Better Nonprofit Websites: 52 Tweaks in 52 Weeks
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Transcript of Better Nonprofit Websites: 52 Tweaks in 52 Weeks
Better Nonprofit Websites:52 Tweaks in 52 Weeks#52n52 #12ntc52tweaks
Jono Young // @chswebRaheel Gauba // @raheelgauba
Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!
or Online at www.nten.org/ntc/eval
About us.
#52n52 #12ntc52tweaks
What to expect.
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01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility
#52n52 #12ntc52tweaks
01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility
#52n52 #12ntc52tweaks
#1
Define your
audience
1TARGET SEGMENTS 2SUB GROUPS 3TASKS 4TAGS 6PRIORITY 6ANALYZE
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#2
Ask your
audience
Attention spans are low, ask one question a week until you get all your answers. Tweet
your favorite answers to generate buzz.#52n52 #12ntc52tweaks
#3Follow a
consistent
content model
PUBLISH SITE MAPS OR STYLE GUIDES INTERNALLY SO EVERYONE SPEAKS
THE SAME LANGUAGE#52n52 #12ntc52tweaks
#4Content
Approval
Workflows
Have a 2nd (or 3rd (or 4th)) set of eyes review your content before it goes public!
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#5Find the
Tweet Spot
9:00 a.m. 12:00 p.m. 6:00 p.m. // 4 TPHUse #superawesome #hashtags & #mixitup
#52n52 #12ntc52tweaks
#6Define Goals
S.W.O.T.STRENGTHWEAKNESSOPPORTUNITYTHREAT(SUCCESS CR!TER!A)
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#7Crisis
Deployment
PlanNO-THOUGHT DEPLOYMENT
Boilerplates / Homepage Alert Template / Donation Forms / Social Media Kits / Virtual Volunteer Lists
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01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility
#52n52 #12ntc52tweaks
#8Tell aStory5 Slides, 1 Story. Take the visitor
through what is, what’s possible, and what I can do in CTA.
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#9Four C’s to
Conversions
the CONVINCEDthe CURIOUSthe CONFUSEDthe CONTINUOUS
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#10Quantify
Achievements
137,554 supporters...583,292 petitions...100,000 bottles of water...3.8M Children...
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#11
Strike while
the iron is hot
Maximize impact of impactful content like videos, blog posts, slideshows w/ CTA’s
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#12
Use 5th Gra
de
Language
Clean, simple, understandableexternal languagemake it relatable > make it likable
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#13
Show content that the user cares about vs. what internal staff cares about - Always have a next step for them!
Audience
Centric Content
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01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility
#52n52 #12ntc52tweaks
#14
Add security & association badges - examples include Charity Nav., BBB, Verisign, Guidestar, etc.
Give the gift of
confidence
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#15
Provide alternate ways to support in addition to donations - social, email, word of mouth, blog about us, templated messages.
I don’t just
want your money
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#16
Visualize your achievements, goals, mission, appeals & campaigns - Use an infographic approach & make your content digestible!
Pictures speak
louder - waaay
louder!
#52n52 #12ntc52tweaks
#17
These are your TOP supporters -Help ‘em brag about what they just did & market your organization for you
Socialize your
confirmation pages
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01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility
#52n52 #12ntc52tweaks
#18
Descriptive... Include Keywords... The description sells the title ~ The dynamic duo!
Use Page Titles &
Descriptions
effectively
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#19
Always compliment your embedded videos with complimentary titles & summary text!Why should I hit play???
Nameless
Videos &
Slideshows!
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#20
The little links below the big link...Easy to do > Use Google Webmaster Tools!
Quicklinks
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#21
Every page is an opportunity to inherit a sticky constituent!
Promote email
sign-up’s
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#22
> “Can’t see this email? Click here.” vs.> “Today is the day you’ll save a life”
Email First
Impressions!
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#23
Optimize your emails for mobile devices by making them single column & prioritizing important content!
Mobile Emails...
They’re easy!
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#24
Place the QR Code on the envelope.Give them the opportunity to get to your
content even without opening the envelope!
