{"id":12949,"date":"2016-10-31T08:54:08","date_gmt":"2016-10-31T13:54:08","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=12949"},"modified":"2016-10-31T08:54:08","modified_gmt":"2016-10-31T13:54:08","slug":"prepare-nonprofit-website-giving-tuesday","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/prepare-nonprofit-website-giving-tuesday\/","title":{"rendered":"5 Ways To Prepare Your Nonprofit Website For Giving Tuesday"},"content":{"rendered":"

\"Nonprofit<\/h2>\n

A global day of giving. <\/span><\/p>\n

Giving Tuesday<\/span><\/a> has transformed into a celebration to kick off the charitable season. After shoppers splurge on Black Friday and Cyber Monday, they are reminded about the importance of giving during the holidays. <\/span><\/p>\n

For nonprofits, this time of year is an opportunity to not only collect donations but also earn the trust of new supporters. The best way to prepare is to upgrade your website.<\/span><\/p>\n

[bctt tweet=”The best way #nonprofits can prepare for #GivingTuesday? Optimize your website for donations.” username=”hostgator”]<\/span><\/p>\n

'Your nonprofit website is a vital tool in effectively communicating your mission. Updating it on a consistent basis will ensure that your nonprofit\u2019s message is being heard,'\u009d says <\/span>Hillary Skeffington<\/span><\/a>, communications and partnership manager at Elevation. <\/span><\/p>\n

So, get your nonprofit website ready for Giving Tuesday. Execute the following five strategies to maximize your success.<\/p>\n

 <\/p>\n

1. Hone Your Brand Message<\/span><\/h2>\n

Research reveals that '<\/span>45% of a brand\u2019s image<\/span><\/a> can be attributed to what it says and how it says it.'\u009d Therefore, it\u2019s important that your nonprofit craft a compelling brand message.<\/span><\/p>\n

An effective brand story conveys your mission and showcases how your nonprofit contributes to the community. People want to know your goals and why they should pay attention. <\/span><\/p>\n

Moreover, it should incorporate your intended audience as part of the story. Design your website to include pictures of your volunteers and quotes from your board members. <\/span><\/p>\n

Write blog posts that discuss the impact of your nonprofit. To reel in more supporters, take the time to give an overview of your history. <\/span><\/p>\n

'Your nonprofit\u2019s brand voice is an extension of your organization\u2019s values. It should grow out of who you are as an organization and out of the greater purpose of your communications,'\u009d states <\/span>Chelsea Alves<\/span><\/a>, a contributor at Classy. <\/span><\/p>\n

Below is an example from the <\/span>Girl Scouts<\/span><\/a>. This header image exhibits its values to build girls of courage, confidence, and character. Visitors can imagine helping young women make new friends.<\/span><\/p>\n

\"Nonprofit<\/p>\n

For Giving Tuesday, donors will be searching for organizations to support. Communicate your purpose by honing an irresistible brand message.<\/span><\/p>\n

 <\/p>\n

2. Update Your Donation Page<\/span><\/h2>\n

The holiday season is centered around giving. People want to contribute to causes that resonate with their personal values. <\/span><\/p>\n

But issues arise when visitors can\u2019t find the donation page on their favorite nonprofit\u2019s website or the page won\u2019t load properly. It\u2019s frustrating to the potential donor, so the person just leaves without making a contribution. <\/span><\/p>\n

Don\u2019t lose donors due to fixable snafus\u00a0like a slow website<\/a>. Work with your technical staff to ensure your website can handle an increase in holiday traffic. <\/span><\/p>\n

Security is also another concern. Take the necessary precautions to safeguard your donors\u2019 credit card information from hackers<\/a>.<\/span><\/p>\n

[bctt tweet=”#GivingTuesday tip for #nonprofits: Don’t lose donors due to fixable snafus like a slow website.” username=”hostgator”]<\/p>\n

'Over a third of donation forms either have no security certificate<\/a>, or a compromised one. Having that friendly green padlock next to the donation page URL isn\u2019t just a security necessity; it\u2019s reassuring to anyone thinking about handing over sensitive information,'\u009d writes <\/span>Elliot Rysenbry<\/span><\/a>, an EveryAction team member. <\/span><\/p>\n

