Learn about some of the Web 2.0 tools that everyone is talking about and the fundamentals of a great website. We’ll tell you the good, the bad and the ugly. We’ll tell you what’s easy, what’s challenging, what you can try for free, and what might not be worth your time. Consists of 2 workshops to help you get acquainted with online philanthropy: * Philanthropy 2.0 – Web 2.0? What's Web 1.0? Learn about the difference as well as the basics on some of the more common social media tools being used including, Facebook, blogs, YouTube, Twitter and CanadaHelps Giving Pages. Find out how other charities are taking advantage of these tools and how yours can too! * Websites 101 – Your website is one of the most important communication vehicles you have - is it working for your organization the way it should? Take your website from good to great by learning the fundamentals of what makes for a really good website, one that is user-friendly, attractive and drives up online donations.

1. MYCHARITYCONNECTS ON THE ROAD
Generously supported by
1

2. Today’s Presenter
Zenia Wadhwani
Director, Program Development

4. CanadaHelps.org
What is CanadaHelps?
A public charitable foundation that provides accessible and
affordable online technology to both donors and charities.
For Charities
A cost-effective means of raising funds online.
For Donors
A one-stop-shop for giving.
CanadaHelps is a charity helping charities.

8. 8

11. DID YOU KNOW?

12. Philanthropy 2.0
12

13. What We’ll Cover
• What is “Social Media”?
• Web 1.0 & Web 2.0
• Web 2.0 Tools
o YouTube
o Flickr
o Blogs / Micro-Blogs (aka Twitter)
o Social Networking
o Giving Pages
• Case Study: Apathy is Boring
• Principles of Social Media
• Debunking Web 2.0 Myths
• Keep in Mind

14. So-cial Me-d-ia [soh-shuhl mee-dee-uh]
Social media is media designed to be disseminated through
social interaction, created using highly accessible and
scalable publishing techniques.
Social media uses Internet and web-based technologies to
transform broadcast media monologues (one to many) into
social media dialogues (many to many).
It supports the democratization of knowledge and
information, transforming people from content consumers
into content producers.
Stolen from Wikipedia

15. Web 1.0 and Web 2.0

16. Web 1.0
• The ability to disseminate information
electronically: to display and promote an
organization, person, or idea on the internet
• Web 1.0 facilitates one-way transactions
• Fundamentally important for every website

17. 17

19. Web 1.0 Fundamentals
• Solid and intuitive website design
• Website usability
• Short and simple messaging
• Compelling stories and e-newsletters
• Fresh and up-to-date information

20. Web 2.0
• Richer user experience
• interaction, engagement,
conversation, collaboration,
connections
• Encourages & allows for two-way
communication
• users now being talked WITH
instead of AT
• User-generated content

21. The Connections & Impact
Communicates in
multiple ways
CHARITY
DONOR
NETWORK
DONOR
More donors align to cause; Initiates a campaign
more funds raised

22. 22

23. 23

24. The Difference Between Web 1.0 & Web 2.0
Few Many
Many Many
Web 1.0 was about publishing and transactions.
Web 2.0 is about networks and community.

25. 25

26. 26

27. Some Web 2.0 Tools

28. YouTube
• Video hosting website
• Media channel
• Social networking site

29. www.youtube.com/canadahelps
29

30. YouTube Tips
• You don’t have to be Martin Scorsese
• Check out www.animoto.com to create
compelling video quickly and easily!
• Keep it short and sweet
• Share your video: embed into your
website/blog, email the unique URL to
supporters and friends
• Connect with your viewers. Ask for
feedback!

31. Flickr
• Image hosting website
• Photo-related tools
• Online community
platform

32. Flickr Tips
• Encourage people to take photos
• Tag and title strategically
• Interact with users
• Make use of the tools on Flickr
• Create a group for your specific event
or contest

33. Blogs
• Online journals
• An alternative
newsletter

34. Micro-Blogging, aka Twitter
• Mini journals
• No more than
140 characters
• Status updates

35. Blogging Tips
• The best blogs create a sense of
community and commitment to a cause
• Use your blog to tell your charity’s story
• Make it personal
• Reply to comments you receive – listen
and learn!

