Top 5 Trends in 2011 to Make Your Nonprofit Web Site More Powerful

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  • problem – web sites are not mobile savvy
  • Earlier models
  • Combining crowdsourcing with mobileNot all yuppie apps
  • Real science
  • Another crowdsourcing app
  • A very specific ask
  • Applying the Nielsen Norman report rulesAccountable Focused askImmediate resultAnd video – persuasionNo fumbling for your credit card number
  • Top 5 Trends in 2011 to Make Your Nonprofit Web Site More Powerful

    1. 1. Top 5 TrendsTo Make Your Nonprofit Web Site A More Powerful Tool in 2011<br />Pam Strayer<br />www.pamstrayer.com<br />January 20, 2011<br />The City Club of San Francisco<br />
    2. 2. More Powerful<br />Online more complex<br />Shifting from PC to mobile – cell phones and tablets<br />How can nonprofits keep up or even get out in front of the curve?<br />Rapidly evolving mediascape – new tools every month!<br />Need to not spend a lot of time on researching<br />How to maximize yet keep it simple<br />
    3. 3. Status Quo is a Moving Target<br />It’s not enough to have a static web site any more<br />Everyone’s on FB – but what do you do with it?<br />Cross platform (web site, email, FB, Twitter) requires a lot of publishing!<br />The potential’s so vast and yet how do you cut to the chase?<br />
    4. 4. What’s Good<br />Never before in human history has there been such an accessible and effective publishing and communications system <br />Unprecedented amount of change in the collective communications systems – getting better all the time<br />Unparalleled potential for increasing support and involvement for nonprofits<br />Today: defining the biggest opportunities<br />
    5. 5. Today’s Agenda<br />Presentation – 20 min.<br />Top 5 Trends to make your online assets more powerful for your organization<br />Mini-consulting sessions for 3 groups – 15 min.<br />Lottery from survey respondents<br />Ways to go further – 2 min.<br />Workshops and Classes (value-priced) to be offered at City Club specifically for nonprofits<br />Q and A – 5-10 min.<br />
    6. 6. Where To Find These Materials <br />After the event<br />PPT will be available via email and posted on Slideshare.net<br />Link via email to all participants after this event<br />Workshop and Class information both for nonprofit workshops and classes and business workshops and classes at City Club available in brochures<br />Any other questions or information needs – contact Pam Strayer at pamstrayer.com (tel., email, etc. all posted on the web site)<br />
    7. 7. Top 5 TrendsThat Will Make Your Nonprofit Web Site A More Powerful Tool in 2011<br />Pam Strayer<br />www.pamstrayer.com<br />January 20, 2011<br />The City Club of San Francisco<br />
    8. 8. The Top 5 Trends in 2011<br />Online Donations <br />Cell Phones <br />Social Media -> Social Production<br />More Visual Everything <br />Video<br />
    9. 9. Another Top 5: Themes<br />Usefulness<br />The year of becoming not just user-friendly or user-centered by user-used<br />iPhone apps, wikis, live chat availability<br />Data-driven<br />Visuals that graph or map databases, statistics, adding visible value and visuals, crowdsourced/yelp/etc. (soft data ok)<br />Educating, educating, educating <br />Teach, create, inspire<br /> New here?, Learn more, Check out our wiki, etc.<br />Positive emotions <br />Modeling behavior of people who feel good about value of being involved with your organization <br /> Donor love stories, volunteer success stories, benefit stories<br />Giving away free stuff <br />Give (and in return be given to [research documented findings])<br /> Free offers on your site, on FB, our guide to XYZ, top ten lists, etc.<br />
    10. 10. The Top 5 Trends in 2011<br />Online Donations <br />Cell Phones <br />Social Media -> Social Production<br />More Visual Everything <br />Video<br />
    11. 11. Copyright, 2008, Pam Strayer<br />Are You Ready to Play?<br />
    12. 12. Category: “Online Donations”<br />The answer is “2020”<br />
    13. 13. The Question Is<br />“By what year do experts project online donations will exceed offline donations to nonprofits?”<br />
