52 Tweaks in 52 Weeks - #52n52

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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 …

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 one of these suggestions—52 tweaks in 52 weeks—and improve your website by next year’s conference. These best practice ideas will improve search engine optimization, increase visitor retention and 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. Join us for 52 in 52!

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  • 1. Better Nonprofit Websites:52 Tweaks in 52 WeeksPRESENTED BY RAHEEL GAUBA & SOPHIA LATTO
  • 2. Sophia Latto, Principal Consultant, UX Design I help nonprofits develop internet strategy around building constituent relationships, delivering compelling messages, and online fundraising. Prior to joining Blackbaud, I worked as a Creative Director at a design and marketing agency in New York City that specialized in online marketing and communications for the non-profit, utility, beverage, and financial sectors. I am an avid sailor! Raheel Gauba, Brand Leader & Creative Director, Marketing I am passionate about helping nonprofits be successful. At Blackbaud, I have had the privilege of leading the strategy & delivery of 400+ nonprofit websites. More recently I have focused on Blackbaud’s marketing efforts and lead the rebrand and the global website redesign and strategy. Prior to joining Blackbaud, I served as Creative Director at a startup and senior web architect for Canada’s largest television and media company.#52n52 2
  • 3. 3
  • 4. 01 Workflow & Planning02 Content Strategy03 Visual Design & User Experience04 Fundraising05 Marketing & Communications06 Email07 Social Media08 SEO & Measurement #52n52 4
  • 5. # 01 Goal S.W.O.T.S. Enter your goal’s title here Strengths Weaknesses Opportunities Threats Success Criteria #52n52 5
  • 6. # 01 Goal S.W.O.T.S. Enter your goal’s title here Strengths Strengths are things that your organization currently does very well Weaknesses or activities that have lead to positive & measurable outcomes. Opportunities Strengths are also characteristics of an organization that provide a competitive advantage over others in Threats the industry. Success Criteria #52n52 6
  • 7. # 01 Goal S.W.O.T.S. Enter your goal’s title here Strengths Weaknesses are things that your organization currently does not do Weaknesses very well or activities that have resulted in negative outcomes. Opportunities Weaknesses, whether perceived or actual, interfere with or have a negative impact on a competitive Threats advantage over others in the industry. Success Criteria #52n52 7
  • 8. # 01 Goal S.W.O.T.S. Enter your goal’s title here Strengths Weaknesses Opportunities are activities or initiatives that provide an Opportunities organization with additional positive growth without negatively impacting existing strengths. Threats Opportunities are also activities or initiatives that your competitors are Success Criteria currently unaware of. #52n52 8
  • 9. # 01 Goal S.W.O.T.S. Enter your goal’s title here Strengths Weaknesses Threats are known or predictable factors beyond your control, which Opportunities could place the organization’s mission or operation at risk. Threats Threats that are perceived as internal should be categorized as opportunities or weaknesses. Success Criteria #52n52 9
  • 10. # 01 Goal S.W.O.T.S. Enter your goal’s title here Strengths Weaknesses Opportunities Success Criteria is a measurable figure or metric that we can capture and monitor for a particular goal. Threats For example, “Increase our email list from 9,000 subscribers to 12,000 Success Criteria in six months.” #52n52 10
  • 11. # 02 Define Your Audiences And Tasks Impact onAudience Group: Donors (3 subgroups) Task Priority Frequency MissionSub-Group 1: Recent Donors — $0 - $1000 Priority Tag 3 = High Daily Critical 2 = Medium Weekly SignificantIdentify tasks this segment must be able to complete on the website. 1 = Minimal Monthly/Yearly MinimalBecome knowledgeable about Org 3 learn about orgFind information on donations impact in the community. 3 impact storiesMake a first time gift/increase from previous gift/become a monthly recurring donor 3 donate • Identify Target AudiencesEngage further with online videos, stories, and subscribe and promote via social media 2 social share • Define Sub Groups • Determine TasksSubscribe to Newsletter to receive updates on Org’s work 3 subscribe • Assign PriorityParticipate in Org’s community events 2 events • Tag TasksUpdate personal information/address 1 update profileSub-Group 2: Priority TagIdentify tasks this segment must be able to complete on the new website. #52n52 11
