Website Strategy Planning for Nonprofits

826 views

Published on

  • Be the first to comment

Website Strategy Planning for Nonprofits

  1. 1. Presented by Barbara PritchardCoordinated by Alex GreenWebsite StrategyPlanning for Nonprofits
  2. 2. 501 Commons HandsOn Tech brown bag Website StrategyAbout HandsOn TechHandsOn Tech is a nationalAmeriCorps program funded inpartnership with:• Google• Points of Light Foundation• The Corporation of NationalCommunity serviceAbout 501 CommonsOne Stop Shop for Nonprofits• Technology Services• Financial Services• Human Resources Services• Management ConsultingServicesFor more info:501 Commons.org
  3. 3. Presented by Barbara PritchardCoordinated by Alex GreenWebsite StrategyPlanning for Nonprofits
  4. 4. 501 Commons HandsOn Tech brown bag Website StrategyDid you know?Online giving grew 10.7% in 2012 compared to 2011• Large nonprofits up 7.2%• Medium sized nonprofits up 14.3%• Small nonprofits up 11.8%Source: Blackbaud 2012 Charitable Giving ReportSource: Dunham+Company, Direct Mail Study
  5. 5. 501 Commons HandsOn Tech brown bag Website StrategyBut where to start?Always remember….You are not designing for yourself.Strategies to help develop your digital plan:• Stakeholder & User Interviews• Personas• Heuristic Analysis• User Experience Design
  6. 6. 501 Commons HandsOn Tech brown bag Website StrategyInformation ArchitectureIA is a….“On the internet, information architecture means how awebsites content is organized and presented toits users to facilitate navigation and searchfunctions.”Source: BusinessDictionary.com
  7. 7. 501 Commons HandsOn Tech brown bag Website StrategyStakeholder InterviewsA stakeholder is anybody who is part of an organization and can affect or isaffected by its web content, branding and/or the information provided through theorganization’s digital offerings.
  8. 8. 501 Commons HandsOn Tech brown bag Website StrategyStakeholder Interviews1. Identify primary the stakeholders.Examples: Executive Director, Board Members, Fundraisers, Accounting, ContentMangers, Marketing Managers, Volunteer Coordinators.2. Prep your questionsExamples:• From your perspective, what are some of the critical audiences for the website?• What are the most important things people can do, or actions they can take on thewebsite?• How can the website support our organizations mission?• How do you personally use the website?• What role do you think does the website play in the organization’s businessstrategy?• What kind of information, features or functionality needs to be there that isn’t now?• What new initiatives do you have planned for the next 1-3 years?• Who would you consider competitors of the organization?3. Listen & Take notesYour opinion matters, but should not during these interviews. Verbalize yourunderstanding (“If I understood you…”), Use neutral phrases to encourage theinterviewee (“I see”), Listen actively for meaning and emotion as well as for the facts.
  9. 9. 501 Commons HandsOn Tech brown bag Website StrategyUser Interviews & Usability testingGet to know the End Users of your organizationsdigital offerings – the people that visit your site. Whoare they, and what do they need from your website?Examples: Beneficiaries, Donors, Volunteers.
  10. 10. 501 Commons HandsOn Tech brown bag Website StrategyUser Interviews & Usability testing1. Surveys – Find out what’s most important to your usersRule of thumb – Keep it simple, write questions at 7th grade reading level.Examples using a 5 point scale:• How often do you <topic>?…Never, Rarely, Occasionally, Frequently, Often• How important is <topic>?...Not at all, A little, Somewhat, Very much, Extremely.• How much do you agree or disagree with <statement>? Stronglydisagree, Disagree, Neutral, Agree, Strongly Agree.Examples of open ended questions:• What is the purpose of your visit to our website?• Were you able to complete your task today?• If you were not able to complete the task, please explain why.2. User TestingDefine a specific task or tasks and ask the user to walk you through achieving thetask. Do not lead the test subject.• Were they able to achieve the task?• How long did it take them?• Were there points of frustration?• Did you uncover what the user was expecting to happen?
