{"id":220204,"date":"2021-07-21T13:24:45","date_gmt":"2021-07-21T17:24:45","guid":{"rendered":"https:\/\/wowdigital.com\/?p=220204"},"modified":"2023-12-18T22:56:37","modified_gmt":"2023-12-19T03:56:37","slug":"016-psychographics-for-non-profits-how-to-better-reach-potential-donors-and-supporters","status":"publish","type":"post","link":"https:\/\/wowdigital.com\/podcast\/016-psychographics-for-non-profits-how-to-better-reach-potential-donors-and-supporters\/","title":{"rendered":"016 &#8211; Psychographics for Non-Profits: How To Better Reach Potential Donors and Supporters"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; custom_padding_last_edited=&#8221;on|tablet&#8221; admin_label=&#8221;Podcast Audio Section&#8221; module_class=&#8221;sectionpadding podcast-audio-sec&#8221; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; background_image=&#8221;https:\/\/wowdigital.com\/wp-content\/uploads\/2022\/04\/podcast-audio-bg-image.jpeg&#8221; parallax=&#8221;on&#8221; 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global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2>Audio recording<\/h2>\n<p>[\/et_pb_text][et_pb_code admin_label=&#8221;podcast episode iframe code&#8221; module_class=&#8221;podcast-audio-block&#8221; _builder_version=&#8221;4.17.3&#8243; _module_preset=&#8221;default&#8221; background_enable_color=&#8221;off&#8221; custom_margin=&#8221;0px||0px||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<iframe src=\"https:\/\/anchor.fm\/wowdigital\/embed\/episodes\/016---Psychographics-for-Non---Profits-How-To-Better-Reach-Potential-Donors-and-Supporters-e14q235\" width=\"100%\"  frameborder=\"0\" scrolling=\"no\"><\/iframe>[\/et_pb_code][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_2,1_2&#8243; use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;1&#8243; make_equal=&#8221;on&#8221; custom_padding_last_edited=&#8221;on|phone&#8221; module_class=&#8221;rowPT60&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; 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background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; text_font_size_tablet=&#8221;19px&#8221; text_font_size_phone=&#8221;17px&#8221; text_font_size_last_edited=&#8221;on|desktop&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>Nonprofits, charities, foundations, and NGOs are businesses too. And like any business, they need to find ways to raise funds, grow their network of supporters, and stay relevant in the world. In order to do this, many nonprofits have turned to psychographics.<\/p>\n<p>In today&#8217;s episode, David will be talking about psychographics, what it is, and how you can use psychographics to make your fundraising efforts more successful.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;|||25px|false|false&#8221; custom_padding_tablet=&#8221;|||0px|false|false&#8221; custom_padding_phone=&#8221;|||0px|false|false&#8221; custom_padding_last_edited=&#8221;on|tablet&#8221; custom_css_main_element=&#8221;display: flex;||flex-flow: wrap row;||justify-content: center;||align-content: center;||align-items: center;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_code _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; width=&#8221;100%&#8221; width_tablet=&#8221;100%&#8221; width_phone=&#8221;100%&#8221; width_last_edited=&#8221;on|tablet&#8221; 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locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h2>Episode Transcription<\/h2>\n<p>Non-profits, charities, foundations, and NGOs are businesses too. And like any business, they need to find ways to raise funds, grow their network of supporters, and stay relevant in the world. In order to do this, many non-profits have turned to psychographics.<\/p>\n<p>In today&#8217;s episode, I&#8217;ll be talking about psychographics, what it is, and how you can use psychographics to make your fundraising efforts more successful.<\/p>\n<p>Welcome to episode 16!<\/p>\n<p>Before I get into the podcast, I wanted to let you know that I\u2019m running a free webinar on August 5 at 2pm Eastern called \u201cOptimizing Your Non-Profit &amp; Charity Website For More Impact, Donations, and Traffic\u201d.<\/p>\n<p>As a bonus, all participants will receive my eBook titled \u201c3 Simple Words to Increase Your Donations by 20%\u201d and one lucky attendee will walk away with $3800 value package!<\/p>\n<p>For details, head over to <a href=\"https:\/\/wowdigital.com\/webinar\">wowdigital.com\/webinar<\/a> and sign up today.<\/p>\n<p>With that out of the way, let\u2019s get into psychographics.<\/p>\n<p>Non-profits are always looking to attract new donors and supporters. They want to find the people who have the most interest in their cause and will be most likely to donate time or money. Unfortunately, these prospects can be difficult to find. They don\u2019t always live near the organization, and they might not even know about it.<\/p>\n<p>Luckily, there is a way for non-profits to identify these prospects before they become customers. Psychographics combines demographics with personality traits in order to come up with a profile of potential donors and supporters. With this information, the non-profit can create better advertising campaigns and target outreach programs that will resonate best with its current audience.