This document discusses best practices for nonprofit websites, including using WordPress as a content management system. It recommends plugins for security, donations, and other functions. Key recommendations include using storytelling to engage donors, optimizing design for the audience and mobile devices, prioritizing online donation forms, and building loyalty content to encourage repeated donations. Analytics and testing can help improve conversion rates.
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WordPress Nonprofits Website Best Practices Donations Exposure
1. WordPress For Non-
Profits: Website best
practices, collecting
donations, increasing
exposure online
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2. A bit about me…
Been in IT for Years
Started using WordPress in 2007
Began my design agency in 2016
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3. Design for Nonprofits
While they serve the common good, they also must be run much like a
business, this included their websites.
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4. Nonprofits best
supported by a nonprofit
• Invest in a CMS (i.e. WordPress)
• 42% of all nonprofit websites are on WordPress
• The WordPress trademark and the
WordPress.org domain is owned by the
WordPress foundation, a non-profit 501(c)(3)
organization, whose sole purpose is to ensure
that WordPress is freely available, maintained,
and developed. (Source: WPBeginner.com)
This Photo by Unknown Author is licensed under CC BY-SA
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5. Why WordPress?
• It’s Free
• It’s easy to learn
• It’s open-source
• It’s customizable
• There is a community
• Built to be social
• Plugins for almost everything
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6. Recommended Plugins for starters
Security
Jetpack
Akismet
SSL
Wordfence
Donation Options
Give
WooCommerce
Charitable
Paypal
Optins
Privy
OptinMonster
Bloom
Gravity Forms
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7. Storytelling
• Use storytelling to open the
conversation and in turn create
conversions.
• Invite visitors to be the hero of
the story.
• The more you share the more
they will give.
• Highly recommend Building a
Story Brand to help clarify your
message.@heartwired_ds #wpyall
9. Colors matter in
design, they
invoke emotions,
good, bad or
otherwise.
So many colors to choose
from but do they really
matter?
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10. Psychology of colors can cost dollars
Up to 90% of first impressions of products can be based on color alone.
Colors matter So does gender appeal
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12. Knowing your
audience as you
design makes all the
difference.
Many times your client ‘thinks’
they know their donors.
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13. Intuitive Navigation
• Easily accessible menu
(Top bar or Left side)
• Short menu titles that
make sense.
• Maximum of one level of
drop-downs so they
don’t get lost.
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14. Give donors options
• Matching Gifts
• Fundraisers
• Major Giving
• Mail in donation
• Smile Amazon program
• Workplace Giving
• Philanthropy
• Ideas are endless @heartwired_ds #wpyall
15. Best Practices
• Keep branding
standard across the
site
• Feature the
donation button
• Make the donation
process easy
• Give visitors other
ways to participate
such as
volunteering.
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16. Why they don’t
donate
• Solicitation is
infrequent
• They don’t see how
it will make a
difference.
• They never feel
wanted or needed.
• They receive no
direct personalized
appeal.
• They gave an
unacknowledged
gift in the past.
• They were not asked
to give.
• The timing wasn’t
right.
• The organization’s
mission wasn’t
compelling.
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17. Optimizing the design
• Every nonprofit is
different and so are
their donors.
• Colors matter
• Theme
• SEO (Search Engine
Optimization)
• Mission ready
• Get Social
• Content …content …
content …
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18. A/B Testing –
Increase Conversions
• Long Form vs. Short Form (Increase 155%)
• Making fields in Optin optional (Increase
275%)
• Reduction of Eye Friction (Increase 135%)
• Less Steps through the process (Increase
166%)
• Adding simple CTA button upfront (Increase
246%)
Reference: MecLabs: Research-based Lead Gen Swipe File
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20. Do’s
• Easy to use Navigation
• Use Pictures
• Speed Matters
• Clear CTA
• Keep it Simple
• Secure it!
• Mobilize!
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21. Don’ts
• Hide the Donate button
• Self Play Audio or Video
• Bury your story
• Forget to ask … again
• Be scared to ask
• Use big picture files
• Beg
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22. Analytics and more
• Google Analytics
• Heat Mapping –
Crazy Egg
• Email Marketing
• Funnels
• Lead pages for
Lead Generation
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23. Your clients are
the nonprofit
Not your agency!
1. Have a plan
2. Set expectations
3. Charge them!
4. Have a Heart
Nonprofit work is not free work!
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24. Final Thoughts
Use a simple website builder or theme for building a donation site.
Have a strong visual identity (Logos, pictures, fonts, and colors)
Optimize your web design for mobile devices.
Prioritize your online donation forms.
Build loyalty content that makes donors donate.
Make user engagement a priority.
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