Webinar: Get more online donations

6 actionable steps to elevate your Nonprofit website to increase online donations



Nonprofit website consultant, Chijo Takeda, outlines 6 steps you can take to elevate your website and bring in more online donations to fuel your organization’s mission.

Video Transcript


(00:02):
Hey, all of you, Nonprofit leaders doing purposeful work out there. Welcome to the webinar today. It’s called “Get more online donations.” So let’s get started here. I’m going to share my screen. First, hopefully, everybody can see my website here. Chijo.com. And the first question I’m going to ask you is did you know, your Nonprofit website can bring in more donations and I fix websites so that they do bring in more donations? So we’re going to chat today, right? You can also do this and book a 15-minute call with me as well on my website, but let’s proceed. I want to show you something. So on my website here, let me show you on my website. Come here, you’ll see an eBook here. It’s a free guide. “Five ways to increase your Nonprofits online donations” Put in your name and email download the guide and then we can follow up and chat.

(01:01):
So I’m going to show you a part of what this looks like here. We’re going to look at some numbers. This data here was gotten from the Blackbaud Institute. It’s a 2021 Charitable Giving Report and I want to focus on a couple of numbers here. So number one is 42%. That’s the three-year increase in online giving since 2019 42%. And then the second number I want to talk about is the average online donation amount. According to this index, it’s $204. So I’m going to go out on a short limb and just say that Nonprofits would happily accept online donations in the amount of $204 and even make it recurring, which we’ll talk about in a little bit. All right. The first thing that I want to talk about, there are six things actually, and of the six things that I’m going to talk about today, regarding how to increase online donations.

(02:06):
Some of it is going to be some technical things that you can do to fix your website. And then I’m going to talk about some messaging that you can elevate, tweak and elevate so that people have more of a reason to click buttons on your website, like the donation button. But all right, the first thing is the donation button itself. Let’s take a look, at this website. This just happens to be a client website of ours that we launched a while back. We have the donate button here. We always recommend that you put it outside of the navigation as a physical button here, so that it stands out separately. I do see some Nonprofit websites where it’ll say donate, you know, somewhere buried in here. I’ve even seen it in a, you know, just this, right?

(02:58):
So this is fine. But you always need to make sure that you have a button. All right. So that it stands out. The next thing is to make sure that it’s sprinkled throughout the homepage, right? So here it is again. And then if you scroll down here, here’s a success story. Here’s another donate button. Also sprinkle it throughout the entire website, right? Don’t assume that people are going to see the donate button just because you put it in one or two spots. Don’t worry about it. Just put it on different pages throughout your website. All right. The next thing that I’m going to talk about is here we have a button you want to make sure that your donate button is clear. It is bold. It is colorful and it’s noticeable. Okay. Now I’m going to talk a little bit about accessibility because not everybody sees colors the right way.

(03:54):
And uh, some people, you know, like my kid’s friend is colorblind. And so depending on what color the button is and the color of the text, it may be a little bit difficult to see. So what we do is we use tools such as this colorable website. I’m going to get a little bit techy here, but maybe some of you are aware that each color on a website is, designated with a hex code “H E X” hex code. And this just happens to be the number of the pink that’s used on this site. Right? And then, so we put that in as the background, and then over here, we’re going to put in the hex code, which is all Fs, six Fs together as the text and this passes double AA accessibility, meaning it just has enough contrast so that people will be able to see the white on top of the pink color.

(04:56):
Now just for kicks here, let’s make this color lighter, just a little bit lighter. It’s a different hex code, but you’ll see here that the contrast level went down. And so it’s a fail. This makes it, this is becoming a little too difficult for some people in the world to be able to see and define the letters or the text on top of the color. Right. So let’s go get that color again. So let’s bring it back into the color that we’re using on the website. Now it passes. Okay. For large use. All right. So let’s look at a couple of other sites.

(05:57):
Here. Let’s look at this site real quick, No Kid Hungry, and let’s look at the colors that they’re using on their buttons. So I’m going to get again, a little bit techy, but if you are interested, use Chrome, use Google Chrome to go to your own website and then find your donate button and put the cursor over it, and then “right click” and you can hit this thing called inspect. Okay. So when you hit inspect, you’re going to get a bunch of techy stuff showing up and you should see somewhere, a color swatch of the color background of your button. Okay. And so what you want to do is you want to come in here and copy the six digits. Okay. There are letters and numbers mixed in. And so you want to copy that. Let’s go back to colorable and put it in. All right.

