In this webinar, Joe DiGiovanni and Kyle Barkins, Co-Founders of Tapp Network shared some insights on the strategic process of creating a website that captures attention and drives meaningful impact.

1. Maximizing Impact: Nonprofit
Website Planning, Budgeting,
and Design
Presented by: Tapp Network
Joe DiGiovanni & Kyle Barkins
03.19.2024

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4. Agenda
➔ Introduction to Strategic Website
Planning
➔ Budgeting for Success
➔ Growth-Driven Design
➔ TechSoup Website Offerings
➔ Q&A Session

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Introductions
Joseph DiGiovanni is the Co-Founder of Tapp Network, A
Digital Transformation Agency recognized by INC Magazine as
one of the 5,000 Fastest Growing Private Companies in
America. Joe has led marketing initiatives with global brands
such as Oprah, WPP, E-Bay, GSK, Pepsi, the NBA, and others.
Within Tapp, Joe and his team are passionate about leveraging
technology from the corporate world to deliver modern
marketing solutions to the nonprofit sector so they can compete
and succeed in the digital age.
Joe DiGiovanni
Co-Founder
Tapp Network
Kyle Barkins
Co-Founder
Tapp Network
Kyle is the co-founder of Tapp Network, has a background of more
than 15 years in marketing and application development. His
experience includes launching more than 250 websites and
automating the online lead generation process for over 1000
professionals. His previous projects have also included the
syndication of clip-able, shareable, searchable broadcast videos to
more than 40 million viewers per month, as well as the development
and deployment of a number of educational and communication
platforms for nonprofits in 8 different languages and in over 200
countries.

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Global Innovation

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Community-driven Impact

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How We Can Help You - Learn More Here
Strategy
Start with a technology audit and
digital marketing game-plan to
accelerate your growth and market
share within your sector.
Integration & Migration
Build bridges and knock down silos
with simple and painless CRM
integrations and migrations that are
seamless to your team.
E- Commerce
We deploy the transactional services
and software you need to increase
sales across all your audience touch
points.
SEO and Content
Marketing
Build bridges and knock down silos
with simple and painless CRM
integrations and migrations that are
seamless to your team.
HubSpot
Implementation
Ensure a smooth and successful
transition from an alternative solution
to HubSpot, without all the
headaches.
Creative and Branding
Make your brand stand out from your
competitors to reach the right
customers with the right message.
Web and APP
Development
With our 20+ years of experience, we
know your 24/7 salesperson must be
beautiful, functional, and optimized
for your goals.
Sales Enablement
We can help you close the loop
between your marketing and sales
teams—and more desirable deals.
Inbound Marketing
We provide the complete solution to
increasing leads, revenue, and brand
authority as a Platinum Hubspot
Partner
Social Media Marketing
One of the most effective ways to
engage influencers, customers and
prospects to drive brand awareness,
followers, and sales
Paid Media
TAPP makes your budget go further
with a targeted approach to reaching
your buyer personas in search and
social.
Public Relations
Defining the right audience and
media channels to build regional and
national brand recognition as well as
thought leadership.

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Poll Question
What is the biggest challenge your nonprofit faces when
it comes to website planning, budgeting, and design?
A. Limited budget for website development and design.
B. Uncertainty about aligning website goals with nonprofit mission.
C. Difficulty in creating engaging and impactful website content.
D. Challenges in ensuring website accessibility and user experience.

10. Strategic Planning
For Nonprofit Websites

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Full-Funnel Approach
11
Overall process
(The whole thing)
Marketing Funnel Stages
(Where your prospect is)
Also Known As
Top of the funnel
Unaware of the challenge/problem
Middle of the funnel
Support the Cause
Bottom of the funnel
Support the Organization
Donor
Partner/Supporter
Problem
Strategy
(How to do it)
Inbound Marketing
Forms, Landing Pages, Chat Bot
Lead Nurturing
Emails, Case Studies, Events
Relationship Building
Sales Pipeline and 1-to-1 Communication
Cross-sell & Up-sell
Donation Form Integration
Awareness
Promoter
Consideration
Solution
Engagement

12. Step 1: Aligning Website
Goals with Nonprofit
Mission
• Your website should reflect the core values,
objectives, and activities of your nonprofit.
• By clarifying how your website supports your
mission, you can create more targeted and
impactful content.
• Aligning website goals with your nonprofit's
mission strengthens your brand identity,
fosters trust among stakeholders, and
enhances overall effectiveness.

