Leveraging a meaningful online presence for Non Profits

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Text of Leveraging a meaningful online presence for Non Profits

  • 1. So just what is this internet thing anyway How to Leverage a Meaningful Online Presence Peter Kaizer | Web/Multimedia Director Catholic Relief Services
  • 2. A little about me
    • 10 years in the online space
    • 9+ years as the Director of CRS online program
    • Worked with the Baltimore Arch Dioceses CC Chapter
    • Worked with many other Non Profit clients
    • Spent 18 years making handmade pottery
  • 3. The Internet is NOT what it used to be
    • Some background
    • Four out of five U.S. adults go online now.
    • 91% of adults in households with annual income exceeding $75,000 go online
    • 162 million websites on the internet today.
    • If you build it they will not necessarily come
    • A Web site is more of a piece of software than simply your annual report or brochure rendered on a screen online
  • 4. The Internet is NOT what it used to be
    • The Internet has grown enormously in the past 15 years and is now the most important tool a non-profit can have to build relationships with constituents and supporters.
  • 5. The Recipe
    • A great web site
    • Search optimization
    • A blog (YES you NEED one!!)
    • Web Multimedia (video, slideshows, visual storytelling)
    • Email marketing
    • Social Networks/Web2.0
    • Management & governance
  • 6. Web site
    • First things first:
    • Who is your audience
    • Demographic info
    • Interview a few users
    • Is your online presence for your beneficiaries also
    • What are you trying to communicate to your audience
  • 7. Web site
    • What are the engagement pathways are you creating online
      • Online donations
      • Advocacy
      • Awareness
      • Viral Marketing
  • 8. Web site
    • Components of a great web site:
    • Brand identity
    • Information Architecture
    • Primary Navigation
    • Secondary Navigation
    • Graphic Design
    • Typography
    • Usability
    • User testing!
  • 9. Web site Lets look at a few
  • 10. Web site Donate widget on every page Email sign up widget on every page Easy sharing on every story
  • 11. Web site Footer is an underused part of most web sites
  • 12. Web Site
    • What is the one thing that will change the way you need to think about your web site:
  • 13. Search optimization & marketing
    • If you build it they will not necessarily come
    • Organic optimization
    • Write for humans & robots
    • Keyword density
    • Write for how your content might be found
    • Use Google free tools
    • Consider Paid Search as well
  • 14. Search optimization & marketing
    • Paid Search via Google AdWords
  • 15. A Blog (can I do that)
    • Some Blog basics:
    • A blog IS a web site (not something that only crazy outspoken people have)
    • Its the best place to have a dialog with your constuients
    • The secret sauce is the comment threads
    • A blog without comments is hardly worth doing
    • Moderate comments
    • A blog is one of your BEST search optimization tools
    • Every new or updated post alerts the Search Engines (remember the robots they need to be feed too)
  • 16. A Blog (yes you can do that)
    • More Blog basics:
    • Your editorial tone should be different more informal, reflective, conversational, ask your visitors questions
    • Keep posts short
    • Post often (remember every new post is robot food)
    • Use Categories & Tags
  • 17. A Blog (yes you can do that)
  • 18. Web Multimedia
      • The Web is about storytelling
      • A picture is worth well they say 1,000 words
    • Photos tours and web video are compelling storytelling vehicles
    • Broadband usage is increasing
    • Flash Video technology makes it easy to deliver multimedia & video content seamlessly
    • Most media sites are doing it so its expected
    • We are now in the YOUTUBE age
  • 19. Web Multimedia
      • The Web is about storytelling
  • 20. Web Multimedia
      • The Web is about storytelling
  • 21. Email Marketing
    • For most organizations the point of entry in an email
    • Drives to an online destination with a call to action.
    • Make a donation
    • Advocate
    • Tell your friends
  • 22. Email Marketing
    • A few Email best practices:
    • Brand your emails consistent with your online presence
    • Keep it short
    • Always create a text only version
    • Have a link to online version at top
    • Suggest adding sender email to address book
    • Follow CanSpam guidelines
    • ALWAYS have an opt out mechanism
  • 23. Email Marketing Link to web version Forward to friend Keep it short & link to Web site
  • 24. Email Marketing
    • More Email best practices:
    • Limit your use of images
    • DONT just cut up an image to display with html (use real html text)
    • Email clients (outlook, apple mail, Thunderbird, lotus notes, eudora, etc) are inconsistent in their interpretation of html
    • And then there are all the web mail clients (AOL, Yahoo, Gmail, etc)
  • 25. Social Networks
    • How To Successfully Raise Money
    • Using Social Networks and Web 2.0
    (yeah, right.)
  • 26.
    • Ten reasons to enter into social networking anyway:
      • Everybodys doing it.
      • The incredibly powerful, viral nature of these sites.
      • Online actions inspire real world conversations.
      • Directly communicate with a target audience.