<\/p>\n<h2>What are psychographics?<\/h2>\n<p>Psychographics is a term used by the marketing and research industries to refer to the study and use of individual psychological traits to understand and influence how people make decisions.<\/p>\n<blockquote>\n<p>It\u2019s important for non-profits to learn about their individual audience\u2019s psychographic profiles.<\/p>\n<\/blockquote>\n<p>It can help them identify their ideal supporters, create content that appeals to them, and drive them to participate in the activities of the organization.<\/p>\n<p>Although psychographics aren\u2019t as widely understood as other types of marketing and social media, there are a number of common traits that may resonate with your audience. These traits range from personality to hobbies to demographics, but they all reflect a strong connection between the people you want to attract and the people you want to support.<\/p>\n<p>To put it into context, psychographic data is what Uber looks at when they decide which neighborhoods to expand into, what McDonald\u2019s looks at when deciding which ingredients to use in their menu, and what Amazon looks at to decide which products to stock.<\/p>\n<blockquote>\n<p>It\u2019s the whole picture, and it\u2019s the type of information that your non-profit needs to take its marketing to the next level.<\/p>\n<\/blockquote>\n<h2>How can non-profits use psychographics to reach potential donors and supporters?<\/h2>\n<p>By using psychographics, you convert your community into donors and supporters. To do so, you need to understand psychographic data.<\/p>\n<blockquote>\n<p>This is a type of data that describes the individual traits and characteristics of an individual.<\/p>\n<\/blockquote>\n<p>In the context of marketing, it refers to things like your demographics (race, age, gender, occupation, education level, and income), your interests (sports, movies, TV, music, books, and more), and your behaviors (how you spend your time, how you vote, and other activities).<\/p>\n<p>Psychographic data can help organizations determine how to reach a potential donor or supporter. In business terms, psychographic data is used to determine who their customer base is.<\/p>\n<p>At Wow Digital we have our Victory Program\u2122, during which we uncover psychographics and build avatars as part of our sessions and include in our Roadmap Report.<\/p>\n<blockquote>\n<p>Determining the right psychographics is key to project success.<\/p>\n<\/blockquote>\n<h2>The relationship between psychographics and demographics<\/h2>\n<p>Many people are familiar with demographics, which is the idea that demographics are the building blocks of a community, such as age, sex, or race. But, these ideas are often forgotten when it comes to advertising.<\/p>\n<p>Just as the restaurant you visit might call its demographics unique, psychographic information is the same type of information that can be used to profile prospective donors.<\/p>\n<blockquote>\n<p>It\u2019s used to understand how people behave and use it to show what differentiates your organization from others.<\/p>\n<\/blockquote>\n<p>Psychographic categories First, you can define what you\u2019re trying to do and use a psychographic system to help you understand what your donors like and what they might be willing to do.<\/p>\n<p><strong>There are two primary categories of psychographic categories:<\/strong><\/p>\n<p>Behavioral \u2013 This category is used to identify your target audience, as well as what they are like. For example, we can use this category to find out more about our current supporters, as well as potential future supporters.<\/p>\n<p>Personality \u2013 This category is used to measure your personality in order to better understand who you are communicating with, how they respond to your communication, and to understand their future needs and motivations. For example, we can use this to find out more about what motivates them, what their interests are, and why they might be drawn to your cause. In essence, what makes them tick.<\/p>\n<h2>Why should non-profits use psychographics?<\/h2>\n<p>I\u2019ve written blogs and made podcast episodes before about the purpose of marketing and advertising before. The main idea to keep in mind is that you have to use the same tools to create different marketing messages.<\/p>\n<blockquote>\n<p>A picture is worth a thousand words, and a picture with a message is even more powerful.<\/p>\n<\/blockquote>\n<p>Imagine you want to find out more about a new wine brand. You don\u2019t care about the individual grape varieties or whether or not it pairs well with different foods. You\u2019re just looking for the details you need to make a decision. You start with an image: That picture speaks to you and it\u2019s full of details that speak to you. You\u2019ve seen similar pictures before, but you haven\u2019t seen anything like it before. You\u2019re probably attracted to the details in that picture. The same is true for your potential supporters.<\/p>\n<p>Turning to non-profits and charities, let\u2019s say you run a non-profit that\u2019s trying to market itself. Your non-profit has a great idea, but you haven&#8217;t been able to make an impact on a huge scale yet. A lot of people know about your organization, but no one gives it money.