Salvation Army Website Development & Increased Community Involvement

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Salvation Army Website Development & Increased Community Involvement

  1. 1. Prepared by The Cardinal Consulting Group Website Development & Increased Community Awareness and Involvement Prepared for The San Antonio Salvation Army
  2. 2. Cardinal Consulting Group Lauren De Leon Marisol Martinez Montoya Rover Andre Turner Sophie Yanez
  3. 3. Agenda  Statement of Work Review  Recommendation Overview  The Research:      Salvation Army of San Antonio SWOT Analysis San Antonio Environmental Scan Social Media Millennials Website Best Practices & Comparison Analysis  Recommendation  Q&A Recap
  4. 4. SA Salvation Army Resources  Dr. Roberto Garcia, Development Director  Juan Reyes, Business Administrator  Joseph Lowe, Volunteer Services Coordinator
  5. 5. Statement of Work      Deliverable – Website localization and Increased Website Traffic Recommendations report of improvements that can be made to the current website through analysis of non-profit comparisons and success measurements. Comparative Website Matrix report of local shelters to determine what their successful website metrics are. Recommended Website Mockups to include new localized design. Deliverable – Increased Stakeholder and Younger Generation Awareness and Involvement Stakeholder’s awareness manual to include non-profit benchmark marketing ideas, non-profit website best practices, social media for younger generations, and measureable metrics of success. Recommendations report and website mockups to include new design ideas for stakeholders and the younger generation. Complete
  6. 6. Recommendation Overview  Increase community awareness by investing more in partnerships with local schools and churches.  Increase Millennial awareness and involvement by utilizing social media as a tool to inform and involve them.  The Salvation Army San Antonio Chapter website needs to be utilized as a resource not just a reference point.
  7. 7. The Stakeholders  Participants  Volunteers  Donors  Partners
  8. 8. The Research  The consulting team analyzed studies from multiple sources regarding the following topics:     San Antonio Demographics Millennials Social Media for Non Profits Website Best Practices for Non Profits
  9. 9. SA Environmental Scan  Population: 1,359,758  Unemployment rate: 6%  Median age: 32  63.2% Hispanic  18.9% below poverty level Top 3 reasons for homelessness for individuals is mental illness and lack of needed services, lack affordable housing and unemployment Top 3 reasons for homelessness for families is lack of affordable housing, domestic violence and unemployment
  10. 10. SA Environmental Scan  Volunteering rate is 25.1%  SA residents volunteered 49.1 million hours of their time ($1 billion in service contributions)  72% of donations came from individuals The top organizations where people volunteer are in their own religious organizations (37.5%) education within their school (24.5%) and social services (14%)
  11. 11. SWOT Analysis Strategies:  Create a bilingual website   Increase public awareness of and access to The Salvation Army SA Chapter’s social media outlets Integrate Google Analytics to improve their metrics and set benchmarks  Market to individuals while they’re young; partner with schools and church youth groups  Simplify website to promote ease of access for volunteers and potential donors
  12. 12. Partnership Recommendation Invest more in partnerships with local schools and churches, in order to increase community awareness. • • The Stakeholder’s Awareness Manual serves as a guide for The SA Salvation Army to engage their current stakeholder’s. Survey current volunteers to ask why they are volunteering, then target people with similar interests Market people with similar interests in forums or neighboring organizations, as well as local schools and churches • Offer community service hours to high school and college students
  13. 13. Social Media  Enables Non Profits to reach new audiences and enhance existing relationships  1-3 platforms is the industry standard
  14. 14. Social Media: Facebook  Over 1 billion users  Timeline places a greater emphasis on images and videos  98% of Non Profits utilize Facebook 645 likes
  15. 15. Social Media: Twitter  Asking followers to “Retweet” helps to improve awareness  Hash-tags (#)  People respond better to plain and simple tweets 153 Followers
  16. 16. Millennials  Anyone born between the years of 1979-1994.  Millennials are highly selective about what organizations they engage with  Millennials prefer to share information about the cause and not the organization itself  Millennials prefer actionoriented content (donate, sign, volunteer)
  17. 17. Social Media Recommendation Increase Millennial awareness and involvement, by utilizing social media as a tool to inform and involve them. • Collect personal stories and photos of people the SA Area Command has helped • Realign the current email campaigns to focus on actionoriented campaigns • Keep characters to 80 or less and incorporate a photo or video into each post • Build a schedule that includes topics to be covered in the social media post.
  18. 18. Stick to one theme per week Social Media Calendar Mockup Month Social Media Calendar Sunday Day # Monday Day # Tuesday Day # Wednesday Day # Thursday Day # Friday Day # Blog: Day # Blog: Blog: Blog: Facebook: Facebook: Facebook: Facebook: Twitter: Twitter: Twitter: Twitter: Day # Day # Day # Day # Day # Blog: Day # Blog: Blog: Blog: Facebook: Facebook: Facebook: Facebook: Facebook: Twitter: Twitter: Twitter: Twitter: Day # Day # Day # Day # Day # Blog: Day # Blog: Blog: Blog: Facebook: Facebook: Facebook: Facebook: Facebook: Twitter: Twitter: Twitter: Twitter: Day # Day # Day # Day # Day # Blog: Day # Blog: Blog: Blog: Facebook: Facebook: Facebook: Facebook: Facebook: Twitter: Twitter: Twitter: Twitter: Day # Day # Day # Day # Day # Blog: Blog: Blog: Blog: Blog: Facebook: Facebook: Facebook: Facebook: Facebook: Twitter: Week Theme: Day # Blog: Twitter: Week Theme: Day # Blog: Twitter: Week Theme: Day # Blog: Twitter: Week Theme: Saturday Day # Blog: Facebook: Twitter: Week Theme: Any ‘Donation’ messages should be sent out on pay day Fridays Twitter: Twitter: Twitter: Twitter: Set Reminders for upcoming events Important Reminders Day #
  19. 19. Website Practices Top Factors for determining a successful website:       Design Messaging Engagement Imagery Storytelling Sociability Imagery Storytelling Sociability & Engagement Messaging Current Design
  20. 20. Competitor Websites Action Oriented Buttons Search Functionality Social Media Integration Color Scheme Localization
  21. 21. Other Salvation Army Websites Validatio n Search Functionality Create Emotional Connections Upcoming Local Events Social Media Integration Recognize partners
  22. 22. Website The San Antonio Salvation Army website needs to be utilized as a resource, not just a reference point. • Create a volunteer page that enables volunteerism • The "donate now" button should go directly to a donation submission page • Alter the color scheme of the website to include brighter colors that engage your audience • Build a bi-lingual page Website Developer: Jonathan Frazee www.johnfrazee.com
  23. 23. Recommendations  Increase community awareness by investing more in partnerships with local schools and churches.  Increase Millennial awareness and involvement by utilizing social media as a tool to inform and involve them.  The Salvation Army San Antonio Chapter website needs to be utilized as a resource not just a reference point.
  24. 24. Prepared by The Cardinal Consulting Group QUESTIONS? Prepared for The San Antonio Salvation Army
  25. 25. Prepared by The Cardinal Consulting Group THANK YOU Prepared for The San Antonio Salvation Army
  26. 26. Appendices
  27. 27. Website Mockup
  28. 28. Website Mockup

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