0




Jen Kramer  October 28, 2013 • slideshare.net/jen4web
•
www.jenkramer.org • jen@jenkramer.org
“I need a
website and I
want it blue.
How much will
that cost?”
www.jenkramer.org • jen@jenkramer.org
Translating your mission and vision to a website
Questions you should answer before hiring the

web team
What is the jo...













Make sure you have an email newsletter and signup on every page
Get on Facebook and post daily
Id...




Translating your mission and vision to a website

www.jenkramer.org • jen@jenkramer.org
www.redcross.org/about-us/mission

www.jenkramer.org • jen@jenkramer.org
The American Red Cross prevents and
alleviates human suffering in the face of
emergencies by mobilizing the power of
volun...
The American Red Cross, through its strong network of volunteers, donors
and partners, is always there in times of need. W...
www.jenkramer.org • jen@jenkramer.org
www.jenkramer.org • jen@jenkramer.org
www.redcrossblood.org
www.jenkramer.org • jen@jenkramer.org
www.jenkramer.org • jen@jenkramer.org
www.jenkramer.org • jen@jenkramer.org
www.jenkramer.org • jen@jenkramer.org




And how can you do it?

www.jenkramer.org • jen@jenkramer.org
 Red Cross understands

their mission and vision.
 They identified the
audiences they want to
serve.
 They know how the...


Find your mission and vision (and values) statements for your nonprofit.
o Are they current/up to date? Do they reflect...




Questions you should answer before hiring the web team

www.jenkramer.org • jen@jenkramer.org
Questions:
 What are our mission and
vision? What is our purpose?
 What do we want to get out of
the site?
 Who are our...
 An x% increase in

the number of

visitors
 Reduce tech support costs by y%
 Convey the mission and vision of
our proj...
 Get as specific as possible
o Good: 18-24 year old males

in urban areas of the US
with shoe sizes 12 and up
o Not as go...
 What are their specific

limitations?
o Specific website needs:

arthritis, wear glasses,
colorblind
o Type of internet ...
Be entertained; share photos, stories;
reconnect with old friends and
colleagues
 Donate money
 Donate time
 Find out h...
www.jenkramer.org • jen@jenkramer.org
 Efficient
 Simple and straightforward
 Meandering, wandering
 Cheerful and peppy
… and does that intro movie really s...
Deep thought:
No one ever says they want to make a
frustrating, difficult website.
But frequently, under the banner of
“br...
 It’s not all about Google Analytics, although this data is

important.

o Review your GA data for types of browsers, har...
 Make “store

location” more obvious on the home page

o And how will you do that?
o And how will you measure the results...
 Answer the questions for

your own website:
o What are our mission and
o
o
o
o
o

vision? What is our purpose?
What do w...




What is the job of a web designer, anyway?

www.jenkramer.org • jen@jenkramer.org
Web Designers

Web Developers

www.jenkramer.org • jen@jenkramer.org
What they do









Make pretty web designs
Improve usability and workflow
Write code
Provide web hosting
Train ...




Finding the right person/firm for the job

www.jenkramer.org • jen@jenkramer.org


Someone has built my exact website
before, so they should be experienced
in building:
o
o
o

o
o
o
o

A non-profit webs...
 I need to find someone who

can:
o Write perfect, search engine
o
o
o
o
o
o

optimized code
Write all copy for my site
M...
www.jenkramer.org • jen@jenkramer.org
www.jenkramer.org • jen@jenkramer.org
www.jenkramer.org • jen@jenkramer.org




In 5 Easy Steps

www.jenkramer.org • jen@jenkramer.org
 State your mission, vision,

values.
 Answer the 6 questions
addressing strategy from
earlier in this talk.

www.jenkra...
 Why

are you redesigning
your website?
 How will you know you
solved the problem?

www.jenkramer.org • jen@jenkramer.or...
 Graphic design
 Copy writing
 Social media
 Marketing plan execution
 Video
 Branding and message
 Custom applicat...
 How much do you want to

spend on this project?
 When will you start?
 When does it need to be
completed?
 Is there a...
 Let the designers and

developers do their jobs.
They are not button-pushing
monkeys.
 If you have requirements,
list t...





Do mention
“Must integrate with our existing
CRM system/donor system/etc”
“We want to maintain our
website after ...







Be clear about who you are.
Be clear about the problem you
want solved.
Be clear about where you need
help.
B...
Jen Kramer
Waltham, MA
Phone: 802-257-2657
jen@jenkramer.org
www.jenkramer.org

Slides available at
www.slideshare.net/jen...
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NonProfit Website Strategy & Planning

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When planning a website, don't start with colors, logos, email signup newsletters, and what system is used for donation processing! What's your mission and vision, and how can this translate to an awesome website? Jen will walk you through this process, as well as steps for writing a great request for proposal (RFP).