<\/p>\n<p>There\u2019s no denying the fact that marketing and fundraising are important, but are they really enough to have an impact on a big scale?<\/p>\n<p>And that\u2019s why non-profits have turned to psychographics as a way to connect with potential donors and supporters and increase their chances of success. Psychographics are used by organizations to try to get an idea of who is most likely to donate money to your cause or become volunteers.<\/p>\n<h2>What are the personality types?<\/h2>\n<blockquote>\n<p>Many organizations use psychographics to identify their target market.<\/p>\n<\/blockquote>\n<p>With today\u2019s hyper-connectivity, many people are not aware of the organizations they support. If they do, they may not find them using traditional methods such as researching the non-profit online or by attending a fundraiser. Fortunately, non-profits have been using psychographics for a long time.<\/p>\n<p>Think about it: Who is it that organizes these programs? It\u2019s likely they aren\u2019t aware of the work done by the non-profit. It\u2019s also likely that their employees may not be well educated about the non-profit they&#8217;re supporting.<\/p>\n<blockquote>\n<p>That\u2019s where a psychographic model comes in.<\/p>\n<\/blockquote>\n<p>Useful psychographics will help you answer these questions and statements:<\/p>\n<ol>\n<li>How supporters and the community really perceive your products and services<\/li>\n<li>What do they really want\u2014and why<\/li>\n<li>Gaps or pain points with your current products or services<\/li>\n<li>Opportunities for future engagement<\/li>\n<li>How to better communicate with your target audience<\/li>\n<\/ol>\n<p>If you can&#8217;t answer these, then you need to really think about the audience that you&#8217;re trying to reach.<\/p>\n<h2>What are the 5 types of psychographic segments?<\/h2>\n<p>To properly use psychographics, it&#8217;s important to understand the 5 different areas you should be considering:<\/p>\n<ol>\n<li>Attitudes, culture, and origin<\/li>\n<li>Social status and income<\/li>\n<li>Personality, such as being an introvert or extrovert<\/li>\n<li>Activities, Interests, and Opinions, such as what they do in their spare time<\/li>\n<li>Lifestyle, as in business professionals, soccer moms (or dads), athletes, students, etc.<\/li>\n<\/ol>\n<h2>The power of personality types in non-profits<\/h2>\n<p>The general methodology of using personality types is that your team researches the personality traits of the market you\u2019re hoping to reach. They then create a list of these people and are able to target them with content that best matches their personality.<\/p>\n<p>The effectiveness of a marketing strategy is determined by the attention span of your potential supporters. The more time they spend reading your content, the more they\u2019ll feel a connection with your organization. The more interested they feel, the more likely they are to donate money or make a direct financial contribution. It\u2019s almost like a game of cat and mouse.<\/p>\n<h2>How to find and collect psychographic data with surveys<\/h2>\n<p>Surveys are a great way to collect psychographic information about your audience. There are a variety of questions you can use to help understand the personality, lifestyle, social status, activities, interests, opinions, and attitudes.<\/p>\n<p>For open-ended questions, employ a qualitative approach. \u201cWhat is your biggest challenge with\u2026\u201d will provide a deeper understanding of their problems.<\/p>\n<p>With Likert scale questions, it will showcase how much they agree or disagree with a statement. This is done on a 5 point scale from \u201cstrongly agree\u201d to \u201cstrongly disagree\u201d, which will let you know how important that particular statement is to them.<\/p>\n<p>And thirdly, Semantic differential scale questions ask people to rate a product, brand, company, or other attribute, which will help clarify their attitude.<\/p>\n<h2>Conclusion<\/h2>\n<blockquote>\n<p>Organizations can start using psychographics to identify which people are most likely to support them.<\/p>\n<\/blockquote>\n<p>By knowing which traits and interests people have, a non-profit can get a leg up on their competitors in the race to raise money and become successful.<\/p>\n<p>Learning how to utilize psychographics to better connect with your donors and supporters may seem overwhelming. It\u2019s hard to look beyond the incredible impact these factors have in raising funds. But they can also help to identify and develop potential donors and supporters, so you can ultimately raise more money.<\/p>\n<p>Making a connection with your donors and supporters will allow your non-profit to live up to its potential, reach new heights, and stay relevant.<\/p>\n<p>Head on over to <a href=\"https:\/\/wowdigital.com\/podcast\/016-psychographics-for-non-profits-how-to-better-reach-potential-donors-and-supporters\/\">wowdigital.com\/016<\/a> and let me know what psychographic factor best describes your organization and its supporters?<\/p>\n<p>I hope you\u2019ve enjoyed this episode and I\u2019m looking forward to having you listen to the next ones that we\u2019ve got coming up. If you\u2019ve enjoyed this episode please leave feedback on iTunes or wherever you listen to this podcast, I\u2019d love to hear your feedback and it would also help others find the show.