Better Nonprofit Websites:52 Tweaks in 52 Weeks#52n52 #12ntc52tweaksJono Young // @chswebRaheel Gauba // @raheelgauba
Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!         or Online at www.nten.org/ntc/eval
About us.       #52n52 #12ntc52tweaks
What to expect.       #52n52 #12ntc52tweaks
01   Workflow & Planning02   Content Strategy03   Fundraising04   Marketing05   User Experience06   Mobile07   Social Medi...
01   Workflow & Planning02   Content Strategy03   Fundraising04   Marketing05   User Experience06   Mobile07   Social Medi...
# 1       our       e y     in ce    f n  e eD i a ud  TARGET SEGMENTS SUB GROUPS    1                               2TASK...
# 2     r     you    k nce  s eA i a udAttention spans are low, ask one question aweek until you get all your answers. Twe...
# 3    a  l s w nt   lo te      lFo si      ode   n nt mco te co n      PUBLISH SITE MAPS OR STYLE GUIDES        INTERNALL...
# 4    t    ten l  n vaCo o     r ows   p fl  p kA r W oHave a 2nd (or 3rd (or 4th)) set of eyes review           your con...
# 5    e   d th pot in et SF eT w9:00 a.m. 12:00 p.m. 6:00 p.m. // 4 TPH Use #superawesome #hashtags & #mixitup           ...
6 e Go    a ls# inD  f  e O.T.  .W . STRENGTH S     WEAKNESS              OPPORTUNITY              THREAT              (SU...
# 7                 t      is    is ym      en   r o  C pl    e  D n   Pla         NO-THOUGHT DEPLOYMENTBoilerplates / Hom...
01   Workflow & Planning02   Content Strategy03   Fundraising04   Marketing05   User Experience06   Mobile07   Social Medi...
# 8    ll  e y  a T r S to    5 Slides, 1 Story. Take the visitorthrough what is, what’s possible, and                 wha...
9 C’s# r        to               n sF  u o vers    io Co n the CONVINCED      the CURIOUS              the CONFUSED       ...
0 fy 1 ti# n               e  n    ts   a vem  u eQ i A h  c 137,554 supporters...        583,292 petitions...        100,...
# 1 1          h  i le t       e  w             h oS   ik n is tr ro   e  ith Maximize impact of impactful       content l...
# 1 2          r  ad   e      th    G     5 se ageU  anguL Clean, simple, understandable       external language       mak...
# 1 3       e tent      c n     n o   ie C  d ic u rA tCenShow content that the user cares aboutvs. what internal staff ca...
01   Workflow & Planning02   Content Strategy03   Fundraising04   Marketing05   User Experience06   Mobile07   Social Medi...
4       of  1# the g ift   e ence iv idG fco nAdd security & association badges -examples include Charity Nav., BBB,Verisi...
# 1 5      t          s oney        ju m      ’t ur     n o  do t yI n w aProvide alternate ways to support in additionto ...
6 spea y        k# ur 1 es                   a  aa    ct r - wPi de l ou er!    ou    d   l your achievements, goals, miss...
7 e you pa  1 iz# al            r ges   i  c ma  tionSo firconThese are your TOP supporters -Help ‘em brag about what they...
01   Workflow & Planning02   Content Strategy03   Fundraising04   Marketing05   User Experience06   Mobile07   Social Medi...
es &     8 e Titl   1 g# Pa         on  s se riptiU sc  e tiveD ec      ly effDescriptive... Include Keywords... Thedescri...
# 1 9 less      e    m s& a oN e      s!  iV ed show S lidAlways compliment your embedded videoswith complimentary titles ...
# 2 0      le ks     g n   o li o kG icQ uThe little links below the big link...Easy to do > Use Google Webmaster Tools!  ...
1 e email# 2 t     o s   m p’ ro -uP nsigEvery page is an opportunity to inherit asticky constituent!                 #52n...
# 2 2    t       rs s!      i n     F o   il si  a s m reE pIm> “Can’t see this email? Click here.” vs.> “Today is the day...
ils... 2 3    a# ile Em sy!  b e ea o ’rM yTheOptimize your emails for mobile devices bymaking them single column & priori...
# 2 4         e  s yoin u    C ho ind g R ytQ r   eev nt p i  rPlace the QR Code on the envelope.   Give them the opportun...