36. Social Networking
• The practice of
expanding one’s network
by making connections
through individuals.
• Allows members to
interact, discuss, share
quickly & easily

37. 34%
Percentage of offline donors
who would urge others to
support the same cause:
59%
Percentage of online donors
who would urge others to
support the same cause:

40. Daily giving through
Causes on Facebook:
$3,000 in 2008
$30,000 in 2009

41. Social Networking Tips
• Start with one tool at a time
• Be find-able!
• Remember it’s a conversation –
listening is just as important as
talking
• Engage, encourage, empower
• Present opportunities to take action

42. GivingPages
• Micro-giving sites
• Allows individuals to raise funds
for their charity or charities of
choice
• Allows charities to create a
unique space to highlight specific
fundraising campaigns (i.e.
pledge events)
• Anyone can create and manage
one

43. 43

44. GivingPages Tips
• Give your donors specific ideas, i.e.
wedding registry, birthdays,
host/hostess gifts, in memoriam
• Highlight a specific project or campaign
your charity is running; and talk about
IMPACT
• Run a fundraising contest through
GivingPages
• Share the unique URL with your
network of supporters in all your
communications, e.g., email signature

45. Case Study:

47. 47

49. 49

50. 50

52. Principles of Social Media

53. Be Real
• Leave room for personality
• Most online communities expect a less formal tone

54. It’s a Conversation
• Balance self-promotion with listening
• Social media is about personal connections
• Engage with your fans, followers and supporters

55. Encourage Participation
• Encourage your supporters to take action
• Provide opportunities to engage online and off

56. Measure Results
• Track the effectiveness of your social media presence
•Followers
•Conversations
•Conversions (volunteers, donations, support)
• Remember it’s not all about the numbers – focus on quality vs.
quantity

57. Tell Stories
• Personal stories make good content and build personal
connections
• Thought-provoking content will get shared more often

58. Let Go!
• You can’t control the message on social media tools
• Provide good/clear messaging, interesting stories and engage
with supporters
• Join the conversation

59. Set Some Boundaries
• Develop a set of social media policies for your organization
• Focus on effective use of the tools, not controlling online activities
• Set clear expectations of employees and volunteers

60. Integrate
• Include social media into your existing fundraising and marketing
plans
• Consider your online presence (website + social media) as a
communications channel

61. Debunking Web 2.0 Myths

62. “It’s expensive.”
• Basic accounts are free and really all you need!
• Free blog tools:
www.blogger.com www.wordpress.com

63. “It’s only for young people.”
• “Young” is a relative term
• Almost everyone can get online!

64. Of all giving online:
15% From the ‘Greatest Generation’
Born 1901-1945
52% From Baby Boomers
Born 1946-1962
30% From Generation X
Born 1962-1980
The most significant characteristic
associated with online giving is higher
education.

65. “It’s hard to do.”
• It’s just a matter of time and practice.
• These tools are designed to be user-friendly!

66. “It’s only a fad.”
• Some tools may be a fad, but the concept behind Web 2.0 is not
• Social networking and engaging your donor base will never go out
of style!

67. “I need to do it because
everyone else is.”
• Focus on Web 1.0 first
• Walk before you run

68. “I will lose all control.”
• Be prepared to give up some control
• Create solid messaging and trust it!

69. Keep in Mind…

70. It’s not as complicated
as it looks.
• Learning new things is always daunting at first

71. There are lots of people who
can help you.
• Get creative when asking for help
• Treat it as a staff learning opportunity

72. Go at your own pace.
• Do what works for you
• You don’t have to do it all

73. You’re still building
relationship and communities.
• Still building relationships with people
• Blend your offline and online communications

74. You don’t have to be good at
the technology.
• Just be good at telling your charity’s story

75. Your turn

76. STRETCH BREAK

77. Websites 101
77

78. What We’ll Cover
• What is Web Usability and Why is it Important?
• Principles of Web Usability
• Usability Testing
• Website Critique
• Web Stats
• Resources

79. What is Web Usability and
Why is it Important?

80. A visitor who is
satisfied with their
experience with a
nonprofit website is
49%
more likely to give
than one who was
dissatisfied with the
overall experience

