Making Your Website Work for You



            March 27, 2009
             Stephen Rockwell

    This work is licensed un...
Today’s Agenda


 • Introductions
 • Web 2.0 – What is It?
 • Building Networks Online
   – Donor Community
   – Sector-sp...
Exploring 2.0: The tools that are
changing the game

 • Social networking websites (myspace, linkedin, change.org)
    – O...
Tech. Background: A short history of
technological change

         1st Generation Media – 500 years, One-Way Communicatio...
Technology fundamentally changed economics
of content creation and who has access to the
keys of the network.

 • The marg...
2.0 Ramifications: Online engagement
and fundraising become the standard

• Wall Street Journal
  gives MySpace friend
  u...
How Does 2.0 Affect Your Organizational
Partnerships and External Relationships?


 • Draw a diagram of how your organizat...
What kind of organization: networked or
inward looking?

 • Are you this?           • Or this?




                       ...
Networks and Nonprofits


 • Communities are built on connections –
   human networks
 • Technology can help individuals k...
Network Evolution

Stage I – Scattered Clusters       Stage 2 – Single Hub & Spoke




 Stage 3 – Multi Hub Small World   ...
Today’s Agenda


 • Introductions
 • Web 2.0 – What is It?
 • Building Networks Online
   – Donor Community
   – Sector-sp...
Your site in a web 2.0 world:
Five Strategic Challenges




                                12
1. Content


 • Locating, drafting, editing, and posting
   timely content the first challenge.
 • Broaden writing, editin...
Combat the downward spiral




                             14
Content Management:
Build an upward spiral




                         15
Permissions for Roles




                        16
2. Presence


 • Once you have content, how do you elbow
   for presence among so many other sites?
 • What makes your con...
Presence Tools


 •   Indexing and searchability
 •   Cross referencing within site
 •   Connecting to Email news
 •   Agg...
Example: news feed sign up   live!




                                     19
3. Engagement


 • Once people come regularly to your site,
   what can they do?
 • How does the site connect to your goal...
Engagement Tools


 •   Surveys
 •   Calendar, Jobs
 •   Register for classes, , programs, events
 •   Contact the media
 ...
Events on Calendar




                     22
Event sign up




                23
Example: Take Action




                       24
4. Constituency


 • Who are your supporters and how can you
   work better with them?
    – Events, donations, manage tra...
Categorizing Web Actors




                          26
Building Relationships




                         27
5. Community


 • Does everything depend on you?
 • Will you become a network centric
   organization?




               ...
Community Building Tools


 • Internal projects and committees
   (workspaces, shared documents)
 • Develop policy and kno...
Example: discussion forums




                             30
Workspace example




                    31
Donor Scenario: A New Take on the
Annual Appeal

 • Annual appeal traditional resources:
   – Development director and sta...
33
34
Sector Scenario: You are an Out of school
Program Seek to Build a New Website

 • Key Questions For Website Design
    – H...
Today’s Agenda


  • Introductions
  • Web 2.0 – What is It?
  • Building Networks Online
    – Donor Community
    – Sect...
Action Steps This Week


 • Amend your communications and web
   strategy to include a 2.0 adoption bath.
 • Start a blog ...
Action Steps for the Next Few Months


 • Experiment – There’s a lot more that we don’t
   know than we know.
 • New Websi...
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Make Your Website Work for You, March 27, 2009

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With the potential of technology to reach a much larger audience quickly and inexpensively, more and more organizations are using an online presence to reach donors, members, customers, volunteers and supporters.

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Make Your Website Work for You, March 27, 2009