(06:53):
So this is the orange, it changes the background, and it still passes for large. And again, if they had chosen a lighter color like this, you know, it’s going to fail, but fortunately, they’re using a good color. It’s got enough contrast. And, it’s good for the button. Right. Let’s take a look at another one. Let’s see if we can find this one. So put here inspect, and let’s see if we can, oh, here’s the background color right here. So let’s take a look here. Well, to be honest, I’ve already looked at this, so I know it’s good.

(07:39):
Oh, it’s copying a lot more from the code. All right. So all you want to enter is just the pound sign and the six digits, right? So this passes as well. And again, if they had chosen a little bit lighter color, like a brighter green, this gets a little bit difficult for some people especially those with color blindness issues to see the button. So that is the main thing that I want to talk about or the main things I want to talk about again. To recap about the donate button, make sure it’s separate from your navigation as a physical button so that it stands out. It’s okay if you have it elsewhere, but make sure you at least have it here. I do want to mention, oh, I forgot. There are some studies on how people look at websites and the path that the eye travels and there’s one that’s called the Z pattern.

(08:30):
People sometimes will start or often will start in the upper left of a webpage so that, you know, there’s the branding, there’s the logo. They’ll cruise along horizontally, look through the navigation and then pause here at the elbow before going down like this and then across again. So this is again a Z pattern, right? And then whenever the direction changes people pause. So having a call-to-action button here at the elbow before you turn is a very good spot. And then they make a diagonal pattern through the next block of content. So here’s a donate button again here. Right. So then they scroll and then go across again and then they go diagonally. So you get the idea, but make sure you repeat it throughout the homepage and sprinkle it throughout the rest of the website as well. All right.

(09:26):
So now the next thing I want to talk about is the donation form. So let’s look at it, I’ve already got this ready to go. This is the same foundation, Mary Rose Foundation. And we install what we call the Donation Machine. Now you’ll see here, that there are three donate buttons. These are different forms. Okay. Most of the time I will see one donation form on a Nonprofit’s website, but a lot of times it’s handy. If you have different ways that people can donate based on what the, uh, how the money will be used. Right? So this is for treatment donations. This is for education and supporters of the teens group. Okay. So, if the teens aspect or supporting this resonates more with me, I can donate here. And it just gives me a little bit more of a connection of what I’m donating towards, or if education resonates more with me, then I would donate here instead of just a donate in general to the organization.

(10:35):
So the Donation Machine that we install on WordPress websites has the capability to create more than one and basically unlimited number of these forms. And they can be sprinkled throughout different places on a website. So for example this is an organization that provides service dogs for free to Veterans so that they can have a higher quality of life. But again, we’re not on the donate page, but I want to show you that on a webpage you can embed a donation form. And again, this is the Donation Machine we install, it has to be on WordPress, but we have the ability to embed these anywhere on any page in a sidebar on any page of the site. And of course, the donate page, which is okay. So that might be something to consider. So if you have different areas of a website, maybe you can embed different donation forms with different language on different parts of your website.

(11:43):
All right. So now let’s take a look. So let’s see. First things first. You want to make sure that it’s easy to use. Okay. The way that our donation forms work is that it’s very simple, very concise, and clear. We won’t inundate everybody with all the different fields that you have to fill in with your credit card, information name, and all that all at once. So typically we’ll set it up like this, where there’s a heading, there’s a blurb here that provides the “why” to click the button. And then once you click on it, you present the person with the next, you know, a chunk of information that they need to determine and put in there. So it’s the dollar amount, right? And then this form our Donation Machine allows the feature to have the person check this.

(12:37):
Now the $7 and 78 cents is the fee that the credit card or the bank will charge for the $250 donation that comes in. So the organization will get $215 minus $7 and 78 cents. I won’t do the math right now, but they will not get the full $250 by having this feature available on your donation form, the person who is going to donate will actually be donating $257 and 78 cents. They’re covering that. So that by the time the organization gets the donation, they will get the full $250. Also important is to have the ability for the user or the donor to make it a monthly donation or whatever recurring period you want to use. We can customize this for our client websites yearly or monthly. You know, one time is great, but recurring is even better. Case in point we, not this site, but another client website.

