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Building An Online Foundation
Create A Website That Works
Build Awareness, Drive Action
and Advance Engagement
Who Is Here?
The State of PhilanthropyThe State of Philanthropy
3
Americans donated an estimated $358.38 billion to charity in 2014, highest total
in Giving USA report’s 60-year history. T...
Though many people are not aware of it, research
confirms the enormous scale of the nonprofit
workforce. U.S. nonprofit es...
More than 3 billion people are now using the Internet, according to the
United Nations agency that oversees international ...
Much of the growth in web connectivity has come from mobile.
Mobile broadband penetration has gone up 12-fold since 2007, ...
Why Online Matters
www.rebeccagordongroup.org@rgordongroup facebook.com/RebeccaGordonGroup
Marketing is changing……………………
www.rebeccagordongroup.org@rgordongroup facebook.com/RebeccaGordonGroup
Inbound Marketing =
Being found by
constituents lo...
www.rebeccagordongroup.orgfacebook.com/RebeccaGordonGroup
Top of Mind Awareness – Created
and Reinforced by the organizati...
www.rebeccagordongroup.org@rgordongroup facebook.com/RebeccaGordonGroup
www.rebeccagordongroup.org
That’s a lot of NOISE
You have to have a strategy.
“The single biggest problem in
communication...
Path to Communications
www.rebeccagordongroup.orgfacebook.com/RebeccaGordonGroup
AIDA
Attention
Interest
Desire
Action
The 5 Create Your Website Strategy
1.Pick your goals and objectives.
1.Identify your audience.
1.Pick your team and establ...
#1. GOALS and Objectives
• The first step in any strategy is identifying
your desired outcomes.
– Common Objectives
• Building Awareness
• Driving ...
www.rebeccagordongroup.org
Pick Your Goals/Objects
@rgordongroup facebook.com/RebeccaGordonGroup
Increase donations? (mone...
Your Website Should Be An ENABLER
Your website should empower visitors to engage with your mission
and the work that you’r...
#2. Identify Your Audience
www.rebeccagordongroup.org
Select Target Audiences
@rgordongroup facebook.com/RebeccaGordonGroup
What is the desired action of your
target audience?
• Buying your product or service?
• Donating to your organization?
• V...
What are the demographics?
• Age/generation
• Gender
• Location
• Marital/Family status
• Income level
• Educational level...
How do they think?
• Personality types?
• Attitudes
• Values
• Interests/Hobbies
• Lifestyle
• Behaviors
Generational Differences
Understanding
The Single Best Way To Communicate?
Identify What
Motivates
People
Understanding Generations
Helps Identify Motivations
www.rebeccagordongroup.org@rgordongroup facebook.com/RebeccaGordonGro...
The Next America
• Our population is becoming non-white.
• A record number of our population is going
gray.
– These shifts...
What’s In A Generation?
• Generations tend to be about 20 years in
length
• Generations tend to be shaped by historical
ev...
“Each generation imagines itself
to be more intelligent than the
one that went before it, and wiser
than the one that come...
Why is this important?
Understanding generations is a big key to
understanding how you will utilize your
website and what ...
Technology
1. “Anything that is in the world when you were born
is normal and ordinary and is just a natural way the
world...
www.rebeccagordongroup.org@rgordongroup facebook.com/RebeccaGordonGroup
Establish Your Budget
Pick Your Team
Establish Your Budget
Should we hire a web designer or
use a web builder?
• Do you have time?
• Do you know how to write
c...
Web Builders
• Squarespace
• Weebly
• Wix
• Wordpress
How to Pick a Web Designer
• How do they price their services?
• What is their track record?
• How do they measure their r...
Pick Your Team
• Define the group that
approves the site’s
design and
implementation.
Include representatives
from various...
Content
Develop Your Design and
The Importance of Good Web Design
• Based on a research study titled
Trust and Mistrust of Online
Health Sites.
• The most...
