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in Nov 2010, Dano Digital held the first 'Strategy Saturday' event to bring internet industry experts together for a good cause. This initiative brought together a global team for a one-day, pro-bono review and triage of one the chosen organizations online presence. The highly-skilled team of experts, from companies such as Lonely Planet, Discovery Communications, and Workopolis, then helped define how to optimize that presence based on the organization’s needs and goals. This Digital Roadmap is now complete and available to benefit Non-Profit Organizations.
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Developing Your Non-‐Profits Digital Roadmap
Strategy Saturday 2010 Re-‐Cap
Note: This document was developed by an all-‐volunteer team focused on providing digital strategy assistance to non-‐profit organizaBons. It is not intended for commercial purposes. This work is licensed under the CreaBve Commons AGribuBon 3.0 Unported License. Please contact Dano Digital before reproducing in whole or in part.
‘Strategy Saturday’ – Acknowledgements
• The ‘Strategy Saturday’ team volunteered a significant amount of Bme and experBse to make this iniBaBve possible. I would like to thank them for their dedicaBon to non-‐profit organizaBons.
• Thanks as well to Steve Currie at the Communitech Hub for hosBng us on November 27, 2010.
‘Strategy Saturday’ – Background
• Dano Digital is a consultancy that enables clients to determine and realize their most effecBve web strategy
• We developed ‘Strategy Saturday’ to give back by sharing collecBve internet industry experBse to benefit non-‐profits organizaBons
• If you could like to contact any members of the team – please email [email protected]
‘Strategy Saturday’ – Background
Our objecBve:
Bring a talented group of internet industry experts together for a good cause.
‘Strategy Saturday’ – Background • We provided non-‐profit organizaBons an opportunity to submit their requests over 3 week period in November 2010
• The team reviewed and selected the organizaBon that they believed their skill set could have the biggest impact on
• We worked to ensure we covered the full range of web experBse – developers, designers, online marketers, social media, PR, copywriters -‐ to be able to conduct a complete 360 review of the chosen organizaBon online presence and put together a detailed Digital Roadmap to help them achieve their goals
‘Strategy Saturday’ – Background
• A]er reviewing many compelling nominaBons, each member voted and Yellowbird FoundaBon was chosen
• Note: The understanding with each of the nominees was that we would share the final Digital Roadmap to have a wider benefit for Non-‐Profit OrganizaBons
Yellowbird – Background • Toronto-‐based non-‐profit supporBng children’s educaBon projects in the Caribbean
Yellowbird’s – Current Challenges • Unable to regularly update website content • No newsleGer or email communicaBon system in place • No social media strategy • No website analyBcs data • Overall lack of content • MarkeBng and focus has been limited to travel industry • No online donaBon process • Limited PR exposure
Yellowbird’s – Goals & ObjecIves • Introduce a consumer donaBon process • Develop a social media plan • Redesign their website • Display projects effecBvely; show what has been accomplished and how donaBons are spent
• Allow people to get to know who’s behind Yellowbird • Promote their fundraising efforts more effecBvely online, in parBcular their events
Meet the ‘Strategy Saturday’ Team Photo (le] to right): Huan Tran Greg Hayes Jonathan Wong John Warner Ian Berkowitz Chris Atchison Dan ChrisBan Adam Clark
Not pictured here:
John Ryan (Melbourne) Kevin Moore (Washington) Glenn Wilson (Melbourne)
Enter ‘Strategy Saturday’
• Based on Yellowbird’s challenges and goals, each team member was given an area to focus on and a week to prepare their presentaBon
• There were 10 presentaBons on the day • A]er each presentaBon the main points were discussed, summarized and prioriBzed.
