52 tweaks in 52 weeks - #52n52
Post on 12-May-2015
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DESCRIPTIONYoure busy, your time is limited, your resources are stretched thin; yet you know your organizations website could be better. Take a deep breath. Weve compiled 52 easy-to-implement tips to help you get there. Commit less than an hour each week to one of these suggestions52 tweaks in 52 weeksand improve your website by next years conference. These best practice ideas will improve search engine optimization, increase visitor retention and return, and better engage constituents while also raising more money! This session is not software-specific, and even seasoned website managers will walk away with new ideas. Join us for 52 in 52!
- 1.Better Nonprofit Websites:52 Tweaks in 52 WeeksPRESENTED BY RAHEEL GAUBA & SOPHIA LATTO
2. Sophia Latto, Principal Consultant, UX Design I help nonprofits develop internet strategy around building constituent relationships, delivering compelling messages, and online fundraising. Prior to joining Blackbaud, I worked as a Creative Director at a design and marketing agency in New York City that specialized in online marketing and communications for the non-profit, utility, beverage, and financial sectors. I am an avid sailor! Raheel Gauba, Brand Leader & Creative Director, Marketing I am passionate about helping nonprofits be successful. At Blackbaud, I have had the privilege of leading the strategy & delivery of 400+ nonprofit websites. More recently I have focused on Blackbauds marketing efforts and lead the rebrand and the global website redesign and strategy. Prior to joining Blackbaud, I served as Creative Director at a startup and senior web architect for Canadas largest television and media company.#52n52 2 3. 3 4. 01 Workflow & Planning02 Content Strategy03 Visual Design & User Experience04 Fundraising05 Marketing & Communications06 Email07 Social Media08 SEO & Measurement #52n524 5. # 01 Goal S.W.O.T.S.Enter your goals title hereStrengthsWeaknessesOpportunitiesThreatsSuccess Criteria#52n52 5 6. # 01 Goal S.W.O.T.S.Enter your goals title hereStrengths Strengths are things that your organization currently does very wellWeaknesses or activities that have lead to positive & measurable outcomes.OpportunitiesStrengths are also characteristics of an organization that provide a competitive advantage over others inThreatsthe industry.Success Criteria#52n52 6 7. # 01 Goal S.W.O.T.S.Enter your goals title hereStrengths Weaknesses are things that your organization currently does not doWeaknesses very well or activities that have resulted in negative outcomes.OpportunitiesWeaknesses, whether perceived or actual, interfere with or have a negative impact on a competitiveThreatsadvantage over others in the industry.Success Criteria#52n52 7 8. # 01 Goal S.W.O.T.S.Enter your goals title hereStrengthsWeaknesses Opportunities are activities or initiatives that provide anOpportunities organization with additional positive growth without negatively impacting existing strengths.Threats Opportunities are also activities or initiatives that your competitors areSuccess Criteria currently unaware of.#52n52 8 9. # 01 Goal S.W.O.T.S.Enter your goals title hereStrengthsWeaknesses Threats are known or predictable factors beyond your control, whichOpportunities could place the organizations mission or operation at risk.Threats Threats that are perceived as internal should be categorized as opportunities or weaknesses.Success Criteria#52n52 9 10. # 01 Goal S.W.O.T.S.Enter your goals title hereStrengthsWeaknessesOpportunitiesSuccess Criteria is a measurablefigure or metric that we can captureand monitor for a particular goal.ThreatsFor example, Increase our emaillist from 9,000 subscribers to 12,000Success Criteriain six months.#52n52 10 11. # 02 Define Your Audiences And Tasks Impact onAudience Group: Donors (3 subgroups)Task PriorityFrequencyMissionSub-Group 1: Recent Donors $0 - $1000PriorityTag3 = HighDaily Critical2 = Medium WeeklySignificantIdentify tasks this segment must be able to complete on the website.1 = Minimal Monthly/YearlyMinimalBecome knowledgeable about Org3 learn about orgFind information on donations impact in the community. 3 impact storiesMake a first time gift/increase from previous gift/become a monthly recurring donor 3 donate Identify Target AudiencesEngage further with online videos, stories, and subscribe and promote via social media2social share Define Sub Groups Determine TasksSubscribe to Newsletter to receive updates on Orgs work3 subscribe Assign PriorityParticipate in Orgs community events 2 events Tag TasksUpdate personal information/address 1 update profileSub-Group 2: PriorityTagIdentify tasks this segment must be able to complete on the new website.