Mon, August 25 2014
How many times have you checked your smartphone today?
Whether we’re texting, reading email, or catching up on our social networks, this on-the-go connectedness is becoming a part of our daily routine. And, because we value the speed and convenience of our smartphone lifeline, we expect our mobile experience to be fast and easy. Of course, it’s the same for your donors, who are becoming more likely to read your emails and research your organization via their mobile device. Think your audience isn’t on mobile? Consider this:
- 58% of American adults have a smartphone
- The average adult checks their phone over 100 times per day
- 70% of mobile searches lead to action within an hour of the search
The reality is this: whether or not they give online and whether or not they give via their mobile device, a greater number of your donors will read your emails and look at your website during this year-end fundraising season. For best results, take some simple steps to make it easier for them:
Keep your content short and sweet. Remember, online visitors skim. Streamline your website and email copy, and break up text with headings, bullets, and bold treatment. Avoid long paragraphs in favor of shorter sentences and clear calls to action.
Make it fast. Keep your page load times to around 3 seconds. For your mobile experience, replace popups and animation files—formats that many mobile devices can’t display correctly—for powerful single images or icons and buttons that make it simple to click.
Minimize data entry. Typing in a lot of information is a mobile turn off. Allow your donors to autofill information wherever possible, and let them complete their donation without requiring a registration.
As you think about how to offer your supporters a more mobile-friendly experience this year, we have even more tips for you. Network for Good and PayPal have teamed up to share the latest insights on mobile trends and how nonprofits can leverage them for more effective communication and fundraising. To find out how you can optimize your email, website, and donation page for mobile viewing (and why you should), download our new free white paper, “Your Mission is Mobile”.
Tue, August 19 2014
Way back when, when social media was newish—let’s say 2007—I used this classic baseball analogy to illustrate how social media fit into the communications universe.
- Your website is your nonprofit’s online home base, with email as pitcher (no hits without the pitcher).
- Core social media platforms (now Facebook, Twitter, LinkedIn, Instagram) as inside bases.
- Other social media platforms as the outfield.
Then, for many organizations, social media platforms took precedence—capturing our imaginations and anxieties, if not the impact—over more traditional online and offline marketing.
In fact, social media—or at least the dream of what social media could be—eclipsed websites and email for quite a while in terms of focus and excitement. Alas, resources were seldom part of the picture. But by now, for many of us, the role of social media has moved back to the infield, with your website sticking hard at home base.
That’s because your website remains, even after all these years, the central hub for actions—giving, registering, signing a petition, and more. Social media and, yes, even email are designed to drive people to your site to act (although mobile actions are quickly growing more common).
Here are a few reasons websites live on and remain strong. When done right, your nonprofit’s website:
- Delivers in-depth coverage of your organization’s history, work, and impact. (Multiple pages can showcase a single organization or campaign, with content that exists for the (relatively) long term vs. more ephemeral social media content.)
- Provides access to the rich, multidimensional story of your organization.
- Engages a significant yet diverse audience, which continues to grow as use of the mobile Web surges. Your website is now a see-anytime-anywhere platform.
- Generates insights into visitor behavior and campaign effectiveness via well-tested, low-cost usage analytic tools.
If you needed a reason to refocus on your organization’s website, you now have several. Your website could be your organization’s killer app!
Want some tips for making your nonprofit website even better?
Join this upcoming webinar to learn how to make strategic improvements to your website that will help you better communicate with donors and raise more. You could even get a quick review of your nonprofit’s home page or donation page from the Network for Good experts.
Free Webinar: Speed Consulting! Nonprofit Websites
Tuesday, August 26, 2014 at 1pm EDT
Tue, August 12 2014
Each year, our Digital Giving Index shows that the online donation experience matters. Donors are more likely to give (and more likely to give larger donations) when they are presented with a donation page that keeps them in the moment of giving. In this video, Annika Pettitt from Network for Good’s Customer Success Team shares three key elements that will make your online donation page more effective and help you reach your fundraising goals.
For expert guidance on creating a donation page that inspires donors to give more, register for the free Ultimate Donation Page Course.
Tue, June 24 2014
As someone with a common name that’s spelled a bit differently, I’m all too aware of the confusion and errors that happen because of a unique moniker. When people are expecting Karen with a K, I’m forever spelling out C-a-r-y-n. For me, this typically only causes minor inconvenience and some interesting conversations about names. For your organization, though, an unusual name, unconventional spelling, or indistinguishable acronym could negatively affect your marketing efforts.
The same can be said for your nonprofit’s domain name. Having an easy-to-remember (and difficult to mess up) domain name can help supporters quickly find your organization online and reduce confusion when you’re telling folks about your nonprofit on the phone, in person, or in print.
1. Keep it simple. Make sure it’s easy to remember and understand, especially when saying it out loud.
2. Avoid numbers when possible. When you substitute numbers for words, it’s more difficult for your supporters to remember if your web address contains the numeral or the number spelled out.
3. Also register variants of your name. If there are common misspellings or typos that might lead your supporters astray, consider registering those domains as well, so you can point those visitors in the right direction.
4. Get the .com, and other extensions. Most organizations will want to get the .org of their chosen domain name, but cover your bases and register other extensions of the same domain name. Soon, you’ll also be able to register .ngo and .ong thanks to the folks at Public Internet Registry.
Network for Good is partnering with Public Interest Registry to help get the word out about the new .ngo and .ong domains. These domains will give nonprofits and other non-governmental organizations worldwide an opportunity to secure a new top-level web address. Since Public Interest Registry will manage a validation process to ensure that only genuine NGOs are granted these new domains, having an .ngo or .ong address will help organizations reinforce trust and credibility.
The new domains will be available early next year. So, what can you do now? Sign up to submit your Expression of Interest—you’ll receive updates about these new domains and be the first to know when .ngo and .ong are available. For more details on submitting your Expression of Interest and to sign up, visit www.globalngo.org
Do you plan to secure an .ngo/.ong domain name for your organization? Share your domain name questions and experiences in the comments below to join the conversation.
Mon, June 16 2014
Don’t let the speed and convenience of technology suck the life out of your fundraising. Online or off, you must connect with your donors and inspire them to take action. When creating your online giving strategy, keep these three rules in mind:
1. Keep donors in the moment of giving.
2. Make it easy.
3. Focus on the relationship with the donor.
Here’s a quick slideshow that helps illustrate these key qualities:
Download the full webinar recording and slides, then register for the free Ultimate Donation Page Course to get more in-depth guidance on optimizing your online fundraising.