5    t   2 e no era # ar     h Y  u grap  o o   ho t p Lots of low cost or free ways to get great imagery!Free: Photograph...
01   Workflow & Planning02   Content Strategy03   Fundraising04   Marketing05   User Experience06   Mobile07   Social Medi...
# 2 6   our       y     d rks    n a ra mB    kB ooCustom favicons are a great way to brand your site   Create hi-res vers...
# 2 7   e 5 testth ond se c    PRINT > SHOW > ASK!        #52n52 #12ntc52tweaks
# 2 8    le   b s  a r s eU tFoo                       What is there to loose? Save the relationship by giving them anothe...
# 2 9 404               Add Character to your 404 pagesMake ‘em fun & usable by suggesting top content              along ...
0 is 3 h# ,t   c vy. o a    ..D eis h Lighten up the image / media size on your site                      especially the h...
# 3 1 ay is        l      p l!A  to o u o  o t cn   Let the user choose when they want to play thevideo - Entice them to h...
01   Workflow & Planning02   Content Strategy03   Fundraising04   Marketing05   User Experience06   Mobile07   Social Medi...
2   3 m ta ke # ‘e L  t h ‘em  e it it wShow QR codes to desktop visitors with @media queries.  Allow them to instantly lo...
3 t is 3 n# te  n n o eC eQ u           PRIORITY IS KING!    #52n52 #12ntc52tweaks
#   3   4    t  if        d   u           o daF  in nee e? y b    u e sit     o il        o   m how many mobile visitors y...
# p 3 y5 New    a  p            o  b   ileH rm n Y     a aig     e p      a m  c traffic spikes between Dec. 25 andMobile ...
ized   6 ptim  3 O# ileMob   tion on aD msF  r o Typing is hard enough -  provide simple forms with minimal asks &        ...
01   Workflow & Planning02   Content Strategy03   Fundraising04   Marketing05   User Experience06   Mobile07   Social Medi...
# 3 7   y       l hare!     re s   ce r aSin foa sk Show them the significance of sharing              Make the last parag...
8       site  3# our w tseb     y sigh   d InAd Bto FTie the reach of your social impact to yourwebsite statistics to get ...
#  3  9 witter       e T   cludIn ds Fee Deploy twitter stream using free code     Bonus points for creating custom       ...
4 0       ces!#        Pla  o g leGo Great (free) marketing for your events!                   Incoming link for SEO      ...
# 4 1    r       u      o ral     y i a ke t vM tenconAdd FB Comments to high value pages...        Take ‘em from static t...
# 4 2      EN!   IST  LSet up your listening dashboards and keep       an eye on conversations about you!  iGoogle - Saved...
# 4 3     t  p      o s  c c ep   tw e                           Twitaholic.comFind the most popular twitter user for your...
4 e yo ur  4 iz# im   t  p melineo i fb t                 . Impactful cover photo             . complimentary profile pic....
01   Workflow & Planning02   Content Strategy03   Fundraising04   Marketing05   User Experience06   Mobile07   Social Medi...
als”    5 “go  4 te# aC re ogle      o cs    G ti in aly  A n        Plan conversion paths and   establish matching goal f...
6 nks  4 li# o   h u?W yo to Reciprocate > Comment > Engage        #52n52 #12ntc52tweaks
4 7 wha re         t# w                   a  nK w o ords  e y ing k rk w  o Top keyword reports in GA           Review bou...
# 4 8        rts     te s ale    a ic re ytC alA n   Set up notifications, Google Alerts for keyphrases, milestones & regu...
4 9      inks#         l s        ll lt       a u    sm res se igU bfor    Use bit.ly or Hootsuite to shortenlinks, save c...
01   Workflow & Planning02   Content Strategy03   Fundraising04   Marketing05   User Experience06   Mobile07   Social Medi...
0       see# 5     em”     “thhelpUse image alt tags and in-page descriptions near images to help provide context to your ...
1            a   p# 5       te m      a siBuild             For visitors: Build a bulleted list of your content hierarchy ...
# 5 2     d ng &   se niClo io    t ripts   p c  a sC n TraAdd cc to YouTube videos to indicate “>>new speakers,” “[long p...
