Why Your Gut is Wrong: A/B Testing for Organs and Actions

With Google Analytics, we know the who, what, when, where, and how of actions on your website. But do we know WHY those actions are happening? We can thanks to the psychology of how we see. Even if you’re a non-designer, you’ll learn why certain layouts are scientifically proven to be more effective than others (and why you should never trust your gut). We’ll look at how these designs play out in action against Donate Life America’s organ, eye, and tissue donor registration page. Finally we’ll give you 5 ideas for design elements you can test on your site today.

Takeaways

• Understand the key psychological principles of design and how they impact user behavior.
• How to perform A/B testing on websites to test these best practices against your users’ behavior.
• How to track user behavior at a granular level in Google Analytics + Google Tag Manager.

 

As seen at: 19NTC, Strata, Nonprofit Storytelling Conference

 

 

 

 

 

Put a Cat Gif on It: How to Go from Social Media Meme to Real Donations

Here’s some #NotFakeNews: Your hashtags aren’t enough to track storytelling effectiveness. In this session that combines case-study with strategic brass tacks, we’ll look at how Lung Cancer Foundation of America went from an April Fool’s idea, #CatsAgainstLungCancer, to a clear and measurable digital engagement campaign with measurable results to show for it. Participants will learn how to identify concrete actions for users to take in a campaign and how those align with key performance indicators of moving their mission forward. We’ll also look beyond April 1 to see how the unexpected bright spots of LCFA’s website can still drive meaningful action — and funding for lung cancer research.

Takeaways

• Understand the impact funnel logic model of marketing and how to set goals at 4 key stages of engagement.
• Go from out-there idea (e.g., #CatsAgainstLungCancer) to digital campaign with clear metrics to measure impact.
• Understand how to leverage the most popular stories told on your platform towards the ultimate reason your organization exists.

 

As seen at: 19NTC, webinar with Neon One 

 

 

 

 

 

The $100 Social Advertising Budget

Not every nonprofit has a 5-figure budget to spend on social media advertising. So how do you rise above the noise and reach the audiences that matter most to your organization? Looking at several case studies that have shown high results on small investments, we’ll help you to identify the advertising platforms that give you the largest ROI for your organization and plan a campaign — from targeting to messaging to measuring — that can be run on $100 a month. We’ll also lay out the next steps for you to take to start #winning at paid social.

Takeaways

• Identify the best platforms to make the most effective use of your organization’s budget.
• Find and target the audiences most likely to convert and identify measurable actions that define conversion.
• Measure and track social advertising campaigns and know when to pivot based on success rate.

As seen at: 19NTC

 

 

 

 

How to #Win at Facebook Advertising

It’s no secret that you have to pay to play in order to get meaningful social media engagement these days. Facebook advertising is consistently one of the cheapest and most targeted ways to drive brand awareness, engage your followers, and build traffic and conversions on your website. In this session, we’ll use nonprofit case studies to answer the basic questions of Facebook advertising. We’ll also share some advanced tips and tricks for running effective campaigns and getting the most out of your ad budget to drive impact for your organization. Whether you’re a total newbie to Facebook ads or you’re an old pro, you’ll walk away with new ideas for ways to use Facebook to further your mission.

Takeaways

• What’s the difference between the various ad formats, and how much should I expect to pay?
• How can I craft an advertising plan that meets my organization’s goals?
• Finding the ROI: How do I know if it’s worth it?

 

As seen at: Candid (formerly the Fundraising Center), Salsa Labs

 

 

 

 

Put a Cat Gif on It: How to Go from Social Media Meme to Real Donations

Here’s some #NotFakeNews: Your hashtags aren’t enough to track storytelling effectiveness. In this session that combines case-study with strategic brass tacks, we’ll look at how Lung Cancer Foundation of America went from an April Fool’s idea, #CatsAgainstLungCancer, to a clear and measurable digital engagement campaign with measurable results to show for it. Participants will learn how to identify concrete actions for users to take in a campaign and how those align with key performance indicators of moving their mission forward. We’ll also look beyond April 1 to see how the unexpected bright spots of LCFA’s website can still drive meaningful action — and funding for lung cancer research.

Takeaways

• Understand the impact funnel logic model of marketing and how to set goals at 4 key stages of engagement.
• Go from out-there idea (e.g., #CatsAgainstLungCancer) to digital campaign with clear metrics to measure impact.
• Understand how to leverage the most popular stories told on your platform towards the ultimate reason your organization exists.

 

As seen at: 19NTC, webinar with Neon One 

 

 

 

 

 

We also have a full on-demand course on Google Ad Grant management that can be adapted into a presentation upon request.

Data-Driven Storytelling for Impact: How to Save the World, One Headline at a Time

SEO is a free, time-honored way of increasing your audience and potential supporter base. SEO is also a potential time suck with a slower ROI. So how do you strike a balance? We’ll look at how a lean marketing team can leverage website data to make effective (and time-saving) content choices, and how to reduce workload by reusing and reposting existing stories to drive further engagement on social media. We’ll also go over how to set up and automate reporting on your content for greater efficiency — so you have more time to save the world.

Takeaways

• Determine the most successful types of content and subject areas via website and social media analytics
• Perform keyword research to guarantee their content is optimized for both the robots of Google and human users of Google
• Devise an online editorial calendar that curates a balance of new content and repurposed content.

 

As seen at: Nonprofit New York (formerly NPCC)

 

 

 

Why Your Gut is Wrong: A/B Testing for Organs and Actions

With Google Analytics, we know the who, what, when, where, and how of actions on your website. But do we know WHY those actions are happening? We can thanks to the psychology of how we see. Even if you’re a non-designer, you’ll learn why certain layouts are scientifically proven to be more effective than others (and why you should never trust your gut). We’ll look at how these designs play out in action against Donate Life America’s organ, eye, and tissue donor registration page. Finally we’ll give you 5 ideas for design elements you can test on your site today.

Takeaways

• Understand the key psychological principles of design and how they impact user behavior.
• How to perform A/B testing on websites to test these best practices against your users’ behavior.
• How to track user behavior at a granular level in Google Analytics + Google Tag Manager.

 

As seen at: 19NTC, Strata, Nonprofit Storytelling Conference