  • 12. # 02 Define Your Audiences And Tasks • Sort Data in Excel • Identify Content Hierarchy • Identify Important Conversion Paths #52n52 12
  • 13. # 03 Have a Plan for Your Content Page Title Author Content Status Where is this content saved? (60 char. max) Home Jane Clarkson home.doc drafted website/2013/content/drafts/home.doc About Acme Jane Clarkson about-us.doc pending approval website/2013/content/drafts/about-us.doc Acme’s Mission Bill Ludwick our-mission.doc approved website/2013/content/approved/our-mission.doc Legacy URL New URL Meta Description Meta Keyword(s) (150 char. max)acme.org acme.orgacme.org/page.aspx?pid=453 acme.org/about-acmeacme.org/page.aspx?pid=187 acme.org/acme-mission #52n52 13
  • 14. # 04 Take a Monthly Inventory of Your ContentGoogle Analytics » Content » Site Content » All Pages (Show 25) Unique Pageviews is the number of visits during which the specified page or pages are viewed at least once. Avg. Time on Page is the average amount of time visitors spent viewing a specified page or set of pages. Bounce Rate is the percentage of single-page visits, or visits in which the person left your website without visiting another page after this one. % Exit is the percentage of site exits that occurred from a specified page. Check to see if high % Exit pages are confirmation pages. If not, why do we lose so many people on this page? What does this page have that is making it work so well? Why doesn’t anybody like this page? Fix it or delete it. #52n52 14
  • 15. # 05 Survey Your 509 Audience You defined them in #2, now let’s get to know them better. • Survey each sub group • Why do they access your website • What is their priority • What adjectives or emotions would they use to describe your org? Ask org leadership the same questions. Do they align? #2 #52n52 15
  • 16. 01 Workflow & Planning02 Content Strategy03 Visual Design & User Experience04 Fundraising05 Marketing & Communications06 Email07 Social Media08 SEO & Measurement #52n52 16
  • 17. # 06 Page Flow Diagrams for Conversion Paths • Content is King Define most important content. • Priority is even more important • What do I see 1st? • What do I see 2nd? Define call to actions. Importance • What is the CTA? • Why should I click? Define supporting content. • What if I don’t click? • Good for Mobile • Less bloat content Define global / template content • Content by priorityDefine this for the Home Page, Landing Page(s), Conversion Page(s), Confirmation Page(s). #52n52 17
  • 18. # 07 “The Four Cs” to Understanding Your Audience Confused (User Mode) Visitors Before User Modes Curious (User Mode) Visitors Convinced (User Mode) Visitors Continuing (User Mode) Visitors After User Modes #52n52 18
  • 19. # 07 “The Four Cs” to Understanding Your Audience #52n52 19
  • 20. # 07 “The Four Cs” to Understanding Your Audience #52n52 20
  • 21. # 07 “The Four Cs” to Understanding Your Audience #52n52 21
  • 22. # 07 “The Four Cs” to Understanding Your Audience #52n52 22
  • 23. # 08 Optimize Landing Pages 1. Include a catchy, short & simple headline 2. Break up large blocks of text by putting important stuff in bullets 3. Use compelling images or videos 4. Make big, bright calls to action 5. Include testimonies from beneficiaries 6. Make it urgent & relevant to time or a goal #52n52 23
  • 24. # 09 Test Your Conversions With Usability Hub (www.usabilityhub.com) #52n52 24
  • 25. # 09 Test Your Conversions With Usability Hub (www.usabilityhub.com) Unique Visits to Donate Page Before Test After Test (w/ revisions) #52n52 25
  • 26. 01 Workflow & Planning02 Content Strategy03 Visual Design & User Experience04 Fundraising05 Marketing & Communications06 Email07 Social Media08 SEO & Measurement #52n52 26
  • 27. # 10 Edit Your Images with Pixlr Express (http://pixlr.com/express/) #52n52 27
  • 28. # 11 Find Great Free Photos at Compfight (www.compfight.com) Ask the photographer if you can use their image, give them credit. http://www.flickr.com/creativecommons #52n52 28
  • 29. # 12 Visualize the Impact with Infographics (www.piktochart.com) http://piktochart.com/whyinfographics #52n52 29
  • 30. # 13 Tell a Story Story 1, Slide A: The Beginning (Why)The opening scene. The problem. What’s possible?Why your org cares about this problem. #52n52 30
  • 31. # 13 Tell a Story Story 1, Slide B: The Middle (How)Build tension. Make it personal. Make it urgent. #52n52 31
  • 32. # 13 Tell a Story Story 1, Slide C: The End (What)Call to action. All you have to do is _______. Takeaction now! #52n52 32