(13:48):
We installed the Donation Machine that we do install. They went from zero recurring monthly donors to 750 plus recurring donors. Now, remember this, going back to this number here, if the average donation is $204, I mean, times 750, you get the idea, right? I mean, some are less and some are more, but that’s a good recurring amount of revenue for an organization to fuel your mission, right? So this is very, very important, right? And then you can hit, continue and plug in whatever information they need to give. And then you’ll notice here it’s very transparent, right? Cover donation fees, 700, or sorry, $7 and 78 cents. It ensures that 100% of your donation reaches your cause. Right? So this is reinforcing the fact that this is doing good. And of course, the total reflects that it’s $257 and 78 cents, right?

(14:54):
So it’s easy to use. It’s a simple form. Recurring donations are available to cover the cost is available. Now let’s take a look at a couple of other donation pages. So this one it’s No Kid Hungry now. They have, you know, a nice picture here to illustrate the cause. And of course, it’s very easy, having step one, step two is very, very clear. It helps people understand, okay, here’s the first thing I do. Here’s the next thing I do. And you’re just walking through them, right? So you’re doing it with them as a guide. It can also dedicate the donation “in honor of,” or “in memory of.” For example, like on our thing that I showed you with these donation buttons we can also turn on “in honor of” or “in memory of,” so we can add this as well.

(15:54):
Let’s get back to this one, right? So, this is often a great feature to have in here so that people can honor someone with their donation, and then how would they like to be notified? And then they go through and, let’s see, let’s just click 50 bucks one time. Oh, this is monthly. So that’s good as well. And then you hit continue, and then here’s step three, right? It’s guided here’s the information it’s step four, here’s the payment. And then the last button is donate, right? Sometimes I see Nonprofit websites that use some kind of third-party system and the button itself says “pay” or “pay now.” I would really strongly recommend that the language stays on course, and it is “donate.” It could be “support” or “support our cause,” but something other than just “pay” or “pay now.”

(17:01):
So if your action button to complete the donation says something like that, I would really look into customizing it. Talk to your web guy, web developer, or web gal, and see if you can get that changed. All right, here’s another one. This is an organization. This just happens to be a client of ours, Oregon Wildlife Foundation, but they are using fundraise give smart, it’s a third-party platform, and this is fairly common as well. So when you hit the donate button on a website, it leaves the website for the organization and then goes to a third-party site. This is what this does. Now, my recommendation, if you do that and use some third-party platform and the person is leaving your website and going somewhere else, make sure it’s as branded as possible. So these are the brand colors that just go to the website, right?

(18:04):
So when you hit this, it goes here. Right? So, you want to make sure it’s branded, they’ve got wildlife in the background and you’ve got the logo here, right? Make sure your logo’s on there. Sometimes I’ve seen donation buttons and I click them on a Nonprofit site. They go somewhere else and their logo is not even there. It’s just maybe like this stuff here. Right. And it doesn’t even say the name of their organization. That disconnect could hurt your trust factor because someone is going online to make an online payment. You want to keep that trust factor. We’ll talk a little bit more about that later.

(18:52):
This one for the Oregon food bank, I thought was interesting because, in addition to their messaging here, they have the other things like dedicating “in honor of.” This is also an interesting feature here. See if your employer will match your donation. Right. So put the company name in here and maybe it’ll get matched. But the thing that I wanted to point out was the question section here, the FAQs, right? So this is donating 25 bucks or 500 bucks or whatever, but over here. Hmm. How do I donate food? FAQs are a great way to introduce topics that people have not been thinking about. People don’t know what they don’t know. So if this is all that is on the website maybe they won’t know that they can donate food. So there’s the option for that. Is it tax deductible? Some people may be wondering, right? Do you have any questions or need additional support on your recurring gift? So there are answers here to help people. And again, this leads to trust as well. When you have answers, ready to go alongside your donation form. Right? So now let’s go to the next thing that I want to talk about. Let’s see. Here we go.

