ask the experts: demystifying the fundraising website redesign process
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DMFA Luncheon 10/25/2011: Ask the Experts: Demystifying the Fundraising Website Redesign Process Time to re-do your organizations website? Here is how to manage and complete the project effectively.TRANSCRIPT
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Ask the Experts:
Demystifying the Fundraising Website
Redesign Process
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THE DMFA WEBSITE
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DMFA – Before
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DMFA – After
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BEFORE YOU BEGIN…
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Balancing needs
• Identifying key website goals– Mission-based– Fundraising– Brand awareness– “Corporate” entity– Media outreach– National vs. local entities
• Identifying key players at the organization
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Who to engage to “do” the website?
Question 1: Internal staff vs. External agency
Question 2: Internal structure for executing project
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Agency Selection
Key considerations:– Marketing expertise– Fundraising expertise– SEO expertise– Organization knowledge– Strategy / content architecture team– Creative team– Technical team
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THE PROCESS
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Web Design Process
Discovery
1
Strategic Planning
2
Creative(Graphic design
and copy)
3
Technical Development
4
Quality Assurance
5
Analytics
6
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Timing
Minimum 5 - 6 months… it is usually longer
– Discovery & Strategic Planning 6 weeks
– Creative 8 - 12 weeks
– Technical Development 8 - 12 weeks
– Quality Assurance 2 - 4 weeks
– Analytics Ongoing monitoring
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DISCOVERYPhase 1:
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Elements
– Analytics– Data on traffic, keywords, demographics
– Heat map studies
– Survey to stakeholder groups
– Key priorities, messages, audiences
– Brand & content review
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Heat Map Studies
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Survey to Stakeholders
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STRATEGIC PLANNINGPhase 2:
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Elements
– Technical Review & Assessment• Host, Donation Processor, CMS, etc.
– Site Architecture
– Graphic Priorities: Homepage and Interior
– SEO: Keyword Strategy
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CMS Options
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Site Architecture
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Content Priority Diagram
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CREATIVE (DESIGN + COPY)Phase 3:
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Elements
– Wireframe: homepage and interior pages
– Black and white designs
– Color design – Homepage
– Interior and specialized pages
– Copy development process
– SEO: Integration in copydeck
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Content Priority Diagram
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Wireframe
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Black & White Full Color
Black & White Full Color
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Homepage
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Interior Page
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Specialized Page
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Specialized Page
Show kids, ecards, map, gift catalogue
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Site Architecture
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Copy Deck
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TECHNICAL DEVELOPMENTPhase 4:
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Elements
– Search Engine Optimization• Search Phrases (a few per page)
• Title Tags
• Links
• Alt tags
• Header and Header Tags
• Body Copy
– Coding design
– Implement security and custom technical elements
– CMS Integration & Training
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QUALITY ASSURANCEPhase 5:
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Elements
– Test user-entry forms for security and spamability
– Browser testing:
• Internet Explorer 7 & 8
• Firefox 3 & up
• Google Chrome 10 & up
• Safari 3 & up
• Opera 10 & up
• Mobile platforms (iPhone, iPad, etc.)
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ANALYTICSPhase 6:
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Analytics
– Install measurement software for continued analysis
– Monitor key data and trends, including:
• Traffic (unique visitors, bounce rate, page views, etc.);
• Visitor technology and demographics;
• Search engines and referring sites;
• Content tracking.
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TEST YOUR KNOWLEDGE
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Covenant House - Before
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Covenant House - After
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Catholic Charities B/Q - Before
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Catholic Charities B/Q - After
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Citymeals on Wheels - Before
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Citymeals on Wheels - After
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Medicare Rights Center - Before
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Medicare Rights Center - After
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CancerCare - Before
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CancerCare - After
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Thank you!