  • 33. # 14 Make a Thank You Video Hi I am • Name, title, organization Who are you thanking? • Company or individual? Why are you thankful? • Is it a large contribution? • Did it come in a critical time? What were you able to do? • Major accomplishments • Huge impact? Special thanks goes to… Chad Vail • Be sure to thank the people that really President at Junior Achievement of made it happen Coastal South Carolina #52n52 33
  • 34. # 15 Run a 5-Second Test of Your Home Page (www.usabilityhub.com) This test helps us fine tune your landing pages and calls to action by analyzing the most prominent elements of your design. #52n52 34
  • 35. 01 Workflow & Planning02 Content Strategy03 Visual Design & User Experience04 Fundraising05 Marketing & Communications06 Email07 Social Media08 SEO & Measurement #52n52 35
  • 36. # 16 Notate your Traffic Spikes in Google Analytics “Oprah mentioned us on” “Email A sent” “Email B sent” “Facebook Campaign Start” #52n52 36
  • 37. # 17 Kickstart Your Fundraising #52n52 37
  • 38. # 18 Does Your Fundraising Page Pass the Test I can see what you will do/are doing with my donation •There are photos or testimonies that show real progress Giving arrays are explained •I know what $25 can get compared to $75 •I can choose “Other” to meet an extra appeal There is a goal or an expected outcome •It is obvious that I am giving to something bigger •I can tell if there is a urgent time frame or milestone date The buttons empower me to make an impact •“Donate” vs. “Save a Whale” I can easily share my donation with my peers •OK, I did it…feels good…how do I share this with my friends? #52n52 38
  • 39. # 19 Better Buttons for Bigger Results Submit Save a Whale A/B test button language • Descriptive buttons are more empowering • Donors feel a more personal Feed a Child Donate connection Think about it • Do you want to “Register” or would you rather “Run for a Cure?” Register Run for a cure • Do you want to “Donate” or do you want to “Feed a Child?” Button changes increase giving by 15% #52n52 39
  • 40. # 20 Provide a variety of Ways to Give • Not everybody has extra cash to donate right now, but you should be the first org that comes to mind when they do. • “The Four Cs” are here, what are you doing to convert them from “Curious” to “Continuing?” .org • What can lazy people do? Poor people? Passionate people? #52n52 40
  • 41. # 21 Test Calls to Action on Most Viewed Pages Simple Tests make a big difference: • Button vs. Photo • Button vs. Text link • Discounted Appeals • Heading vs. Button #52n52 41
  • 42. # 22 Be a Personal Donation Assistant Dear PREFERRED , • Make it relevant Last year you made a generous gift of • Personalize the impact <MERGE FIELD> which helped us build AMOUNT • Lead the donor to a bigger 5 <MERGE FIELD> for <MERGE WHAT GOAL WHO or F. contribution • Include a photo and a link to Thank you! the good work your org has We have made a lot of progress, but we already done. need to do more, and we need your help again. If all of last years donors give an extra $10 this year, we can build X more <MERGE FIELD>s before GOAL DATE HERE . Build a _____ #19 #52n52 42
  • 43. # 23 Visualize Giving Images produce higher conversion rates than text alone • Simple visual aids help supporters understand how their donation is used. • Supporters can understand a picture faster than they can read a block of text. • Progress bars will increase the average gift as a goal nears completion. • Show where the money goes. • Show how many people have been helped. #52n52 43
  • 44. # 24 Give the Gift of Confidence • Security badges <YOUR ORG HERE> is a nonprofit, tax-exempt charitable organization • Better Business Bureau under Section 501(c)(3) of the Internal Revenue Code. Donations • Charity Navigator ★ Rating are tax-deductible as allowed by law. • Any other official seals • 501(c)(3) status “It brings me so • Testimonies from other joy to contribute to the progress being made donors builds trust on the other side of the world. Keep up the awesome work!” - Jane, Oxford, Md #5 #52n52 44
  • 45. 01 Workflow & Planning02 Content Strategy03 Visual Design & User Experience04 Fundraising05 Marketing & Communications06 Email07 Social Media08 SEO & Measurement #52n52 45
  • 46. # 25 Multi-Channel Content Context Email YouTube Context Directory Context Context Twitter Facebook Context Content Search Context Direct Mail Context Engines TXT MSG Context #52n52 46