<\/p>\n<p>Be sure to check out the show notes for the episode, head over to <a href=\"https:\/\/wowdigital.com\">wowdigital.com<\/a>, click on podcast, and search for this episode number and you\u2019ll find all the links, details, and other information that has been discussed in this episode.<\/p>\n<p>Are there any other topics that you would like to hear about? Just send an email to <a href=\"mailto:podcast@wowdigital.com\">podcast@wowdigital.com<\/a>. Thanks for listening to the <a href=\"\/podcast\/\">Non-profit Digital Success Podcast<\/a>!<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_4&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;||||false|false&#8221; custom_padding_tablet=&#8221;|||0px|false|false&#8221; custom_padding_phone=&#8221;|||0px|false|false&#8221; custom_padding_last_edited=&#8221;on|tablet&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_code admin_label=&#8221;Sidebar Column Section&#8221; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_section global_module=\"222749\"][\/et_pb_section][\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Non-profits, charities, foundations and NGOs are businesses too. And like any business, they need to find ways to raise funds, grow their network of supporters, and stay relevant in the world. In order to do this, many non-profits have turned to psychographics. <\/p>\n","protected":false},"author":1,"featured_media":220205,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<p>[et_pb_section fb_built=\"1\" _builder_version=\"4.7.7\"][et_pb_row _builder_version=\"4.7.7\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\" width=\"100%\" custom_padding=\"|0px||0px|false|true\"][et_pb_column type=\"4_4\" _builder_version=\"3.25\" custom_padding=\"|||\" custom_padding__hover=\"|||\"][et_pb_code admin_label=\"podcast episode iframe code\" _builder_version=\"4.9.7\" _module_preset=\"default\"]<iframe src=\"https:\/\/anchor.fm\/wowdigital\/embed\/episodes\/015---The-Best-Web-Development-Platform-Squarespace-vs--Wix-vs--Shopify-vs--Wordpress-e1437vq\" width=\"100%\" height=\"232\" frameborder=\"0\" scrolling=\"no\"><\/iframe>[\/et_pb_code][et_pb_text admin_label=\"about this episode text\" _builder_version=\"4.9.7\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\"]<\/p><p>Many non-profit organizations are looking for a website solution to help them manage, edit and maintain their websites. So how do you choose the best web development platform for your non-profit?\u00a0<\/p><p>Well, there are a number of different web design platforms with various features, including Squarespace, Wix, Shopify, and WordPress. In this episode, David is going to outline the differences between these platforms.<\/p><h2><strong>Mentioned Resources<\/strong><\/h2><ul><li><a href=\"https:\/\/wordpress.com\/\">WordPress<\/a><\/li><li><a href=\"https:\/\/www.shopify.com\/\">Shopify<\/a><\/li><li><a href=\"https:\/\/www.wix.com\/\">Wix<\/a><\/li><li><a href=\"https:\/\/squarespace.com\/\">Squarespace<\/a><\/li><li><a href=\"https:\/\/wowdigital.com\/podcast\/008-why-and-how-to-improve-your-non-profits-website-security\/\">Why and How To Improve Your Non-Profit\u2019s Website Security<\/a><\/li><li><a href=\"https:\/\/wowdigital.com\/podcast\/012-non-profit-brand-guides-why-it-matters-and-how-to-create-your-own\/\">Non-Profit Brand Guides: Why It Matters And How To Create Your Own<\/a><\/li><\/ul><p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\" admin_label=\"listen and subscribe\" _builder_version=\"4.7.7\" background_image=\"https:\/\/wowdigital.com\/wp-content\/uploads\/2020\/04\/blueGradientBG-scaled.jpg\" parallax=\"on\" parallax_method=\"off\" custom_padding=\"25px|25px|25px|25px|true|true\" border_radii=\"on|10px|10px|10px|10px\" global_module=\"218302\" saved_tabs=\"all\" locked=\"on\"][et_pb_row _builder_version=\"4.7.7\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\" width=\"100%\" custom_margin=\"0px||||false|false\" custom_padding=\"0px|0px|0px|0px|false|false\"][et_pb_column type=\"4_4\" _builder_version=\"3.25\" custom_padding=\"|||\" custom_padding__hover=\"|||\"][et_pb_text module_class=\"podcast_sub\" _builder_version=\"4.9.0\" text_font=\"Poppins|700|||||||\" text_text_color=\"#FFFFFF\" text_font_size=\"40px\" header_2_text_align=\"center\" header_2_text_color=\"#ffffff\" background_enable_color=\"off\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\" text_orientation=\"center\" custom_margin=\"0px||||false|false\" custom_padding=\"0px||0px||false|false\"]<\/p><p>Listen and Subscribe<\/p><ul><li><a href=\"https:\/\/podcasts.apple.com\/ca\/podcast\/non-profit-digital-success\/id1547926484\"><img class=\"wp-image-218297 alignnone size-medium\" src=\"https:\/\/wowdigital.com\/wp-content\/uploads\/2021\/01\/podcast-logos-itunes-300x112.png\" alt=\"Non-Profit Digital Success Podcast on Apple iTunes Podcasts\" width=\"300\" height=\"112\" \/><\/a><\/li><li><a href=\"https:\/\/www.google.com\/podcasts?feed=aHR0cHM6Ly9hbmNob3IuZm0vcy80NGJkMTlkMC9wb2RjYXN0L3Jzcw==\"><img class=\"wp-image-218295 alignnone size-medium\" src=\"https:\/\/wowdigital.com\/wp-content\/uploads\/2021\/01\/podcast-logos-google-podcasts-white-300x112.png\" alt=\"Non-Profit Digital Success Podcast on Google Podcasts\" width=\"300\" height=\"112\" \/><\/a><\/li><li><a