81. Web Usability
• Web usability refers to ease of use and visual design of your
website
• The focus is on your users

82. Why is it Important?
• Good websites…
• Are liked
• Won’t drive people away
• Won’t be distracting
• Convey more information
• Will be more compelling
• Makes contributing easier
• Will be visited again

83. Return on Investment for Nonprofits
• More engagement from users
• Increase credibility
• Get more media coverage
• Gain more support for your cause
• Increase donations

84. Principles of Web Usability

85. Present Your Information in a
Clear and Concise Way
• Appearance
• Functionality
• Content

86. Make Text Easy to Read
•Can you read
this?
•How about this one?
•cAn yOu rEalLy rEaD
tHiS??
•This is more like it.
• Use a standard font and proper size
• Use proper contrast
• Use proper caps
• Best readability is dark on light (like black on white)

87. Whitespace
• Empty space
• Too many things may look
intimidating

88. Follow Website Conventions
•Banner
•Navigation
•Navigation
•Content Body
•Contact & Misc
Information
• There are patterns that have become conventions

89. Follow Website Conventions
•Banner
•Navigation
•Navigation
•Content Body
•Contact and Misc. Information

90. Speed
• Make your pages load quickly
• Limit use of large pictures
• Interactive media can slow connection

91. Content
• Web writing is concise
• Keep paragraphs short and use bullet points
• Bold important points, but sparingly

92. Make navigating easy
for users
• Give the correct choices to the
users (make section names self-
explanatory)
• Avoid too much scrolling

93. Self-Explanatory Choices
•Culinary Delights •Cuisine Options •Food Menu •Menu
•Career Services •Employment Opportunities •Job Openings •Jobs
•Organization Information •More Information About Us •About Us
•Give Us Your Time •Volunteer Opportunities •Volunteer
• Don’t use ambiguous headings
• Give your visitors clear choices

94. Avoid Too Much Scrolling
• Keep it narrow
• Sideways scrolling is uncommon

95. Page Organization
•Nice Heading
•Picture
•Here is where the content
would go. It’s a nice place
isn’t it? Neat and organized
content is easy to read. Cool!
• A separate page for each section
• Headlines are key
• Pictures to compliment topic

96. Breadcrumb Navigation
• Give visitors a clue of where they are
• Makes it easier to backtrack

97. Remove Ambiguity Regarding the
Consequences of an Action
• Make it easy to go back to
the home page
• Make mistakes easy to
recover from

98. The Back Button
• “Back” is one of the most used browser functions
• Make sure that it doesn’t break your website when it’s used

99. Visual Consistency
• First glance is most memorable
• Keep visuals consistent
• Reinforce their sense of security

100. Put the most important
things in the right places
• Have a clear description of
what you do
• Show your Donate Now
button prominently
• Complete contact
information

101. • Homepage should show your
most important parts
• Put your Donate Now button
“above the fold”
• Make it easy for your
supporters to give!

102. Show What You Do Clearly
• Easy to see and
understand
• Make it easy to
remember!

103. Where’s your
button?

104. 1 in 5
visitors to a nonprofit
website go specifically
to make a donation

105. Put your Donate Now
button everywhere.
Always be asking.

106. Show How People Can Get Involved
• Donate to your cause
• Volunteer their time or skills
• Share your story with their network
• Make your calls to action very prominent

107. Salvation army example

108. Make it Easy to Contact You
•Banner
•Navigation
•Navigation
•Content Body
•Contact Information
• Not necessary to be on the homepage
• But have it easy to find

109. Usability Testing

110. Testing Questions
1. Is it obvious what this site is about?
2. Is it easy to find what I need?
3. Are the most important things visible when I arrive?

