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Planning an Effective Online Presence for Non-Profit Organizations

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Presentation tailored for small to medium sized non-profits who are looking to develop online fundraising through their website or web presence.

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Planning an Effective Online Presence for Non-Profit Organizations

  1. 1. Online fundraising: harnessing technology to build and maintain relationships<br />Planning an Effective Online Presence<br />Carolyn Shelby, United Way of Metropolitan Chicago<br />
  2. 2. Have a Plan<br />You can’t get there<br />if you don’t first decide <br />where you need to go.<br />
  3. 3. Vision and Goals<br />Who is your target audience?<br />What kinds of information do you want them to have?<br />What kinds of information do they want?<br />What actions do you want them to perform?<br />How will they find you?<br />How will you reach out to them?<br />
  4. 4. Vision and Goals<br />Who is your target audience?<br />What kinds of information do you wantthem to have?<br />What kinds of information do they want?<br />What actions do you want them to perform?<br />How will they find you?<br />How will you reach out to them?<br />KEYWORDS& INFO ARCHITECTURE<br />MARKETINGPLAN & CALLTO ACTION<br />
  5. 5. Assess Your Situation<br />A realistic assessment of your technology assets, in-house skills and budget (for 3-5 yrs) enables educated decisions regarding:<br />What kind of web hosting you can afford<br />How much maintenance/development can be done in-house<br />What the budget is for hiring outside tech assistance<br />What kind of software you can build your site on<br />What skill sets will be required by future employees (or contractors or volunteers)<br />
  6. 6. Other Considerations<br />Promotion needs to be part of the plan, too. Make sure you consider how you will integrate the following into your overall strategy:<br />Organic Search Traffic (SEO)<br />Blogging for exposure and rankings<br />Make sure you understand how links work.<br />Social Media<br />Facebook, Twitter, YouTube, MeetUp, etc.<br />Search Marketing (PPC, banner advertising)<br />Email Marketing<br />
  7. 7. Points to Note<br />Don’t fall into the “If it’s free, it’s for me” mindset.<br />Just because you have a Cold Fusion expert today doesn’t mean you’ll have him/her forever. Plan for succession.<br />Will you be able to afford to replace your current genius?<br />Will you be able to even find someone to replace your current genius?<br />Not everyone who offers to help has your best interests at heart.<br />Many decisions can be revisited and revised, but some decisions are permanent. Know which are which.<br />
  8. 8. Stick to the Plan<br />Armed with your Vision & Goals and Tech Assessment, you can make informed decisions about:<br />Domain name<br />Software (content management system)<br />Web hosting, software purchases, computer hardware needs<br />Salary requirements and/or budgets<br />
  9. 9. Dangers of Deviating (from the plan)<br />Website doesn’t “do what it’s supposed to”<br />Online presence lacks purpose and direction<br />Website is redeveloped over and over<br />Organic search traffic (the free kind) suffers or dies because redevelopment destroys existing domain or site authority.<br />Website/blog is abandoned<br />It becomes an unmaintainable Frankenstein thatno one has time or desire to deal with.<br />
  10. 10. Have a “Plan Manager”<br />At all times, there should be at least one person who is 100% on top of managing the online presence and making sure the organization is sticking to the plan.<br />Keep domain name registrations current<br />Make sure hosting payments stay current<br />Ensure software upgrades and patches are applied in a timely fashion<br />Periodically make adjustments to the Plan when necessary<br />
  11. 11. Regarding Your Plan<br />The plan is not the Ten Commandments<br />It’s not carved in stone and unchanging for all eternity.<br />It’s more like the Constitution…<br />It can be revised and amended, but only with a great deal of thought, consideration and effort.<br />All decisions should be judged by how well the fit in with, or do not adhere to, the strategies and goals detailed in the plan.<br />
  12. 12. Finally…<br />All of your promotion efforts should enhance or strengthen your main website – it’s the only online real estate you truly “own”<br />Be aware of the value of your online assets<br />Strength of website/value of links<br />Email list members identities<br />Community/forum members identities <br />

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