href=\"https:\/\/open.spotify.com\/show\/6j4BUEb0jHzZPUHQf1m7l9\"><img class=\"wp-image-218296 alignnone size-medium\" src=\"https:\/\/wowdigital.com\/wp-content\/uploads\/2021\/01\/podcast-logos-spotify-300x112.png\" alt=\"Non-Profit Digital Success Podcast on Spotify\" width=\"300\" height=\"112\" \/><\/a><\/li><\/ul><p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\" _builder_version=\"4.7.7\"][et_pb_row _builder_version=\"4.7.7\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\" width=\"100%\" custom_padding=\"|0px||0px|false|true\"][et_pb_column type=\"4_4\" _builder_version=\"3.25\" custom_padding=\"|||\" custom_padding__hover=\"|||\"][et_pb_text admin_label=\"transcription\" _builder_version=\"4.9.7\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\"]<\/p><h2>Episode Transcription<\/h2><p><span style=\"font-weight: 400;\">For those of you that listen to this podcast on the regular, you know how much I care and love working with non-profits and helping communities all across Canada.<\/span><\/p><p><span style=\"font-weight: 400;\">Non-profit organizations are in need of quality web design that will enhance their public presence. Non-profits are often underfunded and undervalued. But there are many companies out there looking to give back to their communities.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Well, I believe in the work you do so much, and I know how important it is. That's why, at my agency - Wow Digital, we're running a <\/span><a href=\"https:\/\/wowdigital.com\/10k\"><span style=\"font-weight: 400;\">$10,000 give-back<\/span><\/a><span style=\"font-weight: 400;\"> campaign for Canadian non-profits, charities, foundations and NGOs. That's right, you heard it. $10,000! You can apply to save $10,000 on your website project. Just head over to <\/span><a href=\"https:\/\/wowdigital.com\/10k\"><span style=\"font-weight: 400;\">wowdigital.com\/10k<\/span><\/a><span style=\"font-weight: 400;\"> for all the details and so you can apply today.<\/span><\/p><p><span style=\"font-weight: 400;\">We've started awarding this to applicants and will continue to do so, but only for a limited time. <\/span><b>You don't want to miss this opportunity.<\/b><\/p><p><span style=\"font-weight: 400;\">Now, on to our episode.<\/span><\/p><p><span style=\"font-weight: 400;\">Many non-profit organizations are looking for a website solution to help them manage, edit and maintain their websites. So how do you choose the best web development platform for your non-profit? This was a question that Mark sent in to me just a few days ago. Hi Mark! This is an excellent question and one that I'm often asked.<\/span><\/p><p><span style=\"font-weight: 400;\">Well, Mark, there are a number of different web design platforms with various features, including <a href=\"https:\/\/squarespace.com\/\">Squarespace<\/a>, <a href=\"https:\/\/www.wix.com\/\">Wix<\/a>, <a href=\"https:\/\/www.shopify.com\/\">Shopify<\/a>, and <a href=\"https:\/\/wordpress.com\/\">WordPress<\/a>. In this episode, I'm going to outline the differences between these platforms.<\/span><\/p><h2><b>There are different types of web development platforms<\/b><\/h2><p><span style=\"font-weight: 400;\">Before we dive into the platforms, I want to talk about what a web development platform actually is.<\/span><\/p><p><span style=\"font-weight: 400;\">To simplify it, think about modes of transportation. There are airplanes, helicopters, SUVs, buses, vans, station wagons, sedans, sports, cars, bikes, rollerblades, walking, etc.<\/span><\/p><p><span style=\"font-weight: 400;\">Think of each different type of travel form as a different system to manage your website.<\/span><\/p><p><span style=\"font-weight: 400;\">A web development platform is the vehicle that a non-profit organization utilizes to build and run their websites.<\/span><\/p><blockquote><p><span style=\"font-weight: 400;\">In the right hands, a web development platform can be a very useful tool, as it allows non-profits to efficiently plan, implement, and manage their website.<\/span><\/p><\/blockquote><p><span style=\"font-weight: 400;\">However, in this case, \"right\" can mean different things.<\/span><\/p><p><span style=\"font-weight: 400;\">Firstly, before selecting a platform, it's important to decide what you want your website to do, the functionality and capabilities are what should be paramount. If you want to be able to create custom event landing pages and integrate donation functionality with a specific product, you need to make sure that it can support your objective and functional requirements.<\/span><\/p><p><span style=\"font-weight: 400;\">Secondly, you need to consider who will be managing the website. Is it a web developer, Marketing, and Communications team with little development and\/or design experience, or will it be a vendor that you've partnered with?<\/span><\/p><p><span style=\"font-weight: 400;\">Furthermore, do you choose a platform that is scalable or not? Think about your plans for the long term - think 2 years down the road. What do you anticipate you'll want your website to be able to do?<\/span><\/p><h2><b>Why is selecting a platform important?<\/b><\/h2><p><span style=\"font-weight: 400;\">Making a decision on which platform to work with is a big decision. You are in a situation where you are building a brand that will stand out to the community, raise money and support your mission.