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Website Assessment Methodology

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A summary of the assessment of the website assessment of 10 Voluntary Organizations from Malta. Performed for the Webcheck Scheme for Voluntary Organizations for the Malta Communications Authority …

A summary of the assessment of the website assessment of 10 Voluntary Organizations from Malta. Performed for the Webcheck Scheme for Voluntary Organizations for the Malta Communications Authority during July-October 2013

Published in: Marketing, Health & Medicine
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  • 1. Webcheck Scheme for Voluntary Organizations A summary of the website assessment methodology 22nd October 2013, Malta woensdag 23 oktober 13
  • 2. by Lize De Clercq www.eclecticlines.net woensdag 23 oktober 13
  • 3. OBJECTIVES: Audience needs versus Organizational needs woensdag 23 oktober 13
  • 4. USER-CENTERED VERSUS ORGANIZATION-CENTERED MENTALITY = inward versus outward perspective woensdag 23 oktober 13
  • 5. From the point of view of the organization ✖ From the point of view of the visitors: Donate! ✔ INWARD VERSUS OUTWARD PERSPECTIVE WWW.EQUALPARTNERS.ORG.MT woensdag 23 oktober 13
  • 6. From the point of view of the organization ✖ Internal ✖ documents of no use to the visitors INWARD VERSUS OUTWARD PERSPECTIVE WWW.FSEGOZO.COM woensdag 23 oktober 13 From the point of view of the visitors: Donate! ✔
  • 7. Logo very prominently present INWARD VERSUS OUTWARD PERSPECTIVE TEST.AMPUTEES4AMPUTEES.ORG.MT woensdag 23 oktober 13 Picture only showing committee members ✖
  • 8. User-centered elements placed ‘above the fold’ ✔ Organizationcentered elements placed ‘under the fold’ ✔ INWARD VERSUS OUTWARD PERSPECTIVE WWW.ILS.COM.MT woensdag 23 oktober 13
  • 9. AUDIENCE NEEDS: 1. Who are your audiences? 2. What are the needs of each of these audiences? woensdag 23 oktober 13
  • 10. o learn about diabetes • diabetes patients (all types of diabetes patients, but with a special focus on the younger ones) • family & friends of diabetes patients o understand what MDA is all about o figure out upcoming activities o learn about the benefits of becoming a member o figure out how to get involved o learn about the impact MDA has on its members o figure out how to support LIST OF AUDIENCES & AUDIENCE NEEDS DIABETESMALTA.ORG woensdag 23 oktober 13
  • 11. • representatives of actual member organizations • representatives of potential member organizations of the health sector • representatives of international organizations of the health sector • people with all kinds of health problems (chronic diseases, disabilities, rare diseases, acute health problems, etc.) • friends & family of people with all kinds of health problems • medical staff • policy makers • media o figure  out  upcoming  ac/vi/es o discover  news  related  to  their   health  sector o understand  what  MHN  is  all   about o learn  about  the  benefits  of   becoming  members o figure  out  how  to  get  involved o learn  about  the  achievements  of   MHN o learn  about  their  health   problem o learn  about  the  health  problem   of  their  friends  &  family   members LIST OF AUDIENCES & AUDIENCE NEEDS WWW.MALTAHEALTHNETWORK.ORG woensdag 23 oktober 13
  • 12. ORGANIZATIONAL NEEDS: What do you want your visitors to do or learn once they are on your website? = What are the needs of your organization? woensdag 23 oktober 13
  • 13. CORE MESSAGES OF VISITORS TO LEARN: “Lots of (young) people in Malta have diabetes. MDA is the organization to turn to for meeting other patients” “The MDA is a Helpful Friend for anyone with diabetes” DESIRED RESPONSES OF VISITORS TO DO: o become a member o participate in events o join a mailing list o join on Facebook o donate ORGANIZATIONAL NEEDS DIABETESMALTA.ORG woensdag 23 oktober 13
  • 14. CORE MESSAGES OF VISITORS TO LEARN: “The MHN is an Influential Authority and a Thought Leader on health issues in Malta” DESIRED RESPONSES OF VISITORS TO DO: o become a member (as an organization) o ask for advice “The  MHN  is  a  Reliable  Performer  and  the  best   choice  to  turn  to  for  ac/ng  as  a  spokes  person   or  for  forming  (interna/onal)  partnerships” “The  MHN  is  highly  concerned  with   Pa/ents  Rights”   ORGANIZATIONAL NEEDS WWW.MALTAHEALTHNETWORK.ORG woensdag 23 oktober 13 o register for an event o join a mailing list o join on Facebook