    14. 14. Online: Convio 2010 Survey<br />The Good News<br />Individual giving down only 0.4% compared to 3.6% for all philanthropy<br />Online fundraising returns up 14% for 2009 over 2008<br />Even excluding Haiti fundraising, online returns through May 2010 up 20% over the same period in 2009.<br />
    15. 15. What You Want to Learn About<br />Highest Priorities<br />Increasing online donations<br />Email marketing<br />Effective web marketing<br />Improving site<br />Importance of site to foundations<br />
    16. 16. Online: 2010 Nielsen Report on NGOs<br />What online donors want to know<br />HIGHLIGHTS<br />http://www.useit.com/alertbox/nonprofit-donations.html<br />FULL REPORT<br />http://www.charitydigitalstrategy.org/wp-content/uploads/2010/03/donation_usability.pdf<br />
    17. 17. Nonprofits in the Study<br />
    18. 18. What Online Donors Want<br />We asked participants what information they want to see on non-profit websites before they decide whether to donate. <br />Their answers fell into 4 broad categories, 2 of which were the most heavily requested:<br />The organization's mission, goals, objectives, and work<br />How it uses donations and contributions.<br />Source: Donation Usability: Increasing Online Giving to Non-Profits and Charities<br />“What are you trying to achieve, and how will you spend my money?” <br />
    19. 19. The Findings<br /><ul><li>“Sadly, only 43% of the sites we studied answered the first question on their homepage.
    20. 20. Further, only a ridiculously low 4% answered the second question on the homepage.
    21. 21. Although organizations typically provided these answers somewhere within the site, users often had problems finding this crucial information.</li></ul>57% Fail Rate<br />
    22. 22. Gap<br />Most sites were never designed with the goal of online donations in mind<br />Stuck on a button <br />Lucky if the button is prominent<br />Lack of dating involved <br />The “Let’s Get Married Syndrome”<br />
    23. 23. Digital Donations<br />Not all online donations are alike<br />Break it out<br /><ul><li>Online
    24. 24. Social
    25. 25. Cellphone</li></ul>Each type has its own best types of behaviors and strategies<br />
    26. 26. Mobile Donations<br />American Red Cross received $32 million from text donations during Haiti<br />Event based campaigns<br />Mandala’s 90th Birthday ($85,000)<br />Mobile Giving Foundation at Netsquared - Video<br />http://www.netsquared.org/blog/pvmoorthi/mobile-giving-foundation<br />
    27. 27. Give by Cell: Brower Youth Awards<br />BYA starting to use cell phone donation program<br />Announced at latest awards show in Herbst Theater<br />Just signed up for Give by Cell<br />
    28. 28. 2011: It’s a Hybrid World<br />Critical, often forgotten step: <br />Cross promote cell phone donations ONLINE<br />Room for improvement:<br />Placement for cell donation “call to action” to be integrated into a unified donation space and given visual icon/prominence<br />
    29. 29. The Top 5 Trends in 2011<br />Online Donations <br />Cell Phones <br />Social Media -> Social Production<br />More Visual Everything <br />Video<br />
    30. 30. Trends in 2011: Mobile<br />
    31. 31. Mobile to Top Internet<br />
    32. 32. Smart Phones Growth<br />
    33. 33. Smart Phones<br />
    34. 34. Mobile versus Web<br />Different users<br />Different environments<br />Small screens<br />Different expectations<br />Is there a place for you to play here?<br />
    35. 35. Mobile Apps<br />
    36. 36. Ushahidi<br />
    37. 37. Mobile and Social<br />
    38. 38. Mobile Apps<br />
    39. 39. More mobile apps<br />
    40. 40. Mobile Apps<br />
    41. 41. Extremely Mobile Apps<br />
    42. 42. Top 5 Trends<br />Online Donations <br />Cell Phones <br />Social Media -> Social Production<br />More Visual Everything <br />Video<br />
    43. 43. Social is Bigger than Email – Since 09<br />
    44. 44. We Knew It Was Big But…<br />
