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Nonprofit Online Success: Tips for Achieving an Effective Web Presence
 

Nonprofit Online Success: Tips for Achieving an Effective Web Presence

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Strategy for achieving nonprofit online success by making wise technology, marketing, and staffing decisions for an effective web presence

Strategy for achieving nonprofit online success by making wise technology, marketing, and staffing decisions for an effective web presence

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    Nonprofit Online Success: Tips for Achieving an Effective Web Presence Nonprofit Online Success: Tips for Achieving an Effective Web Presence Presentation Transcript

    • Nonprofit Online Success" Technology, marketing, and staffing decisions for the Web Presented by: Derek Olson Vice President, Foraker Design Nonprofit Online Success Webinar Slide 1
    • Agenda •  Your Online Brand •  Four Pillars of an Effective Website •  Internet Giving Nonprofit Online Success Webinar Slide 2
    • Agenda •  Your Online Brand •  Four Pillars of an Effective Website •  Internet Giving Nonprofit Online Success Webinar Slide 3
    • Difference between an online and offline brand: Experience •  Online brand is an interactive experience that includes unique perceptual tasks & problem solving strategies on the part of your website users. •  This experiential nature of your online brand carries some pretty big risks, but it has some potentially big rewards as well... Both of which we’ll talk about. •  For starters, there are three simple tools you can use today to help attain those rewards: •  Measure! (website traffic, user behavior, email campaign readership, etc.) •  Talk to your users whenever you can •  Make many small changes to your website—as opposed to infrequent big changes Nonprofit Online Success Webinar Slide 4
    • Offline brand is passive Everyone knows how to “navigate” printed materials: they don’t need to expend brainpower on solving the problem of how to turn the pages of a brochure…
    • Online brand is active Online, people are clicking, searching, navigating – often through brand new interfaces that useOnline Success Webinar indicators of how to get from page to page. A website is a piece Nonprofit unconventional of Slide 6 software… and like a lot of software, it can be stressful to try to figure out…
    • Good online brand = user trust Online experiences can generate stress: •  Heart rate goes up •  Blood pressure goes up •  Breathing rate increases •  Folks get a little hot under the collar Results: A negative emotional response. That’s a bad brand experience… Nonprofit Online Success Webinar Slide 7
    • Good online brand = user trust The good news: •  Stress is an expected part of navigating a new website •  Opportunity to make a positive impression by reducing stress Results: A positive emotional response. That’s a good brand experience… Nonprofit Online Success Webinar Slide 8
    • Ugly, overwhelming website prevents user trust •  Intention to trust triggered by visual appeal •  Actual trust triggered by quality of information *Trust and mistrust of online health sites Sillence, Briggs, Fishwick, and Harris (2004) Nonprofit Online Success Webinar Slide 9
    • Don’t forget the offline component of your online brand! Technical support On the Web, human contact is incredibly important to your brand. Prompt responses to contact form submissions/live chat, and providing a physical address and phone number are good ways to build a strong online brand. Community moderation Full-time forum moderators are very important, and help steer community away from discord and towards support. Budget for this. These two things show users your organizational “take” on helping people, and are a great channel for getting feedback from your audience… Nonprofit Online Success Webinar Slide 10
    • Agenda •  Your Online Brand •  Four Pillars of an Effective Website •  Internet Giving Nonprofit Online Success Webinar Slide 11
    • Four pillars of an effective website CONTENT Design Usability Tech Marketing Nonprofit Online Success Webinar Slide 12
    • Four pillars of an effective website: CONTENT CONTENT Design Usability Tech Marketing Nonprofit Online Success Webinar Slide 13
    • Content: what is it? •  Textual copy •  Imagery •  Charts and graphs •  Video/audio •  User-contributed content Web content is: •  Easily-scanned •  Original •  Built for viral spread and search Nonprofit Online Success Webinar Slide 14
