The document outlines essential strategies for enhancing online engagement, particularly emphasizing mobile responsiveness in nonprofit websites. Key steps include ensuring landing pages and emails are mobile-friendly, conducting a content inventory, adopting a 'content sea change' approach, and implementing responsive redesigns. The session concludes with an invitation to a follow-up event focused on emergency response preparedness.

1. Finding the Sweet Spot:
Ingredients for Stirring
up Elevated Online
Results
July 2014: Going Mobile

2. 2
Housekeeping
• Please use Q&A for questions, we have folks standing by
to monitor and respond.
• You can find the recording of today’s session at
http://hello.blackbaud.com/sweetspot

3. 3
Today’s Presenter
• Principal Information Architect
• 9 years with Blackbaud
• Specializes in User Experience
for nonprofit websites
Lacey Kruger

4. 4Blackbaud Confidential 4

5. 5
TRUTH: Mobile is critical NOW
http://marketingland.com/report-65-of-marketing-emails-were-opened-on-mobile-devices-in-q4-2013-71387

6. 6
Poll the audience
What did your org’s
last email look like on
a mobile device?

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8. Step #1:
Start with your landing pages

9. 9
Step #1: Start with your landing
pages
Stick the landing!
Mobile-friendly emails aren’t so
hot if they link to mobile-
unfriendly content
Blackbaud Confidential 9

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Step #1: Start with your landing
pages
K-I-S-S
• Use responsive layout for your donation form
and any other landing pages
http://getbootstrap.com/getting-started/#examples

11. Step #2:
Follow with your emails

12. 12
Step #2: Follow with your emails
K-I-S-S(again)
http://zurb.com/playground/responsive-email-templates

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Step #2: Follow with your emails
https://www.emailonacid.com OR https://litmus.com/
TEST
• Find a variety of devices around your office or use a
testing service like Email on Acid or Litmus

14. Step #3:
Inventory your content

15. 15
Step #3: Inventory your content
Create a spreadsheet with several columns:
• Page ID
• Use a numbering system here for reference and to indicate
hierarchy of each page
• Title
• Title of each page
• URL
• Link to each page for quick access
• Owner
• Identify the person in your organization responsible for
creation and maintenance
• Action
• Keep this content, delete it or consolidate it?
http://www.npengage.com/content-management/tackling-content-inventory/

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Step #3: Inventory your content
http://www.npengage.com/content-management/tackling-content-inventory/

17. Step #4:
Content sea change

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Step #4: Content sea change
Future-proof your content
• Inverted Pyramid approach
• Make your point FIRST, then
follow with supporting details
• “Write for the chunk”
http://www.slideshare.net/LaceyKruger/adaptive-content-for-futureproofed-world

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Step #4: Content sea change
http://www.slideshare.net/LaceyKruger/adaptive-content-for-futureproofed-world
COPE(Create Once, Publish Everywhere)

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Step #4: Content sea change
http://www.slideshare.net/LaceyKruger/adaptive-content-for-futureproofed-world
CMS(Content Management System)

21. 21
Step #4: Content sea change

22. Step #5:
Responsive Redesign

23. 23
Step #5: Responsive Redesign
How OLDis your
website?

24. 24
Step #5: Responsive Redesign
Source: http://flickr.com/photos/69797234@N06/7203485148
and http://www.bostongloble.com
2011

25. 25
Step #5: Responsive Redesign
Going responsive with your redesign:
• Saves $$
• Saves TIME
• Serves ALL of your constituents
http://www.npengage.com/online-fundraising/redesigning-responsive/

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Step #5: Responsive Redesign
Current Responsive Design Trends:
• Embrace the scroll
• Ditch the slideshow
• LARGE images (sized accordingly for mobile)
• Donate buttonS (plural)

27. 27
Summary
Step 1: Start with your landing pages
Step 2: Follow with your emails
Step 3: Inventory your content
Step 4: Content sea change
Step 5: Responsive Redesign

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30. We hope to see you again soon!
Join us for the next session in our series:
• Emergency Response Preparedness
• Thursday August 21| 2:00PM ET
• http://hello.blackbaud.com/sweetspot

31. thank you.