#52n52 11 12. # 02 Define Your Audiences And Tasks Sort Data in Excel Identify Content Hierarchy Identify Important ConversionPaths#52n52 12 13. # 03 Have a Plan for Your ContentPage Title AuthorContent Status Where is this content saved? (60 char. max) Home Jane Clarkson home.doc drafted website/2013/content/drafts/home.docAbout AcmeJane Clarksonabout-us.docpending approvalwebsite/2013/content/drafts/about-us.docAcmes Mission Bill Ludwick our-mission.doc approved website/2013/content/approved/our-mission.docLegacy URLNew URL Meta DescriptionMeta Keyword(s) (150 char. max)acme.orgacme.orgacme.org/page.aspx?pid=453acme.org/about-acmeacme.org/page.aspx?pid=187acme.org/acme-mission #52n52 13 14. # 04 Take a Monthly Inventory of Your ContentGoogle Analytics Content Site Content All Pages (Show 25) Unique Pageviews is the number of visits during which the specified page or pages are viewed at least once. Avg. Time on Page is the average amount of time visitors spent viewing a specified page or set of pages. Bounce Rate is the percentage of single-page visits, or visits in which the person left your website without visiting another page after this one. % Exit is the percentage of site exits that occurred from a specified page. Check to see if high % Exit pages are confirmation pages. If not, why do we lose so many people on this page?What does this page have that is making it work so well?Why doesnt anybody like this page? Fix it or delete it.#52n5214 15. # 05 Survey Your 509 Audience You defined them in #2, now lets get to know them better. Survey each sub group Why do they access your website What is their priority What adjectives or emotions wouldthey use to describe your org? Ask org leadership the same questions. Do they align?#2#52n52 15 16. 01 Workflow & Planning02 Content Strategy03 Visual Design & User Experience04 Fundraising05 Marketing & Communications06 Email07 Social Media08 SEO & Measurement #52n52 16 17. # 06 Page Flow Diagrams for Conversion Paths Content is KingDefine most important content. Priority is even more important What do I see 1st? What do I see 2nd? Define call to actions. Importance What is the CTA? Why should I click? Define supporting content. What if I dont click? Good for Mobile Less bloat contentDefine global / template content Content by priorityDefine this for the Home Page, Landing Page(s), Conversion Page(s), Confirmation Page(s).#52n52 17 18. # 07 The Four Cs to Understanding Your AudienceConfused (User Mode) VisitorsBefore User ModesCurious (User Mode) VisitorsConvinced (User Mode) VisitorsContinuing (User Mode) Visitors After User Modes#52n52 18 19. # 07 The Four Cs to Understanding Your Audience#52n52 19 20. # 07 The Four Cs to Understanding Your Audience#52n52 20 21. # 07 The Four Cs to Understanding Your Audience#52n52 21 22. # 07 The Four Cs to Understanding Your Audience#52n52 22 23. # 08 Optimize Landing Pages 1. Include a catchy, short & simple headline 2. Break up large blocks of text by puttingimportant stuff in bullets 3. Use compelling images or videos 4. Make big, bright calls to action 5. Include testimonies from beneficiaries 6. Make it urgent & relevant to time or a goal#52n5223 24. # 09 Test Your Conversions With Usability Hub (www.usabilityhub.com)#52n5224 25. # 09 Test Your Conversions With Usability Hub (www.usabilityhub.com) Unique Visits to Donate Page Before Test After Test (w/ revisions)#52n5225 26. 01 Workflow & Planning02 Content Strategy03 Visual Design & User Experience04 Fundraising05 Marketing & Communications06 Email07 Social Media08 SEO & Measurement #52n52 26 27. # 10 Edit Your Images with Pixlr Express (http://pixlr.com/express/)#52n52 27 28. # 11 Find Great Free Photos at Compfight (www.compfight.com) Ask the photographer if you can use their image, give them credit. http://www.flickr.com/creativecommons#52n52 28 29. # 12 Visualize the Impact with Infographics (www.piktochart.com)http://piktochart.com/whyinfographics#52n5229 30. # 13 Tell a Story Story 1, Slide A: The Beginning (Why)The opening scene. The problem. Whats possible?Why your org cares about this problem. #52n5230 31. # 13 Tell a StoryStory 1, Slide B: The Middle (How)Build tension. Make it personal. Make it urgent. #52n5231 32. # 13 Tell a Story Story 1, Slide C: The End (What)Call to action. All you have to do is _______. Takeaction now! #52n5232 33. # 14 Make a Thank You VideoHi I am Name, title, organizationWho are you thanking? Company or individual?Why are you thankful? Is it a large contribution? Did it come in a critical time?What were you able to do? Major accomplishments Huge impact?Special thanks goes toChad Vail Be sure to thank the people that reallyPresident at Junior Achievement ofmade it happenCoastal South Carolina#52n52 33 34. # 15 Run a 5-Second Test of Your Home Page (www.usabilityhub.com) This test helps us fine tune your landing pages and calls to action by analyzing the most prominent elements of your design.#52n5234 35. 01 Workflow & Planning02 Content Strategy03 Visual Design & User Experience04 Fundraising05 Marketing & Communications06 Email07 Social Media08 SEO & Measurement #52n52 35 36. # 16 Notate your Traffic Spikes in Google AnalyticsOprah mentioned us onEmail A sentEmail B sentFacebook Campaign Start#52n52 36 37. # 17 Kickstart Your Fundraising#52n5237 38. # 18 Does Your Fundraising Page Pass the TestI can see what you will do/are doing with my donationThere are photos or testimonies that show real progressGiving arrays are explainedI know what $25 can get compared to $75I can choose Other to meet an extra appealThere is a goal or an expected outcomeIt is obvious that I am giving to something biggerI can tell if there is a urgent time frame or milestone dateThe buttons empower me to make an impactDonate vs. Save a WhaleI can easily share my donation with my peersOK, I did it