  • 47. # 25 Multi-Channel Content1. What is our mission? EmailYou can skip this one if you want, but it may help to have your mission in front of you while thinking about writing this content. YouTube2. What is the objective of this campaign/initiative? DirectoryKeep this answer short, less than 60 characters, including white space.3. What is a single word, or a two or three word phrase that describes this campaign or initiative? TwitterSummarize #2 above using a single word or phrase Facebook4. Elevator pitch! You’ve got 5 seconds, tell us why this initiative is worth our time. ContentKeep this description short, 120 characters or less. Make sure that you include the word or phrase from #3 as close to the beginning as possible. Searchused to illustrate this initiative/campaign?5. What photo and/or video can be Direct Mail Engines Text: AlternatePhoto or video file (.jpg, .png, .mov, .mp4, etc.) Close your eyes and describe this photo or video using as few words as possible. Include #3. TXT MSG6. What is the web address for more information? QR Code:Friendly URL containing the the word or series-of-words-separated-by-dashes from #3 above. Shortened URL and QR code for this web address (E.g. bit.ly). #52n52 47
  • 48. # 26 Build a Sneezer Kit For Virtual Volunteers1. Optimize page: 4. Facebook this: Title: Less than 60 char., include the Keyword. Reuse Meta Description, include shortened fURL, #keyword, and attach the photo Description: 120 characters or less, include the Tip: The Like button on your webpage can automate this word(s) above towards the beginning. 5. Pin this: Friendly URL: www.site.org/use-title-here Reuse Meta Description, include shortened fURL, #keyword, and attach the photo Keyword: Short tag associated with this campaign Tip: The Pin button on your webpage can automate this2. Use this photo: 6. Email this to your friends: Download Use your Meta Title as the email title, include the MetaAttach this image to all social messages Description as the very first line of your email’s content. Insert the photo next to the call to action, and link to the3. Tweet this: conversion page using the Friendly URL. Reuse Meta Description, include shortened fURL, 7. Bloggers, blog this: #keyword, and attach the photo Use your Meta Title as the email title, include the MetaTip: The Tweet button on your webpage can automate this Description as the very first line of your email’s content. Insert the photo next to the call to action, and link to the conversion page using the Friendly URL. #52n52 48
  • 49. # 27 Turbo Charge Your Direct Mail A QR Code can be the difference between the garbage and 10k impressions #52n52 49
  • 50. 01 Workflow & Planning02 Content Strategy03 Visual Design & User Experience04 Fundraising05 Marketing & Communications06 Email07 Social Media08 SEO & Measurement #52n52 50
  • 51. # 28 First Things First with Preview Text #52n52 51
  • 52. # 28 First Things First with Preview Text #52n52 52
  • 53. # 29 A/B Testing Beyond Subject Lines Email Opens by Time of Day Subscribers are likely to open email after 12pm, and the most active hours are 2-5pm. Email Opens by Day of Week Most Emails are sent between Monday and Friday. Tuesday to Thursday are the highest- volume days. Source: http://mailchimp.com/resources/research/ #52n52 53
  • 54. # 30 Shorten the Message for More Clicks KEEP IT SIMPLE • Use a short direct title • Use a nice photo that adds interest. • Include a short paragraph with enough Org Name - Call to Action information to get your reader wanting to know more. Use effective button text This is your preview text, enhance and continue the email subject call to action here • Compelling Headline #28 Here to Draw Interest. Who are we helping and why is it important? #10 What is the expected outcome? Introduce the call to action, and make it relevant to a deadline. See Tweak 19 Another Headline Here to Draw Interest. Who are we helping and why is it important? #52n52 54
  • 55. # 31 Be Responsive • 90 Million Americans use their phone to read email. #52n52 55
  • 56. # 32 Plan Your Next Email Campaign • How will you customize your message for each of your audience segments? • How will you respond to their response? • How will you cultivate new and return donors? • Share this plan with your creative team producing the email messages? #52n52 56
  • 57. # 33 Strike While the Iron is HotNew Subscribers have higher open & click ratesQuery new subscribers on a regular basis and send them your latestcampaign. Make a welome kit with general appeals for new subscribers. #26 Source: http://mailchimp.com/resources/research/ #52n52 57
  • 58. # 34 Provide a Consistent Message Through the Conversion Path Email Message Donation Landing Page Thank You Email #52n52 58
  • 59. # 35 Test Your Emails With Litmus (www.litmus.com) #52n52 59
