View
1.528
Download
3
Category
Preview:
DESCRIPTION
Blackbaud Higher Ed Forum May 20 2010
Citation preview
5 Most Common Mistakes of Alumni Websites
Bo Crader, Internet Solutions Manager
Jeff Terry, Higher Education Account Manager
Read our blog:www.netwitsthinktank.com
Agenda for today
• Past, present, and future of the nonprofit website
• Website assessment framework
• 5 most common mistakes
Bo Crader | Page #2 © 2010 Blackbaud
Ground Rules
• We encourage your questions & comments via Chat• In LiveMeeting toolbar: Attendees > Right-Click presenter’s name
> Select “Chat”
• We will un-mute for Q/A at the end
• Enjoy yourself!
Evolution of the Nonprofit Website
Integrated Website
Bo Crader | Page #3 © 2010 Blackbaud
First website launched August 6, 1991
Brochure-ware Website
Transactional Website
Blackbaud.com - circa 1996100% brochure-ware
Blackbaud.com – circa 2010Interactive Site
Bo Crader | Page #4 © 2010 Blackbaud
Internet Assessment Framework
Design and Branding
Architecture and
Navigation
CMS / CRM
Your Audience
Strategy >
Bo Crader | Page #5 © 2010 Blackbaud
CMS / CRM Integration
Email / eMarketing
Multimedia
Web 2.0 / Social
Networking
Your Website
Strategy > Design>
Usability>Search>
Marketing>
Internet Assessment Framework
Design and Branding
Architecture and
Navigation
CMS / CRM
Share Information efficiently and effectivelyProvide a single source of all relevant information – “one-stop shopping” accessible design, structure, and format
Bo Crader | Page #6 © 2010 Blackbaud
CMS / CRM Integration
Email / eMarketing
Multimedia
Web 2.0 / Social
Networking
Your Website
Communicate in a personalized mannerCommunicate more effectively with bi-directional tools – Provide an easy path towards “conversion”
Build community and grow relationshipsEnable multi-directional communication and online collaboration – Provide 24 / 7 channel for your closest constituents to connect
1. Hidden calls to action2. Organization by org chart3. Death by scroll4. The NASCAR effect5.
The Market is Noisy5 Mistakes Alumni Websites Make
Bo Crader | Page #7 © 2010 Blackbaud
5. Lack of personalization
Source: Connections – www.blackbaud.com/connections
Hidden or Confusing Calls to Action
� Definition:• CONVERSION = a completed call to action (any action)
• Ex: Sign up for eNewsletter, register for event, join community, update profile, submit class note, make a gift, request more information
Bo Crader | Page #8 © 2010 Blackbaud
� Your website should promote the calls that are most valued by your organization…the rest should take a back seat
Hidden or Confusing Calls to Action
Bo Crader | Page #9 © 2010 Blackbaud
Calls to Action - Better
Bo Crader | Page #10 © 2010 Blackbaud
Calls to Action - Better
Bo Crader | Page #11 © 2010 Blackbaud
Calls to Action - Better
Bo Crader | Page #12 © 2010 Blackbaud
Calls to Action - Better
Bo Crader | Page #13 © 2010 Blackbaud
Organization by Org Chart
Bo Crader | Page #14 © 2010 Blackbaud
Organization by Org Chart
Instead, think about:� Who your website visitors are
� How they get to your site (google, facebook, newsletter,
Bo Crader | Page #15 © 2010 Blackbaud
(google, facebook, newsletter, etc)
� and what they are after
Bottom line: Design for the audience, not for the organization
Audience-Centric
Bo Crader | Page #16 © 2010 Blackbaud
Audience-Centric
Bo Crader | Page #17 © 2010 Blackbaud
Death by Scroll
� Writing for the web is different than writing for Print
� People look for information on a website differently• Keep it Short• Keep it Focused
Bo Crader | Page #18 © 2010 Blackbaud
• Keep it Focused• Keep it Interactive
� Eyeballs move around a webpage quickly and not necessarily orderly
Death by Scroll
Bo Crader | Page #19 © 2010 Blackbaud
The NASCAR Effect
Bo Crader | Page #20 © 2010 Blackbaud
The NASCAR Effect
Bo Crader | Page #21 © 2010 Blackbaud
Instead, Simplify
Bo Crader | Page #22 © 2010 Blackbaud
Instead, Simplify
Bo Crader | Page #23 © 2010 Blackbaud
Lack of Personalization
Bo Crader | Page #24 © 2010 Blackbaud
Lack of Personalization
Bo Crader | Page #25 © 2010 Blackbaud
Bo Crader | Page #26 © 2010 Blackbaud
Bo Crader | Page #27 © 2010 Blackbaud
University of Dayton
Bo Crader | Page #28 © 2010 Blackbaud
Internet Assessment Framework
Design and Branding
Architecture and
Navigation
CMS / CRM
Your Audience
Strategy >
Bo Crader | Page #29 © 2010 Blackbaud
CMS / CRM Integration
Email / eMarketing
Multimedia
Web 2.0 / Social
Networking
Your Website
Strategy > Design>
Usability>Search>
Marketing>
Want To See How Your Site Stacks Up?
� Blackbaud is offering a free assessment of your alumni and development web pages
� An Internet Consultant will review your website and deliver a findings document:
Bo Crader | Page #30 © 2010 Blackbaud
• Summary of how your site performs in the 5 areas• Recommendations for improvement• Other feedback and ideas from our consulting and design team
� If you have interest in an assessment of your website with one of our Internet Consultants, simply reply to our follow up email
Questions/Answers
Bo Crader | Page #31 © 2010 Blackbaud
� http://www.blackbaud.com/connections
� http://www.blackbaud.com/netwits
The Market is NoisyWant to learn more? Be sure to check out….
Bo Crader | Page #32 © 2010 Blackbaud
� http://www.blackbaud.com/events/webseminars.aspx
� Or email your presenter at: jeff.terry@blackbaud.com
Recommended