Top exit pages
  • 35. BE BRAVE… stop doing one (or more!) thing you’ve always done that just isn’t working
  • 36. 8. Go Deep with One Tool
  • 38. • Assess what you learned • Take action • Build what you’ve learned into existing processes
  • 39. 9. Organize & Integrate Your Messaging
  • 40. Editorial Calendar Week Theme/Campaign/ Tools Notes Message October 31 Smart Giving FB, Twitter, Email, Giving at Halloween Blog Charity Gift Cards Email, FB Corporate Gifts Theme/Campaign 31 1 2 3 4 Smart Giving: Halloween E FB, T B T Charity Gift Cards: Corporate E FB
  • 46. BONUS RESOLUTION… CONTINUE THE LEARNING WITH MYCHARITYCONNECTS
  • 47. www.mycharityconnects.org free online resources  Information about technology and social media  Webinars  Past webinar slides  Learning opportunities  Events across the country
  • 48. Upcoming Webinars www.mycharityconnects.org • 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
  • 49. for more great resources…
  • 50. Keep in touch! info@canadahelps.org www.twitter.com/canadahelps www.slideshare.net/MyCharityConnects www.facebook.com/canadahelps www.youtube.com/canadahelps