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Step 2: Identifying Target
Audience & Key
Stakeholders
• Define your target audience demographics,
including age, gender, interests, and
preferences.
• Identify key stakeholders, such as donors,
volunteers, and community partners.
• Use tools like surveys, interviews, and
analytics to gather insights into user
behavior and preferences, informing your
website design and content strategy.

14. Step 3: Defining Website
Objectives and Key
Performance Indicators
(KPIs)
• Establish specific, measurable,
achievable, relevant, and time-bound
(SMART) objectives for your website.
• Select KPIs that align with your objectives
and reflect critical aspects of website
performance, such as traffic, engagement,
conversions, and retention.
• Regularly monitor KPIs, analyze trends,
and adjust your strategies as needed to
optimize website performance and
achieve your goals.

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Step 4: Content Audit and
Mapping User Journeys
• Conduct a thorough audit of your website content
to assess its quality, relevance, and alignment
with user needs and organizational objectives.
• Map out user journeys to visualize the paths that
visitors take through your website and identify
pain points, opportunities, and areas for
optimization.
• Use insights from content audits and user journey
mapping to inform content strategy, navigation
design, and user experience enhancements,
ensuring that your website effectively engages
and guides visitors toward desired actions.

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Example: User Journey Mapping
Social Posts
Indeed
Search Ads
Provider/Staff
focused Blog
Subscribe and
self-identify as a
provider in form
Provider/Staff
focused
Worksheet
Download worksheet
and self-identify as a
provider
Careers Landing
Page
CRM
Email 1
Email 2
Apply
(Indeed)
3rd Party
Publication
Awareness → Consideration → Engage/Capture → Application → Current Provider
Download .pdf to
learn more about
practice and
services offered
and provide email
Onboard and
Engage
Homepage →
About → Services
Apply
(Indeed)
Automated Email
Response for
Application (Indeed)
Careers
Landing Page

17. Budgeting for Success
For Nonprofit Websites

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Poll Question
What is your biggest challenge when it comes to
budgeting for your nonprofit's website?
A. Determining the appropriate allocation of funds
B. Finding cost-effective solutions without sacrificing quality
C. Securing sufficient budgetary resources
D. Maximizing return on investment (ROI) with limited funds

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• Complexity of features
• Customization requirements
• Platform selection
• External services and integrations
• Scalability and future growth needs
Factors Influencing
Website Budget

20. Determining Investment
Priorities
• Needs assessment
• Goal alignment
• Impact evaluation
• Resource optimization
• Flexibility and adaptability

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• Investment in initial website setup,
design, and functionality
development.
• Ongoing expenses for hosting,
updates, security, and technical
support.
• Budget for promoting the website,
driving traffic, and engaging with
stakeholders.
Budget Allocation

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Poll Question
How much have you budgeted for web/digital
marketing?
A. We haven't
B. Less than $5,000
C. Between $5-25,000
D. More than $25,000

23. Tips for Maximizing ROI
• Set measurable goals
• Track and analyze performance
• Continuously optimize
• Invest in user experience
• Leverage data-driven insights

24. Impactful Design
For Nonprofit Websites

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Scalability &
Flexibility
User
Experience
Integration
Opportunities
What makes a great nonprofit website?

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Content Management Systems
Wix Squarespace WordPress Drupal Joomla
Open-Source CMS
Managed CMS

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Site Architecture
Home About Us Blog
What We Do Get Involved Contact
About Us
Mission
Board of
Directors
Register
Volunteer
Donate
Jobs
Our Impact
Programs
Services
Events
Donate
Log In

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Mobile Optimization
• Speed
• Sizing
• Layout
• Activity
• Engagement

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Mobile Optimization

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Integration & Automation
Opportunities
• Constituent Relationship Management (CRM)
• Marketing Automation Tools
• Donations & Fundraising

31. Growth-Driven Design
Our Methodology

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Poll Question
When was the last time you updated or redesigned your
website?
A. We haven't - it's the original site
B. Last 12 months
C. 1-3 years
D. More than 3 years

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Difficult to Plan
Nonprofits grow and pivot all of the time. Attempting to plan and
implement technology to support your ever evolving organization and
mission is difficult.
High Cost & Long Timelines
Attempting to plan for the future with little certainty leads to
unnecessary costs and long timelines.
Limited Updates Post-Launch
Time, budget, and resources get burned out during the process and
the new site often sits untouched, requiring the organization to start
this time consuming process over again every 3-5 years.
What’s wrong with traditional website design?

