The Situation RoomEvent WebsiteDo’s and Donts

Shana MastersonSenior Consultant

Blackbaud

Taylor ShanklinBlogger and P2P Enthusiast

Extraordinaire

Your Hosts:

Join us for the rest of the series

• The Skinny on Strategy: Using Data to Drive Your StrategiesTuesday, May 12 | 1:30–2:00 p.m. ET

• The 411 on Engagement: Learning Online Fundraising “Tells”Tuesday, May 19 | 1:00–1:30 p.m. ET

• Event Websites—The Situation Room: Must-Haves and Don’tsThursday, May 21 | 2:00–2:30 p.m. ET

• Messaging Mojo: Making Over Your EmailsTuesday, May 26 | 1:30–2:00 p.m. ET

• Talk Data to Me: Preview of the new P2P Fundraising Study!Thursday, May 28 | 2:00–3:00 p.m. ET

Every Website Needs a Little Sparkle!

First Impressions Mean A Lot

Which Guy Do You Want Your Org To Be?

First Impressions Mean A Lot

5 Ways To Clean Up Your Event “Wardrobe”

1. Mission-centric, meaningful imagery• IXNAY on the stock photos

2. Fun!• Show people that they want to be there

3. Easy-to-find Registration/Donation Button • Reg button must actually link to registration form

4. Show Impact (from prior years is good, too)

5. When and Where is your event?

• Easy to find, relevant content and FAQs

The Little Black Dress You Must Have

• Responsive Design. That means mobile/tablet friendly, y’all.

• Intuitive (not cluttered) Navigation. Tell them why they are here and then take them there.

• Search: This could be participant/team search, location of event search, etc.

• Easy-to-find login for registered folks.

• Highlight fundraising. Be transparent.

Fun!

CONVERSIONLittle Touches Make All The Difference

Huh?

Registration: For you or for them?

1. Would you like to receive information on making a planned gift?

2. Will you be attending the after party?3. What is the highest level of education you

have achieved?4. Is your company interested in sponsoring

this event?5. Where do you plan to park on the day of the

event?

• Don’t make me think.• Do I have a plan for this information?• Can I ask for this later?• Explain why this information is important.• Minimize distractions: navigation, ads, clicks away

from form

Simplicity = Conversion

Converting Donors

This looks nothing like my friend Mary.

Am I even in the right place?

Oh, I guess there’s no reason to donate then.

Wait, why do I need to search for someone?

Not sure what these are.

Success! But it’s not the end!

Post donation sharing!

Registration next steps!

Gamification

Cut the jargon and BE REAL.

Self donorSelf donationSelf pledge

Make a donation

Share your story Why do you walk?

Use your PC Check out your fundraising headquarters!

“Drab to Fab” To Do ListEvaluate your event website and make a list of things that are “drab” but could easily be “fab”

A fresh set of eyes – Recruit a friend to do some user testing for you.

Clean out the clutter – Remove or update unnecessary and confusing jargon.

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Stay in touch

Twitter: @npshanaTwitter: @tshankcycles

read our stuff at npengage.com

Thank you! Join us for the rest of the series

• Messaging Mojo: Making Over Your EmailsTuesday, May 26 | 1:30–2:00 p.m. ET

• Talk Data to Me: Preview of the new P2P Fundraising Study!Thursday, May 28 | 2:00–3:00 p.m. ET

Accessorize your peer-to-peer program with tips from the ebook. Get it today!