111. DIY Usability Testing
Step 1: Find Testers
• Find 3-5 people who have some time (30 minutes, tops) to
have a look at your website
• Testers should not already be familiar with your site (no staff,
Board or regular volunteers)
• Testers should be representative of your usual website users

112. DIY Usability Testing Step 2:
Using your site
• Ask testers to comment as they navigate your site (to
give you insight about their choices)
• Ask testers to accomplish your main calls of action
 Sign up for your newsletter
 Click your Donate Now! Button
 Find and apply for volunteer opportunities
 Other ways they can get involved (buy tickets,
buy products, join a group etc…)
 Find general information about your
organization’s mission and mandate
 Contact your organization

113. DIY Usability Testing Step 3:
Observe
• Take note of:
• How long each step takes to complete
• Tester confusion at any point
• Frustration
• Ease of use
• Work with your web team to have the main
issues and frustrations address
• … repeat your usability testing whenever you
make major changes to your site

114. Survey Your Users
• Make a checklist that rates your website
• Free online surveys (www.surveymonkey.com)
• Put a link on your site
• Put it in your newsletter
• Try to get everyone to do it

115. Check Out Other Charity Websites
• See what they are doing right (or wrong)
• May give some insight and inspiration

116. Website Critique

117. Original CIELAP Website

118. Modified CIELAP Website
•Now clickable
•Picture and shortened
summary
•More prominent with shorter
names
•Added a picture
•Donate Now! Button
•Trimmed content

119. Original True North Website

120. Modified True North Website
•Donate Now!
button
•Moved what the
organization is about and
spaced them out for easier
reading
•Resized Image to align with
the homepage and also to load
more quickly
•Fixed
Section

121. Web Stats

122. Why Are Web Stats Important?
1. Understand your users
2. Know what people do on your site
3. Provides tangible feedback about your site
4. Leaves the guessing out of what works

123. Looking At Web Stats
• Web stats can be confusing
• Knowing where and what to look for helps
• Here’s what you can take a look at now

124. Visitors
• Gain insights about the visitors of your website
1. Unique visitors
2. First time vs. repeat visitors
3. Visitor loyalty
4. Length of visit
5. Browsers
6. Geographic profile & language

125. Content
• Top content
• Top landing pages
• Top exit pages

126. Traffic Sources
• Direct traffic: typed your address in a browser
• Referring sites:
• Know your top referring sites
• Are your ads working?
• Search Engines
• Keywords

127. Google Analytics
• Free service
• Comprehensive feature set
• Go to http://www.google.com/analytics/

128. Resources

129. Don’t Make Me Think by Steve Krug
• Best seller
• Easy to read
• Great content
• Lots of examples
• Great section on Do-It-
Yourself Usability Testing and
Resources

130. Other Books
Prioritizing Web Usability by Jakob Nielsen and Hoa Loranger
The (Usable) Web Style Guide by Patrick Lynch and Sarah Horton

131. Online resources
• Usability.gov – A great resource for building usable websites
• www.useit.com - Jakob Nielsen’s site on web usability
• www.usabilityinstitute.com – A great free resource by Jack Belis
(Free website survival checklist here)
• Eyetrack III – A great website on eyetracking (Summary of
findings by the Direct Creative Blog here).

132. What makes a great website is focus and clarity
of purpose. A great website is unpretentious.
It doesn’t pretend to be what it is not. It never
wastes your time because it always gets to the
point. A great website helps you to act.
~Gerry McGovern

133. Your Turn

134. MyCharityConnects.org
What is MyCharityConnects?
CanadaHelps' online resource centre for charities – a website dedicated to
connecting charities and nonprofits to the technologies they need to succeed.
What can I find on MyCharityConnects?
• Free online resources for charities
• Information about technology , Web 1.0, Web 2.0 & social media
• Video demonstrations
• Webinars (online seminars)
• 2009 Conference materials

135. UPCOMING WEBINARS
June 16
Measuring the Impact of Social Media
June 23
Peer to Peer Fundraising with CanadaHelps GivingPages
July 21
Planning for the Holidays ... It's Not Too Early!
August 18
Orientation for Charities Newly Registered with CanadaHelps
www.mycharityconnects.org

136. Percentage of all
annual online giving
that happens in the
month of December:
48%

138. “A nonprofit can become a highly visible source of vision,
information, and shaping for donor generosity.
Donors are great people. But most of them are not experts in
the causes they support. They're looking to you to be expert,
to apply their generosity for maximum impact. Or even to
invent some new better way to change the world that they'd
never dreamed of.
The best nonprofits bring vision and expertise to the table,
then set donors free to help them make good things
happen.”
Donor Power Blog – September 4, 2008

139. Welcome to Giving Made Simple.