(20:50):
All right. Sorry. It took a little while, but I found it. Okay. So No Kid Hungry. The next thing that I want to talk about is sharing the impact. Okay. Sharing the impact. You want to make sure that the person who’s your potential donor has an idea of where their money is going, or what is it going to fund, right? I talked a little bit about that when we looked at the Mary Rose Foundation donation forms, right? So let me back out of this a little bit. We had treatment donations or education-related or teen related. So this gives an idea of a little bit more, it’s not just a general donation that something’s going to resonate with me. Now, another way that you can do that is to share the impact is to use what’s called fundable units. A friend of mine, Rhea Wong, is a consultant for fundraising out of Brooklyn, New York, her website is Rhea Wong, R H E A W O N G Rheawong.com.

(22:00):
Actually, you know what, let’s go to her site real quick. She is amazing. She trains Nonprofit leaders to fundraise more money from high-net-worth donors. So anyways, that’s her thing. I just met up with her in San Francisco recently just about within the last week. And we had lunch and we brainstormed more and more ideas about how to fundraise. But anyways, let’s get back to what we were talking about. So she uses the term called “fundable units.” So here’s a unit here, right? $50. What does it pay for? It can help provide up to 500 meals for a child. Right. So if I’m looking at here and if I don’t see this stuff up here and let’s say, all I see is this section here to 50 50? Or, you know, I’m just going to guess and go, you know, what can I, what can I afford?

(22:58):
What do I want to pay? But if I see this $50 provides 500 meals maybe I was and maybe some of you as well, like I do this sometimes. I’ll just pick the lowest amount, but 50 bucks, right? That would give 500 meals. So now instantly I have more of a “why” to click $50 over $35. Right? And then I’m thinking, Hmm. If $50 provides 500 meals, I can, you know, I can afford to give a hundred bucks. I want to give back. That’s going to potentially provide up to a thousand meals. So see what’s going on in my head is I base my decision on some “fundable units.” Right? So depending on what your organization is, maybe you put, $50. $50 provides a “go back to school package” for every kid in the school district or whatever it is. Use fundable units that will help.

(24:10):
Share the impact. That’s the third important thing that we’re talking about. All right. The next thing is number four, which is to build donor trust. All right. Let’s talk about building donor trust on your website. The basic thing is making sure that in the browser, so this is Google Chrome and it shows the padlock icon here. Okay. Well, let me use my fancy little focus here, the padlock icon. Okay. That shows that does a few different things. Number one, people look for this actually. Okay. And for websites, I won’t show one right now, but you may have seen every once in a while, you’ll go to a website and this padlock is not there. It will actually say here, instead of the padlock, it’ll say “Not secure.” Google Chrome or Google’s on a mission to make sure all sites are secure.

(25:12):
So if you don’t have this padlock installed on your website, it’ll actually say “not secure.” I think I know of one, but I’m not going to pull it up. I don’t want to embarrass anybody, but again this icon now, I don’t know how many people are going to click this, but if they do, it’ll say “connection is secure.” And then if someone even is even more techy, geeky might click on that and go, oh, the connection is secure. The certificate is valid. Ooh. Okay. What’s that? It’s going to show additional information. It says the certificate is valid. So this is an SSL certificate. Okay. Secure socket layers. It expires Wednesday, December 7th, 2022, right? At a certain time. So this is providing a trust factor to this organization. All right. And on a side note, just FYI that if you’re worried, if you’re concerned about search engine optimization or SEO for your website to make sure your website comes up more in search engine rankings, Google’s algorithm, the algorithm that is used to calculate rankings does have a component that looks for this SSL, whether it’s secure or not.

(26:30):
So if it’s not secure, make it secure and it could give you a boost in your SEO power for your website. All right. For, for what that’s worth. So secure. Let’s see SSL, right? You want to make sure that’s on there. Next thing that I want to show you let’s take a look. Okay. So this is a client site of ours, and we’ve embedded this form and we put this here, there’s a padlock and a secure donation message. Now, this doesn’t click anywhere. It doesn’t do anything, but it doesn’t hurt to have another padlock. And the fact that it’s a secure donation and whether people notice this or not, or it’s subliminal, you know, they might see it out of their peripheral vision. All things being equal. Why not put something like this? So I would recommend that you do that today with your form.

