Getting People to Click DONATE on Your Nonprofit Website (June 2013, PDXTech4Good.org)

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

About the teacher
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.


Survey: Where are you at?
Do you have
a) A nonprofit website
b) A nonprofit Twitter or Linkedin account
c) A nonprofit e-newsletter
d) All of the above
e) I don't have a nonprofit...


Now the jokes

Now the survey!
What are you hoping to get out of today?
a) a new idea for my website design
b) an idea of how to reorganize my donate page
c) where to put my donate button
d) all of the above
e) i just wandered in out of the rain...


How to get people to click donate on your
nonprofit website
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


website
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


website
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


Why are we here?


Why are we here?

EC=MC
Every Company is a Media Company.
This means you have to keep
producing content to create buzz
about your organization.


The Ladder of Engagement

How can you find out where
your donors are on the Ladder
of Engagement?
How can you speak to them
effectively wherever they are?



Level 1: I have a problem, I don't know
what to do about it.
What are some common questions?


Level 2: Some solutions
exist, but I don't know
about your solution.


Level 3: I know about your
solution, but I don't know
why it's the best.


Level 4: I know about your
nonprofit, but don't know
the benefits of your
nonprofit's programs.


Level 5: Okay, I'm
convinced, why should I
donate now? What is
your urgent need?

Beyond The Ladder of Engagement
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

Your donor's Your donor's Your donor's Your donor's Your
goals
pain
agenda
payoff
solution


Pop Quiz!
What's Your Most POWERFUL Social Media
Tool?
a) Facebook
b) Twitter
c) Pintrest
d) Email
e) Website
f) LinkedIn

Why is Email Important?


How to collect emails with social media
Using Twitter
Make content for specific
kinds of people
Drive people back to your
blog
Answer questions


How to collect emails with social media

Using LinkedIn
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
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?


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.


The top 3 ways to collect emails on your website
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
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


Where did they
come from?
Twitter?
Google search?
Facebook?


22 keywords to make people open, read and
share your emails
1. Free
2. New
3. At last
4. This
5. Announcing
6. Warning!
7. Just released:
8. Now:
9. Here's
10. These


22 keywords to make people open, read and
share your emails
11. Which of
12. Finally
13. Look
14. Presenting
15. Introducing
16. How
17. Amazing
18. Do you
19. Would you
20. Can you
21. If you
22. Starting today


What to do with the emails once you've got
them
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
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?


Pop Quiz!
Have You Ever Surveyed Your Donors?
a) Yes
b) No
c) Not yet but planning on it
d) Why would I do that?

5 key survey questions to reach your donors
1. Which programs are you most interested in?


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)


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 _________________


4. I used to give to _______________________ but I don't
anymore because ______________________________

5. I started to get involved with ____________________
Because __________________________


Switching Gears


What makes your website credible?
Good design

From research by Dr. BJ Fogg at Stanford (full pdf of research linked
at end of webinar)

What is Social Proof?
Testimonials
Pictures
Compliments
(on your site)
BBB
CharityNavigator
GreatNonprofits
Givewell
(Donor review sites)
As seen in The Oregonian
(Media coverage)

Your Address, contact info front
and center

at end)

Frequent Updates


No
misspellings


Easy to navigate

at end of webinar)

List of your team and their
degrees, contributions to
research, etc.
Humanize the people who work
at your nonprofit. List bios,
pictures, and hobbies


4 ways to use social proof to get people to click
donate
Changing
compliments
at the top of
your website
In your
donate page
In your
enewsletter
As featured
in. . .

Stupendous donate pages: Bottom line
Use testimonials with pictures
Use credit card logos
Speak directly to
Their agenda
Their pain
Their costs
Their rewards
Give them 1 door to go out at
the bottom of the page


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

Stupendous donate pages


All on one
page


How can we improve this page?


How can we
improve
this page?


How can we improve this page?

This is at the bottom of the page.

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

Resources
Web:

http://captology.stanford.edu/resources/what-makes-a-website-credible.html
http://searchengineland.com/author/bmassey/
Video: BJ Fogg talking about Simplicity: http://vimeo.com/2094487
http://www.widerfunnel.com/free-resources/downloads
http://unbounce.com
http://seobook.com
Study: How Do People Evaluate a Web Site’s Credibility?
http://www.consumerwebwatch.org/pdfs/stanfordPTL.pdf

Books:
Convert! by Ben Hunt 2012
Landing Page Optimization by Tim Ash 2008
Persuasive Technology by BJ Fogg 2003


Thank you for coming today!
Do you have any questions?

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 Twitter
http://wildwomanfundraising.com/free-stuff
mazarine@wildsocialmedia.com

Getting People to Click DONATE on Your Nonprofit Website (June 2013, PDXTech4Good.org)

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