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Bag of Tricks

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@keljar BBcon 2012 presentation

@keljar BBcon 2012 presentation

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  • TITLE SLIDE.
  • Include in your words…and in your visuals.Remove obstacles to actionProvide a tangible to an intangiblePlease give $10 todayPlease give 10 meals to your community todayA call to action must be clear and compelling:“Donate Now to save a gorilla“Tell Congress to Stop Child Slavery.”“Learn how your voice makes an impact.”Calls to action are strengthened by:Testimonials: It’s worked;Credibility statements: It’s reliable;Warranty or guarantee: It’s risk-free;High value: It’s worth having;Urgency: It’s now or never.
  • Transcript

    • 1. Interactive Workshop: A Bag Of Tricks for Your Nonprofit Website PRESENTED BY: KELLEY JARRETT, MARKET MANAGER – GUIDE CREATIVE (@KELJAR) JONO YOUNG, DESIGN PRINCIPAL – INTERACTIVE (@CHSWEB)10/26/2012 1
    • 2. HASHTAG THIS SESSION #BBDESIGN FOLLOW US @KELJAR @CHSWEB10/26/2012 2
    • 3. WELCOME! Meet Jono Meet Kelley Meet Our Esteemed Facilitators/Panel Who do we have out there with us today? What Goes Into a Successful Website? Name one mistake you’ve seen an organization make on their website?10/26/2012 3
    • 4. WE’RE HERE TODAY TO… • Review key elements that make nonprofit websites more effective • Learn how to analyze a website and recognize these elements • Be able to identify opportunities for improvement • Empower you to assess your own site and make changes Your Website is an EVOLUTION10/26/2012 4
    • 5. HERE’S THE PLAN • Learn • Discuss • Assess • Present • Ask10/26/2012 5
    • 6. LEARN: TEN BEST PRACTICES10/26/2012 6
    • 7. TEN BEST PRACTICES 1. Resonate with Your Audiences 2. Have a Focused Homepage 3. Share Your Mission 4. Use Compelling Imagery 5. Ensure Ease in Navigation 6. Include Clear, Bold Calls to Action 7. Showcase Your Stewardship 8. Keep Your Content Fresh 9. Be Social 10. Provide a Personal Touch Through Multimedia10/26/2012 7
    • 8. RESONATE WITH YOUR AUDIENCE “Your website does not exist as a boutique just to show off information about your organization. Instead, it’s actually a tool to mobilize your audience...” - Raheel Gauba “Design for Good: 4 (More) Nonprofit Design Principles” Netwits Think Tank, 1010/26/2012 8
    • 9. RESONATE WITH YOUR AUDIENCES Focus on your audience needs - Who are your audience groups and who is most important? - What do they care about – need, goals and aspirations? - How do they interact with you on and off your website?10/26/2012 9
    • 10. RESONATE WITH YOUR AUDIENCESSpeak the right language - Choose a key message and use it consistently - Listen for feedback on what’s working and what’s not through social media, blogs and surveys - Avoid jargon, too little or too much content - Test!10/26/2012 10
    • 11. RESONATE WITH YOUR AUDIENCES Meet users where they are - In less than three years mobile will be the #1 way your audience will access your website … Are you ready?10/26/2012 11
    • 12. HAVE A FOCUSED HOMEPAGE “The Web is a world of first impressions, and quick ones at that. Users form an opinion of a website within the first few seconds of loading it.” - Jason Gross “The Role of Design in The Kingdome of Content, www.smashingmagazine.com10/26/2012 12
    • 13. HAVE A FOCUSED HOMEPAGE Prioritize Content - Wireframes are key for visual hierarchy - Remember YOUR goals - Remember your AUDIENCE’S goals10/26/2012 13
    • 14. HAVE A FOCUSED HOMEPAGE Pass the 3-second test - Is your homepage scannable, understandable, intuitive in 3 seconds?10/26/2012 14
    • 15. SHARE YOUR MISSION “Design your website around your non- profit’s actions and purpose. Make the mission statement clear as day.” - Blake McCreary “Non-Profit Web Design.”10/26/2012 15
    • 16. SHARE YOUR MISSION Show your story … visually - Every image, every link, every element should tell your mission’s story.10/26/2012 16
    • 17. SHARE YOUR MISSION Tell your story clearly & succinctly and make it actionable - Visual interpretation can mean many things – infographics, typography, links, video, imagery, photography10/26/2012 17
    • 18. USE COMPELLING AND ENGAGING IMAGERY “Regardless of what your content actually says, the design around it controls what the users see first and how their eyes move across the sections of the page.” - Jason Gross “The Role of Design in The Kingdome of Content, www.smashingmagazine.com10/26/2012 18
    • 19. USE COMPELLING AND ENGAGEMENT IMAGRY Engage with eye contact … Make a personal connection - Connect, speak and engage with a personal connection - Eye contact makes it feel as real as it is10/26/2012 19
    • 20. USE COMPELLING IMAGERY Show real stories of impact to gain credibility10/26/2012 20
    • 21. USE COMPELLING IMAGERY Match Imagery with your brand, mood and voice - Does quality, composition and candor of your imagery jive with your user experience?10/26/2012 21