<\/span><\/p><p><span style=\"font-weight: 400;\">Your site needs to be aesthetically pleasing and responsive, which means it scales appropriately between desktop, tablet, and mobile devices, all while keeping your content in the right place.<\/span><\/p><p><span style=\"font-weight: 400;\">With a few tweaks here and there, you can increase your accessibility and boost your conversions.<\/span><\/p><p><span style=\"font-weight: 400;\">Every penny counts, and you want to make sure that you're getting the best value for your dollar.<\/span><\/p><blockquote><p><span style=\"font-weight: 400;\">The way I like to think about it is, if you are going to hire a web designer, developer, or agency to support you, you'll want to make sure that it's the right one for the platform you would like to use.<\/span><\/p><\/blockquote><p><span style=\"font-weight: 400;\">By the same token, if you go that route, you'll want to heed the advice of any professional you hire to help you make the right decision. Just because you've heard good things about a platform, doesn't mean it's the right choice for you.<\/span><\/p><h2><b>Squarespace<\/b><\/h2><p><span style=\"font-weight: 400;\">Squarespace is one of the simplest, cheapest, and fastest solutions for non-profits looking to create a simple website for their organization.<\/span><\/p><p><span style=\"font-weight: 400;\">At first glance, the Squarespace website is minimalistic, and the UI is more than impressive, and this formula carries through to their templates. Although they don't offer the most templates out of the box, there's over 110 to choose from and you can customize them from there.<\/span><\/p><p><span style=\"font-weight: 400;\">Squarespace has been around since 2004, and has a strong focus on simplicity. The Squarespace platform allows you to start with a trial, so you can play with the system and test it out to see if it's right for you.<\/span><\/p><p><span style=\"font-weight: 400;\">This is very much a DIY platform, but there are designers and developers you can hire to help you set up, design, and manage your site for you.<\/span><\/p><p><span style=\"font-weight: 400;\">In addition, you can opt to pay annually and save between 25-30% as compared to their monthly fees. There are extra fees that come into play as you switch plans and add extensions. You can even add e-commerce functionality so you can sell items to support your organization.<\/span><\/p><blockquote><p><span style=\"font-weight: 400;\">In our experience, Squarespace tends to run a little bit slow, which can affect your SEO ranking, as it's an indicator that Google uses for SERP.<\/span><\/p><\/blockquote><p><span style=\"font-weight: 400;\">I've worked with a handful of non-profits who use Squarespace, and their number one frustration is that it feels cumbersome to work with. The second is their transaction fee. On their business plan, Squarespace pulls 3%. As well, you can't set up recurring donations using their platform or use it as a CRM. You'll need to introduce other software to be able to handle donor data.<\/span><\/p><p><span style=\"font-weight: 400;\">If you don't mind the elevated transaction fee or needing to use a 3rd party platform for recurring donations and a CRM, Squarespace's plans and tools are a good option for your non-profit.<\/span><\/p><h2><b>Wix<\/b><\/h2><blockquote><p><span style=\"font-weight: 400;\">Wix is a fairly straightforward platform, but it allows for more customization than Squarespace.<\/span><\/p><\/blockquote><p><span style=\"font-weight: 400;\">With all the things users can customize on Wix, it can be overwhelming. For example, Wix allows users to create websites for non-profits with custom domains and set up a page with ads.<\/span><\/p><p><span style=\"font-weight: 400;\">Wix has a \"social selling\" function that can increase a non-profit's revenue, as well as a number of premium features that may seem out of reach for your organization. We would recommend starting on the Wix unlimited plan, as it gives you unlimited bandwidth. Without this, you could face your website being shut down as you have more visitors over time come to your site. Bandwidth is the amount of data that your website can transfer. On lower plans, the limit is 2GB and 1GB. If you plan on selling anything, you would be looking at their business line of accounts.<\/span><\/p><p><span style=\"font-weight: 400;\">You can set up one-time and recurring donations, as well as embed 3rd party donation and CRM solutions, just like with Squarespace.<\/span><\/p><p><span style=\"font-weight: 400;\">There are many add-ons, which are called \"<\/span><a href=\"https:\/\/www.wix.com\/app-market\"><span style=\"font-weight: 400;\">Apps<\/span><\/a><span style=\"font-weight: 400;\">\" that you can get. Some are free, some are paid, so be sure to review your functional requirements list to see if there would be any additional fees to make your dream website.<\/span><\/p><p><span style=\"font-weight: 400;\">The Wix page builder is good because you can drag items around and place them exactly where you want, however, this is also it's downfall. It doesn't inherently work well as it scales for tablet and mobile devices. You'll find that you have overlapping sections, a navigation header bar that covers 1\/3 of your mobile browser, and such. You will likely end up spending a hefty amount of time fixing up your site to display properly. This was the number one complaint by our clients who use Wix.