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Make Your Website Work for You, March 27, 2009
 

Make Your Website Work for You, March 27, 2009

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With the potential of technology to reach a much larger audience quickly and inexpensively, more and more organizations are using an online presence to reach donors, members, customers, volunteers and ...

With the potential of technology to reach a much larger audience quickly and inexpensively, more and more organizations are using an online presence to reach donors, members, customers, volunteers and supporters.

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    Make Your Website Work for You, March 27, 2009 Make Your Website Work for You, March 27, 2009 Presentation Transcript

    • Making Your Website Work for You March 27, 2009 Stephen Rockwell This work is licensed under the Creative Commons Attribution- Noncommercial-Share Alike 3.0 United States License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/us/.
    • Today’s Agenda • Introductions • Web 2.0 – What is It? • Building Networks Online – Donor Community – Sector-specific Networks – Community Planning Efforts • Action Steps You Can Take This Week 2
    • Exploring 2.0: The tools that are changing the game • Social networking websites (myspace, linkedin, change.org) – On-line communities • Blogs, podcasts, videocasts – Multimedia by and for the masses • Microblogs (Twitter Facebook Updates) • RSS (Real Simple Syndication): – Interconnected news for/from your site • Tagging (del.ici.ous): – Sharing bookmarks • Wikis: – Producing knowledge collaboratively • User provided and rated content (digg, youtube, allrecipes.com): – Wisdom of the masses determines content 3
    • Tech. Background: A short history of technological change 1st Generation Media – 500 years, One-Way Communication Printing Press Photography Radio Television Book/Newspaper 1826 1896 1920s 1453 Text Pictures Audio Video Digital Movie Internet World Wide Web Digital Music Online Text/ email Images MP3 1994 1997 1969 1990 2nd Generation Media – 30 Years, Multi-Modal Communication 4
    • Technology fundamentally changed economics of content creation and who has access to the keys of the network. • The marginal cost of production and distribution of content ~ $0 • 80% of non–“hits” are now produced – new voices, democratized filtering – Networked empowered organizing takes advantage of a wider range of stakeholder perspectives to move the mission. 5
    • 2.0 Ramifications: Online engagement and fundraising become the standard • Wall Street Journal gives MySpace friend updates • Changing Campaign Fundraising and 88,000 81,000 Organization Myspace Myspace • Nonprofit Strategy friends friends – – What can we learn caught up from the campaigns? Q2: $25 Q2: $26 • Fundraising million million • Community organizing and mobilization 100,000 50,000 • Operations and donors donors business processes 6
    • How Does 2.0 Affect Your Organizational Partnerships and External Relationships? • Draw a diagram of how your organization fits with its partners, donors, funders etc. 7
    • What kind of organization: networked or inward looking? • Are you this? • Or this? 8
    • Networks and Nonprofits • Communities are built on connections – human networks • Technology can help individuals know the network and doing so more tightly knits the network together • Nonprofits may require more use of social networking than companies given their volunteer and donor needs 9
    • Network Evolution Stage I – Scattered Clusters Stage 2 – Single Hub & Spoke Stage 3 – Multi Hub Small World Stage 4 – Core Periphery 10
    • Today’s Agenda • Introductions • Web 2.0 – What is It? • Building Networks Online – Donor Community – Sector-specific Networks – Community Planning Efforts • Action Steps You Can Take This Week 11
    • Your site in a web 2.0 world: Five Strategic Challenges 12
    • 1. Content • Locating, drafting, editing, and posting timely content the first challenge. • Broaden writing, editing team w/o HTML • Making content consistently formatted, printable, downloadable – News, calendars, Tips – Including graphics – Aging of content 13
    • Combat the downward spiral 14
    • Content Management: Build an upward spiral 15
    • Permissions for Roles 16
    • 2. Presence • Once you have content, how do you elbow for presence among so many other sites? • What makes your content stand out? • What makes first time visitors become repeat visitors? • How can you increase attention of target visitors? • Are you look at your web presence holistically, rather just your website? 17
    • Presence Tools • Indexing and searchability • Cross referencing within site • Connecting to Email news • Aggregating (RSS news) • “Tell a Friend” and easy downloads • Tagging (del.icio.us) • Blogging 18
    • Example: news feed sign up live! 19
    • 3. Engagement • Once people come regularly to your site, what can they do? • How does the site connect to your goals, your services profile, your organizing? 20
    • Engagement Tools • Surveys • Calendar, Jobs • Register for classes, , programs, events • Contact the media • Petitions, Contact public officials • Organize a meeting • Request a service, refer a client 21
    • Events on Calendar 22
    • Event sign up 23
    • Example: Take Action 24
    • 4. Constituency • Who are your supporters and how can you work better with them? – Events, donations, manage training and other services – Organizing volunteers and other activities • From a set of tools to an integrated environment – Connection to email, internal databases 25
    • Categorizing Web Actors 26
    • Building Relationships 27
    • 5. Community • Does everything depend on you? • Will you become a network centric organization? 28
    • Community Building Tools • Internal projects and committees (workspaces, shared documents) • Develop policy and knowledge collaboratively (wikis) • On line training • Expanded blogging, chat • Users create their own discussions, forums 29
    • Example: discussion forums 30
    • Workspace example 31
    • Donor Scenario: A New Take on the Annual Appeal • Annual appeal traditional resources: – Development director and staff – Letter and Email – Board support • 2.0 Resources – Engage friends on social networking sites – Create incentives for donors to ask friends to contribute – Have individuals blog with personal stories to support campaign • Raise money for the cause and not solely the organization? Work with similar organizations? 32
    • 33
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    • Sector Scenario: You are an Out of school Program Seek to Build a New Website • Key Questions For Website Design – How can a portal be both a place for transacting the business of education, while building a community of support? – How do we construct windows to the site that are suitable for the different audiences: students, parents, educators, guidance counselors, college administrators, student loan administrators? • Key Questions for Content – What applications should be included? – What partners need to be at the table for building tools? – If you build it, will they come? 35
    • Today’s Agenda • Introductions • Web 2.0 – What is It? • Building Networks Online – Donor Community – Sector-specific Networks • Action Steps You Can Take This Week 36
    • Action Steps This Week • Amend your communications and web strategy to include a 2.0 adoption bath. • Start a blog through a free service and link from your site. • Set up an account for your organization on social networking site. 37
    • Action Steps for the Next Few Months • Experiment – There’s a lot more that we don’t know than we know. • New Website - Engage stakeholders in planning for new site, use open source CMS to deliver on 2.0 capabilities • Ongoing strategic technology management – Develop strategic technology plan or integrate tech. with existing strategic plan. • Develop communications strategy that includes 2.0 – provide staffing and marketing resources • Engage outside expertise as necessary. 38