    45. 45. Latent Talent Pool<br />1 billion people living in affluent countries have between 2-6 billion spare hours every day.<br />YochaiBenkler, Harvard Law School professor<br />Linux<br />Open source created by unpaid crowd<br />Cost to create today: $10.8 billion<br />Linux economy: $50 billion<br />Started by one guy<br />
    46. 46. Moving To Social Production<br />
    47. 47. Local Motors<br />Social network becomes social production<br />4,500 competing designers<br />Local design and production<br />35 microfactories around the country<br />Customers design, build, service and recycle the cars<br />Decentralized mass collaboration model<br />Shortened time to market from 2 years to 3 months<br />Uses latent talent pool of young designers who can’t get jobs – [fewer than 1/3 usually can get a job] <br />
    48. 48. Innocentive<br />
    49. 49. Challenges<br />Oil Spill Recovery Service<br />Responsible for Exxon Valdez spill cleanup<br />20 years later: 80,000 barrels of oil still sitting at bottom of Prince William Sound<br />Innocentive challenge<br />27 responses – 4 were promising<br />$20,000 prize<br />Oil industry outsider<br />He will use the money to fund similar research for environmental cleanup<br />
    50. 50. Solvers<br />40% come from Brazil, Russia, India and China<br />Govt. research retirees, Chinese technologists, consultant researchers<br />“Engaging them in specific challenges of interest to them.” (Spradlin, of Innocentive)<br />
    51. 51. Main Takeaways<br />Tapping global pools <br />“More infostructure than infrastructure.”<br />Larry Huston, PG<br />
    52. 52. The Virtual Collaboratory<br />Ecosystem broader and deeper than employees and immediate contacts<br />
    53. 53. Roadkill Study<br />
    54. 54. Roadkill Data<br />
    55. 55. Real scientists, legit partnerships<br />
    56. 56. Recognition<br />
    57. 57. CoalSwarm<br />Double Success Story<br />Wiki<br />Reference content<br />Google Juice<br />Book<br />Self published book<br />Radio appearances<br />
    58. 58. CoalSwarmWiki<br />
    59. 59. CoalSwarm: The Wiki Story<br />Growing a wiki on an existing site (Sourcewatch) with traffic<br />Contributors grow the wiki<br />Paid researchers/contributors continue to add content<br />Google search rank improves<br />“Within 2-5 months, you can become the top-ranked content in the category”<br />Media sources <br />Begin using the resource and you as a research arm<br />Your credibility and reputation increase<br />
    60. 60. The Beauty of It All<br />You don’t have to create your own wiki site<br />Reference content draws users<br />All content is footnoted and factually accurate<br />Protected environment - you control allowable edits <br />i.e. pro-coal forces can’t edit out facts (as they can on publicly editable wikipedia.org)<br />Cost: free<br />Easy for other groups to replicate<br />
    61. 61. Ted’s On the Radio<br />
    62. 62. Contests<br />
    63. 63. Carbonrally<br />Vt. Gov. put up a $15,000 challenge to see which Vermont community could cut the most carbon<br />Two classes (5th graders and 7th graders) tops<br />
    64. 64. Visual Results<br />
    65. 65. Top 5 Trends<br />Online Donations <br />Cell Phones <br />Social Media -> Social Production<br />More Visual Everything<br />Video<br />
    66. 66. Getting More and More Visual<br />
    67. 67. The Perfect Chart<br />Brevity counts<br />The briefer and more visual the message, the more apt it is to go viral<br />
    68. 68. Visualize the Unseen<br />Emissions worldwide<br />World Bank funding surfaced for new coal plant in India<br />EDF responded with campaign to change World Bank standards<br />New legislation passed<br />
    69. 69. CARMA Impact<br />
    70. 70. Tracking Deforestation <br />
    71. 71. Trend: New Ways to See<br />http://ngm.nationalgeographic.com/2010/02/cubic-foot/liittschwager-photography#/video/<br />
    72. 72. Photo: One Cubic Foot<br />New ways of seeing<br />David Littschwager Project<br />National Geographic<br />E. O. Wilson<br />
    73. 73. Sensors Tell a Story<br />TrashTrack<br />MIT’s Senseable Cities Lab<br />
    74. 74. Connect the Dots: Slideshare<br />Found they were sending out their Powerpoint all the time<br />Heard about Slideshare and posted the Powerpoint on the home page<br />Simple, easy, straightforward<br />“Our story” in a short, visual format<br />More effective than text alone<br />