<\/span><\/p><h2><b>Shopify<\/b><\/h2><p><span style=\"font-weight: 400;\">Shopify was developed and is best known for being a powerful e-commerce platform, along with a highly customizable platform. However, it is not free but there is a free trial.<\/span><\/p><p><span style=\"font-weight: 400;\">From the standpoint of editing pages, the builder is basic. If you want to add anything like a slider to a page, you will need to custom code or add one of the many apps available - there are plenty of them to add, some are free, and some are paid, often being monthly fees.<\/span><\/p><p><span style=\"font-weight: 400;\">You will likely want to hire an agency to work with so that you can save yourself the headache of loading products, building out pages, and programming the templates, should you want to create a custom look or modify one of the 70+ templates.<\/span><\/p><blockquote><p><span style=\"font-weight: 400;\">Nearly every Shopify site looks the same - when you land on a product page, add to cart, and check out, you'll see that they're the same. This is the biggest comment our clients we support on Shopify tell me.<\/span><\/p><\/blockquote><p><span style=\"font-weight: 400;\">My opinion is that if you want a good-looking site, reasonable costs, and the ability to sell, then Shopify is your best option. Just know, that as soon as you want to add functionality to your website that isn't out of the box, there will be fees, such as apps or hiring an agency or developer to make the customizations to the .liquid templates. There isn't a WYSIWYG\/drag-and-drop page builder.<\/span><\/p><h2><b>WordPress<\/b><\/h2><p><span style=\"font-weight: 400;\">WordPress was originally developed as an open-source content management system for bloggers, and it very quickly turned into a CMS with pages. Over the years, it's developed into a robust platform. So much so, that there are hundreds of thousands of themes, same with plugins. There are even website set up by developers and designers to sell paid themes and plugins specifically for WordPress.<\/span><\/p><p><span style=\"font-weight: 400;\">Because the platform is based on the PHP coding language, there are lots of supports out there. It soon came to be adopted by other sites, including schools, non-profits, and start-ups.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">WordPress comes in two flavours. Their hosted platform at <a href=\"http:\/\/wordpress.com\">wordpress.com<\/a> and then they have their self-hosted which allows you to use your own web host, available from wordpress.org.<\/span><\/p><p><span style=\"font-weight: 400;\">The first allows you to create a free website with limitations, such as no custom domain. They have paid plans, which allow for that, plus other options, such as installing one of 50,000 plugins, e-commerce, and more.<\/span><\/p><p><span style=\"font-weight: 400;\">WordPress is open source, so you can build your own site without any restrictions. But it also comes with a number of apps and extensions that you can use to customize the site.<\/span><\/p><p><span style=\"font-weight: 400;\">Their self-hosted platform is free, but you will have hosting costs. You can install themes, plugins, and add loads of functionality, such as e-commerce. Themes and plugins come in free and paid versions.<\/span><\/p><blockquote><p><span style=\"font-weight: 400;\">Essentially, you can make the platform do anything you want. I've set it up to run digital signage, touchscreen interfaces, membership portals, e-commerce shops, small websites like 1 or 2 pages, and full-blown corporate sites with over 8000 pages and over 40 people managing and editing.<\/span><\/p><\/blockquote><p><span style=\"font-weight: 400;\">I've been designing and programming WordPress websites since 2005. I've built over 300 websites with it for my clients and employers over the years, so I'm a little bit biased when I say that this platform is the most robust available for your non-profit.<\/span><\/p><p><span style=\"font-weight: 400;\">There's a reason that WordPress powers over 40% of the internet's websites.<\/span><\/p><p><span style=\"font-weight: 400;\">With that popularity comes risk. Due to the popularity of the platform, you need to take extra precaution when you use their self-hosted platform. You need to make sure that you have proper security protocols in place, firewall protection, and ensure that your plugins and themes are updated regularly, to avoid any potential hacks or holes in the system. Luckily, WordPress has an easy update mechanism, to keep the site up to date, and there are a few security plugins available that you can take advantage of in both free and paid versions.<\/span><\/p><p><span style=\"font-weight: 400;\">In <\/span><a href=\"https:\/\/wowdigital.com\/008\"><span style=\"font-weight: 400;\">podcast episode 8<\/span><\/a><span style=\"font-weight: 400;\">, I talk more in-depth about security for WordPress. To listen to that episode, head over to <\/span><a href=\"https:\/\/wowdigital.com\/008\"><span style=\"font-weight: 400;\">wowdigital.com\/008<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">Whenever you do an update, it's important to first make a backup beforehand, then test out the site afterwards to make sure that the updates are working well and are not causing any errors or conflicts.