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Transcript of "NonProfit Website Strategy & Planning"

  1. 1.   Jen Kramer  October 28, 2013 • slideshare.net/jen4web •
  2. 2. www.jenkramer.org • jen@jenkramer.org
  3. 3. “I need a website and I want it blue. How much will that cost?” www.jenkramer.org • jen@jenkramer.org
  4. 4. Translating your mission and vision to a website Questions you should answer before hiring the web team What is the job of a web designer, anyway? Finding the right person/firm for the job www.jenkramer.org • jen@jenkramer.org
  5. 5.             Make sure you have an email newsletter and signup on every page Get on Facebook and post daily Identify keywords and use them on each page for a density of 4% Submit your site to Google for proper indexing Make use of microdata for enhanced search engine listings Look into budgeting for Google AdWords and set up campaigns for this Evaluate your Google Analytics on a weekly basis and tweak pages No more than 3 clicks from anywhere to anywhere on your site Make sure you have a donation page and you take donations electronically Purchase misspelled versions of your domain name and link them up to your site Make sure your site is backed up Pinterest is the next hot thing, so get on it and start posting www.jenkramer.org • jen@jenkramer.org
  6. 6.   Translating your mission and vision to a website www.jenkramer.org • jen@jenkramer.org
  7. 7. www.redcross.org/about-us/mission www.jenkramer.org • jen@jenkramer.org
  8. 8. The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors. www.jenkramer.org • jen@jenkramer.org
  9. 9. The American Red Cross, through its strong network of volunteers, donors and partners, is always there in times of need. We aspire to turn compassion into action so that... ...all people affected by disaster across the country and around the world receive care, shelter and hope; ...our communities are ready and prepared for disasters; ...everyone in our country has access to safe, lifesaving blood and blood products; ...all members of our armed services and their families find support and comfort whenever needed; and ...in an emergency, there are always trained individuals nearby, ready to use their Red Cross skills to save lives. www.jenkramer.org • jen@jenkramer.org
  10. 10. www.jenkramer.org • jen@jenkramer.org
  11. 11. www.jenkramer.org • jen@jenkramer.org
  12. 12. www.redcrossblood.org www.jenkramer.org • jen@jenkramer.org
  13. 13. www.jenkramer.org • jen@jenkramer.org
  14. 14. www.jenkramer.org • jen@jenkramer.org
  15. 15. www.jenkramer.org • jen@jenkramer.org
  16. 16.   And how can you do it? www.jenkramer.org • jen@jenkramer.org
  17. 17.  Red Cross understands their mission and vision.  They identified the audiences they want to serve.  They know how the website should support the mission, vision, and target audiences. www.jenkramer.org • jen@jenkramer.org
  18. 18.  Find your mission and vision (and values) statements for your nonprofit. o Are they current/up to date? Do they reflect what you’re doing now?   What audience are you serving? Now think about how your website could reflect this material. www.jenkramer.org • jen@jenkramer.org
  19. 19.   Questions you should answer before hiring the web team www.jenkramer.org • jen@jenkramer.org
  20. 20. Questions:  What are our mission and vision? What is our purpose?  What do we want to get out of the site?  Who are our users?  What do our users want?  What experience are we trying to provide?  How will we measure success? www.jenkramer.org • jen@jenkramer.org
  21. 21.  An x% increase in the number of visitors  Reduce tech support costs by y%  Convey the mission and vision of our project and enlist sponsors  Increase our visibility in the marketplace by establishing our expertise  Reduce phone calls for hours and location  Promote events  Get grant funding How does this support your mission & vision? www.jenkramer.org • jen@jenkramer.org
  22. 22.  Get as specific as possible o Good: 18-24 year old males in urban areas of the US with shoe sizes 12 and up o Not as good: Young people with fashion sense “Anyone who might be interested” is not the right answer. www.jenkramer.org • jen@jenkramer.org
  23. 23.  What are their specific limitations? o Specific website needs: arthritis, wear glasses, colorblind o Type of internet connection: dialup still reigns supreme in rural areas o Old computers? Mobile phones? Tablets? www.jenkramer.org • jen@jenkramer.org
  24. 24. Be entertained; share photos, stories; reconnect with old friends and colleagues  Donate money  Donate time  Find out how to sponsor your project  Purchase a widget at 11 PM in their PJs  Find the thought leader and see what they think about X  Tell me more about that thing I read about in the paper this morning  www.jenkramer.org • jen@jenkramer.org
  25. 25. www.jenkramer.org • jen@jenkramer.org
  26. 26.  Efficient  Simple and straightforward  Meandering, wandering  Cheerful and peppy … and does that intro movie really support that experience? www.jenkramer.org • jen@jenkramer.org
  27. 27. Deep thought: No one ever says they want to make a frustrating, difficult website. But frequently, under the banner of “branding”, organizations do exactly this. Websites are software, not electronic brochures. They should be predictable and easy to use. www.jenkramer.org • jen@jenkramer.org