Website Elements
Make a list of important
elements to be
incorporated on the site,
for example, the ability to
sign-up to ...
Responsive Web Design
Responsive websites respond
to their environment.
Homepage Matters
Critical Elements Every Homepage Needs
•Headline
•Call to Action (CTA)
– Donate Button
– Email Sign Up
•S...
Building a Site Map
• 1. Identify all pages
– Homepage
– About Us
– Services
– Blog
– Contact
Add Sub Pages
• About Us
– History
– Mission
– Managing Stagg
Content Analysis For Each Page
• Homepage
– Banner/Image
– Welcome Message
– Call to Action
– Inquiry Form
Build Your Content
• Join Us
– Become a Member
– Make a Donation
– Tell Us Your Story
• Alumni
• About Us
– Vision and Mis...
Launch!
Measure, Refine and Adjust
7 Must-Haves For Nonprofit
Websites
1. Quality Content
2. Donate Buttons
3. Email Sign-up
4. Social Media Focal Point
5. M...
20 Best Nonprofit Websites
2016
• Responsive web design
• The long home page: provides a 10,000 foot
view without having t...
Key Terms
Domain The domain of your
website.
Rebeccagordon.org
SEO Search Engine
Optimization is used to
make search engin...
Rebecca Gordon, CFRE
rebecca@rebeccagordon.org
www.rebeccagordon.org
573-338-3773
@rgordongor6
facebook.com/RebeccaGordon
...
Building An Online Foundation, Create a Website That Works
Building An Online Foundation, Create a Website That Works
Building An Online Foundation, Create a Website That Works
Building An Online Foundation, Create a Website That Works
Building An Online Foundation, Create a Website That Works
Building An Online Foundation, Create a Website That Works
Building An Online Foundation, Create a Website That Works
Building An Online Foundation, Create a Website That Works
Building An Online Foundation, Create a Website That Works
Building An Online Foundation, Create a Website That Works
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Building An Online Foundation, Create a Website That Works

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Build Awareness, Drive Action and Advance Engagement for Your Nonprofit

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Building An Online Foundation, Create a Website That Works

  1. 1. Building An Online Foundation Create A Website That Works Build Awareness, Drive Action and Advance Engagement
  2. 2. Who Is Here?
  3. 3. The State of PhilanthropyThe State of Philanthropy 3
  4. 4. Americans donated an estimated $358.38 billion to charity in 2014, highest total in Giving USA report’s 60-year history. That total slightly exceeded the benchmark year of 2007, when giving hit an estimated inflation-adjusted total of $355.17 billion. 2014 marked the fifth year in a row where giving went up; the average annual increase was 5.5 percent in current dollars.
  5. 5. Though many people are not aware of it, research confirms the enormous scale of the nonprofit workforce. U.S. nonprofit establishments employed nearly 11.4 million paid workers in 2012. This accounts for about 10.3% of our national’s total private employment and makes the U.S. nonprofit workforce the third largest among U.S. industries, behind only retail trade and manufacturing. A MAJOR ECONOMIC FORCE
  6. 6. More than 3 billion people are now using the Internet, according to the United Nations agency that oversees international communications. The number of Internet users has increased from 738 million in 2000 to 3.2 billion in 2015, according to a new report from the International Telecommunication Union. That’s a seven-fold increase that brought Internet penetration up from 7% to 43% of the global population. Of all connected individuals, the ITU says most of them — some 2 billion — live in developing countries:
  7. 7. Much of the growth in web connectivity has come from mobile. Mobile broadband penetration has gone up 12-fold since 2007, and this year 69% of people on earth will be covered by 3G broadband. Meanwhile, growth in fixed-broadband connectivity has slowed, with just 7% annual growth over the last three years. That’s likely because access to it is 1.7 times more expensive than the average comparable mobile broadband plan:
  8. 8. Why Online Matters www.rebeccagordongroup.org@rgordongroup facebook.com/RebeccaGordonGroup Marketing is changing……………………
  9. 9. www.rebeccagordongroup.org@rgordongroup facebook.com/RebeccaGordonGroup Inbound Marketing = Being found by constituents looking for your products and services.
