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The Foundations of a Great Nonprofit Website

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Creating a nonprofit website is no easy feat, but it's hugely important to the success of your organization. It's our hope these tips will help you make a better website for your nonprofit that not only looks and works great, but truly helps you do more good in the communities you serve.

For more on developing a website for your nonprofit, check out out blog: http://wiredimpact.com/blog/

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The Foundations of a Great Nonprofit Website

  1. The Foundations of aGreat Nonprofit Website David Hartstein & Jonathan Goldford Wired Impact
  2. Wired Impact We make websites for nonprofits David Hartstein Jonathan Goldford Content, Measurement Programming, UsabilityThe Foundations of a Great Nonprofit Website 2
  3. What We’ll Cover Setting website goals Creating great website content Driving traffic to your website Increasing conversions Measuring outcomesThe Foundations of a Great Nonprofit Website 3
  4. Setting Website Goals
  5. What We’ll Cover The why of creating website goals Starting with organizational goals Creating connected website goals Making website goals concreteThe Foundations of a Great Nonprofit Website 5
  6. Why Create Website Goals? Lots of tools, systems and opportunities: Only so much… Time & Money So… We must be able to track success to invest effectivelyThe Foundations of a Great Nonprofit Website 6
  7. Start with Organizational Goals Increase Increase New Repeat Donors Volunteers Provide More Health Improvement InformationThe Foundations of a Great Nonprofit Website 7
  8. Create Connected Website Goals Increase Increase Number of New Online Donors Donations Increase Increase Volunteer Repeat Form Volunteers Submissions Provide More Increase Health Downloads of Improvement Health Related Information PDFThe Foundations of a Great Nonprofit Website 8
  9. Make Website Goals Concrete Increase Raise $1,500 Number of Online Per Online Month Donations Increase Sign Up 10 Volunteer Volunteers Form Online Per Submissions Month Increase 30 Downloads Downloads of of Health Health Related Related PDF PDF Per MonthThe Foundations of a Great Nonprofit Website 9
  10. Website Goals Should Be… As concrete as possible Based on a timeframe Initially somewhat arbitrary Numerous, then prioritized and limited based on constraints Ambitious, but realisticThe Foundations of a Great Nonprofit Website 10
  11. Creating GreatWebsite Content
  12. What We’ll Cover What’s the point of website content? General tips for better content Nonprofit-specific tips for better content Some examples of awesomenessThe Foundations of a Great Nonprofit Website 12
  13. What’s the Point of Content? Not just story time… … need to compel visitors to actThe Foundations of a Great Nonprofit Website 13
  14. Your Mindset Always think like your website visitor(s)The Foundations of a Great Nonprofit Website 14
  15. General Content Tips 1. Specifics work better than generalities 2. Stories are more engaging than statistics 3. Photos and videos promote emotion 4. Avoid jargon 5. Write how you speak 6. Use lists and headings 7. Give visitors a reason to check backThe Foundations of a Great Nonprofit Website 15
  16. Nonprofit-Specific Content Tips 1. Illustrate your impact with first-person accounts 2. Give multiple, specific ways to get involved 3. Be transparent (build trust) 4. Establish authority 5. Clearly state the problem 6. Inspire hope Better content means you can ultimately do more goodThe Foundations of a Great Nonprofit Website 16
  17. Video Example What moments do you find most moving? What sticks with you? Rachel’s GiftThe Foundations of a Great Nonprofit Website 17
  18. Driving Traffic to Your Website
  19. Driving Traffic to Your WebsiteThe Foundations of a Great Nonprofit Website 19
  20. What We’ll Cover Where does your traffic come from? What do search engines care about? How can you boost traffic to your website?The Foundations of a Great Nonprofit Website 20
  21. Where Does Your Traffic Come From? Organic search (branded vs. unbranded) Paid search Referrals from other websites Social media Email newsletters Direct trafficThe Foundations of a Great Nonprofit Website 21
  22. Organic & Paid SearchThe Foundations of a Great Nonprofit Website 22
  23. What Search Engines Value Relevance Search vs. Website PopularityThe Foundations of a Great Nonprofit Website 23
  24. Tips for Getting More Traffic 1. Use words people will search for 2. Produce fresh, interesting content 3. Involve your community 4. Build relationships on social media 5. Think about building links Is it the “right” traffic?The Foundations of a Great Nonprofit Website 24