  • 15. HOMEPAGE: What are the prioritized elements that should dictate the design? woensdag 23 oktober 13
  • 16. What are the core messages? ✖ What are the desired responses? ✔ ✖ The Look & Feel is: “one big chaos” ✖ The audiences don’t know where to look first! ✖ MESSY LAYOUT WITH NO CLEAR FOCUS WWW.EQUALPARTNERS.ORG.MT woensdag 23 oktober 13
  • 17. ELEMENTS THAT SHOULD DICTATE THE HOMEPAGE DESIGN: PRIORITIZED ELEMENTS: o reaching out to people in need o communicating the message of being a refuge for praying, contemplation and reflection o recruiting volunteers o raising all kinds of donations (food, materials & money) ✔ o slideshow with pictures of beneficiaries, volunteers & staff with an overlay headline that gives an overview of the wide range of activities o call to action to visit the centre o call to action for volunteering o call to action for donations in all kinds BUILD A VISUAL HIERARCHY OF PRIORITIZED ELEMENTS! WWW.EQUALPARTNERS.ORG.MT woensdag 23 oktober 13
  • 18. Prioritized callto-action to Donate ✔ Slideshow for showing different pictures with a headline ✔ Prioritized core message ✔ EXAMPLE: VIRTUALLY STACKED DESIGN THEMES.QUITENICESTUFF.COM/RELIEFWP/ woensdag 23 oktober 13 Prioritized call-toactions to Help & Volunteer✔
  • 19. NAVIGATION: Helpful navigation tools & symptoms of bad navigation woensdag 23 oktober 13
  • 20. Search tool ✔ Pull-down menu ✔ More than 3 levels deep ✖ EXAMPLE: HELPFUL NAVIGATION TOOLS WWW.IDF.ORG woensdag 23 oktober 13
  • 21. Breadcrumbs that help the user indicate the path followed ✔ Way-finding cues to jump to other pages ✔ EXAMPLE: HELPFUL NAVIGATION TOOLS WWW.IDF.ORG woensdag 23 oktober 13
  • 22. Search tool Sitemap ✔ HELPFUL NAVIGATION TOOLS PRESENT WWW.ILS.COM.MT woensdag 23 oktober 13 ✔
  • 23. Navigation labels that are ambiguous, confusing & unclear ✖ Repeated navigation labels ✖ SYMPTOMS OF BAD NAVIGATION WWW.EQUALPARTNERS.ORG.MT woensdag 23 oktober 13
  • 24. Listing the same content under several sections ✖ SYMPTOMS OF BAD NAVIGATION WWW.EQUALPARTNERS.ORG.MT woensdag 23 oktober 13
  • 25. Orphan content (only accessible through an inline link) ✖ SYMPTOMS OF BAD NAVIGATION WWW.MARSAXLOKK-ASC.COM woensdag 23 oktober 13
  • 26. Navigation labels leading to empty pages ✖ SYMPTOMS OF BAD NAVIGATION AAM-MALTA.ORG woensdag 23 oktober 13
  • 27. NAVIGATION STRUCTURE: Proposal for an improved navigation structure woensdag 23 oktober 13
  • 28. WHO WE ARE / About Us In general: (Our) Mission (& Vision) History People / Team / Who’s Who In specific cases: Partners Our Approach Contact Us Internship Resources / Publications Venue Sponsors woensdag 23 oktober 13
  • 29. In general: WHAT WE DO In specific cases: Our Services (Our) (Fundraising) Activities Photo (& Video) Gallery Our expertise Networking Training & Curriculum Community Building Testimonials Seminars Advocacy & Policy How We Help Campaigns Our Courses Projects Resources / Publications woensdag 23 oktober 13 Visiting
  • 30. In general: (PRIORITIZED ELEMENTS) In specific cases: (Become a) Sponsor Learn about Anaesthesia Our Demands Learn about Diabetes Testimonials Youth & Diabetes FAQ Find Peace Consult Us woensdag 23 oktober 13 Youth Activities Patient Q&A
  • 31. (CALLS TO ACTION) In general: Get Involved / (Take Action) Why Join / Become A Member How to Join / (Renew Membership) Join Us on Facebook Volunteer Make a Donation (Sign Up for Updates) woensdag 23 oktober 13 When membership is prioritized: Become A Member Why Join / (Membership) How to Join / (Renew Membership) Our Members
  • 32. STAY INFORMED In general: (Our) News / (Newsroom) / (Blog) (Upcoming) Events / (Events) Calendar Photo (& Video) Gallery Sign Up for Updates Join Us on Facebook / (Join the Conversation) woensdag 23 oktober 13 In specific cases: Press / In the Media Press Kit Insights Bookshop
  • 33. CONVERSION-ORIENTED PAGES: Landing pages for your call-to-action woensdag 23 oktober 13