  10. 10. www.rebeccagordongroup.orgfacebook.com/RebeccaGordonGroup Top of Mind Awareness – Created and Reinforced by the organization and its leadership. First position is important because the business that is in the first position is 2X more profitable than the business in 2nd position and 4X more profitable than the business in 3rd position. Mark Dahl Accountable Marketing Research Group
  11. 11. www.rebeccagordongroup.org@rgordongroup facebook.com/RebeccaGordonGroup
  12. 12. www.rebeccagordongroup.org That’s a lot of NOISE You have to have a strategy. “The single biggest problem in communication is the illusion that it has taken place” George Bernard Shaw @rgordongroup facebook.com/RebeccaGordonGroup
  13. 13. Path to Communications www.rebeccagordongroup.orgfacebook.com/RebeccaGordonGroup AIDA Attention Interest Desire Action
  14. 14. The 5 Create Your Website Strategy 1.Pick your goals and objectives. 1.Identify your audience. 1.Pick your team and establish your budget. 1.Develop your design and content. 5. Launch…… measure, refine and adjust.
  15. 15. #1. GOALS and Objectives
  16. 16. • The first step in any strategy is identifying your desired outcomes. – Common Objectives • Building Awareness • Driving Action • Advancing Engagement www.rebeccagordongroup.org Identify Your Objectives/Goals @rgordongroup facebook.com/RebeccaGordonGroup
  17. 17. www.rebeccagordongroup.org Pick Your Goals/Objects @rgordongroup facebook.com/RebeccaGordonGroup Increase donations? (monetary or a specific item like clothes, food, etc.) Increase volunteers? Spread information and/or awareness? Allow people to find your organizations? Promote your mission? Build your constituency? Tell your story.
  18. 18. Your Website Should Be An ENABLER Your website should empower visitors to engage with your mission and the work that you’re doing. One of the best goals for any website is to move along a funnel of engagement, from very basic levels of awareness to progressively deeper levels of involvement.
  19. 19. #2. Identify Your Audience
  20. 20. www.rebeccagordongroup.org Select Target Audiences @rgordongroup facebook.com/RebeccaGordonGroup
  21. 21. What is the desired action of your target audience? • Buying your product or service? • Donating to your organization? • Volunteer for an event? • Become a member? • Advocate for your mission?
  22. 22. What are the demographics? • Age/generation • Gender • Location • Marital/Family status • Income level • Educational level • Occupation
  23. 23. How do they think? • Personality types? • Attitudes • Values • Interests/Hobbies • Lifestyle • Behaviors
  24. 24. Generational Differences Understanding
  25. 25. The Single Best Way To Communicate? Identify What Motivates People
  26. 26. Understanding Generations Helps Identify Motivations www.rebeccagordongroup.org@rgordongroup facebook.com/RebeccaGordonGroup The events and conditions each of us experience during our formative years help define who we are and how we view the world. The generation we grow up in is just one of the influences on adult behavior.
  27. 27. The Next America • Our population is becoming non-white. • A record number of our population is going gray. – These shifts are unfolding at the same time and caused what is considered major stressors on our social cohesion.
  28. 28. What’s In A Generation? • Generations tend to be about 20 years in length • Generations tend to be shaped by historical events that are experienced at roughly the same time within their life cycle. • Generations share a “persona”
  29. 29. “Each generation imagines itself to be more intelligent than the one that went before it, and wiser than the one that comes after it.” - George Orwell
  30. 30. Why is this important? Understanding generations is a big key to understanding how you will utilize your website and what tactics will work the best.