    • Content is King! Textual content, or words, are the currency of Internet search engines. While the explosion of video, audio, and image-based Internet content has provided strong incentives to improve search capabilities for these content types, the fact still remains: Textual Content is King. Nonprofit Online Success Webinar Slide 15
    • Content: How to get high- quality Web content? Option 1: Buy it News feeds, academic journals, etc. Option 2: Write it Plan for staffing, give staff right tools for the job Nonprofit Online Success Webinar Slide 16
    • Content Management System (CMS) Questions to ask: •  Buy or build? •  Open-source or commercial? •  Developer or editor? •  Does it force a new editorial process on your organization? •  Make sure you understand the total $$$ of ownership Nonprofit Online Success Webinar Slide 17
    • Care and feeding of Web Content 1.  Set up guidelines (a wiki?) Keep it simple to start. 2. Make sure tools (CMS) facilitate rather than hinder. 3. Get people to do the work, hold the knowledge, update the wiki, assess the next CMS, etc. Nonprofit Online Success Webinar Slide 18
    • Four pillars of an effective website: DESIGN CONTENT Design Usability Tech Marketing Nonprofit Online Success Webinar Slide 19
    • Design: what is it? •  Logo •  Color palette •  Layout •  Fonts •  Photography •  Illustrations and other imagery Nonprofit Online Success Webinar Slide 20
    • Design: user intention to trust Print Design vs. Web Design Focused on your message Easily distracted Nonprofit Online Success Webinar Slide 21
    • Design around your content Once you have a message, begin design… Lorem ipsum Nonprofit Online Success Webinar Slide 22
    • Design around your content •  Layout is affected by website information architecture •  Tone of design must match tone of text •  Effective home pages spring from a thorough understanding of deep content Nonprofit Online Success Webinar Slide 23
    • Design effects your HTML/CSS •  Web standards •  Accessibility •  Performance •  Search engine optimization •  Usability Nonprofit Online Success Webinar Slide 24
    • Four pillars of an effective website: USABILITY CONTENT Design Usability Tech Marketing Nonprofit Online Success Webinar Slide 25
    • Usability: What is it? Usability = Being easy to use. Usually applied to software, but relevant to almost anything (can openers, pogo sticks, airplane cockpits). Ease of use can be measured by how quickly a task is performed, how many mistakes are made, how quickly the system is learned, and how satisfied people are who perform the task. Nonprofit Online Success Webinar Slide 26
    • Usability = being easy to use How do you achieve it? VS. Maaco Approach User-Centered Design Nonprofit Online Success Webinar Slide 27
    • User Centered Design •  Talk to your users •  Measure •  Iterate Nonprofit Online Success Webinar Slide 28
    • Usability ROI •  Small reductions in support costs = big $$$ savings over time •  Increased usability of donate form = more $$$ every day User Loyalty Customer Support Costs Nonprofit Online Success Webinar Slide 29
    • Usability and user trust You can’t convert visitors into donors and grass-roots advocates (viral marketing) if your website makes them feel stupid. This frustrating experience was brought to you by _______. Nonprofit Online Success Webinar Slide 30
    • Four pillars of an effective website: TECHNOLOGY CONTENT Design Usability Tech Marketing Nonprofit Online Success Webinar Slide 31
    • Technology: what is it? •  Web servers •  Firewalls •  Applications •  Databases •  CMS’s •  Donor database software •  Email marketing software •  HTML and CSS Nonprofit Online Success Webinar Slide 32
    • Technology: static vs. dynamic Do you need lots of infrastructure? Nonprofit Online Success Webinar Slide 33
    • Technology: the CMS (again) •  Do you need a Content Management System (CMS) to facilitate website updates? If so, should you build, buy, or borrow it? •  Don’t forget about usability for your staff! Nonprofit Online Success Webinar Slide 34
    • Technology: hidden costs? •  Can be difficult to assess total cost of ownership of Web software •  Some considerations: •  Hosting •  Implementation •  Maintenance •  Upgrades/Updates Nonprofit Online Success Webinar Slide 35
    • Technology: System Integration Commercial or open source “products” don’t always play nice together. Repeat offenders: •  CMS’s •  Site search tools •  Donor databases •  Email marketing tools •  Outsourced donation systems Nonprofit Online Success Webinar Slide 36
    • Four pillars of an effective website: MARKETING CONTENT Design Usability Tech Marketing Nonprofit Online Success Webinar Slide 37
