Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Drive visitor engagement through multi channel communications
1. 6/14/2013 1
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15. 6/14/2013 15
• Make sure your website:
- Is easy to update
- Integrates with your CRM so you can track all interaction with your visitors
and constituents
- Has consistent branding throughout the site, especially on the donation page
GET THE TOOLS YOU NEED
16. 6/14/2013 16
BRANDED DONATION PAGES
Branded donation pages
achieve, on average,
SIX TIMES MORE
donations than non-branded donation pages
Network for Good Q3 2012 Digital Giving Index
17. 6/14/2013 17
“Blackbaud NetCommunity has given us an easy way to offer online
giving, online membership sign-up and renewals, and communicate with
our members and donors through enewsletters.”
Emily Nicholson
Manager/Major Gifts
Newseum
Today we’re going to review three common questions that nonprofits run into when it comes to their website, how they can be overcome, and discuss what the next steps are to implementing these answers.
First, let’s answer the question of “why should I communicate online”
In the 21st century, it’s pretty much a given that your visitors, and potential visitors are online, but this stat brings it home.A common misconception is that you are getting all the donations you can get through your offline efforts. That is false. You need to engage with your constituents regularly to stay top of mind and email is an easy way to do that.
A second misconception is that older constituents don’t care about online activity. This is also false. This chart shows the distribution of donors acquired through the internet. The high concentration from 45-64 is surprising to many people. I commonly hear “Our museum has older constituents in their 50s+, so online doesn’t matter to us.” According to this data, that argument is no longer valid. Of the people that were first time donors online, 64% were above the age of 45, with 36% coming from people 55-74. According the 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report: https://www.blackbaud.com/files/resources/downloads/WhitePaper_MultiChannelGivingAnalysis.pdf
So what do we do about it? How do we engage people online in a way that leads to support for our organization?
For many organizations, the internet is like the birthday present you got from grandma every year as a kid. You rip off the paper, open the box, and have no idea what you’re looking at or, if you do, no idea why she chose to give it to you. It’s the gift that begs the response “Thanks, but what do I do with it?”Everyone knows they need a website for their organization, but once you have it, what do you do with it? Let’s take a look at a few recommendations.
I recommend three things you can do with your website: turn up the volume, make it sticky, and leverage it. We are going to cover these from a high level today.
Expecting people to come to your website just because you made it is like expecting children to eat broccoli just because it’s food. It doesn’t happen often. There are too many options out there for other websites, other forms of entertainment, other ways to get information. If you don’t let your supporters know about your website, they may never find it. To make your site stand out, you’ve got to turn up the volume. You can include it in emails, send direct mail that drives them to your site, post it on social media, put it on event invitations, include it on business cards, or anywhere else you can think to put it.
Once you’ve decided how to turn up the volume and get people to your site, you have to give them a reason to stay. A lot of people refer to this as making your website “sticky.” You want people to come to your site, stay for a while, and come back. There are few things that can help you do this.The first is to have a compelling website design. Visitors will decide in 4 seconds or less whether to stay on your site and this is often the place where they make their first impression of your organization. If the site is overwhelming or confusing, you will lose them. Make sure your site is easy to navigate and that you think through how you want someone to interact with your site. When you set up a page, decide what is your goal of that page? Do you want them to read more? Sign up for a newsletter? Donate? Each page should have a specific purpose. You also need to keep your website up to date. You wouldn’t subscribe to your favorite magazine if it had the same articles every month. People like fresh content and a reason to come back. You can do this through blogs, newsletters, or even event calendars. Give your visitors a reason to return. Good content management systems will even let you schedule publishing dates. That means you can write your material today and publish it automatically at a later date.
This isn’t just asking yourself tough questions about your website, but also asking your visitors. We’ll start with the questions you should ask yourself:Does the site accurately communicate your mission? Over 60% of donors will use your website as a determining factor in whether or not to give to your organization, so make sure you tell them what you do and why it’s important.Are you getting the results you expected from your site? If you’re not seeing people coming to your site or not seeing donations from your site, ask yourself why. Don’t be afraid to try something different if what you’re doing isn’t working.As for your visitors, you should ask them at least three things, and I recommend putting these options conspicuously on your homepage:Ask them to donate. Online donations are more common than ever and donors that give their first gift online have a higher life time giving value than those that give through traditional methods first. Make sure your site is giving them the option to donate.Ask for their contact information. If you have event registrations or volunteer sign ups online, make sure you’re getting all the information you need to solicit more information. Also, don’t be afraid to simply ask them to provide their contact information so they can subscribe to a newsletter or be sent organization updates. Using the internet as a way to get contact information is cost effective and increases the impact of your fundraising efforts.Ask them to come visit! Give them the option to purchase tickets or make a reservation online. The easiest people to get to become members are the ones that come to your organization, love what they see, and want to be a part of it.Also, make sure they can do these things on their mobile device! Mobile is HUGE!
So, you know what you’ve got to do. You know you need to be communicating online and driving people to an engaging website, but where do you go from here?
As with any project, the first step is to make sure you have a plan. We’ve outlined that in the previous slides. So, the next step is to make sure you have the tools.In order to successfully accomplish the goals we discussed, you need to be able to easily update your website content, track your visitors’ interaction with your website in your CRM, and maintain consistent branding throughout your site. Why do I mention branding?
Because branded donation pages achieve six times more donations than non-branded donation pages! That’s easy math, and easy money. Make sure your organization is taking advantage.
For those of you using The Raiser’s Edge, we highly recommend Blackbaud NetCommunity. It can accomplish the things we just discussed, including integrating directly with The Raiser’s Edge.
If you would like to discuss how your organization can achieve its online goals, and making sure that you have the systems in place to reach those goals, we would love to talk with you. You can email us at solutions@blackbaud.com or call us at 800.443.9441.