This is just the beginning... Keep the conversation going#12NTC52tweaks and #52n52             #52n52 #12ntc52tweaks
This is just the beginning... Keep the conversation going#12NTC52tweaks and #52n52                                THANK YO...
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Better Nonprofit Websites: 52 Tweaks in 52 Weeks, NTEN 2012

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You’re busy, your time is limited, your resources are stretched thin; yet you know your organization’s website could be better. Take a deep breath. We've compiled 52 easy-to-implement tips to help you get there. Commit less than an hour each week to improve your website one tweak at a time. These best practice ideas will improve search engine optimization, increase visitor retention & return, and better engage constituents while also raising more money! This session is not software-specific, and even seasoned website managers will walk away with new ideas.

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Transcript of "Better Nonprofit Websites: 52 Tweaks in 52 Weeks, NTEN 2012"

  1. 1. Better Nonprofit Websites:52 Tweaks in 52 Weeks#52n52 #12ntc52tweaksJono Young // @chswebRaheel Gauba // @raheelgauba
  2. 2. Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! or Online at www.nten.org/ntc/eval
  3. 3. About us. #52n52 #12ntc52tweaks
  4. 4. What to expect. #52n52 #12ntc52tweaks
  5. 5. 01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility #52n52 #12ntc52tweaks
  6. 6. 01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility #52n52 #12ntc52tweaks
  7. 7. # 1 our e y in ce f n e eD i a ud TARGET SEGMENTS SUB GROUPS 1 2TASKS TAGS PRIORITY ANALYZE3 4 6 6 #52n52 #12ntc52tweaks
  8. 8. # 2 r you k nce s eA i a udAttention spans are low, ask one question aweek until you get all your answers. Tweet your favorite answers to generate buzz. #52n52 #12ntc52tweaks
  9. 9. # 3 a l s w nt lo te lFo si ode n nt mco te co n PUBLISH SITE MAPS OR STYLE GUIDES INTERNALLY SO EVERYONE SPEAKS THE SAME LANGUAGE #52n52 #12ntc52tweaks
  10. 10. # 4 t ten l n vaCo o r ows p fl p kA r W oHave a 2nd (or 3rd (or 4th)) set of eyes review your content before it goes public! #52n52 #12ntc52tweaks
  11. 11. # 5 e d th pot in et SF eT w9:00 a.m. 12:00 p.m. 6:00 p.m. // 4 TPH Use #superawesome #hashtags & #mixitup #52n52 #12ntc52tweaks
  12. 12. 6 e Go a ls# inD f e O.T. .W . STRENGTH S WEAKNESS OPPORTUNITY THREAT (SUCCESS CR!TER!A) #52n52 #12ntc52tweaks
  13. 13. # 7 t is is ym en r o C pl e D n Pla NO-THOUGHT DEPLOYMENTBoilerplates / Homepage Alert Template / Donation Forms / Social Media Kits / Virtual Volunteer Lists #52n52 #12ntc52tweaks
  14. 14. 01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility #52n52 #12ntc52tweaks
  15. 15. # 8 ll e y a T r S to 5 Slides, 1 Story. Take the visitorthrough what is, what’s possible, and what I can do in CTA. #52n52 #12ntc52tweaks
  16. 16. 9 C’s# r to n sF u o vers io Co n the CONVINCED the CURIOUS the CONFUSED the CONTINUOUS #52n52 #12ntc52tweaks
  17. 17. 0 fy 1 ti# n e n ts a vem u eQ i A h c 137,554 supporters... 583,292 petitions... 100,000 bottles of water... 3.8M Children... #52n52 #12ntc52tweaks
  18. 18. # 1 1 h i le t e w h oS ik n is tr ro e ith Maximize impact of impactful content like videos, blog posts, slideshows w/ CTA’s #52n52 #12ntc52tweaks
  19. 19. # 1 2 r ad e th G 5 se ageU anguL Clean, simple, understandable external language make it relatable > make it likable #52n52 #12ntc52tweaks
  20. 20. # 1 3 e tent c n n o ie C d ic u rA tCenShow content that the user cares aboutvs. what internal staff cares about -Always have a next step for them! #52n52 #12ntc52tweaks