    • Marketing: what is it? We’re talking about online marketing: •  Search Engine Optimization (SEO) •  Search Engine Marketing (SEM) •  Traffic analytics •  Website A/B testing •  Email marketing •  Viral marketing •  Achieving conversion goals (e.g. donations, email news signups, etc.) Nonprofit Online Success Webinar Slide 38
    • Marketing: Measure! How? Start with Google analytics… •  Easy •  Free •  Powerful, expanding •  Well documented •  Stable •  Generous towards non-profits Nonprofit Online Success Webinar Slide 39
    • Marketing: SEO (Search Engine Optimization) What it is: What it isn’t: Free (or organic) listings Nonprofit Online Success Webinar Slide 40
    • Marketing How Optimized is your Website? •  Are you in the index? •  #1 for your name? •  Do you show up in subject-related queries? •  Does traffic come in from deep site pages? Nonprofit Online Success Webinar Slide 41
    • Marketing Search Engine Optimization & Accessibility •  Remember this blind user: Googlebot •  Valid HTML/CSS code •  Choose a CMS focused on SEO Nonprofit Online Success Webinar Slide 42
    • Marketing: SEM Search Engine Marketing (SEM) = paid listings •  Start with Google AdWords •  Explore Google grants •  Don’t forget to staff this new work! Nonprofit Online Success Webinar Slide 43
    • Email Marketing Avoid domain blacklisting: •  Send from capable systems, not from desktop email clients •  Make unsubscribing easy (e.g. a “Remove Me” link in every email) •  Make sure multiple lists / systems stay synchronized Content must be tailored to email communications •  Subject lines are crucial. Put important/ descriptive words first. •  Keep content short, link back to website Nonprofit Online Success Webinar Slide 44
    • Viral Marketing What is it? •  People doing your marketing for you (usually for free) Why? •  Because your content or functionality is valuable •  Because you have made a positive brand impression and they have taken up your cause as their own Nonprofit Online Success Webinar Slide 45
    • Viral Marketing How do you get it? Make content-sharing simple: •  Keep URLs short—ideally less than 72 characters •  Make URLs human-readable, for example: •  Good: http://www.foraker.com/user_experience.html •  Bad: http://www.foraker.com?PageID=jd83ydgd53 •  Avoid using frames on your website. Frames interfere with bookmarking, search engine indexing, and inbound links •  Manage link rot (URLs should not change for content that is still active) •  Enable RSS Feeds for frequently-updated content types Nonprofit Online Success Webinar Slide 46
    • Marketing: User Contributed Content What is it? •  Blog comments •  Discussion Boards/ Forums •  Letting your users participate and give you feedback Nonprofit Online Success Webinar Slide 47
    • Agenda •  Your Online Brand •  Four Pillars of an Effective Website •  Internet Giving Nonprofit Online Success Webinar Slide 48
    • Internet Giving Giving you $$$ is probably not on anyone’s to-do list… •  Make giving simple •  Make it available when users are ready and willing •  Timing is important •  Usability is critical Nonprofit Online Success Webinar Slide 49
    • Internet Giving: Who’s Driving? Donors are in the driver’s seat… So build roads that are: •  Easy to use •  Transparent •  Trust-inspiring Nonprofit Online Success Webinar Slide 50
    • Internet Giving: Viral redux •  Make it easy to spread the word about your cause •  Make it easy for recipients of “the word” to act •  Usability is (still) critical •  Measure viral activity if you can Nonprofit Online Success Webinar Slide 51
    • Conclusion Your website is a window into your organization. If things are confusing, or they think you’ve cut corners… they will think twice about putting their money in your hands. Remember: Measure, talk to your audience, then improve! Nonprofit Online Success Webinar Slide 52
    • Thank you. Resources: • WC3 Validator: (http://validator.w3.org/) - check your website’s HTML code validity, important for SEO, viral marketing, accessibility, cross-browser rendering, and more. Questions? • “Don’t Make Me Think” book (a great intro to usability ( http://www.amazon.com/exec/obidos/ASIN/0321344758/ bookstorenow57-20) Derek Olson • Jakob Nielsen’s Website - also an excellent resource on low- cost usability (www.useit.com) (303) 449-0202 • Usability First (www.usabilityfirst.com) - Informational site with tips, techniques, a glossary of terms, and more dlo@foraker.com • Trust and mistrust of online health sites Sillence, Briggs, Fishwick, and Harris (2004) Online abstract: http://portal.acm.org/citation.cfm?id=985776 (requires ACM membership, fee) Nonprofit Online Success Webinar Slide 53