  25. Increasing Conversions on Your Nonprofit’s Website
  26. What We’ll Cover Defining a conversion Examples of different types of conversions Tips to improve your conversion rateThe Foundations of a Great Nonprofit Website 26
  27. What is a Conversion? A Conversion is a specific, beneficial action a visitor takes on your website.The Foundations of a Great Nonprofit Website 27
  28. What Types of Actions? Downloading Signing up to Viewing a volunteer page, story, or blog post Donating CommentingSharing via social media Signing up for your RSVPing for event email newsletterThe Foundations of a Great Nonprofit Website 28
  29. How About Some Examples? Besties with Testies StillPointe Llama Sanctuary Girl Scouts of Northeastern New York Global Advance Oxfam AmericaThe Foundations of a Great Nonprofit Website 29
  30. Your Website Must Load Quickly 40% of Users Abandon a Amazon Increased Revenue Website That Takes More by 1% for Every 100 Than 3 Seconds to Load Millisecond Decrease in Load Time 5% Revenue Increase 4% 3% 2% 1% 0% 100 200 300 400 Decrease in Load Time (Milliseconds) Sources: KISSMetrics, MashableThe Foundations of a Great Nonprofit Website 30
  31. Ensure Consistency Across BrowsersThe Foundations of a Great Nonprofit Website 31
  32. Everything Must Be Easy Have you ever had that feeling of confusion? That feeling of “what do I do next?”The Foundations of a Great Nonprofit Website 32
  33. Everything Must Be Easy Usability How easy is it to use and how easy is it to learn?The Foundations of a Great Nonprofit Website 33
  34. Everything Must Be Easy: Examples Navigation is very clear and includes search just in case CAPTCHA is very unclear and difficult to useThe Foundations of a Great Nonprofit Website 34
  35. Provide Many Opportunities to Engage UNICEF PETA AARP Not everyone wants to or is ready to get involved in the same way.The Foundations of a Great Nonprofit Website 35
  36. Keep Engaging Convenient ACLUThe Foundations of a Great Nonprofit Website 36
  37. Use an Easy Donation Process Provide a link to give on every page Keep people on your website Give them donation options Only include necessary form fieldsThe Foundations of a Great Nonprofit Website 37
  38. Measuring Website Success
  39. The Components of Measurement Your website goals Tools for measurement Reviewing your data Adjustments to goals, website and other toolsThe Foundations of a Great Nonprofit Website 39
  40. Your Website Goals Raise $1,500 Sign Up 10 30 Downloads Volunteers of Health Online Per Online Per Related PDF Month Month Per MonthThe Foundations of a Great Nonprofit Website 40
  41. The Tools for Measurement Analytics Tool Spreadsheet A spreadsheet can aggregate data across all areas, not just web analytics.The Foundations of a Great Nonprofit Website 41
  42. Reviewing Your Data When are you going to discuss the results? Once a month? Once every three months? Who is going to be involved in these reviews? Who is going to be the point person? What do you want to come out of each one of these reviews?The Foundations of a Great Nonprofit Website 42
  43. Adjustments to Goals, Website and Other Tools Goals should be adjusted depending on success and outside factors Test changes to the website and other tools (Tip: Don’t make changes too often to ensure confidence in results) Repeat the adjustment process Adjustments and changes should be ongoingThe Foundations of a Great Nonprofit Website 43
  44. We’re Done(which is good, because you must be tired) http://wiredimpact.com (314) 801-1328
  45. Attribution Photos • http://www.flickr.com/photos/wiertz/6531669359/ • http://www.flickr.com/photos/calsidyrose/5717134392/ • http://www.flickr.com/photos/agnihot/4976632376/ • http://www.flickr.com/photos/carbonnyc/6415460111/sizes/z/ • http://paulirish.com/lovesyou/new-browser-logos/ • http://findicons.com/icon/126880/apple_iphone?width=256 • http://www.flickr.com/photos/appsmanila/7983070362/sizes/s • http://www.flickr.com/photos/carbonnyc/6415460111/sizes/z/ • http://www.rimmkaufman.com/content/bad_captcha2.jpg Websites • http://stillpointesanctuary.org/ • http://www.bestieswithtesties.org/ • http://gsneny.org/ • http://www.globaladvance.org/ • http://www.oxfamamerica.org/ • http://www.redcross.org/ • http://www.unicef.org/ • http://www.peta.org/ • http://www.aarp.org/ • http://www.aclu.org/national-security/detention • http://www.charitynavigator.org/index.cfm?bay=content.supportThe Foundations of a Great Nonprofit Website 45

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