The Beginner’s Guide to Online Donations:

Table of Contents

Here is your free access to the 14 chapters of the Beginner’s Guide. Simply scroll down to access the chapters and their 42 step-by-step guides.

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What you will Do. Skills you will Learn.
Simply follow 14 weekly steps to get these three important online fundraising tech tools up and running:
Part 1. Your Web Presence. Create a modern, effective website that will call supporters to action to make a donation, volunteer, or subscribe.
Part 2. Digital Marketing and Communications. Connect with the supporters that your nonprofit needs through email newsletters, blog posts and targeted web pages.
Part 3. A Google AdWords Grant. Apply for a $10k/mo AdWords grant that will send high potential new subscribers, donors and volunteers straight to your nonprofit’s website.
 
The book is for people who are new to online fundraising-or who want to increase their level of online donations. The chapters present a simple, step by step progression showing how to do this. All technical concepts are presented in easy to grasp, jargon-free language, one simple step at a time: Perfect!
 
The Beginner’s Guide to Online Donations
TABLE OF CONTENTS
PART 1. YOUR WEB PRESENCE
Ch. 1: How to Create a Website for Your Nonprofit. Setting Up Your New Website: choosing a name, web site services and connecting to the Internet.
  • Guide 1. Choosing a website host and registering your website address.
  • Guide 2. WWW: Weebly, Wix, or WordPress? Choosing a platform.
  • Guide 3. Selecting an attractive website theme with modern features.
  • Guide 4. Important basics: quick and easy navigation—and mobile phone friendly too.
  • Guide 5. Organizing your initial pages: keep the structure simple—but plan for growth.
  • Guide 6. Quick start your SEO: Make including these ultra simple search magnets in your initial pages a habit now.
  • Guide 7. Branding: adding a logo and slogan; choosing fonts, colors and columns.
  • Guide 8. Posting a new blog and adding a new webpage: Let’s create 2 copy/paste/edit templates.
  • Guide 9. Four ways to add written content: which one is the easiest for you to use? Plus, adding links and photos.
  • Guide 10. Four must-have copy/paste webpage snippets for tables, bullets & indents.
  • Guide 11. Get collecting right away: Quick start volunteer and subscription forms. Collecting online donations.
  • Guide 12. Pre-Publish Checklist: Final page edit. Checking spelling, grammar and links.
Simple Landing Pages. Simple SEO
Ch. 5: Landing Pages that Convert & Optimized Keywords.
  • Guide 13. Keywords and the 21st Century Communication Secret: [Shhh… It’s all about them!]. Use the same language your visitors use.
  • Guide 14. Landing Pages are Your Salesmen: They convert a casual visitor into a donor, volunteer or subscriber.
  • Guide 15. 12 steps to building a perfect landing page template. Bonus checklist.
  • Guide 16. Demystifying SEO. Use keywords in your headings, page title, page description and content. Post information rich, long content.
  • Guide 17. Writing Techniques.
  • Guide 18. Build visibility and attract visitors: Promote your blog or landing page to colleagues: earn their links (Google likes links!).
PART 2. MARKETING & COMMUNICATIONS
Marketing & Communications
Ch. 7: Fundraising Goals, Target Markets and Your Nonprofit’s Story.
  • Guide 19. Your needs: get specific about your support goals. Do you want supporters that are donors, volunteers, subscribers? How many?
  • Guide 20. Who is your target market: Who are these new supporters you are hoping to reach? What causes do they want to support? We need an avatar here!
  • Guide 21. Your brand: who are you? What does your nonprofit do? Specifically, in sound bites, let’s make this sound attractive to your new supporters.
  • Guide 22. Develop an achievable communications calendar.
  • Guide 23. Your communication connection: where will you launch your first campaign? Clearly define the channels that connect you to your target supporters: newsletter, blog, social media, AdWords?
  • Guide 24. Launch your first campaign. Let’s connect your first campaign to your perfect landing page—and convert visitors into donors.
Email List Building and Email Newsletters
Ch. 9: Email List Building: signup forms, pop-ups and incentives.
  • Guide 25. Collecting subscribers. What information should you ask of a new subscriber?
  • Guide 26. Installing pop-ups on your website. Which type? Where? What should they say?
  • Guide 27. Do you have a free offer? Compiling an e-book or membership program to entice new subscribers.
  • Guide 28. Subject lines. Your chance to be both creative and a Sherlock too.
  • Guide 29. What should your email look like? How long? What will lure subscribers to click through to an actionable landing page?
  • Guide 30. Launch. Write a new, compelling, newsletter, dovetailed with an action-oriented landing page. Then send it!
PART 3. A GOOGLE ADWORDS GRANT
How to Apply for an AdWords Ad Grant
Ch. 11: Grant requirements, apply for an AdWords grant, create a sample AdWords campaign using landing page keywords.
  • Guide 31. Step-by-step: How to apply for the $10k/month AdWords advertising grant.
  • Guide 32. Setting up a simple, sample AdWords campaign to complete the application process.
  • Guide 33. Paste your new ad into your Google AdWords Account to complete the application process.
  • Guide 34. Organizing a structure for campaigns, ad groups, keywords and ads.
  • Guide 35. Keywords: how to find them and what they do. Two dependable ways to find effective keywords. Get this right and you’ll get a home run every time.
  • Guide 36. Writing ads. Think outside of the box? Hmmm. How to be wildly creative while working inside of a box.
  • Guide 37. Powerful, simple tools: ad extensions, descriptive URLs, expanded titles, budget, ad schedule and location.
  • Guide 38. AdWords quality score and ad rank: bids, clicks, relevance, visitor experience, position and conversions. Yeesh. White Speech Bubble.
  • Guide 39. AdWords performance statistics: What’s your goal? Clicks? No. Your ultimate goal is donations—right? Consequently, what should you optimize first? What should you weed out?
  • Guide 40. Minimizing poor CTR keywords and maximizing high performing keywords. Negative Keywords. Duplicate Keywords. Grouping Keywords. Keyword placement in the ad text.
  • Guide 41. Landing Pages and AdWords Conversion Tracking Codes. Tracking Conversions.
  • Guide 42. Google Analytics. Google Webmaster (Search Console). Site Maps.
Want to enjoy the book’s learning process with a teacher? See the online, teacher-led courses behind this book:

OL 540 Certificate Program: Nonprofit Google AdWords Training Program.
OL 640 Certificate Program: How to Build a Website Training Program
 
Contact us with questions.
 
We look forward to your insights and comments!
 
Sincerely,
 
Tim Magee
Executive Director
Center for Sustainable Development
 
Tim Magee is the author of:
A Field Guide to Community Based Adaptation, Routledge, Oxford.
The Complete Beginner’s Guide to Online Donations. September 2016.
 
Copyright © 2016, Tim Magee
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