‘Strategy Saturday’ PresentaIon Re-‐cap
• 9:30-‐10:00 Dan ChrisBan – Strategy Saturday intro – review of non-‐profit organizaBon
• 10:00-‐10:30 John Ryan – Content, site map, navigaBon
• 10.30-‐11:00 Jonathan Wong – CreaBve direcBon, branding, story telling • 11:00-‐11:30 Adam Clark – Code review, cross browser, back-‐end
• 12:00-‐12:30 Greg Hayes – Web analyBcs, social media
• 1:00-‐1:30 Ian Berkowitz – SEO, paid traffic, online products
• 1:30-‐2:00 Kevin Moore – CRM, email, events, data management
• 2:00-‐2:30 Glenn Wilson – Online donaBons, payment providers
• 2:30-‐3:00 John Warner – Partnerships, posiBoning
• 3:00-‐3:30 Chris Atchison – PR Strategy
• 3:30-‐5:30 Review, acBon plan
‘Strategy Saturday ’ – Digital Roadmap Our aim was to build a Digital Roadmap that could easily
be understood and implemented, so we decided on a
What, Why, How format:
• What you need to do?
• Why you need to do it?
• How do you make it happen?
Digital Roadmap – Focus on 6 Strategies
Note:
These were the 6 strategies developed for Yellowbird.
We have updated this roadmap to limit specific references to Yellowbird and broadened each of the strategies to ensure relevancy to your non-‐profit organizaBon.
Developing Your Digital Roadmap
Our desired outcome for you:
• Ensure you are not inBmidated • Enable you to ask the right quesBons • Understand the digital skill sets you need to complete your review
• Start to realize the benefits from the areas that apply to your organizaBon from this ‘Digital Roadmap’
Developing Your Digital Roadmap Here are the strategies we will focus on in order:
• Website Strategy • Content Strategy • PosiBoning Strategy • MarkeBng Strategy • CommunicaBons Strategy • Partner Strategy Let’s begin…
Website Strategy What:
• Ensure web analyBcs are set-‐up and monitored • Introduce basic search engine opBmizaBon • Introduce or opBmize your online donaBon process • Create opBons for ongoing updates & maintenance
Website Strategy Web AnalyBcs Introduced
Web analyBcs defined The measurement, collecBon, analysis and reporBng of internet data for purposes of understanding and opBmizing web usage – source Wikipedia
Website Strategy Web AnalyBcs Introduced
Note: If you build a Web site, you must have a solid reason for doing so. Once the Web site is operaBonal, it is crucial to understand how well it works-‐failure to do so is a waste of Bme and money.
Website Strategy What: Web AnalyBcs Why: Track all aspects of website engagement to determine both website and markeBng effecBveness How: • Create a Google AnalyBcs account and have your web developer add the tracking code to your site
• Learn the basics of Google AnalyBcs • hGp://www.google.com/analyBcs/ • Create goals, monitor traffic, and share this data
Website Strategy What: Introduce basic search engine opBmizaBon
Search Engine OpBmizaBon (SEO) “is the process of improving the visibility of a
website in search engines via the "natural" or un-‐paid ("organic" or "algorithmic") search results. Courtesy of Wikipedia
Website Strategy Why: Increase traffic at no cost from ‘organic’ searches
How: Ensure consistency between Page Btle, URL name and H1 or H2 tags.
• Use natural language, but focus on words people might search for (use keyword tools to understand the frequency of word searches)
• Add meta keywords to each page that describe the content of the page
• Create addiBonal pages/content for engagement and higher ranking in search engines.
• Benchmark your status and monitor your progress
Website Strategy What: Introduce or opBmize an online donaBon process Why: Significant opportunity to receive direct
donaBons
Note: Currently only 10% of total donaBons occur online. However, according to Target AnalyBcs, by 2020 that the majority will.
Website Strategy Review -‐ Jakob Neilson Report “DonaBon Usability: Increasing Online Giving to Non-‐Profits and ChariBes” March 30, 2009
“Non-‐profits would collect much more from their websites if they only they’ve clearly state what they are about and how they use the donaBons”
Website Strategy Main issue to address with online donaBons:
• Clearly display your organizaBons mission, goals, and objecBves – provide chronology and a meter
• Start your solicitaBon with a clear message
Web Strategy Online DonaBon Process
Three opBons to consider: eTapestry -‐ hGp://www.etapestry.com/
PayPal – hGp://www.paypal.com
Canada Helps -‐ hGp://www.canadahelps.org
Web Strategy What : • Create opBons for on-‐going updates and maintenance Why: • Once implemented these can be maintained by non-‐technical staff
How: • Add blogging tools. Recommended: Blogger & WordPress • Add social media accounts feeds to your homepage. Recommended: TwiGer Feed and Facebook Fan Box
Content Strategy
What:
• Review your content • Telling your story • GeneraBng fresh content
Content Strategy What: Review your content Why: Provide immediate clarity on these quesBons ‘what do you do?’, ‘who is behind it?’, ‘how do I get involved?