QR Codes in
everything you
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#25
Lots of low cost or free ways to get great imagery!Free: Photographers - Compfight - Flickr CC - Stockexchange
Low cost: Shutterstock, iStockphoto, EveryStockPhoto
You are not a
photographer
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01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility
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#26
Custom favicons are a great way to brand your siteCreate hi-res versions for Mobile Favorite icons
Brand your
Bookmarks
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#27
PRINT > SHOW > ASK!
the 5second test
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#28
What is there to loose?Save the relationship by giving them another
chance to find great content!
Usable
Footers
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#29
Add Character to your 404 pagesMake ‘em fun & usable by suggesting top content
along with a link to the homepage
404#52n52 #12ntc52tweaks
#30
Lighten up the image / media size on your siteespecially the homepage
make the best first impression
Doc, this
is heavy...
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#31
Let the user choose when they want to play the video - Entice them to hit play by choosing a great
video frame as a teaser behind the play button
Autoplay is
not cool!
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01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility
#52n52 #12ntc52tweaks
#32
Show QR codes to desktop visitors with @media queries. Allow them to instantly load the same content on their
mobile devices for their commute or lunch reading.
Let ‘em take
it with ‘em
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#33
PRIORITY IS KING!
Content is
Queen
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#34
Ask Google how many mobile visitors you have with Advanced Segments.
Find out if
you need a
mobile site?
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#35
Mobile traffic spikes between Dec. 25 and Jan 1st, capitalize on stocking stuffers
Happy New
Year mobile
campaign
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#36
Typing is hard enough -provide simple forms with minimal asks &
worry about cultivation later
Mobile Optimized
Donation
Forms
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01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility
#52n52 #12ntc52tweaks
#37
Show them the significance of sharingMake the last paragraph
a sincere ask to share your cause
Sincerely
ask for a share!
#52n52 #12ntc52tweaks
#38
Tie the reach of your social impact to your website statistics to get the bigger picture
Add your website
to FB Insights
#52n52 #12ntc52tweaks
#39
Deploy twitter stream using free codeBonus points for creating custom
twitter feed for your #content
Include Twitter
Feeds
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#40
Great (free) marketing for your events!Incoming link for SEO
Visualizes the search resultsAlternate incoming traffic source
Google Places!
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#41
Add FB Comments to high value pages... Take ‘em from static to fanatic!
Make your
content viral
#52n52 #12ntc52tweaks
#42
Set up your listening dashboards and keep an eye on conversations about you!
iGoogle - Saved @Searches - Tweetdeck
LISTEN!
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#43
Twitaholic.comFind the most popular twitter user for your
cause & cc: them on your latest tweet
cc top
tweeps
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#44
. Impactful cover photo. complimentary profile pic
. Feature prominent stories (w/ pictures). pin-to-top!
optimize your
fb timeline
#52n52 #12ntc52tweaks
01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility
#52n52 #12ntc52tweaks
#45
Plan conversion paths andestablish matching goal funnels
Create “goals”
in Google
Analytics
#52n52 #12ntc52tweaks
#46
Reciprocate > Comment > Engage
Who links
to you?
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#47
Top keyword reports in GAReview bounce rates
Google Trends to compare keywords
Know what
keywords are
working
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#48
Set up notifications, Google Alerts for key phrases, milestones & regular traffic updates
Share the reports with internal staff !
Create
Analytics alerts
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#49
Use bit.ly or Hootsuite to shorten links, save characters, and find out what’s working with free analytics
Use small links
for big results
#52n52 #12ntc52tweaks
01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility
#52n52 #12ntc52tweaks
#50
Use image alt tags and in-page descriptions near images to help provide context to your images -
This is useful not only for people, but for SE’s too
help “them” see
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#51
For visitors:Build a bulleted list of your content hierarchy
For SE’s:Build your xml site maps and submit them to
search engines
Build a site map
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#52
Add cc to YouTube videos to indicate “>>new speakers,” “[long pauses],” “[laughter],” or to translate languages
Closed
Captioning &
Transcripts
#52n52 #12ntc52tweaks
Keep the conversation going #12NTC52tweaks and #52n52
This is just the beginning...
#52n52 #12ntc52tweaks
Keep the conversation going #12NTC52tweaks and #52n52
This is just the beginning...
THANK YOU!
#52n52 #12ntc52tweaks