  • 34. Keep the important stuff above the fold ✔ Direct the eye to the centre of the page ✔ Use a compelling image with a person looking directly at the user ✔ Use big buttons ✔ EXAMPLE: MAKE A DONATION INVISIBLECHILDREN.COM/DONATE woensdag 23 oktober 13
  • 35. Include a compelling headline that focuses on the outcome ✔ EXAMPLE: MAKE A DONATION WWW.MALARIANOMORE.ORG woensdag 23 oktober 13
  • 36. Direct the eye to the centre of the page Use a compelling image ✔ ✔ Ditch the sidebars ✔ Use big buttons ✔ EXAMPLE: SIGN UP FOR UPDATES ACT.PIH.ORG/PAGE/S/QUICKSIGNUP woensdag 23 oktober 13
  • 37. Direct the eye ✔ Use bullet points ✔ EXAMPLE: VOLUNTEER POSITION TURNING-PAGES.ORG/VOLUNTEER-2/TUTOR-JOB-DESCRIPTION woensdag 23 oktober 13
  • 38. CREATING CONTENT: Be to the point and tell a moving story woensdag 23 oktober 13
  • 39. Names & roles with pictures ✔ Bio about how, when & why joined the organization ✔ EXAMPLE: MEET THE TEAM MEDIACAUSE.ORG woensdag 23 oktober 13
  • 40. Names with pictures ✔ EXAMPLE: TESTIMONIALS WWW.SPEECHBUDDY.COM woensdag 23 oktober 13 Give the word to your beneficiaries, volunteers & staff
  • 41. Be concise & split the text in various sections among the navigation menu✔ Include large images ✔ EXAMPLE: LEARN ABOUT DIABETES WWW.IDF.ORG/ABOUT-DIABETES woensdag 23 oktober 13
  • 42. FUNCTIONALITY Does your website include all the technology features you & your visitors need? woensdag 23 oktober 13
  • 43. CONTENT MANAGEMENT SYSTEM (CMS) Wordpress.org, Drupal, Joomla,... software is freely downloadable / free & low cost themes / hosting from 2€/month / domain name around 15€/year Wordpess.com software is free, no hosting needed / free & low cost themes / domain name around 15€/year Weebly, Wix & Squarespace software, hosting, theme & domain name around 15€/month woensdag 23 oktober 13
  • 44. CMS THEMES: What to check? CMS text editor (user friendly interface) CMS themes (templates) available: Do they cover your needs? Are they responsive (mobile friendly)? CMS features available (native or via plug-in): Site search, Calendar, RSS feed, Social Media follow icons, Social Media sharing buttons, Social Media Feeds, Forms, Blog commenting, Multi-language, Password protected content, SEO friendly URLs, XML sitemap woensdag 23 oktober 13
  • 45. THIRD-PARTY SERVICES Email Marketing (Mailchimp, Constant Contact,...) Text Messaging (Frontline, Mobile Commons,...) Membership Management (Wild Apricot, etc.) Online Donations: PayPal, Google Check Out & nonprofit management software packages (DonateNow Lite, QGive Online, Easy Tithe,...) Crowdfunding (Razoo, Causes, JustGiving,...) Text Giving (JustTextGiving, ZipGive,...) Event Registration & Ticketing (Eventbrite,..) Advocacy & Petitions (Salsa, BSD Tools....), Volunteer Registration (VolunteerSpot,..) & Fundraising pages (GivingFuel, Qgiv Hobnob,...) Online Polls (SurveyMonkey,) Maps & Charts woensdag 23 oktober 13
  • 46. Useful resources: THIS PRESENTATION IS BASED ON A RANGE OF FREE DOWNLOADABLE RESOURCES YOUR CAN FIND AT: WWW.ECLECTICLINES.NET/8-FREE-EBOOKS-WILL-GUIDENONPROFIT-MARKETING/ IT IS ALSO BASED ON A RECENTLY PUBLISHED BOOK: “CONTENT MARKETING FOR NONPROFITS” BY KIVI LEROUX MILLER CONTENTMARKETINGFORNONPROFITS.COM/ woensdag 23 oktober 13
  • 47. Wordpress themes: EN.BLOG.WORDPRESS.COM/2013/05/14/NONPROFITS-ONWORDPRESS/ WWW.PREMIUMWP.COM/15-BEST-NON-PROFITWORDPRESS-THEMES/ THEMEFOREST.NET/CATEGORY/WORDPRESS/NONPROFIT WWW.TRIPWIREMAGAZINE.COM/2013/08/BEST-NONPROFITWORDPRESS-THEMES.HTML WEBELEMINT.COM/ROUND-UPS/25-BEST-CHURCHWORDPRESS-THEMES/ WWW.WPEXPLORER.COM/BEST-NONPROFIT-CHURCHWORDPRESS-THEMES/ woensdag 23 oktober 13
  • 48. Useful blogs: WWW.ECLECTICLINES.NET WWW.BETHKANTER.ORG WWW.NPTECHFORGOOD.COM WWW.JOHNHAYDON.COM WWW.NONPROFITMARKETINGGUIDE.COM WWW.CLAIRIFICATION.COM JCSOCIALMARKETING.COM IJUSTDID.ORG WWW.SOCIALBRITE.ORG SMBIRDBRAIN.BLOGSPOT.COM WWW.NONPROFITMARKETINGBLOG.COM NONPROFITNATE.COM WWW.NONPROFITHUB.ORG woensdag 23 oktober 13
  • 49. Useful lists to follow: WHERE TO FIND STOCKPHOTOS & IMAGES: LIST.LY/LIST/7RO-STOCKPHOTOS-SOURCES EXAMPLES OF GOOD NONPROFIT WEBSITES: LIST.LY/LIST/7BK-NONPROFITS-WEBSITES-EXAMPLES/ woensdag 23 oktober 13

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