  21. 21. 01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility #52n52 #12ntc52tweaks
  22. 22. 4 of 1# the g ift e ence iv idG fco nAdd security & association badges -examples include Charity Nav., BBB,Verisign, Guidestar, etc. #52n52 #12ntc52tweaks
  23. 23. # 1 5 t s oney ju m ’t ur n o do t yI n w aProvide alternate ways to support in additionto donations - social, email, word of mouth,blog about us, templated messages. #52n52 #12ntc52tweaks
  24. 24. 6 spea y k# ur 1 es a aa ct r - wPi de l ou er! ou d l your achievements, goals, mission,Visualizeappeals & campaigns - Use an infographicapproach & make your content digestible! #52n52 #12ntc52tweaks
  25. 25. 7 e you pa 1 iz# al r ges i c ma tionSo firconThese are your TOP supporters -Help ‘em brag about what they just did &market your organization for you #52n52 #12ntc52tweaks
  26. 26. 01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility #52n52 #12ntc52tweaks
  27. 27. es & 8 e Titl 1 g# Pa on s se riptiU sc e tiveD ec ly effDescriptive... Include Keywords... Thedescription sells the title ~ The dynamic duo! #52n52 #12ntc52tweaks
  28. 28. # 1 9 less e m s& a oN e s! iV ed show S lidAlways compliment your embedded videoswith complimentary titles & summary text!Why should I hit play??? #52n52 #12ntc52tweaks
  29. 29. # 2 0 le ks g n o li o kG icQ uThe little links below the big link...Easy to do > Use Google Webmaster Tools! #52n52 #12ntc52tweaks
  30. 30. 1 e email# 2 t o s m p’ ro -uP nsigEvery page is an opportunity to inherit asticky constituent! #52n52 #12ntc52tweaks
  31. 31. # 2 2 t rs s! i n F o il si a s m reE pIm> “Can’t see this email? Click here.” vs.> “Today is the day you’ll save a life” #52n52 #12ntc52tweaks
  32. 32. ils... 2 3 a# ile Em sy! b e ea o ’rM yTheOptimize your emails for mobile devices bymaking them single column & prioritizingimportant content! #52n52 #12ntc52tweaks
  33. 33. # 2 4 e s yoin u C ho ind g R ytQ r eev nt p i rPlace the QR Code on the envelope. Give them the opportunity to get to yourcontent even without opening the envelope! #52n52 #12ntc52tweaks
  34. 34. 5 t 2 e no era # ar h Y u grap o o ho t p Lots of low cost or free ways to get great imagery!Free: Photographers - Compfight - Flickr CC - Stockexchange Low cost: Shutterstock, iStockphoto, EveryStockPhoto #52n52 #12ntc52tweaks
  35. 35. 01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility #52n52 #12ntc52tweaks
  36. 36. # 2 6 our y d rks n a ra mB kB ooCustom favicons are a great way to brand your site Create hi-res versions for Mobile Favorite icons #52n52 #12ntc52tweaks
  37. 37. # 2 7 e 5 testth ond se c PRINT > SHOW > ASK! #52n52 #12ntc52tweaks
  38. 38. # 2 8 le b s a r s eU tFoo What is there to loose? Save the relationship by giving them another chance to find great content! #52n52 #12ntc52tweaks
  39. 39. # 2 9 404 Add Character to your 404 pagesMake ‘em fun & usable by suggesting top content along with a link to the homepage #52n52 #12ntc52tweaks
  40. 40. 0 is 3 h# ,t c vy. o a ..D eis h Lighten up the image / media size on your site especially the homepage make the best first impression #52n52 #12ntc52tweaks
  41. 41. # 3 1 ay is l p l!A to o u o o t cn Let the user choose when they want to play thevideo - Entice them to hit play by choosing a great video frame as a teaser behind the play button #52n52 #12ntc52tweaks
  42. 42. 01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility #52n52 #12ntc52tweaks
  43. 43. 2 3 m ta ke # ‘e L t h ‘em e it it wShow QR codes to desktop visitors with @media queries. Allow them to instantly load the same content on their mobile devices for their commute or lunch reading. #52n52 #12ntc52tweaks
  44. 44. 3 t is 3 n# te n n o eC eQ u PRIORITY IS KING! #52n52 #12ntc52tweaks