  31. 31. Technology 1. “Anything that is in the world when you were born is normal and ordinary and is just a natural way the world works.” 2. “Anything that is invented between the time when you are 15 to 35 is new, revolutionary and exciting, and you can possibly get a career in it.” 3. ‘Anything invented after you are 35 is against the natural order of things.” *According to the late author Douglas Adams (The Hitchhiker’s Guide to the Galaxy.)
  32. 32. www.rebeccagordongroup.org@rgordongroup facebook.com/RebeccaGordonGroup
  33. 33. Establish Your Budget Pick Your Team
  34. 34. Establish Your Budget Should we hire a web designer or use a web builder? • Do you have time? • Do you know how to write code? • Do you know what a widget is? • Do you have a graphic designer on staff? • Are you being penny wise and a pound foolish? Costs • Domain • Hosting • Graphic Design • Widgets or plugins • Online donation interface • SSL Certificate
  35. 35. Web Builders • Squarespace • Weebly • Wix • Wordpress
  36. 36. How to Pick a Web Designer • How do they price their services? • What is their track record? • How do they measure their results? • What are their core services? • What are their credentials or qualifications? • How do they ensure your project is executed properly?
  37. 37. Pick Your Team • Define the group that approves the site’s design and implementation. Include representatives from various departments. Include internal and external stakeholders.
  38. 38. Content Develop Your Design and
  39. 39. The Importance of Good Web Design • Based on a research study titled Trust and Mistrust of Online Health Sites. • The most surprising revelations was that design elements are exponentially more powerful than content, in terms of mistrust. When asked to describe why users mistrusted a website 94% of comments were directly related to web design elements. Only 6% reference specific content. • Aesthetics • Organization • A Visual Spark • Tells a story • Stays true to your brand Based on research by web designer, Joseph Putnam on the importance of good web design.
  40. 40. Website Elements Make a list of important elements to be incorporated on the site, for example, the ability to sign-up to an email list, click a call-to-action button, social media buttons or a blog.
  41. 41. Responsive Web Design Responsive websites respond to their environment.
  42. 42. Homepage Matters Critical Elements Every Homepage Needs •Headline •Call to Action (CTA) – Donate Button – Email Sign Up •Supporting Image •Navigation •Social Media
  43. 43. Building a Site Map • 1. Identify all pages – Homepage – About Us – Services – Blog – Contact
  44. 44. Add Sub Pages • About Us – History – Mission – Managing Stagg
  45. 45. Content Analysis For Each Page • Homepage – Banner/Image – Welcome Message – Call to Action – Inquiry Form
  46. 46. Build Your Content • Join Us – Become a Member – Make a Donation – Tell Us Your Story • Alumni • About Us – Vision and Mission – History – Board of Directors • Events • Giving • News • Build Your Site Map
  47. 47. Launch! Measure, Refine and Adjust
  48. 48. 7 Must-Haves For Nonprofit Websites 1. Quality Content 2. Donate Buttons 3. Email Sign-up 4. Social Media Focal Point 5. Media Coverage Section 6. Testimonials Page 7. A Blog
  49. 49. 20 Best Nonprofit Websites 2016 • Responsive web design • The long home page: provides a 10,000 foot view without having to click. • Fewer options on primary navigation • Animated backgrounds are growing in popularity • Clear infographics communicate more than text • Good photos and graphics are a must.
  50. 50. Key Terms Domain The domain of your website. Rebeccagordon.org SEO Search Engine Optimization is used to make search engines find you site. Host The company that stores the files and applications for your website. Malware A chunk of code that acts to damage or access information that it shouldn’t. DNS Domain Naming System, gives computers, servers or anything connected to the internet a name instead of a number. HTTP A web protocol that’s used for browsers to access your site files. SSL Secure Sockets Layer E-Commerce Electronic commerce is a term for online transactions.
  51. 51. Rebecca Gordon, CFRE rebecca@rebeccagordon.org www.rebeccagordon.org 573-338-3773 @rgordongor6 facebook.com/RebeccaGordon Group

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