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Ask the Experts: Demystifying the Fundraising Website Redesign Process

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DMFA Luncheon 10/25/2011:
Ask the Experts: Demystifying the Fundraising Website Redesign Process

Time to re-do your organizations website? Here is how to manage and complete the project effectively.

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Ask the Experts: Demystifying the Fundraising Website Redesign Process

  1. 1. Ask the Experts: Demystifying the Fundraising Website Redesign ProcessSankyNet Tuesday, October 25, 2011
  2. 2. THE DMFA WEBSITESankyNet Tuesday, October 25, 2011
  3. 3. DMFA – BeforeSankyNet Tuesday, October 25, 2011
  4. 4. DMFA – AfterSankyNet Tuesday, October 25, 2011
  5. 5. BEFORE YOU BEGIN…SankyNet Tuesday, October 25, 2011
  6. 6. Balancing needs • Identifying key website goals – Mission-based – Fundraising – Brand awareness – “Corporate” entity – Media outreach – National vs. local entities • Identifying key players at the organizationSankyNet Tuesday, October 25, 2011
  7. 7. Who to engage to “do” the website? Question 1: Internal staff vs. External agency Question 2: Internal structure for executing projectSankyNet Tuesday, October 25, 2011
  8. 8. Agency Selection Key considerations: – Marketing expertise – Fundraising expertise – SEO expertise – Organization knowledge – Strategy / content architecture team – Creative team – Technical teamSankyNet Tuesday, October 25, 2011
  9. 9. THE PROCESSSankyNet Tuesday, October 25, 2011
  10. 10. Web Design Process 1 Discovery 2 Strategic Planning 3 Creative (Graphic design and copy) 4 Technical Development 5 Quality Assurance 6 AnalyticsSankyNet Tuesday, October 25, 2011
  11. 11. Timing Minimum 5 - 6 months… it is usually longer – Discovery & Strategic Planning  6 weeks – Creative  8 - 12 weeks – Technical Development  8 - 12 weeks – Quality Assurance  2 - 4 weeks – Analytics  Ongoing monitoringSankyNet Tuesday, October 25, 2011
  12. 12. Phase 1: DISCOVERYSankyNet Tuesday, October 25, 2011
  13. 13. Elements – Analytics – Data on traffic, keywords, demographics – Heat map studies – Survey to stakeholder groups – Key priorities, messages, audiences – Brand & content reviewSankyNet Tuesday, October 25, 2011
  14. 14. Heat Map StudiesSankyNet Tuesday, October 25, 2011
  15. 15. Survey to StakeholdersSankyNet Tuesday, October 25, 2011
  16. 16. Phase 2: STRATEGIC PLANNINGSankyNet Tuesday, October 25, 2011
  17. 17. Elements – Technical Review & Assessment • Host, Donation Processor, CMS, etc. – Site Architecture – Graphic Priorities: Homepage and Interior – SEO: Keyword StrategySankyNet Tuesday, October 25, 2011
  18. 18. CMS OptionsSankyNet Tuesday, October 25, 2011
  19. 19. Site ArchitectureSankyNet Tuesday, October 25, 2011
  20. 20. Content Priority DiagramSankyNet Tuesday, October 25, 2011
  21. 21. Phase 3: CREATIVE (DESIGN + COPY)SankyNet Tuesday, October 25, 2011
  22. 22. Elements – Wireframe: homepage and interior pages – Black and white designs – Color design – Homepage – Interior and specialized pages – Copy development process – SEO: Integration in copydeckSankyNet Tuesday, October 25, 2011
  23. 23. Content Priority DiagramSankyNet Tuesday, October 25, 2011
  24. 24. WireframeSankyNet Tuesday, October 25, 2011
  25. 25. Black & White  Full Color Black & White Full ColorSankyNet Tuesday, October 25, 2011
  26. 26. HomepageSankyNet Tuesday, October 25, 2011
  27. 27. Interior PageSankyNet Tuesday, October 25, 2011
  28. 28. Specialized PageSankyNet Tuesday, October 25, 2011
  29. 29. Specialized Page Show kids, ecards, map, gift catalogueSankyNet Tuesday, October 25, 2011
  30. 30. Site ArchitectureSankyNet Tuesday, October 25, 2011
  31. 31. Copy DeckSankyNet Tuesday, October 25, 2011
  32. 32. Phase 4: TECHNICAL DEVELOPMENTSankyNet Tuesday, October 25, 2011
  33. 33. Elements – Search Engine Optimization • Search Phrases (a few per page) • Title Tags • Links • Alt tags • Header and Header Tags • Body Copy – Coding design – Implement security and custom technical elements – CMS Integration & TrainingSankyNet Tuesday, October 25, 2011
  34. 34. Phase 5: QUALITY ASSURANCESankyNet Tuesday, October 25, 2011
  35. 35. Elements – Test user-entry forms for security and spamability – Browser testing: • Internet Explorer 7 & 8 • Firefox 3 & up • Google Chrome 10 & up • Safari 3 & up • Opera 10 & up • Mobile platforms (iPhone, iPad, etc.)SankyNet Tuesday, October 25, 2011
  36. 36. Phase 6: ANALYTICSSankyNet Tuesday, October 25, 2011
  37. 37. Analytics – Install measurement software for continued analysis – Monitor key data and trends, including: • Traffic (unique visitors, bounce rate, page views, etc.); • Visitor technology and demographics; • Search engines and referring sites; • Content tracking.SankyNet Tuesday, October 25, 2011
  38. 38. TEST YOUR KNOWLEDGESankyNet Tuesday, October 25, 2011
  39. 39. Covenant House - BeforeSankyNet Tuesday, October 25, 2011
  40. 40. Covenant House - AfterSankyNet Tuesday, October 25, 2011
  41. 41. Catholic Charities B/Q - BeforeSankyNet Tuesday, October 25, 2011
  42. 42. Catholic Charities B/Q - AfterSankyNet Tuesday, October 25, 2011
  43. 43. Citymeals on Wheels - BeforeSankyNet Tuesday, October 25, 2011
  44. 44. Citymeals on Wheels - AfterSankyNet Tuesday, October 25, 2011
  45. 45. Medicare Rights Center - BeforeSankyNet Tuesday, October 25, 2011
  46. 46. Medicare Rights Center - AfterSankyNet Tuesday, October 25, 2011
  47. 47. CancerCare - BeforeSankyNet Tuesday, October 25, 2011
  48. 48. CancerCare - AfterSankyNet Tuesday, October 25, 2011
  49. 49. Thank you!SankyNet Tuesday, October 25, 2011

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