<\/span><\/p><p><span style=\"font-weight: 400;\">To be frank, the built-in editor isn't great. It's okay for basic pages, but if you wanted to split a page into two columns, you would need a developer to do that for you. In the WordPress websites that we build at Wow Digital, we replace the backend editor. Our builder allows for easy management and ongoing maintenance of the website. If you want to split a page into 2 to 6 columns, it's 2 clicks. You can add modules to the page, such as images, videos, accordions - which are often used for FAQs, where you would click on the question and the answer would open up.<\/span><\/p><p><span style=\"font-weight: 400;\">Our builder also makes everything tablet and mobile responsive, and allows for adjusting for each device separately so you can refine as needed. Unfortunately, our builder is only available on the self-hosted version of WordPress. But, we have our own server, located in a Canadian data center, so we have you covered.<\/span><\/p><p><span style=\"font-weight: 400;\">WordPress can get overwhelming due to the capabilities of the system - the fact that you can make it do anything you want and look however you like is freeing. Do not get overwhelmed, because if you need a custom-built website, then WordPress is the best option for you.<\/span><\/p><h2><b>Conclusion<\/b><\/h2><p><span style=\"font-weight: 400;\">With any of the site builders, you stand the risk of using similar templates to other organizations, thereby watering down your goals and community support. To help with this, be sure to focus on your branding, colours, and using images that support your message. If you need help developing your branding, we're here to help with that. Let my team at Wow Digital develop a brand guide to help you have a crystal clear identity and style. You can then translate that through to your website, regardless of the platform you select.<\/span><\/p><p><span style=\"font-weight: 400;\">In podcast episode 12, I talk about why brand guides matter to non-profits, and how you can create your own. Just head over to <a href=\"https:\/\/wowdigital.com\/012\">wowdigital.com\/012<\/a> to listen to the episode and download the Brand Standards Manual Checklist.<\/span><\/p><p><span style=\"font-weight: 400;\"><a href=\"https:\/\/squarespace.com\/\">Squarespace<\/a>, <a href=\"https:\/\/www.wix.com\/\">Wix<\/a>, <a href=\"https:\/\/www.shopify.com\/\">Shopify<\/a>, and <a href=\"https:\/\/wordpress.com\/\">WordPress<\/a> are some of the most popular options for non-profits, charities, foundations, and NGOs.<\/span><\/p><p><span style=\"font-weight: 400;\">Which of these is the right choice for your non-profit?<\/span><\/p><p><span style=\"font-weight: 400;\">In my opinion, WordPress is the way to go. WordPress is the #1 Content Management System on the market. It's a powerful tool that can help you build a site that perfectly reflects your brand. WordPress is so user-friendly, with tons of resources and themes available to help you customize to your exact requirements.<\/span><\/p><p><span style=\"font-weight: 400;\">If you'd like to have a chat about your options and what you might be considering, head over to <a href=\"https:\/\/wowdigital.com\/consult\">wowdigital.com\/consult<\/a> and book a free, no-obligation call with me.<\/span><\/p><p>I hope you\u2019ve enjoyed this episode and I\u2019m looking forward to having you listen to the next ones that we\u2019ve got coming up. If you\u2019ve enjoyed this episode please leave feedback on iTunes or wherever you listen to this podcast, I\u2019d love to hear your feedback and it would also help others find the show.<\/p><p>Be sure to check out the show notes for the episode, head over to <a href=\"https:\/\/wowdigital.com\">wowdigital.com<\/a>, click on podcast, and search for this episode number and you\u2019ll find all the links, details, and other information that has been discussed in this episode.<\/p><p>Are there any other topics that you would like to hear about? Just send an email to <a href=\"mailto:podcast@wowdigital.com\">podcast@wowdigital.com<\/a>. Thanks for listening to the <a href=\"\/podcast\/\">Non-profit Digital Success Podcast<\/a>!<\/p><p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[108,12,13],"tags":[],"_links":{"self":[{"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/posts\/220204"}],"collection":[{"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/comments?post=220204"}],"version-history":[{"count":1,"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/posts\/220204\/revisions"}],"predecessor-version":[{"id":227677,"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/posts\/220204\/revisions\/227677"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/media\/220205"}],"wp:attachment":[{"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/media?parent=220204"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/categories?post=220204"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wowdigital.com\/wp-json\/wp\/v2\/tags?post=220204"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}