(27:28):
So let’s look at the form here. So each one of these forms, there’s a secure donation thing right at the bottom there that follows it all the way through the process. All right. So make sure that you are building donor trust. Now another way to create donor trust is of course when you go to donate. When you hit the donate button and you go to the donate page that it is branded. Now that, of course, if you, if it’s a page on your website, it’s going to be branded because it’s going to be on the same URL. That’s good now sometimes, again, Nonprofits, you use third-party platforms out there that provide donation software, right? So for example, this one it’s not on. So here’s the original website here, myowf.org, but the donation page is fundraise dot, give smart.com form blah, blah, blah.

(28:29):
Right? So even with that, it’s got the logo here. And again, I think I mentioned it a little while back earlier in this webinar, but trust me, I have gone to Nonprofit website donation pages, you’ll, or actually, I’ll click the donate button. It’ll go somewhere. And the logo is nowhere to be found, right? So all I see is this, I’ve seen this and even worse. There’s no image back here. It’s like this gray background. And that’s it, there is no mention anywhere of the name of the organization or any kind of design or color that relates to the main website itself. That disconnect does not help in building your donor trust. So if you do use some kind of third-party platform, then make sure that your logo is there. Make sure you can customize the colors of the buttons and the accents and the links. Put some image that relates to your organization, you know, as much as possible, put that throughout this third-party platform form.

(29:37):
Now, if you’re using a system or a third-party service that does not allow you to customize the color or add photos like this, or I don’t know, I’m not going to rule it out, but you can’t even put your logo. I would start looking for another service that does allow you the ability to do those things. You want the donation process to be branded all the way through, from start to finish, that leads to donor trust. Right now, let’s go to the fifth thing that I want to cover, and that is to make sure your donation system, the entire system from start to finish on your website is mobile-friendly. Some people call it mobile responsive. Some people call it mobile-ready, but the bottom line is to make sure your donation system is usable on a mobile device, right? Let’s say, you know, if you have Google analytics or whatever hooked into your website, I really encourage you to go into Google Analytics just to make sure we’re on the same page.

(30:53):
And if you do have this, oh, I don’t want to do that. Here we go. Let’s look at this one. All right. Get insights. If you have this type of stuff set up for your website, sign in, go ahead and sign into your analytics and look and see what the percentage is. It’s under technology and see, you can actually see what is the percentage of visitors coming to your website from mobile devices, from desktop devices from tablets, right? So, with Google again, I’m going to go a little bit off track and talk a little bit about SEO, but Google has come out and publicly said a while back already that websites that are mobile-ready are going to get ranked better and have more visibility in their search engine results than websites that are not mobile ready. So making sure your donation form is mobile-ready is very, very important.

(31:53):
Especially if you’re talking about SEO, now let’s get back to this. So because of that announcement that they made a while back, the rate at which people are actually looking at websites on mobile has been increasing and increasing and increasing, right? And depending on your sector or type of site that you have, it could be anywhere from, you know, 25% to 80% of the people coming to your website are coming from mobile devices. Now let’s just kind of say conservatively that it’s 30%, you’ll have to log into again to your analytics and see, but I encourage you to do that, but let’s say that 30%, okay? Kind of choose a middle ground or conservative number 30% of the people coming to your Nonprofit organization’s website are looking at your website on a phone. Okay?

(32:50):
Now, if they do that, you want to make sure that this donate button, for example, is visible, right? So here’s the homepage, here’s the donate button. And again, if you remember earlier, I said, make sure your donate button is separate from your navigation. Now here’s why I’m going to do a little trick here. I’m going to do a squeeze test. Okay? So I squeezed the page here, and I hope that’s coming across in zoom, but if you don’t, just go to your website, put it, bring it up on a browser and then squeeze the browser window as skinny as you can get it. Okay. To kind of simulate what it might look like on a skinny phone screen. Now hopefully you can see this, but here you got the logo. The menu goes to a condensed menu, but the donate button because it’s separate from the menu is still visible.