  45. 45. # 3 4 t if d u o daF in nee e? y b u e sit o il o m how many mobile visitors youAsk Google have with Advanced Segments. #52n52 #12ntc52tweaks
  46. 46. # p 3 y5 New a p o b ileH rm n Y a aig e p a m c traffic spikes between Dec. 25 andMobile Jan 1st, capitalize on stocking stuffers #52n52 #12ntc52tweaks
  47. 47. ized 6 ptim 3 O# ileMob tion on aD msF r o Typing is hard enough - provide simple forms with minimal asks & worry about cultivation later #52n52 #12ntc52tweaks
  48. 48. 01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility #52n52 #12ntc52tweaks
  49. 49. # 3 7 y l hare! re s ce r aSin foa sk Show them the significance of sharing Make the last paragraph a sincere ask to share your cause #52n52 #12ntc52tweaks
  50. 50. 8 site 3# our w tseb y sigh d InAd Bto FTie the reach of your social impact to yourwebsite statistics to get the bigger picture #52n52 #12ntc52tweaks
  51. 51. # 3 9 witter e T cludIn ds Fee Deploy twitter stream using free code Bonus points for creating custom twitter feed for your #content #52n52 #12ntc52tweaks
  52. 52. 4 0 ces!# Pla o g leGo Great (free) marketing for your events! Incoming link for SEO Visualizes the search results Alternate incoming traffic source #52n52 #12ntc52tweaks
  53. 53. # 4 1 r u o ral y i a ke t vM tenconAdd FB Comments to high value pages... Take ‘em from static to fanatic! #52n52 #12ntc52tweaks
  54. 54. # 4 2 EN! IST LSet up your listening dashboards and keep an eye on conversations about you! iGoogle - Saved @Searches - Tweetdeck #52n52 #12ntc52tweaks
  55. 55. # 4 3 t p o s c c ep tw e Twitaholic.comFind the most popular twitter user for your cause & cc: them on your latest tweet #52n52 #12ntc52tweaks
  56. 56. 4 e yo ur 4 iz# im t p melineo i fb t . Impactful cover photo . complimentary profile pic. Feature prominent stories (w/ pictures) . pin-to-top! #52n52 #12ntc52tweaks
  57. 57. 01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility #52n52 #12ntc52tweaks
  58. 58. als” 5 “go 4 te# aC re ogle o cs G ti in aly A n Plan conversion paths and establish matching goal funnels #52n52 #12ntc52tweaks
  59. 59. 6 nks 4 li# o h u?W yo to Reciprocate > Comment > Engage #52n52 #12ntc52tweaks
  60. 60. 4 7 wha re t# w a nK w o ords e y ing k rk w o Top keyword reports in GA Review bounce rates Google Trends to compare keywords #52n52 #12ntc52tweaks
  61. 61. # 4 8 rts te s ale a ic re ytC alA n Set up notifications, Google Alerts for keyphrases, milestones & regular traffic updates Share the reports with internal staff ! #52n52 #12ntc52tweaks
  62. 62. 4 9 inks# l s ll lt a u sm res se igU bfor Use bit.ly or Hootsuite to shortenlinks, save characters, and find out what’s working with free analytics #52n52 #12ntc52tweaks
  63. 63. 01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility #52n52 #12ntc52tweaks
  64. 64. 0 see# 5 em” “thhelpUse image alt tags and in-page descriptions near images to help provide context to your images -This is useful not only for people, but for SE’s too #52n52 #12ntc52tweaks
  65. 65. 1 a p# 5 te m a siBuild For visitors: Build a bulleted list of your content hierarchy For SE’s: Build your xml site maps and submit them to search engines #52n52 #12ntc52tweaks
  66. 66. # 5 2 d ng & se niClo io t ripts p c a sC n TraAdd cc to YouTube videos to indicate “>>new speakers,” “[long pauses],” “[laughter],” or to translate languages #52n52 #12ntc52tweaks
  67. 67. This is just the beginning... Keep the conversation going#12NTC52tweaks and #52n52 #52n52 #12ntc52tweaks
  68. 68. This is just the beginning... Keep the conversation going#12NTC52tweaks and #52n52 THANK YOU! #52n52 #12ntc52tweaks

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