    75. 75. The Top 5 Trends in 2011<br />Online Donations <br />Cell Phones <br />Social Media -> Social Production<br />More Visual Everything <br />Video<br />
    76. 76. Copyright, 2008, Pam Strayer<br />Are You Ready to Play?<br />
    77. 77. “13 hours every minute…”<br />Copyright, 2008, Pam Strayer<br />And the answer is…(2008)<br />
    78. 78. “20 hours every minute…”<br />Copyright, 2008, Pam Strayer<br />And the answer is…(2009)<br />
    79. 79. “35 hours every minute…”<br />Copyright, 2008, Pam Strayer<br />And the answer is…(2010)<br />
    80. 80. CNN versus YouTube: 2008<br />
    81. 81. CNN versus YouTube: 2011<br />
    82. 82. 78<br />Pew Study<br />More people watch video online than use social networks.<br />
    83. 83. 79<br />Pew Study<br />And, for every age group, the trends are all in one direction - up, up, up.<br />
    84. 84. 80<br />Hundreds of videos, produced rapidly and cheaplyby the Obama staff, were put up on YouTube. Toward the end of the campaign, they were being uploaded at the rate of 20 per day. As of Oct. 2008, the videos had been seen 77 million times on YouTube alone.<br />
    85. 85. Voyage to Kure film<br />
    86. 86. Cousteau Film<br />Cousteau with Bush as he signs act creating National Monument at Kure<br />
    87. 87. JCC Approach – with Video<br />
    88. 88. Keys to Video Success<br />Not just one video<br />Reference videos, casual videos, many types of videos<br />Video publishing that looks professional but takes hardly any time or resources to create<br />
    89. 89. Video <br />The most persuasive platform yet invented<br />Tied to online, cell, email or other actionable platforms, the most powerful tool you can harness<br />
    90. 90. 86<br />Videos in Email<br />Can’t send in Constant Contact<br />Solutions: <br />Eyejot<br />VideoFusion<br />
    91. 91. Video Contests<br />Harvest your community<br />WSJ handout<br />CNU video contest<br />http://www.cnu.org/node/2853<br />
    92. 92. Red Cross – Combining: Text $ to Video<br />
    93. 93. Case Studies – Live!<br />15 minutes<br />
    94. 94. Survey Results<br />
    95. 95. Your Web Sites<br />
    96. 96. What You Want to Learn About<br />Highest Priorities<br />Increasing online donations<br />Email marketing<br />Effective web marketing<br />Improving site<br />Importance of site to foundations<br />
    97. 97. What You Want to Learn About<br />Lower Priorities<br />Web video<br />Facebook<br />Analytics<br />Cross platform publishing<br />Cell phone donations<br />
    98. 98. And Yet…These Lead to These<br />Highest Priorities<br />Increasing online donations<br />Email marketing<br />Effective web marketing<br />Improving site<br />Importance of site to foundations<br />Lower Priorities<br />Web video<br />Facebook<br />Analytics<br />Cross platform publishing<br />Cell phone donations<br />
    99. 99. Recommendations<br />
    100. 100. Get a Game Plan<br />Strategy<br />Figure out what’s most effective<br />It can be simple – it just takes a little thought time<br />Get new ideas<br />
    101. 101. Get It Down on Paper<br />Roadmap your way to success<br />Create an organizational online/mobile road map<br />What can you do each quarter?<br />Who can help you?<br />What are the priorities?<br />
    102. 102. Stay on Track<br />Check in on your roadmap<br />Refine your strategy<br />Plan the right resource level <br />Practice “sustainable” staffing (i.e. right expectations about how much time things will take)<br />Expect a learning curve<br />
    103. 103. Get Help When You Need It<br />Take a class here at The City Club of San Francisco (starting in March)<br />See brochures for more information<br />
    104. 104. The Top 5 Trends in 2011<br />Online Donations <br />Cell Phones <br />Social Media -> Social Production<br />More Visual Everything <br />Video<br />
    105. 105. Q and A<br />Pam Strayer<br />www.pamstrayer.com<br />strayerpam@mac.com<br />510.213.9525<br />

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