(33:48):
Okay. Now I have seen sites, Nonprofit websites where they’ll be the navigation like this, and then you’ll see the donate button, but it’s actually not a button. They’ve used some probably what’s called CSS or styling, custom styling to customize the look of one of the items in the menu to look different than the rest of the items in the menu. So it’s kind of like a pseudo button, but because it’s part of the menu. And then when you do the squeeze test this button disappears because it’s part of the menu. So it would be like, let’s say right here, donate, right? So you have to click on something to actually see the donate button. So here’s the takeaway. Again, going back to the 30% number, let’s say 30% of the people coming to your site are viewing your site on a mobile device. And your button is not mobile-friendly. One in three people is not seeing your donate button. It’s invisible.

(34:55):
So think about that for a minute there. Pay attention to that. Now let’s look at the next thing. Let’s go back to a form. All right. Let’s get out of this. I’m going to do the squeeze test on these forms. All right. When you go to mobile. So we’re kind of simulating what it looks like on mobile, right? So it’s a skinny view. The donation forms, even if there are three of them, they stack nicely. Don’t make them appear tiny side by side, right? So one at a time. And then when you go to donate, it fits within the skinny screen. So most of this will be visible on the phone and it’ll be very easy to read and see because sometimes you might find a form that’s off-screen on mobile, right?

(35:52):
You better go check yours and make sure that it’s totally visible the entire thing and it adjusts. So it functions without having to scroll around side-to-side, like horizontal scrolling and pinching or whatever is not user-friendly. So let’s go to another one. Let’s just look at this one for kicks. Ah, there we go. So this one for Oregon Food Bank, good job, kudos to them, everything adjusts for the skinny screen and the form adjusts, right? It’s now two by two for the buttons and everything is visible. The entire form is visible without having to scroll side to side. Because if you remember, if you go back out right, all the numbers are horizontal, but you can see that it is mobile-ready. Okay. So you want to check your form or your donation page and make sure that it is mobile-friendly.

(36:54):
Let’s see. Next thing. I’m looking at my notes here. So just full disclosure here is this takeaway, the five ways to increase your Nonprofit’s online donations giveaway that I have on my website here. Okay. There are five things in here. Those are the five things. So let’s go over them again. So number one, the donate button, make sure it is visible. It’s got good color contrast and it’s sprinkled throughout your website. Number two, is the donation form, right? It’s easy to use. So let’s go over here. It is very easy to use. Don’t inundate people with everything all the time, but it’s very easy to use step by step. And it’s very clear and transparent. Okay. The next thing is sharing the impact. Let’s see. Was it here? Yep. So share the impact using fundable units, $50 can provide up to 500 meals.

(38:04):
Remember that kind of helps me in calculating how much I’m going to donate instead of just kind of eyeballing it and guessing or throwing a dart. That’s number three, share the impact. And then number four is donor trust with things like the SSL certificate that’s installed. If you’re using a branded third-party platform, make sure it’s branded. If you have donation forms, you know, add a padlock that says secure donation. So that’s number four, build donor trust. And then the fourth thing is making sure that it’s mobile ready. So if you have a button here, you do the squeeze test. It’s still visible. Okay. You can do the squeeze test on your site right now, or just go ahead and pick up your phone and go navigate to your organization’s website and see for yourself whether your donate button is visible or not.

(39:02):
If it’s not visible, but it’s visible when you view it on a laptop that needs to get fixed. All right. Now beyond this, I’m going to give you one of the most important things that you need to have in your donation system, your whole framework on your website, and that is providing the “why.” Why should a potential donor or someone visiting your website, click the donate button in the first place? Okay. Why should I click this button in the first place? There are so many websites out there. So many Nonprofits out there, and it’s pretty much a given, right? If it’s a Nonprofit site, it’s going to have a donate button. And a lot of times I’ll just see a mission statement full of jargon with all due respect. I just say, it’s a mission statement that sounds academic. It’s full of jargon.

(39:55):
And then there’s a button that says donate. Now that’s not enough of a why because of the mission statement, in my opinion, and again, I’m going to kind of go out on a limb here. Some people may disagree, but I say it’s a very org-centric message. It’s what the organization thinks is important within the organization. You know, you have a mission statement that, that guides you as you do your work, but the messaging on a website, especially speaking to the people, coming to a Nonprofit website, the messaging has to be user-centric or website visitor-centric. If I’m looking at a website, if I’m looking at a website like this, I want to see myself in the story. Okay. I want to see that I am a part of the story that’s happening. Now by “story,” I mean the hero’s journey. Okay. I’m going to go back a little bit and just say the hero’s journey.

