2012 Skills Based Summit - Thomson Reuters, Web Design & Development
Web Strategy for Non-Profits.
GOALS• Start a conversation• Get you thinking about your online presence and interactions• Present a proven model and the tools to help you get a handle on the online landscape and your place in it• “Level set”• Answer some questions, but hopefully raise more
Purpose and Process.Best practices for a smooth Web build.
LIST YOUR GOALSState a list of goals first• Who are you?• What is your purpose? Is the site primarily to allow existing members to stay updated? Is it to solicit donations? Is it to get new volunteers or members? Is it to raise awareness in general?• Do you have a brand?• Who is your target audience?• What does “conversion” mean to you?
FOCUS ON CLEAR COMMUNICATION• Steer clear of “design by committee” by having a final decision maker on your team.• Establish a point of contact from your team that can work on the site until completion.• Establish a point of contact from the web team (e.g., project manager)• Cultivate a board member who understand technology/marketing.
UNDERSTAND THE PROCESS• Web sites take time to build. Expect a minimum of 30 days.• People on the job: • Designer • Developer • Project manager • SEO • Writer • Engineering
MAKE YOUR WEB TEAM HAPPY(and save time)• Gather as much content as you can up front.• Expect to make revisions and add as much as you can into each round.• Get all necessary buy-in and revisions finalized on your end before sending to web team.
WHY MOBILE?• 371K babies born per day• 378K iPhones sold/1M Android devices activated per day*• Over 6 BILLION activated cell phones in the world*Source: http://tnw.co/yUafAx
MOBILE WEB SITE OR APP?• Which serves your purpose?• Does it fit your budget?• Will end-users adopt?
WHEN DO APPS MAKE SENSE?• Gaming (Angry Birds)• Complex calculations• Utilities (regular usage or personalization)• No Internet required (most of the time)• Heavy processing power
WHEN DOES MOBILE WEB MAKE SENSE?• Immediate access• Cross platform compatibility• Cost-effective (vs. app)• Ongoing support and maintenance• Can be found easily• Mobile sites can be apps!• Donate online
GO RESPONSIVE!• Access across all platforms for a better user experience• Google likes it• Change content only onceNon-Profit Responsive Pioneers • https://pittsburghkids.org/ • http://www.wildaid.org/ • http://worldwildlife.org/
REAL-WORLD RESPONSIVE WEBSCENARIOS• SMS – text campaigns• Form filling• GPS/location pinpointing• QR (quick response) codes
Web Usability. “Don‟t make me think.” -Steve Krug
DON‟T MAKE ME THINK• Content up front – purpose up front• Donor friendly• Social (media) friendly• Volunteer friendly• Branding consistency across all media and platforms• 2-3 clicks maximum to get to where you are going• Think like an end user
ONLINE DONATION TIPS• Make it easy to donate or become a member – big/obvious buttons• Promote across all platforms (print/web)• Give donors options - Online through payment service (one-time or recurring) - Via text message - Phone or mail via website - Through mobile device• Online donation services - Paypal - Donorperfect - The Raiser‟s Edge (Blackbaud) - Network for Good - The Square
the web issimpleit‟s just peopledoing onlinewhat they doin theireveryday lives
ONLINE INTERACTIONS CAN ENHANCEEVERY ASPECT OF YOUR ORGANIZATION internal external outreach thought leadership public relations relationship building Your Message Your Mission collaboration membership growth/ retention fundraising/ innovation development data insights issues advocacy
WHY BE INTERACTIVE ONLINE?Online marketing and social media technologiesprovide the most powerful toolset available tostrengthen your brand and your relationships withstakeholders -- members, funders, employees, peerorganizations and the communities you serve.
You should only care about having aninteractive online presence if you want toreach Americans*.Americans spend over a billion hours amonth in online social spaces.That‟s over 215,000,000 peoplespending 1,000,000,000+ hours permonth in the U.S. alone.That‟s a lot of potential supporters.That‟s a lot of opportunities to advanceyour cause.*or almost anyone, anywhere, for that matter
Some organizationcan be a little“socially awkward”in onlineinteractions. 30
ContentInternet and Social Media But then came the isConversation Blogs, wikis, discussion boards, tags, social networks – a massive platform of participation Source: Francois Gossieaux, Human 1.0 & SNCR Sr. Fellow
Your Interactive Presence. Choose a proven model.
THOMSON REUTERS MODEL: HUB & SPOKEThe coordinated (Hub & Spoke) model is evolving as a best practice forlarge companies:
APPLYING THE HUB & SPOKE MODEL• The hub & spoke model can also be useful for thinking about how to create a robust online interactive presence for a new or established nonprofit.• Consider your main Web presence to be your hub. • Could be a traditional website • Could be a blog • Could even be a Facebook page for a new or small organization• Now look for opportunities to create spokes. • “Social media” channels like Facebook, Twitter, G+, etc. • “Traditional” channels like email, newsletter, press release, brag cards, etc.• Goal of hub & spoke model: To ensure a coordinated, well- managed approach that takes into account strategic objectives, branding and communications considerations, resource requirements, and success metrics.
AN INTERACTIVE ECOSYSTEM Twitter YouTube • Tweet blog posts •Post videos Twitter YouTube •Tweet announcements •Repost relevant videos •Live tweet events • Re-tweet others LinkedInWebsite Page• Home page feature - Website Blog Groupsupdated daily?• News & Ideas Blog• Integration of social features • Unique blog posts published frequently• Easy membership/ • Embedded videoscontribution Facebook • Commentary • Re-posts from other blogs/news sources • White papers Facebook • News, events & announcements • Daily posts and links back to blog • Analysis & commentary • Conversation with members, etc. • Q&A • RSS feeds • Open Graph integration with blog • Blog Roll: Includes links to all other related blogs • Twitter feeds & FB Open Graph
ONE SMALL EXAMPLE:onekidneymatters.com Using well designed, interlinked, co- branded blog/website, Facebook page and Twitter profile to promote kidney disease awareness.