Today’s Topics: T d ’ T i Where To Start? Multimedia Sharing (Blogs, E‐news, Etc.) l d h ( l ) Using Social Media g When Is It Time for A Website Facelift? Optimizing Your Online Presence O i i i Y O li P
Examples • “My pleasure” •“Eat Mor Chikin” + cows as visual • Closed on Sundays (faith based (faith-based mission) • “Where Shopping is a Pleasure” • Mission: Great savings with service you can’t put a price on
Examples • Pi k Pinkribbon = fi ht against b ibb fight i t breastt cancer • Specifically trademarked for donor p y preservation • Cause marketing• Just “google” it!• The simple search engine• Mission: Organize the world’s world sinformation. Make it universallyaccessible and useful.
Your Brand is… Your Brand is• Th The essence of your organization f i i • Th The voice of your mission i f i i • Authentic and carried out by and carried out by your organization every day
An Effective Brand… An Effective Brand • Communicates your mission • Builds trust • Raises awareness• Impacts long‐term sustainability of your organization of your organization
Your Online Presence is… O li i • An extension of your brand• The leading source of information for The leading source of information for individuals online (62%)
Always Think About… l hi k b • Who is your audience? •What do they know about you? Wh t d th tk b t ?•What do they not know about you?• What do they need / want to hear? What do they need / want to hear?
Messaging… i • T il Tailor your messaging to the i h audience• Never assume they know everything • Be consistent in every communications tool l
Consider This C id Thi• Y Your content should not simply be: “We need your money” t t h ld t i l b “W d ”Content should be focused around: The story of what you do How what you do affects individuals (not just recipients – How what you do affects individuals (not just recipients donors too) Results of how donations help Th Then, We need your money W d
Consider This C id ThiDonors invest in ideas and people in whom they believe in whom they believeYour online communications must support this belief support this belief
Online Factors that Matter: l h • Design •Usability C t t •Content •Consistency!
E news E‐newsTalking directly to your audience
E‐Newsletters E Newsletters E‐news is a powerful marketing and p g communications tool that: Reminds supporters about your cause Gives updates on current events/projectsOffers ways to get involved and keep in touch Provides interesting and relevant news, stories, pictures and content!
E Newsletter Tips E‐Newsletter Tips Make sure you send only to readers who have “opted‐in!” “ d i !” Don’t send your e‐news without a text option Don t send your e‐news without a text option. In general, send e‐news no more than once a week, g , ,and no less than every six weeks. Appeal to “skimmers!” Use headlines, subheadings, and short chunks of text.
Consider This Feature a “Subscribe” button on your online outlets to allow readers to sign‐up to your e‐newsletter hassle‐free! Monthly, post a Facebook and Twitter update hl b k d i dwith a short intro and link out to your e‐newsletter
Blogs‐ Serve as representation of your expertise‐ Post your latest PRs announcements current projects or Post your latest PRs, announcements, current projects or new campaigns‐E Easy sharing capability to gain followers and spread h i bili i f ll d dawareness‐ Enhances overall SEO ‐ Tip: Update it! Static content does no good.
Website Design Website Design• Project a uniform image through consistent design, colors, and branding d b di• Maintain a consistent layout and toolbar •Tip: Have your logo on every page and link it to your Homepage, always• Provide a value proposition that tells readers immediately: •What your site is about Th b fit it ill id t th •The benefit it will provide to them •Why they should keep using it!
Design Do’s & Don’ts Design Do’s & Don’ts• Do use a consistent, specific color palette• Do have your logo on every page!• Do have a consistent navigational toolbar!• Don’t use low‐quality, fuzzy or stretched images• Do make sure your mission and cause is clear everywhere!
Consistent toolbar at top of every page! Call to Action!
Website Content Website Content Consider This C id Thi Is it simple for a visitor to understand what my organization does to make a difference? Is it easy for a visitor to find ways to support my organization s work? organization’s work? Can a visitor quickly take action once they’ve decided to?
Website Usability Website Usability Usability is a necessary condition for website’s y ysurvival. If a website is difficult to use or navigate, people leave. Is your website usable? Quick and easy to navigate Quick and easy to navigate Efficient to use Allows rapid recovery from errors p y Provides an enjoyable, informative experience
Website Usability Website UsabilityTop 10 Reasons Visitors Want to Return to Your Site: Easy navigation (74%) Quick download time (65%) Frequently Updated information (58%) Content Quality (57%) Content Quantity (30%) Q y( ) Content Organization (40%) Prompt Customer Service (40%) Website Search Tools (25%) Website Search Tools (25%) Layout of Homepage (20%) Enjoyment (19%)
Website Usability Website UsabilityTips:‐ Create obvious and simple interface.‐ Create ‘easy to read’ paragraphs, not using small text or font size.‐ Utilize fast, downloadable pages—visitors hate to wait. ‐ Avoid hidden navigation; visitors need to know where and what to click to find the info they want!
Website Content Website Content Content is the best search engine optimization tool—and the reason people visit your page! tool and the reason people visit your page! Provide timely, updated information y, p Have links that are live and active Copy and accompanying graphics should be compelling and useful Content should not compete side‐by‐side for visitor’s attention
Website Content b Create ways to engage with your audience and supporters (from donors and volunteers!) Make sure it is easy to “Donate Now” y Offer a place to sign up for your e newsletter! Offer a place to sign‐up for your e‐newsletter!
Audience Engagement LinksDonate Now + Different Ways to Give!
Multimedia Sharing M lti di Sh i‐ Share audio, video and images directly on your website or blog!‐Ex. Boost interest with before/after footage of a project; highlight testimonials with a video; create educational videos for kids
MeasurementGoogle AnalyticsGoogle Analytics ‐ Track your websites visitors and see where they are coming from (social media, e‐newsletter, dif. website) i f ( i l di l tt dif b it ) ‐ See what pages of your website visitors are viewing; compare and contrast effectiveness! ‐ Helps determine what changes (content/updates) Helps determine what changes (content/updates) to make in order to improve effectiveness!
Now What? Now What? The Take‐Home Checklist Do I regularly review my website statistics? Do I have a clear idea of what an online conversion is for my y organization? Have I updated my website in the last week/month? Do I have a strategy for growing my web presence? Do I have a strategy for growing my web presence? Does my website accurately reflect my brand? Am I soliciting user feedback? What user feedback have I heard lately? h f db k h h dl l