  • 60. 01 Workflow & Planning02 Content Strategy03 Visual Design & User Experience04 Fundraising05 Marketing & Communications06 Email07 Social Media08 SEO & Measurement #52n52 60
  • 61. # 36 Sincerely Ask for a Share Doing your part is easy Every friend you tell about us is another opportunity for us to extend our mission. Please consider sharing our site with your friends on Facebook and Twitter. Thank You, Sherry Grayson, CEO #52n52 61
  • 62. # 37 “Please retweet” vs. “Please RT” “Please ReTweet” gets three times more retweets than “Please RT” #39 #52n52 62
  • 63. # 38 Boost your Reach with Twitaholic.com #52n52 63
  • 64. # 39 Find the Tweet Spot (Eastern Time is best) 9:00 a.m. 12:00 p.m. 6:00 p.m. During these peak times, tweet every 15 minutes (or more) but keep it interesting by mixing in different tweets and #hashtags. #52n52 64
  • 65. # 40 Hootsuite Your Tweet Spots Enter your tweet text (#) Shrink your link Enter your time to tweet Enter your day to tweet #52n52 65
  • 66. # 41 Add Facebook Comments to Static Pages #52n52 66
  • 67. # 42 QR…So Beautiful, to Me…Can’t you Tweet http://blkb.us/urlEncode 1 4 Shrink the URL with bit.ly http://blkb.us/SqOUNB 5 2 3 http://twitter.com/home?status=This%20is%20the%2 0text%20that%20will%20be%20tweeted%20when%20 a%20QR%20Code%20is%20snapped.%20%20http%3 A%2F%2Fwww.landingPage.com%20%23hashTag #52n52 67
  • 68. # 43 Hash it out Using hashtags to categorize Tweets by keyword: •People use the hashtag symbol “#” before a relevant keyword or phrase to categorize those Tweets and help them show more easily in Twitter’s Search. •Clicking on a #hashtagged word in any message shows you all other Tweets marked with that keyword. •Hashtags open your tweets up to more than just your followers #52n52 68
  • 69. # 44 Personalize Your Twitter Bio Before Following 2 3 Hello Jono, we’re close to reaching our goal and could use a little help. If you wouldn’t mind, Hello Jono, we’re close to reaching our goal and could use a little help. If you wouldn’t check out our Tweets and please retweet a few. mind, check out our Tweets and please retweet a few. This takes precise timing •Update your bio in one tab, follow your target in another tab, then revert your bio. Hello Jono, we’re close to reaching our goal and could use a little help. If you wouldn’t mind, check out our 1 Tweets and please retweet a few. #52n52 69
  • 70. # 45 Put Facebook Images to Work #52n52 70
  • 71. 01 Workflow & Planning02 Content Strategy03 Visual Design & User Experience04 Fundraising05 Marketing & Communications06 Email07 Social Media08 SEO & Measurement #52n52 71
  • 72. # 46 Set up Your Google Author ID for more Clicks http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1408986 Set up your Google ID #52n52 72
  • 73. # 47 Organic Optimization 101 Page (meta) Title: •60 characters or less •Use the page’s keyword •= Google link text Friendly URL: •Use/keywords/in-your-links Meta Description: •150 characters or less •Sell the page •Use keywords early #52n52 73
  • 74. #48 Google your keywords & yourself What you will learn: •Where you and your competitors rank for a given keyword •How may pages Google has indexed on your website for this “exact” keyword •What a #1 page looks like (if it’s not yours) •What content Google currently has indexed #52n52 74
  • 75. # 49 Google Intelligence Alerts Google Analytics Intelligence reports • Automatically monitor your websites traffic and highlight any significant changes. • Detects any statistically significant anomalies in your traffic patterns. • Alerts get posted daily, weekly or #16 monthly. • Create custom alerts, such as a 20% increase in page visits. #52n52 75
  • 76. # 50 Shorten Links with Bitly (www.bitly.com) • Use these shortened links in your Tweets, Emails, and Facebook posts. • Review these metrics along side your Google Analytics, Email CTR, and Social (Hootsuite/Crowdbooster) Analytics. • See any patterns? #52n52 76
  • 77. # 51 Google Webmaster Tools #52n52 77
  • 78. # 52 Trends are Your Friends (www.google.com/trends) Insight to choosing an effective content strategy BEFORE you spend time/budget •How are keywords performing in the Southeast vs Northwest? •Is a keyword on the rise or on the decline? •Should my campaign use “donate” or “make a gift?” #52n52 78
  • 79. THANK YOU! #52n52 PRESENTED BY RAHEEL GAUBA & SOPHIA LATTO Sophia Latto, Principal Consultant, UX Design @sophialatto Raheel Gauba, Brand Leader & Creative Director, Marketing @raheelgauba
  • 80. QUESTIONS? #52n52 PRESENTED BY RAHEEL GAUBA & SOPHIA LATTO Sophia Latto, Principal Consultant, UX Design @sophialatto Raheel Gauba, Brand Leader & Creative Director, Marketing @raheelgauba