Branding is essential for donation pages, too. A study found that '<\/span>custom-branded donate pages<\/span><\/a> nested inside a nonprofit\u2019s website raise 6X more money.'\u009d<\/span><\/p>\n

United Way<\/span><\/a> uses photos of people impacted by people\u2019s donations. The organization also gives supporters multiple contribution amounts to choose from.<\/span><\/p>\n

\"Donate<\/p>\n

Avoid common website mistakes this holiday season. Be prepared to earn more donations.<\/span><\/p>\n

 <\/p>\n

3. \u00a0Capture Email Subscribers<\/span><\/h2>\n

In the nonprofit industry, the average open rate for <\/span>email marketing campaigns<\/span><\/a> is 21%. Supporters are interested in learning about your organization\u2019s activities.<\/span><\/p>\n

However, your team must entice people to sign up for your emails. To achieve this task, tell visitors what they will receive. Offer exclusive content about your projects or a chance to win tickets to your next fundraiser.<\/span><\/p>\n

Where you position your email signup form matters. Don\u2019t hide it in an obscure place on your website.<\/span><\/p>\n

'It\u2019s important that your email signup box be in the right place at the right time. You want to capture a website visitor\u2019s attention when they\u2019re most interested and inspired,'\u009d states <\/span>Yesenia Sotelo<\/span><\/a>, founder of Smart Cause Digital.<\/span><\/p>\n

Sotelo also recommends placing an email signup form in various locations on your site, including: the sidebar, footer, homepage, and thank you page.<\/span><\/p>\n

Once subscribed, stay in contact with your supporters. Send relevant information on a continuous basis.<\/span><\/p>\n

'Be sure to communicate with your subscribers regularly-twice a month ideally, once a month at a minimum. This helps to keep your list active, engaged and more likely to grow and support your goals,'\u009d says <\/span>Steph Drahozal<\/span><\/a>, former marketing coordinator at Salsa Labs.<\/span><\/p>\n

Make your email signup form front and center on your site. And encourage people to stay with your organization beyond Giving Tuesday.<\/span><\/p>\n

 <\/p>\n

4. Stick to One Call-to-Action<\/span><\/h2>\n

During the holidays, people are rushed for time. Between shopping and cooking, they may become overwhelmed with a long list of to-dos.<\/span><\/p>\n

Therefore, keep your message short and sweet. And give your visitors one action to perform. <\/span><\/p>\n

Copywriter Joel Klettke states the importance of a call-to-action:<\/span><\/p>\n

'The language of your call to action has a direct impact on someone\u2019s willingness to click and move forward. It\u2019s not enough to have a functional stand-in; you need unambiguous text that\u2019s tied back to a benefit.'\u009d<\/span><\/p>\n

Talk to your team to decide what you want your visitors to do. Should they donate $5? Or send you non-perishable food items? Specificity will help supporters take the next step.<\/span><\/p>\n

Urgency is key to inspiring people to act. You want people to feel like waiting isn\u2019t an option. The <\/span>American Red Cross<\/span><\/a> uses this tactic with a red '\u02dcDonate Now\u2019 button.<\/span><\/p>\n

\"Donate<\/p>\n

In addition, one organization witnessed a '<\/span>90% increase in click-through rate<\/span><\/a> by using first-person phrasing.'\u009d So, try sentences like, “Give my<\/span>\u00a0donation today,'\u009d rather than “Give your donation today.”<\/span><\/p>\n

Confusing your website visitors is a big no-no. Instead, be straightforward and tell them what you want.<\/span><\/p>\n

 <\/p>\n

5. Create a Mobile-Friendly Site<\/span><\/h2>\n

Experts found that <\/span>91% of the world population owns a mobile phone<\/span><\/a>, and nearly 30% use smartphones and tablets to browse the web, check email, and make purchases.<\/span><\/p>\n

Increases in mobile use means your nonprofit must be ready to market to this audience. And simply rearranging your full website design won\u2019t work. <\/span><\/p>\n

Create a mobile-friendly site<\/a> that possesses larger font sizes, so people don\u2019t have to zoom in and out. Keep the design simple-no complex menus. Furthermore, <\/span>optimize your images<\/span><\/a> for mobile viewing by:<\/span><\/p>\n