How: • Speak in approachable language – be emoBve, up-‐front and transparent
• Showcase your experience and your people • Get people involved (acBons, donaBons, share)
Content Strategy What: Telling your Story Why: Make an emoBonal connecBon with your audience How: • Use the power of web video • Create a 2-‐3 minute video about your organizaBon • Great Example -‐ Charity Water
• hGp://www.youtube.com/watch?v=rphhfy4qCfc
Content Strategy What: Generate Content Why: Engage your audience How: • Provide an outlet for donors to submit stories • Highlight photos through slideshows with narraBon • Capture board members interacBng with your benefactors. Craig Kielburger from Free the Children.
• hGp://www.youtube.com/watch?v=PH25_5-‐v2dc&feature=channel
PosiIoning Strategy
What: • Determine the most effecBve posiBoning for your organizaBon
• Display a track record and project the future goals & objecBves of the organizaBon
PosiIoning Strategy
What: Determine the most effecBve posiBoning for your organizaBon
Why: In the crowded online space ensure you showcase a unique proposiBon that immediately stands out and is memorable
How: Focus on being strongly connected to one specific cause in terms of messaging and imagery
PosiIoning Strategy What: Display your track record and project the future goals & objecBves of your organizaBon
Why: Generate trust. Engage donors/partners with a common objecBve
How: • Display chronological history of project development • Present dynamic graphic on homepage to illustrate actual monies raised versus targets
MarkeIng Strategy What: • Develop your social media strategy • Generate low cost & no cost traffic
MarkeIng Strategy What: Develop your social media strategy Why: Engage, build relaBonships, fundraise How: • Establish a Facebook page -‐ post project updates, photo albums, videos, reach your audience
• Register a TwiGer account – start following industry partners and donors
• Determine primary person responsible, set regular frequency for updates.
MarkeIng Strategy – Facebook Page
• Create a Personal Account • Then Create a Facebook Page • Customize Your Page, Add Project Updates, Photo Albums, Events
• Connect with colleagues and donors, expand your reach, start a dialogue
• Resource -‐ hGp://www.facebook.com/nonprofits
MarkeIng Strategy -‐ TwiRer
• Register Your Account – Username = Public Profile • Start by following partners and donors, other non-‐profits such as @redcross
• Listen to the conversaBon and then start engaging • Understand the fundamentals -‐ frequency, tone, retweets, # hashtags
• hGp://support.twiGer.com/
MarkeIng Strategy
What: Generate no-‐cost web traffic
Why: Educate more people on your story and
generate more donaBons and partnerships
MarkeIng Strategy How: Craigslist, Kijiji and Online CommuniBes • Online classifieds or communiBes can be used to spread the word as well as enable you to target specific geographic locaBons
• Online classifieds act in a similar manor that a newspaper classified would, however, there is no cost to use them and they have great reach
• Use them to get the word out about events and help to drive traffic and donaBons.
MarkeIng Strategy How: Link Building Program • A program where a website adds a link to your site and in return you add a link back to their site.
• UBlize contacts in your industry to create a ‘backlink’ program.
