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How to build a website that works for your non-profit

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When non-profits go about marketing, they have one goal: fundraising. But that can’t be your only goal. Other goals contribute to your fundraising efforts and are integral to creating a long-term ...

When non-profits go about marketing, they have one goal: fundraising. But that can’t be your only goal. Other goals contribute to your fundraising efforts and are integral to creating a long-term revenue generating strategy. This has to do with building your community.

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  • I was going to talk about the growing importance of social media marketing for SEO, and how people should take lessons from the SEO playbook when doing social marketing.
  • When non-profits go about marketing, they have one goal: fundraising. But that can’t be your only goal. Other goals contribute to your fundraising efforts and are integral to creating a long-term revenue generating strategy. This has to do with building your community.

How to build a website that works for your non-profit How to build a website that works for your non-profit Presentation Transcript

  • How to build a website that works for your non-profit Amuta21c 2012 March 18, 2012, Jerusalem By: Miriam Schwab @miriamschwab Follow me! @miriamschwab
  • Who am I?• Friendly CEO of illuminea, one of Israel’s leading WordPress development agencies.• Providing SEO and social media marketing services• Speaker at dozens of conferences, including Affilicon, Megaconn, Sphinncon, and now SMX!• Serves on Steering Board of Digital Eve Israel, one of Israel’s largest communities of professional women. Follow me! @miriamschwab
  • Follow me! @miriamschwab
  • Will youmarry me? But it’s our first date! Follow me! @miriamschwab
  • FacebookWebsite+ Blog YouTube Donation Twitter LinkedIn Email Follow me! @miriamschwab
  • Do we really need a site?• Only place where you truly own your content• Content indexed by Google, keeps working for you• Only place where real things happen• Social = content sharing. Might as well be your own content! Follow me! @miriamschwab
  • Research & prep• Do we have a logo/brand?• Unique selling points / Why would people be interested in us?• Organization description/elevator pitch• Target audience?• What do we want people to think of when they come to our site?• Find three sites with things you like, three with things you don’t like Follow me! @miriamschwab
  • Goals• Primary – i.e. increase donations• Secondary – i.e. get more subscribers to newsletter; more fans on fb page; more people to download white paper; get blogger coverage; etc.• Monitor and measure: Google analytics, email delivery management system (i.e. MailChimp, Campaign Monitor), Google Webmaster Tools, Feedburner Follow me! @miriamschwab
  • Structure• “Don’t make me think!” Follow me! @miriamschwab
  • Logical navigation• Top level navigation?• Secondary navigation?• Third level navigation? Follow me! @miriamschwab
  • Follow me! @miriamschwab
  • Follow me! @miriamschwab
  • Home GetAbout Projects Contact Donate involved Team Children Board Adults Special needs Follow me! @miriamschwab
  • Take into consideration how your brand will appear on socialsitesBRANDING Follow me! @miriamschwab
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  • Follow me! @miriamschwab
  • Follow me! @miriamschwab
  • URLs http://www.redcross.org/ http://twitter.com/redcross https://www.facebook.com/redcrosshttp://www.youtube.com/user/AmRedC ross Follow me! @miriamschwab
  • Design• It matters. Look at Apple and Pinterest• It’s not just about being pretty; it’s about usability and finding content: – Breadcrumbs – “You are here” indicators – Search, categories, tags, authors, archives – Integrates with social and SEO Follow me! @miriamschwab
  • What site is this? Where am I? Follow me! @miriamschwab
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  • Follow me! @miriamschwab
  • Under the hood – the code• Content management system – critical – Open source vs. proprietary code• SEO-friendly code – at the very least: – Meta descriptions – <title> tag control – XML sitemap – H1 tag on every page• Browser compatibility – IE8+, Firefox, Chrome Follow me! @miriamschwab
  • Mobile! Responsive design Follow me! @miriamschwab
  • OFF-SITE INTEGRATION Follow me! @miriamschwab
  • Content – blog, newsContent can help you:• Position yourself as a thought leader• Get found in the search engines• Get shared and found in social networks• Increase traffic Follow me! @miriamschwab
  • 1000 Visitors 50Subscribers 2.5 Donors Follow me! @miriamschwab
  • Varied content Follow me! @miriamschwab
  • Facebook Follow me! @miriamschwab
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  • Follow me! @miriamschwab
  • How am I going to update everything? Yikes!PULLING IT TOGETHER WITH ADASHBOARD Follow me! @miriamschwab
  • Follow me! @miriamschwab
  • illumineahttp://illuminea.com ▪ http://wpgarage.com@miriamschwab ▪ http://facebook.com/miriamschwabSlides available at http://illum.in/ourpresentationsTHANKS! Follow me! @miriamschwab