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Growth-Driven Design - The Big Picture
strategy
1 3
plan develop learn transfer
launchpad
website
2
Continuous
Improvement

36. Phase 1: Strategy
• Target Audience Analysis
• Website Goals
• Content Audit
• Site Structure

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Phase 2: LaunchPad
Website
• Content Management System (CMS)
• User Experience
• Design
• Initial Integrations

38. Phase 3: Continuous
Improvement
• Evaluate performance based on initial goals
• Collect UX feedback from target audiences
• Learn about your users
• Plan big or small updates to meet goals,
improve UX, and continue to collect feedback.

39. Success Stories
Tapp Network + TechSoup Website Rebuilds

40. Down Syndrome Association of Central Texas

42. Improved User Experience
• Organized Down Syndrome resources by
Audience, Category, and Type
• Display key events and activity. Search by event
type, age, and date.
• Clearly the benefits of membership and provide a
user-friendly application form

43. onePULSE Academy

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Flexible & Accessible
Educational Outreach
• Templated format allowed onePULSE to upload
previous programs with a few clicks
• Sortable, searchable, and filterable Programs
• Meet grant requirements
• Encourage future engagement with events and
programs

45. Green Lake Preschools & Childcare Centers

47. WordPress Multisite
• Create multiple sites that can be managed under
one ‘Parent’ site/organization
• Display brochure style information about programs
& services offered
• Sync with systems such as Loom and Calendly for
‘member’ support

48. National Trafficking Sheltered Alliance

49. Enabling Membership
• Member Portal that handles registration,
payments, and access to member-only content
• Display public-facing membership directory
• Tiered event registration and pricing

50. Website Development
TechSoup Service Offerings

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Growth Driven Custom
Website Development
Utilizing the Growth Driven Design methodology, we
partner with nonprofits to develop a website strategy,
design and build a custom WordPress website, and
optimize a long-term approach tailored to your
organization’s goals.
Intended Audience
Nonprofits who have outgrown their current CMS, would
like to redesign an existing WordPress site, or are
seeking systems integrations such as member portals,
ecommerce, or donor management.
Starting at
$15,000

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Custom Website Development
Strategy Content & Design Development QA, Testing, & Launch
Discovery, Content
Audit, & Scope of Work
At this stage we will identify
design, development, and
integration needs. Each need
will be reviewed and assigned a
priority. Applying the Growth
Driven Design methodology,
high priority items will be
considered for Phase 2:
Launchpad Website, while other
items will be noted and added to
a wish list for consideration
during the continuous growth
phase and beyond.
Tapp Network will collaborate
with the client to design a new
theme in-house that includes
templates for each of the
content types outlined above.
The design process takes into
account user experience best
practices, your organization’s
unique target audiences, and
the learnings from the content
audit.
The design is "mobile-first" and
is created to be responsive (on
common devices and browsers)
and accessible (ADA compliant
for visual impairment and other
common disabilities).
Our developers follow industry
standards for best practices
when building out your website.
These practices apply to the
entire CMS development
process but are particularly
critical when it comes to writing
code, developing databases and
installing plugins. Sites that are
built based on best practices are
scalable for future needs and
more efficient overall.
Custom sites are developed in a
staging environment in order to
allow for thorough testing and
review by both Tapp Network
and the client. At this point we
confirm functionality on all
devices and browsers ensuring
a smooth transition when the
site goes live.
Site Structure
Recommendations &
Custom Website Design
Best Practice
WordPress
Development
Quality Assurance
Testing

54. Any Questions?

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Ready to Get Started?
Book a Consultation!
WEB SERVICES

56. Thank You!
Tapp Network
info@tappnetwork.com
tappnetwork.com