  28. 28.  It’s not all about Google Analytics, although this data is important. o Review your GA data for types of browsers, hardware, visitor patterns, search terms, etc. Are you getting what you expect?  Think about the goals for your website and write a goal that’s measureable. o Reduce phone calls about location and hours by 10% over the next 3 months. • Associates will track number of calls over next 3 months. o Increase number of donors by 10% and increase average new donation to $25. • Measureable via donation tracking software. www.jenkramer.org • jen@jenkramer.org
  29. 29.  Make “store location” more obvious on the home page o And how will you do that? o And how will you measure the results?  Investigate online donation screens for usability issues. o And how will you do that? o And how will you measure the results? www.jenkramer.org • jen@jenkramer.org
  30. 30.  Answer the questions for your own website: o What are our mission and o o o o o vision? What is our purpose? What do we want to get out of the site? Who are our users? What do our users want? What experience are we trying to provide? How will we measure success?  Find websites that might serve as a model for your own site. o The Red Cross ties their mission and vision into their site structure well. What other sites do this? www.jenkramer.org • jen@jenkramer.org
  31. 31.   What is the job of a web designer, anyway? www.jenkramer.org • jen@jenkramer.org
  32. 32. Web Designers Web Developers www.jenkramer.org • jen@jenkramer.org
  33. 33. What they do         Make pretty web designs Improve usability and workflow Write code Provide web hosting Train clients to maintain their own websites Choose the best web technology for your needs Execute the web portion of your marketing plans Determine the links on your site     What they do not do Fix your computer Configure your email Configure your office network Develop your organizational strategy, mission/vision/values, or marketing plans www.jenkramer.org • jen@jenkramer.org
  34. 34.   Finding the right person/firm for the job www.jenkramer.org • jen@jenkramer.org
  35. 35.  Someone has built my exact website before, so they should be experienced in building: o o o o o o o A non-profit website serving my exact target audience and doing the same kind of work A startup/established/well-established non-profit With a blog, calendar of events, discussion board, zip code locator, contact form, newsletter signup, polls, surveys… And they should be able to build this website in my budget and on my timeline. And they should be able to show me 3 examples of this exact kind of work. And they should be local. And they should share all of my non-profit’s values. www.jenkramer.org • jen@jenkramer.org
  36. 36.  I need to find someone who can: o Write perfect, search engine o o o o o o optimized code Write all copy for my site Manage the project Figure out my strategy, objectives, mission, vision, and values Pick the perfect technology Set up and run my social media campaign Network the office www.jenkramer.org • jen@jenkramer.org
  37. 37. www.jenkramer.org • jen@jenkramer.org
  38. 38. www.jenkramer.org • jen@jenkramer.org
  39. 39. www.jenkramer.org • jen@jenkramer.org
  40. 40.   In 5 Easy Steps www.jenkramer.org • jen@jenkramer.org
  41. 41.  State your mission, vision, values.  Answer the 6 questions addressing strategy from earlier in this talk. www.jenkramer.org • jen@jenkramer.org
  42. 42.  Why are you redesigning your website?  How will you know you solved the problem? www.jenkramer.org • jen@jenkramer.org
  43. 43.  Graphic design  Copy writing  Social media  Marketing plan execution  Video  Branding and message  Custom application  Mobile www.jenkramer.org • jen@jenkramer.org
  44. 44.  How much do you want to spend on this project?  When will you start?  When does it need to be completed?  Is there a reason it needs to be completed then? www.jenkramer.org • jen@jenkramer.org
  45. 45.  Let the designers and developers do their jobs. They are not button-pushing monkeys.  If you have requirements, list them, carefully and thoughtfully. www.jenkramer.org • jen@jenkramer.org
  46. 46.     Do mention “Must integrate with our existing CRM system/donor system/etc” “We want to maintain our website after launch” “We need best practices employed for SEO” “We want to own our website after launch, allowing anyone to maintain it.”     Do not mention {no mention of existing donor system or its integration} “Must be built in WordPress/ Drupal/Joomla/something else” “We need a blog and backlinks to our content” “We prefer open source solutions over proprietary solutions.” www.jenkramer.org • jen@jenkramer.org
  47. 47.       Be clear about who you are. Be clear about the problem you want solved. Be clear about where you need help. Be clear about budget and time. Don’t sound high maintenance. Be careful when talking technical. www.jenkramer.org • jen@jenkramer.org
  48. 48. Jen Kramer Waltham, MA Phone: 802-257-2657 jen@jenkramer.org www.jenkramer.org Slides available at www.slideshare.net/jen4web Free 7-day pass to lynda.com: lynda.com/freepass/jkramer Twitter: @jen4web Facebook: facebook.com/webdesignjen www.jenkramer.org • jen@jenkramer.org
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