• Search engines look at the number of links (quality) back to the site and rank the site higher as a result
• Tip – Type link: and then your website with the www. on Google search and see who links to your site
MarkeIng Strategy How: Addthis.com or ShareThis.com
• A free tool that allows users to share content across social networks
• Visitors can easily share pages and news with family and friends
• Provide your audience with tools to spread the word virally will help increase traffic and links
MarkeIng Strategy How: Google Grants • UBlize the Google Adwords – Cost Per Click Program with a Grant
• A unique in-‐kind donaBon program awarding free adverBsing to select charitable organizaBons. • hGp://www.google.ca/intl/en/grants/
CommunicaIon Strategy What:
• Online public relaBons plan – press kit & press releases
• Blogging -‐ engage in thought leadership • Introducing an customer relaBonship management (CRM) system
CommunicaIon Strategy
What: Develop a press kit & prepare press releases
Why: Expand your reach through media coverage and ensure your message is being picked up and linked to online
CommunicaIon Strategy How: • Prepare a comprehensive press kit detailing your mission statement and 5Ws, goals, past successes, bios on founders and current directors, FAQs, etc. Make this easy to download on your website
• Press releases -‐ Prepare one press release per month that highlights new developments and potenBal media-‐worthy news angles
• For cost-‐effecBve distribuBon, use free or low-‐cost press release services such as PR.com or 24-‐7 News Release
CommunicaIon Strategy What: Start Blogging Why: Engage in thought leadership acBvity by blogging about issues relevant to your organizaBon
How: • Create an Account on Blogger or WordPress • Link to this from your website and add to all touch-‐points inc email signature
• Next Level: Prepare social media releases with video content showcasing your success and telling the stories of those who have been impacted
CommunicaIon Strategy What: • Introduce a customer relaBonship management (CRM) system
Why: • EffecBve and efficient way to communicate with your donors and prospecBve donors
• Know who is: opening emails, clicking through etc • Find, aGract, and win new donors, partners, sponsors
CommunicaIon Strategy How: Email Vendor OpBons
• These online tools offer turn-‐key soluBons and ready-‐made design templates Constant Contact hGp://www.constantcontact.com VerBcal Response hGp://www.verBcalresponse.com
• Benefits of this types of systems include ease of set-‐up, low-‐cost for a higher end soluBon, detailed reporBng and analysis, and addiBonal benefits such as event registraBon, and polling
Partner Strategy What: OpBmize exisBng relaBonships Why: Maximize reach with current resources How: • Re-‐examine the opportuniBes to work with exisBng partners e.g. access to their database, inclusion in event noBficaBons, social media engagement
• Highlight your team; display career details, photos and tesBmonials as to why you are involved with your organizaBon
• Take the lead – develop partner landing pages that include: logos, partner tesBmonials, reciprocal links
PuSng it all together
Exercise -‐ Wireframe Your Digital Future AcIon: Use a blank sheet of paper and ensure all of the key elements are featured prominently on your homepage
Consider: NavigaBon Goals/Mission Social Media Fundraising Content
Determine: Whether you can ‘Refresh’ your current website or need a complete Redesign?
Making it Happen – Next Steps • Ensure you have implement and are monitoring your website analyBcs
• Develop and implement a social media strategy, facebook page, twiGer account, blog established and integrated
• Begin generaBng addiBonal traffic from free soluBons • Set-‐up or review your email deployments
Making it Happen – Next Steps • Review current website with new knowledge • Implement basic search engine opBmizaBon • Introduce or enhance your online donaBon process • Begin generaBng content • Create a video to tell your story • Distribute those releases
• Lastly….
ConInue the ConversaIon… Set-‐up a monthly meeBng and discuss the following:
• Your web metrics – print off monthly report – share them around – inc. DonaBons, NewsleGer stats – discuss your online performance
• Your content plans and developments in social media, i.e. posBngs you’ve made or noBced, reacBons, plans for increasing engagement
• Ask someone with relevant digital experBse or experience to aGend your meeBng
• Find out which blogs/twiGer accounts to follow to help you conBnue to advance your understanding
Strategy Saturday 2010 -‐ Thank you • We hope this ‘Digital Roadmap’ provides your non-‐profit organizaBon with relevant insights that will help you improve your digital strategy.
• If you would like to contact one of the ‘Strategy Saturday’ team members or have any quesBons contact : [email protected]
• Visit: www.strategysaturday.com -‐ To view full team bios, event details, and keep updated.
If you need advice on your digital strategy or would like to arrange a talk for your organizaBon contact -‐ [email protected]
![[Handout] Laurie Dillon-Schalk - Developing a Digital Strategy & Roadmap](https://img.dokumen.tips/doc/110x75/54bb6fa74a7959ee3c8b47b1/handout-laurie-dillon-schalk-developing-a-digital-strategy-roadmap.jpg)