  1. 1. Making Your Website Work for You March 27, 2009 Stephen Rockwell This work is licensed under the Creative Commons Attribution- Noncommercial-Share Alike 3.0 United States License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/us/.
  2. 2. Today’s Agenda • Introductions • Web 2.0 – What is It? • Building Networks Online – Donor Community – Sector-specific Networks – Community Planning Efforts • Action Steps You Can Take This Week 2
  3. 3. Exploring 2.0: The tools that are changing the game • Social networking websites (myspace, linkedin, change.org) – On-line communities • Blogs, podcasts, videocasts – Multimedia by and for the masses • Microblogs (Twitter Facebook Updates) • RSS (Real Simple Syndication): – Interconnected news for/from your site • Tagging (del.ici.ous): – Sharing bookmarks • Wikis: – Producing knowledge collaboratively • User provided and rated content (digg, youtube, allrecipes.com): – Wisdom of the masses determines content 3
  4. 4. Tech. Background: A short history of technological change 1st Generation Media – 500 years, One-Way Communication Printing Press Photography Radio Television Book/Newspaper 1826 1896 1920s 1453 Text Pictures Audio Video Digital Movie Internet World Wide Web Digital Music Online Text/ email Images MP3 1994 1997 1969 1990 2nd Generation Media – 30 Years, Multi-Modal Communication 4
  5. 5. Technology fundamentally changed economics of content creation and who has access to the keys of the network. • The marginal cost of production and distribution of content ~ $0 • 80% of non–“hits” are now produced – new voices, democratized filtering – Networked empowered organizing takes advantage of a wider range of stakeholder perspectives to move the mission. 5
  6. 6. 2.0 Ramifications: Online engagement and fundraising become the standard • Wall Street Journal gives MySpace friend updates • Changing Campaign Fundraising and 88,000 81,000 Organization Myspace Myspace • Nonprofit Strategy friends friends – – What can we learn caught up from the campaigns? Q2: $25 Q2: $26 • Fundraising million million • Community organizing and mobilization 100,000 50,000 • Operations and donors donors business processes 6
  7. 7. How Does 2.0 Affect Your Organizational Partnerships and External Relationships? • Draw a diagram of how your organization fits with its partners, donors, funders etc. 7
  8. 8. What kind of organization: networked or inward looking? • Are you this? • Or this? 8
  9. 9. Networks and Nonprofits • Communities are built on connections – human networks • Technology can help individuals know the network and doing so more tightly knits the network together • Nonprofits may require more use of social networking than companies given their volunteer and donor needs 9
  10. 10. Network Evolution Stage I – Scattered Clusters Stage 2 – Single Hub & Spoke Stage 3 – Multi Hub Small World Stage 4 – Core Periphery 10
  11. 11. Today’s Agenda • Introductions • Web 2.0 – What is It? • Building Networks Online – Donor Community – Sector-specific Networks – Community Planning Efforts • Action Steps You Can Take This Week 11
  12. 12. Your site in a web 2.0 world: Five Strategic Challenges 12
  13. 13. 1. Content • Locating, drafting, editing, and posting timely content the first challenge. • Broaden writing, editing team w/o HTML • Making content consistently formatted, printable, downloadable – News, calendars, Tips – Including graphics – Aging of content 13
  14. 14. Combat the downward spiral 14
  15. 15. Content Management: Build an upward spiral 15
  16. 16. Permissions for Roles 16
  17. 17. 2. Presence • Once you have content, how do you elbow for presence among so many other sites? • What makes your content stand out? • What makes first time visitors become repeat visitors? • How can you increase attention of target visitors? • Are you look at your web presence holistically, rather just your website? 17
  18. 18. Presence Tools • Indexing and searchability • Cross referencing within site • Connecting to Email news • Aggregating (RSS news) • “Tell a Friend” and easy downloads • Tagging (del.icio.us) • Blogging 18
  19. 19. Example: news feed sign up live! 19
  20. 20. 3. Engagement • Once people come regularly to your site, what can they do? • How does the site connect to your goals, your services profile, your organizing? 20
  21. 21. Engagement Tools • Surveys • Calendar, Jobs • Register for classes, , programs, events • Contact the media • Petitions, Contact public officials • Organize a meeting • Request a service, refer a client 21
  22. 22. Events on Calendar 22
  23. 23. Event sign up 23
  24. 24. Example: Take Action 24
  25. 25. 4. Constituency • Who are your supporters and how can you work better with them? – Events, donations, manage training and other services – Organizing volunteers and other activities • From a set of tools to an integrated environment – Connection to email, internal databases 25
  26. 26. Categorizing Web Actors 26
  27. 27. Building Relationships 27
  28. 28. 5. Community • Does everything depend on you? • Will you become a network centric organization? 28
  29. 29. Community Building Tools • Internal projects and committees (workspaces, shared documents) • Develop policy and knowledge collaboratively (wikis) • On line training • Expanded blogging, chat • Users create their own discussions, forums 29
  30. 30. Example: discussion forums 30
  31. 31. Workspace example 31
  32. 32. Donor Scenario: A New Take on the Annual Appeal • Annual appeal traditional resources: – Development director and staff – Letter and Email – Board support • 2.0 Resources – Engage friends on social networking sites – Create incentives for donors to ask friends to contribute – Have individuals blog with personal stories to support campaign • Raise money for the cause and not solely the organization? Work with similar organizations? 32
  33. 33. 33
  34. 34. 34
  35. 35. Sector Scenario: You are an Out of school Program Seek to Build a New Website • Key Questions For Website Design – How can a portal be both a place for transacting the business of education, while building a community of support? – How do we construct windows to the site that are suitable for the different audiences: students, parents, educators, guidance counselors, college administrators, student loan administrators? • Key Questions for Content – What applications should be included? – What partners need to be at the table for building tools? – If you build it, will they come? 35
  36. 36. Today’s Agenda • Introductions • Web 2.0 – What is It? • Building Networks Online – Donor Community – Sector-specific Networks • Action Steps You Can Take This Week 36
  37. 37. Action Steps This Week • Amend your communications and web strategy to include a 2.0 adoption bath. • Start a blog through a free service and link from your site. • Set up an account for your organization on social networking site. 37
  38. 38. Action Steps for the Next Few Months • Experiment – There’s a lot more that we don’t know than we know. • New Website - Engage stakeholders in planning for new site, use open source CMS to deliver on 2.0 capabilities • Ongoing strategic technology management – Develop strategic technology plan or integrate tech. with existing strategic plan. • Develop communications strategy that includes 2.0 – provide staffing and marketing resources • Engage outside expertise as necessary. 38

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