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The difference?GOAL/CHALLENGE NON-PROFIT FOR PROFIT BUSINESS
Audience Members/community serviced, public, donors, grantors, elected officials…
Customer with defined demographic
Purpose Increase membership Provide informationRaise fundsRecruit volunteers/staffReduce operating costsMarket events
Sales and/or Marketing
Content Changes frequently Some Stability
Resources to Manage Very limited Can be SUBSTANTIAL
March 15, 2011
Site Purpose: Start with your mission
• Provide services: For whom and who decides to seek services
• Provide information
• Advocate: Supporters and adversaries
March 15, 2011
Site Purpose:Mission & Other Needs
• Provide services: For whom AND who decides to seek services
• Provide information
• Advocate:
Supporters & Adversaries
• Raise FundsMarch 15, 2011
Cut Administrative Costs
• Answers most asked phone and emailed questions
• Provide forms - Go green and/or Paper
• Take money-for services, donations & events-beware of Payment Card Industry standards
• Outbound email to reduce snail mail
March 15, 2011
Site Visitors-Funding Sources
• Grantors• Large donors• Small donors• Foundations• Board members• Government• Corporate sponsors• Events• OtherMarch 15, 2011
Site visitors
• Receivers of services and/or decision makers
• Event participants• Member advocates taking action• Volunteers• Staff• Job applicants• Community• Media
March 15, 2011
What are demographics of audience?
• Bifocal crowd vs. teens or both
• Computer availability & savvy
• Education level• Multiple languages
needed?
March 15, 2011
Niche Audiences
March 15, 2011
• Consider niche visitors
• Content drives audience
• Audience drives content
Site Content? • What do visitors want to
know?• What do visitors want to do? • What do you want them to
have?• What are grantors looking
for?• How will the content
change? • Ask for & use testimonials• Go ahead and brag!March 15, 2011
Private content
• Is some content restricted to limited group?
• How to protect sensitive pages or info?
• Beware of Google!
March 15, 2011
How to collect and create content
• Look at all print material you have
• Do you have videos? • Look at Facebook page• Look at grant applications
and appeals• Check out media coverage
March 15, 2011
Figuring out site navigation
• Group topics by how visitors think• Keep navigation visible & obvious• OK to repeat info on multiple pages
March 15, 2011
Visual Should be Powerful
• Your visual image directly tied to mission
• Visual conveys message as much as words
• Pictures, pictures, pictures• Design mix of logo, color,
fonts, images, text layout• Understand your purpose,
then translate into look and feel
March 15, 2011
Video Strategy
• Embed/link on your site• YouTube < 10 minutes• Paid Servers > 10 minutes• Content and Look
still critical• Helps search engines
March 15, 2011
Design DOs
DOs
• Obvious navigation• Consistent look and feel• ID on every page• Call to action on home
page/every page• Have a clear notion what
your look should be
March 15, 2011
Design DON’Ts
DON’Ts
• NO Print Layout• Mixing fonts and colors• Outdated info• Uncompressed images• Placing PDFs as pages• Overcrowd / Overload
March 15, 2011
Online Credit Card Processing
• Credit card gateways• Fees and more fees• PCI compliance-
Payment Card Industry• What cards to accept?
Paypal? Plastic? Banks?
March 15, 2011
Online Credit Card Processing
• One time vs periodic payments
• Event registration• Secure pages• Tracking
contributions/membership
March 15, 2011
Site Management
• Plan for content changes from the start
• What will change?• Who will keep site current?• Site is designed so that it can
be updated easily!
March 15, 2011
Social media & blogs
• Go where your constituents are
• It’s still about content & image
• Keep site and social media in synch
• Plan how often social media gets updated & stick to it!
March 15, 2011
Driving traffic to your site
• SEO• Outbound Email• Social Media and Blogs• Include Site URL on all
print material
March 15, 2011
Search Engine Optimization: Top Tips
• Put search words and phrases into your text• Do not use Flash or graphics for text!• Change website content frequently• Get others to link to your site• Claim your Google places• Set up blog• Hire an Expert
March 15, 2011
Beauty of web technology is that you can change and add info easily, with a little planning…
March 15, 2011
Helpful Links
http://www.google.com/places
http://www.seo-powersuite.com
http://www.score.org
http://www.usa.gov/Business/Nonprofit.shtml
http://www.etransfer.com/
March 15, 2011
Please Contact Us3 Bridge StreetMarblehead, MA 01945
Ph 781.639.1122Fax 781.715.1453
http://brightworkweb.comhttp://facebook.com/BrightWorkInc
March 15, 2011
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