The first in the Web-wise series with valuable tips on making the most of your web presence as a nonprofit organization from Dan Gonzalez, Web Manager, Sage Nonprofit Solutions

1. Daniel Gonzalez, Web Manager Sage Nonprofit Solutions [email_address] Web Wise: Creating a Donor-centric Web site

2. Such much info, so little time…. Understand your donor’s needs Set site objectives Create Donor-centric content Eliminate obstacles and distractions Set and track key performance indicators

3. Importance of Web to Sector Online Giving Outpaced Online Retail Sales Online giving as % total individual giving* Online retail sales % total sales** * Giving USA, Ted Hart ** U.S. Census Bureau, they exclude travel booking/sales

5. Online Giving 1H’08 vs 1H‘09 22% Increase Yr/Yr

11. 5. Don’t want info about other organizations

14. Agenda Check Understand your donor’s needs Set site objectives Create Donor-centric content Eliminate obstacles and distractions Set and track key performance indicators

17. Donor-centric site #1 Donate Volunteer Goals Adopt

18. Donor-centric site #2 Success Stories Where $ Are Going Results

19. Donor-centric site #3 Join or Renew Sign-Up Sign Up Vote

20. Agenda Check Understand your donor’s needs Set site objectives Create Donor-centric content Eliminate obstacles and distractions Set and track key performance indicators

21. Visitor interaction with content on a site Visual Impression Initial content Impression Content engagement CTA engagement First 3 seconds – if the page is what they were looking for & if they find it appealing Next 8 seconds – if the content is relevant to what they are interested in Next 60 seconds – they spend being engaged with the content. To see if sufficient content is available for them to make a decision Next Step– if they have made a decision, then they look for their desired next step on the page. Has it been displayed clearly and is easy to locate Yes Yes Yes

26. Key Phrase Interlinking

28. Agenda Check Understand your donor’s needs Set site objectives Create Donor-centric content Eliminate obstacles and distractions Set and track key performance indicators

30. The Critical Path One click to sign-up form Two clicks to sign-up form

31. Effective Forms Giving a clear value proposition can help visitors decide to give their information Creating a column form gives sense of less information being asked

32. Effective Forms Introduce a Thumbnail of the info that will be sent Tell them know how they will receive this information and how long it will take for them to receive it Remove distractions so visitors can focus on the form

33. Agenda Check Understand your donor’s needs Set site objectives Create Donor-centric content Eliminate obstacles and distractions Set and track key performance indicators

35. KPI Dashboards

36. KPI Dashboards

43. Web Metrics 101 High ratio = High visitor engagement Clicks, Impressions, Click-Through Rate

44. A deep breath….and begin 1. Understand Donor 2. Set Objectives 3. Clear Content 4. No Obstacles 5. Mind KPI's

46. Q & A Daniel Gonzalez, Sage Nonprofit Solutions [email_address]