    • 22. ENSURE EASE IN NAVIGATION “User-centric design has become a standard approach for successful and web design. After all, if users can’t use a feature, it might as well not exist.” - Vitaly Friedman “10 Principles of Effective Web Design”, www.smashingmagazine.com10/26/2012 22
    • 23. ENSURE EASE IN NAVIGATION YOUR WEBSITE YOUR AUDIENCE10/26/2012 23
    • 24. ENSURE EASE IN NAVIGATION Navigation Systems should be intuitive and precise - Provide multiple interaction paths - Ensure context for users who come in through search or links - Does it take two clicks or less for key tasks?10/26/2012 24
    • 25. INCLUDE CLEAR, BOLD CALLS-TO-ACTION “Assuming that you’ve written a brilliantly persuasive page, it’s still next to worthless without a strong call to action…” - Brad Shorr “Five Copywriting Errors That Can Ruin a Company’s Website,”10/26/2012 25
    • 26. INCLUDE CLEAR, BOLD CALLS TO ACTION Remove all obstacles to action from anywhere - Provide a tangible to an intangible (eg. Please give $10 today Please give 10 meals to your community today)10/26/2012 26
    • 27. INCLUDE CLEAR, BOLD CALLS TO ACTION Calls to action should be clear and compelling - Never say “click here” - Say for example “become a habitat volunteer today”10/26/2012 27
    • 28. SHOW STEWARDSHIP “Stewardship comes down to being able to show donors how their dollars were used and what impact their contributions had…” - Cynthia Gomez “What Is Stewardship for a Non-Profit?” www.eHow.com10/26/2012 28
    • 29. SHOWCASE YOUR STEWARDSHIP 60% of donors visit a nonprofit’s website before making a gift. - Show the impact (stats, infographics) - Be transparent (share your annual report) - Say “Thank you”10/26/2012 29
    • 30. KEEP CONTENT FRESH “…You need to remember that the Internet is a dynamic place, and make sure your site is constantly changing as well.” - Randall Mains “Good Non Profit Website Design Principles #5 of 5,” blog.pathmakermarketing.com May 21, 200910/26/2012 30
    • 31. KEEP YOUR CONTENT FRESH Always have something new to share - Utilize automatic feeds - Add dates to content posted to the homepage TimelyUpcoming Events10/26/2012 31
    • 32. KEEP YOUR CONTENT FRESH Gather user-generated content to delegate and let others contribute.10/26/2012 32
    • 33. BE SOCIAL “Integrating the social experience into your organization’s web site will help promote the channel, engage supporters, and provide a constant source of dynamic content …” - Melanie Mathos & Chad Norman “101 Social Media Tactics for Nonprofits: A Field Guide.” John Wiley & Sons, Inc.10/26/2012 33
    • 34. BE SOCIAL Social media and viral sharing are highly valuable tools in contributing to web site traffic and brand exposure - Make it easy to connect, interact and contribute10/26/2012 34
    • 35. BE SOCIAL Encourage Viral Sharing - Action Sharing - Integrate social activities everywhere10/26/2012 35
    • 36. PROVIDE A PERSONAL TOUCH THROUGH MULTIMEDIA “Many of today’s most successful websites are interactive, meaning they allow people to participate in the content in some way. - Randall Mains Randall Mains, Strategic Web Communication Principle #4: Interactivity” blog.pathmakermarketing.com10/26/2012 36
    • 37. PROVIDE A PERSONAL TOUCH THROUGH MULTIMEDIA Allow users to consume information in multiple ways - Your audiences’ preferences for consuming content varies, just as their browsing and navigation styles do. Users want to consume information in various media channels and formats.10/26/2012 37
    • 38. TEN BEST PRACTICES 1. Resonate with Your Audiences 2. Have a Focused Homepage 3. Share Your Mission 4. Use Compelling Imagery 5. Ensure Ease in Navigation 6. Include Clear, Bold Calls to Action 7. Showcase Your Stewardship 8. Keep Your Content Fresh 9. Be Social 10. Provide a Personal Touch Through Multimedia10/26/2012 38
    • 39. LET’S PRACTICE!10/26/2012 39
    • 40. DISCUSS AND ASSESS: THE RULES • Work as a Team • On Your Table Laptop, You’ll Have: - A website to audit - The presentation we just reviewed for reference - A digital “audit” form • Use Your “Top Ten” Knowledge to Assess the Provided Site With Your Team - Expert facilitators can assist with questions • Answer all questions and submit the form!10/26/2012 40
    • 41. LET’S LEARN FROM EACHOTHER! • We’ll have the results on the projector • Choose a presenter from your table • In 2 minutes, tell us: - The site you audited - The most memorable “top ten” success - One “top ten” element missed - One suggestion you’d make for this website (optional)10/26/2012 41
    • 42. ASK THE EXPERTS10/26/2012 42
    • 43. TEN BEST PRACTICES 1. Resonate with Your Audiences 2. Have a Focused Homepage 3. Share Your Mission 4. Use Compelling Imagery 5. Ensure Ease in Navigation 6. Include Clear, Bold Calls to Action 7. Showcase Your Stewardship 8. Keep Your Content Fresh 9. Be Social 10. Provide a Personal Touch Through Multimedia10/26/2012 43
    • 44. FOLLOW US! @KELJAR @CHSWEB HASHTAG THIS SESSION! #BBDESIGN10/26/2012 44