CALPACT Training: How to Make Your Website More Engaging Workshop


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Your website is the “front door” and primary identity of your organization. It can play a vital role in communicating both within and outside the world of your core constituents and supporters to educate and inform, build goodwill, raise funds, and bring people together. In this workshop, the fifth session in the latest 21st Century New Media Series from CALPACT and CHL at UC Berkeley's School of Public Health, Laura Shapiro of Global Fund for Women and Alex Bernardin of the San Francisco AIDS Foundation shared best practices for ensuring people not only cross your online threshold and stay awhile, but also strategies for how to deepen visitor engagement and motivate them to take action.

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CALPACT Training: How to Make Your Website More Engaging Workshop

  1. 1. How to MakeYour WebsiteMore EngagingAlex BernardinLaura Shapiro
  2. 2. IntroductionsAlex BernardinDigital Content ManagerSan Francisco AIDS FoundationLaura ShapiroDirector of Online CommunicationsGlobal Fund for Women
  3. 3. Housekeeping Wifi Bathroom Handouts Lunch
  4. 4. Session Overview How design, layout and content consistent withbrand and vision can advance your objectives Website as centerpiece of overall, multi-channeled communications strategy Building a successful content strategy & how tomeasure its impact Value of in-house expertise, and data-driven, user-centric, decision making Optimizing your website for mobile devices
  5. 5. Agenda Defining Engagement Measuring Engagement Lunch Engaging with your Website Engaging with your Brand
  6. 6. What is Engagement?A. I don’t know, my boss just keeps sayingwe want itB. more donationsC. people read more of our contentD. people come back to the site again andagainE. people share our content more
  7. 7. Pre-Session Survey results -Primary purpose of your site:1. Education for Gen. Pub.(12/20)1. Education for Specific Audience (6/20)2. Advocacy (4/20)3. Donations (3/20)4. Other (8/20)a) Patient Recruitment
  8. 8. Okay, So How Do I Measure That? KPI=Key Performance Indicator Tied to Org goals User behavior Things you can affect
  9. 9. MissionCommunicationsGoalWebsiteGoals KPIWe advance the rights ofwomen and girls worldwide byincreasing the resources forand investing in women-ledorganizations and women’scollective leadership forchange.Be the recognizedphilanthropic resource forwomen’s rights…Expand onlineaudience15% increase innew visitorsDeepen engagementof existing audiencesMove 500supporters totake action
  10. 10. KPIs that pertain to engagement # visitors who signed a petition % visitors who shared content # visitors who donated # visitors who watched a video # social media followers % of visitors who follow # “likes”, RTs, mentions, comments… % visitors returning to your site
  11. 11. ACTIVITY: What wouldmake good KPIs for yourwebsite goals?
  12. 12. Metrics Without Mania: Report on what’s actionable Figure out what’s working & do more of it Experiment
  13. 13. Dashboards
  14. 14. DashboardsARE NOTAnalysisWordyMulti-layeredARESnapshotFocusedObvious
  15. 15. Dashboard Types KPIs for your boss Probably monthly Top level KPIs for you Weekly or Daily Digs into second level
  16. 16. Dashboards for Your BossTRY NOT TOCompare apples tostaplersExpect people toreadKeep old metricsTRY TOUse chartsShow trendsHighlight warningsFocus on KPIs
  17. 17. Dashboards for YouTRY NOT TOAnswer too manyquestionsKeep old metricsTRY TOHighlight problemsHighlight causalityLook forwinners/losers
  18. 18. Dashboards 1 - BAD
  19. 19. Dashboards 2 – Multi-channel
  20. 20. Dashboards 3 – High Level
  21. 21. Dashboards 4 – Mid Level
  22. 22. Break – Working Lunch
  23. 23. Getting Users Engaged WithYour Site#1: You are not your target audience, sotake some time and agree on who yourtarget audience is. This might be different for different parts ofthe site Brainstorm, preferably with some folks whoare the type of people you want to reach
  24. 24. Features That Can IncreaseEngagement Social Media, easy sharing Mobile-friendliness Visually rich content photos, video, infographics, charts,illustrations User-contributed content (comments) Content that invites response The rolling ask Expand/Collapse sections
  25. 25. Examples Global Fund for Women SFAF Health Initiative for Men Greater Than AIDS Food Water Watch World Wildlife Fund Charity:Water Malaria No More Some sites from attendeesAlso at :
  26. 26. Getting Users Engaged WithYour BrandEmail DirectWebsiteFacebookYour view of your org onlineYour supporter’s view of your org onlineFacebook, Website, Email, Direct
  27. 27. Case Study: SFAF Before: Press Releases ad hoc, published to website homepage Direct Mail Appeals Outsourced, no linkage to web Printed Annual Report Emails Multiple lists with varying message schedules Podcasts Separate website, mailing list, twitter handle
  28. 28. Case Study: SFAF Now:1. Articles (Q&A, Client Profile, etc)1. One set of imagery covering all uses2. Created monthly, with few exceptions2. Publish to web homepage & list pages3. Email to monthly newsletter list4. Link from social5. (coming) Direct Mail schedule in sync,linked to customized web landing pages
  29. 29. Case Study: SFAF
  30. 30. Getting Organized WithContent Calendaring Collaborative StrategicAn example
  31. 31. Thank you. Stay in’t forget to evaluate this session!