  11. 11. 501 Commons HandsOn Tech brown bag Website StrategyPersonasUser Experience definition of Personas:“Personas are fictional characters created torepresent the different user types within a targeteddemographic, attitude and/or behavior set thatmight use a site, brand or product in a similar way.”Source: Wikipedia, Persona (User Experience)
  12. 12. 501 Commons HandsOn Tech brown bag Website StrategyPersona ExamplesProfileGenderAgeOccupationCharacterDescriptionSite UsageWeb Confidence & ContextBrand AssociationEnvironmental AttitudeSource: Boagworld, “An experience with User Personas”
  13. 13. 501 Commons HandsOn Tech brown bag Website StrategyPersona ExamplesAgeLocationSalaryOnline ActiviesOffline ActivitiesBioTechnical ComfortSocial Comfort (online)Mobile UsageKey entre trigger putsMotivation to useclient, brand or projectGoalsBrandsSource: Dylaunx.com, “Corporate site redesign, A process Case Study”
  14. 14. 501 Commons HandsOn Tech brown bag Website StrategyPersona ExamplesSource: Advertising Communication Technology, “Target”
  15. 15. 501 Commons HandsOn Tech brown bag Website StrategyPersonasAs you map out your site keep asking questions….Examples:• Does feature X benefit a persona?• What do I need to explain to support this persona?• What sort of language should I use to make sure this persona understandsthe message?• What tone should be used to communicate to this persona?• Will this persona be able to achieve their goal quickly and easily?• Does my homepage speak to each persona? Can they get to where theyneed to go easily?
  16. 16. 501 Commons HandsOn Tech brown bag Website StrategyHeuristic Evaluation“Heuristic evaluation (Nielsen and Molich, 1990; Nielsen 1994) is ausability engineering method for finding the usability problemsin a user interface design so that they can be attended to aspart of an iterative design process.”Source: Nielsen Norman Group, “How to conduct a Heuristic Evaluation”Can be performed on…• Your existing website.• Competitor websites• Wireframes &/or Prototypes
  17. 17. 501 Commons HandsOn Tech brown bag Website StrategyHeuristic EvaluationFirst, define use cases (ideally of personas)Examples:• Joe is researching volunteer opportunities and found our website via aGoogle Search. He doesn’t know anything about us yet, and is tryingto determine if we’re a fit.• Betty, a potential client, heard about our services and is seeking oursupport. She’s heard good things, but hasn’t reached out for helpbefore.• Jane is deciding on her holiday contributions. She’s donated to usannually, and is familiar with our mission. She’s also been consideringsetting up monthly automatic donations, but hasn’t done that before.
  18. 18. 501 Commons HandsOn Tech brown bag Website StrategyHeuristic Evaluation
  19. 19. 501 Commons HandsOn Tech brown bag Website StrategyHeuristic Evaluation
  20. 20. 501 Commons HandsOn Tech brown bag Website StrategyHeuristic Evaluation
  21. 21. 501 Commons HandsOn Tech brown bag Website StrategyAdditional IA TerminologyUser Experience Design includes:• Content Analysis – What content do you have? What do you need?Start with an inventory. This is usually done in Excel or some sort ofMatrix.• Site Mapping – Defining pages, subpages, and overall hierarchy ofcontent.• User Interaction flows – The movement of your user trough a task. Forexample, what steps need to be taken to send a donation, sign up tovolunteer, login to the site….• Wireframes – Defining the content to include per page and the overallstructure of the individual pages.• Functional Specification – Annotating the wireframe to explain userinteraction (rollover states, where things should link to, how thingsshould function) as well as defining system requirements (whatbrowsers it must work on, what framework should it be build in, etc).
  22. 22. 501 Commons HandsOn Tech brown bag Website StrategyQ & AThank You!Barbara PritchardbarbaraYpritchard@gmail.comAlex Greenalex@501commons.org
  23. 23. 501 Commons HandsOn Tech brown bag Website StrategyResourcesWe can help you further!• For info on:o Future workshops on technological applications, socialmedia methods, and other topicso Participating in a free tech assessment of your nonprofit• Contact us: vistatech@501Commons.org

×