(40:53):
You know, there’s the main character in a story, whether it’s a novel or a movie, there’s always the main character that has some kind of struggle or problem. A challenge. Then along comes a guide like Yoda. Yoda comes in and Star Wars. If you’re a Star Wars fan Yoda comes in as a guide that provides a solution. Now, when the main character takes the solution, right? Luke Skywalker is the main character with the struggle takes the solution and practices it. Implements it. You know, it’s the force. Then afterward, the main character is transformed into someone who can do something that they couldn’t do before because of the solution. So the hero’s journey, there’s a problem. Then there is a solution. Then there is the happy ending or the impact. So I call this my “3 Keys.” So the 3 Keys framework for any Nonprofit website’s messaging. Key number one is what is the problem that you’re solving?

(42:00):
What’s the challenge that you are trying to address in this situation? If we’re looking at the Mary Rose Foundation, eating disorders, that’s what we’re trying to address, right? A world without eating disorders would be great. That’s the problem. Number two. What is the solution? What is the unique solution that your Nonprofit provides that addresses the problem that is different from other organizations, agencies, and people that are also trying to address the problem of eating disorders? Okay. So this organization provides scholarships. Okay. So if you look right here, there are scholarships to pay for eating disorder treatment. So this foundation, their unique solution is providing scholarships so that people struggling with eating disorders and needing treatment can get scholarships so that they can pay for that treatment. Right? So that’s number two, the solution, number three, what’s the impact? What’s the happy ending for people who receive this help from this organization?

(43:06):
Okay. They’re promoting mental health, right? The impact is they’re hoping for a world without eating disorders. I mean, that’s the happy ending. Investing so that there’s wellness in youth. That is the happy ending. So again, just to recap, number one is, let’s see, sorry, let me just catch my breath cuz this is what gets me going. Number one, first key. What is the problem that your organization is addressing or trying to fix? Number two, what is the unique solution that your organization provides or implements to address that problem? Number three, what is the impact or a happy ending that your organization is bringing about? All right. So like getting back to the whole Star Wars thing, you know, there’s Luke Skywalker trying to do something. Along comes a guide. He’s trying to fight evil, right? So that’s the challenge or the problem.

(44:09):
And then along comes a guide and there’s Yoda and then there’s the force. And so that’s the solution. Now the happy ending is Luke Skywalker is able to do something he was not able to do before and now has the force it’s strong. And he is able to bring about the happy ending of the story in the movie. So that’s why, by the time you finish watching the movie, you are inspired, right? Like I want to be like that. Kids are going to say, I want to be like him. I want to have the force. I want to be able to make a transformation. Right? So that’s the hero’s journey. So long story short, the three keys, the problem, the solution, and the impact are the three things you have to include in your messaging and surround your donation button with the 3 Keys. The hero’s journey, the impact that you’re making.

(45:02):
So that now that gives a “why” for the user to become more emotionally engaged. All right. So the problem is eating disorders and they’re hoping for a world without eating disorders. Now, if I’m a potential donor, does that resonate with me? Did I previously struggle with that myself in my youth? Did my neighbor or my best friend go through that or maybe going through that now? Is my kid’s best friend going through that? Okay. There’s bound to be some kind of connection, right? Or just the problem itself resonates with me. Now, I need to know what kind of solution your organization is providing. Like, how are you trying to address this? Well, this organization is doing it by scholarships to pay for eating disorder treatment. Now that sounds doable.

(46:03):
That sounds legit. That sounds very helpful. Practical boots on the ground to actually get something done that resonates with me. And number three, you’re promoting mental health and providing education. You are investing, or I would be investing in the wellness of youth. By clicking this button. That’s why I would click this button. Now there are other whys that can be involved and put into the messaging here. So why would a donor want to give back? Maybe I’m retired. Maybe I have the ability to give back now and what am I seeking? What’s the problem or challenge that I’m facing? I am looking maybe for affinity, maybe I’m looking for a community. Maybe I’m looking for an organization to help and become a part of now that I’m not working.

