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The Top Ten Elements Your Noprofit's Strategic Website Should Have
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The Top Ten Elements Your Noprofit's Strategic Website Should Have

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@keljar @guidecreative Your website is more than just a pretty picture.  It should be created for your unique audience as a tool to engage, and ultimately inspire action.  Artistic talent alone is not …

@keljar @guidecreative Your website is more than just a pretty picture.  It should be created for your unique audience as a tool to engage, and ultimately inspire action.  Artistic talent alone is not enough, you need a web design rooted in a clear strategy and driven by results.

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  • 1. presents The Top Ten ElementsEvery Nonprofit Website Should Have Hosted by Kelley Jarrett, Marketing Manager and Web Strategist, GUIDE Creative A Blackbaud Production!
  • 2. Ten Best Practices A Blackbaud Production!
  • 3. Ten Best Practices1.  Resonate with Your Audiences2.  Have a Focused Homepage3.  Share Your Mission4.  Use Compelling Imagery5.  Ensure Ease in Navigation6.  Include Clear, Bold Calls to Action7.  Showcase Your Stewardship8.  Keep Your Content Fresh9.  Be Social10.  Provide a Personal Touch Through Multimedia A Blackbaud Production!
  • 4. “Your website does not exist as a boutique just to show off information about your organization. Instead, it’s actually a tool that you have employed to mobilize your audience...” - Raheel Gauba A Blackbaud Production!
  • 5. 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? A Blackbaud Production!
  • 6. 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? A Blackbaud Production!
  • 7. “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.com A Blackbaud Production!
  • 8. Have a Focused Homepage Prioritize Content •  Wireframes are key for visual hierarchy •  Remember YOUR goals •  Remember your AUDIENCE’S goals A Blackbaud Production!
  • 9. Have a Focused Homepage Pass the 3-second test •  Is your homepage scanable, understandable, intuitive in 3 seconds? A Blackbaud Production!
  • 10. “Design your website around your organization’s actions and purpose. Make the mission statement clear as day.” - Blake McCreary “Non-Profit Web Design.” A Blackbaud Production!
  • 11. Share Your MissionTell your story clearly & succinctly and make it actionable •  60% of all donors check out an organization’s website before donating - tell them why they should give…quickly before they change their mind A Blackbaud Production!
  • 12. Share Your MissionShow your story … visually •  Infographics, typography, links, video, imagery, photography •  The style should fit your voice and brand A Blackbaud Production!
  • 13. “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.com A Blackbaud Production!
  • 14. Use Compelling Imagery•  Engage with eye contact … Make a personal connection•  Show real stories of impact to gain credibility A Blackbaud Production!
  • 15. Use Compelling ImageryMatch Imagery with your brand, mood and voice -  Does quality, composition and candor of your imagery jive with your user experience? A Blackbaud Production!
  • 16. “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.com A Blackbaud Production!
  • 17. 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-click or less for key tasks? A Blackbaud Production!
  • 18. “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,” A Blackbaud Production!
  • 19. Include clear, bold calls to action Remove all obstacles to action from anywhere “Apply Now” should take them directly to application. Calls to action should be clear and compelling Never say “click here” Say for example “visit us“ A Blackbaud Production!
  • 20. “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.com A Blackbaud Production!
  • 21. Showcase Your Stewardship 60% of donors visit a nonprofit’s website before making a gift. -  Show the impact (eg. stats, infographics) -  Be transparent (eg. share your annual report) -  Say “Thank you” A Blackbaud Production!
  • 22. “…You need to remember that the Internet is a dynamic place, and make sure your site is constantly changing as well.” - Randall Mains A Blackbaud Production!
  • 23. Keep Your Content Fresh Always have something new to offer to your users -  Utilize automatic feeds -  Add dates to content posted to the homepage -  Gather user-generated content TimelyUpcoming Events A Blackbaud Production!
  • 24. “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. A Blackbaud Production!
  • 25. Be SocialSocial media and viral sharing are highlyvaluable tools in contributing to web sitetraffic and brand exposure -  Make it easy to connect, interact and contribute A Blackbaud Production!
  • 26. “Many of today’s most successful websites are interactive, meaning they allow people to participate in the content in some way. - Randall Mains Strategic Web Communication Principle #4: Interactivity” blog.pathmakermarketing.com July 12, 2009 A Blackbaud Production!
  • 27. Provide a Personal TouchThrough Interactive MediaAllow 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. A Blackbaud Production!
  • 28. Ten Best Practices1.  Resonate with Your Audiences2.  Have a Focused Homepage3.  Share Your Mission4.  Use Compelling Imagery5.  Ensure Ease in Navigation6.  Include Clear, Bold Calls to Action7.  Showcase Your Stewardship8.  Keep Your Content Fresh9.  Be Social10.  Provide a Personal Touch Through Interactive A Blackbaud Production!
  • 29. Resources and Next Steps•  www.guidecreative.com/blog•  Assess Your Site! www.guidecreative.com/topten•  Get In Touch! hello@guidecreative.com A Blackbaud Production!

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