(47:02):
Maybe my challenge is looking for a purpose in my retirement. You are going to provide the solution to that, okay? By having them donate and then they’re supporting. Then they volunteer and then they become part of your organization, right? So you have to outline and address what the problem or the challenge is and provide a story, not just a mission statement with a donate now button. Go above that. Elevate to the point of messaging with the three keys. So this site here we talked about one of the frameworks that I use is trying to get the 3 Keys all at the top of the homepage. It’s the most visited page on a website usually. And so you want to have and see if you can put the messaging on the homepage that resonates. It’s more emotionally engaging because you have the 3 Keys, right? Let’s look at another website here real quick.

(48:07):
Let’s go back up to the homepage. So this website here. Let’s just analyze the 3 Keys. What is the problem that this organization is solving? Well, the problem is right here, “22 veterans commit suicide every day.” Sad, unfortunate. It’s a tragedy. Yes, but that’s the problem. Number two. What is the solution that this organization is providing? They provide, okay. It says right here, highly trained service dogs for free to veterans. That’s their solution because this is more of a universal, bigger problem. But what is your organization like you, someone, you know, you’re watching this webinar and you may also be trying to address the same problem, but how do you solve it? Well, this organization provides this solution of trained service dogs, free of charge. Now, what’s the impact that this organization is making? They’re in enhancing the quality of their lives.

(49:11):
Okay. They’re transforming lives. There are 22 veterans committing suicide, and the mission is to change this, right? Here’s the whole story, the 3 Keys, and the hero’s journey. Now, if I get involved, I can become a part of this story. That’s a “why” to click this button. Okay. How to get a service dog. Maybe I’m a veteran. If I click this, I’m going to be part of this story with the happy ending of transformed lives. I want that for me. So if I’m a donor, I want to also get involved and become a part of this story. Like if you’re watching Star Wars in the theater and if you ever watched a movie in a theater and you go, oh, I want to be in that story. I want to jump right in. Well, that’s this right here, okay? That’s the “why” the movie gave you the “why” to jump into the screen.

(50:05):
Well, the messaging on your Nonprofit site is going to provide the “why” for someone to get involved and donate. So that is kind of the overall that’s number six. Okay. Provide the “why.” All right. So just to recap, number one is making sure your donate button is visible. Number two, make sure your donation form is very easy to use, right? So let me stop the share here and just kind of talk and recap here. So number one, your donate button is visible on your site with good color contrast, and it’s throughout your website. Number two, your donation form is easy to use. Very clear. Easy to use format. Number three. You want to make sure you share the impact. Use fundable units. Like my friend Rhea Wong says. 50 bucks will fund up to 500 meals, right?

(51:04):
That instantly convinces me. I’m going to donate 50 bucks versus 35 bucks. Right? There’s a purpose to it. Number four is you want to build donor trust. Use the SSL certificate. Use the padlock icon. Do everything you can to make sure that your form is branded so that people know that it’s who they’re looking at or what organization they’re looking at as far as the form. Right? Make sure it’s branded. Number five, make sure it’s mobile-friendly. Go to your website today, either on a phone or if it’s on a laptop, go up, pull up your website, and do the squeeze test. Just pull the browser window as tight as you can and see if your donate button is visible or not. Okay. And then number six, the big one is to provide a “why” with emotionally engaging messaging on your website so that someone has a “why” to click that donate button. A “why” to complete that button, why to connect with you.

(52:06):
And maybe they are a large donor and they’re at the bottom of the ladder of engagement. Okay. Give them a “why” to start climbing that ladder of engagement. Now, this messaging could be on your website. It could be used outside of your website, right? And all of your marketing material. But the bottom line is your website is your sole online main source of revenue. And more Nonprofits need to think about revenue. I didn’t say profit because you’re a Nonprofit. Revenue is still important. You need to run your organization like a business. Revenue is the fuel that fuels and propels your mission. Without it, you can’t carry out your mission and your website can bring in a lot of that fuel and make it work for you. You’ve invested in a website. Make it work for you. That is the takeaway. So go out there, and elevate your website. Put in the 3 Keys. Put in the messaging so that people have a “why” to support and donate to your organization. Your message.