building an online foundation, create a website that works

Building An Online FoundationCreate A Website That Works

Build Awareness, Drive Action and Advance Engagement

Who Is Here?

The State of The State of PhilanthropyPhilanthropy

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Americans donated an estimated $358.38 billion to charity in 2014, highest total in Giving USA report’s 60-year history. That total slightly exceeded the

benchmark year of 2007, when giving hit an estimated inflation-adjusted total of $355.17 billion.

2014 marked the fifth year in a row where giving went up; the average annual increase was 5.5 percent in current dollars.

Though many people are not aware of it, research confirms the enormous scale of the nonprofit workforce. U.S. nonprofit establishments employed nearly 11.4 million paid workers in 2012. This accounts for about 10.3% of our national’s total private employment and makes the U.S. nonprofit workforce the third largest among U.S. industries, behind only retail trade and manufacturing.

A MAJOR ECONOMIC FORCE

More than 3 billion people are now using the Internet, according to the United Nations agency that oversees international communications.

The number of Internet users has increased from 738 million in 2000 to 3.2 billion in 2015, according to a new report from the International Telecommunication Union. That’s a seven-fold increase that brought Internet penetration up from 7% to 43% of the global population. Of all connected individuals, the ITU says most of them — some 2 billion — live in developing countries:

Much of the growth in web connectivity has come from mobile. Mobile broadband penetration has gone up 12-fold since 2007, and this year 69% of people on earth will be covered by 3G broadband. Meanwhile, growth in fixed-broadband connectivity has slowed, with just 7% annual growth over the last three years. That’s likely because access to it is 1.7 times more expensive than the average comparable mobile broadband plan:

Why Online Matters

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Marketing is changing……………………


Inbound Marketing = Being found by

constituents looking for your products and

services.

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Top of Mind Awareness – Created and Reinforced by the organization

and its leadership.

First position is important because the business that is in the first position is 2X more profitable than the business in 2nd position and 4X more profitable than the business in 3rd position.

Mark DahlAccountable Marketing Research Group

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That’s a lot of NOISE

You have to have a strategy.

“The single biggest problem in communication is the illusion that it has taken place”

George Bernard Shaw

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Path to Communications

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AIDAAttention

Interest

Desire

Action

The 5 Create Your Website Strategy

1.Pick your goals and objectives.

1.Identify your audience.

1.Pick your team and establish your budget.

1.Develop your design and content. 5. Launch…… measure, refine and adjust.

#1. GOALS and Objectives

• The first step in any strategy is identifying your desired outcomes. – Common Objectives

• Building Awareness • Driving Action• Advancing Engagement


Identify Your Objectives/Goals



Pick Your Goals/Objects


Increase donations? (monetary or a specific item like clothes, food, etc.)

Increase volunteers?

Spread information and/or awareness?

Allow people to find your organizations?

Promote your mission?

Build your constituency?

Tell your story.

Your Website Should Be An ENABLERYour website should empower visitors to engage with your mission

and the work that you’re doing. One of the best goals for any website is to move along a funnel of engagement, from very basic levels of awareness to progressively deeper levels of involvement.

#2. Identify Your Audience


Select Target Audiences


What is the desired action of your target audience?

• Buying your product or service?• Donating to your organization?• Volunteer for an event?• Become a member?• Advocate for your mission?

What are the demographics?

• Age/generation• Gender • Location• Marital/Family status• Income level• Educational level• Occupation

How do they think?

• Personality types?• Attitudes• Values• Interests/Hobbies• Lifestyle• Behaviors

Generational DifferencesUnderstanding

The Single Best Way To Communicate?

Identify What Motivates

People

Understanding Generations Helps Identify Motivations


The events and conditions each of us experience during our formative years help define who we are and how we view the world.

The generation we grow up in is just one of the influences on adult behavior.

The Next America• Our population is becoming non-white. • A record number of our population is going

gray. – These shifts are unfolding at the same time and

caused what is considered major stressors on our social cohesion.

What’s In A Generation?

• Generations tend to be about 20 years in length

• Generations tend to be shaped by historical events that are experienced at roughly the same time within their life cycle.

• Generations share a “persona”

“Each generation imagines itself to be more intelligent than the one that went before it, and wiser than the one that comes after it.”

- George Orwell

Why is this important?

Understanding generations is a big key to understanding how you

will utilize your website and what tactics will work the best.

Technology

1. “Anything that is in the world when you were born is normal and ordinary and is just a natural way the world works.”

2. “Anything that is invented between the time when you are 15 to 35 is new, revolutionary and exciting, and you can possibly get a career in it.”

3. ‘Anything invented after you are 35 is against the natural order of things.”

*According to the late author Douglas Adams(The Hitchhiker’s Guide to the Galaxy.)

Establish Your BudgetPick Your Team

Establish Your BudgetShould we hire a web designer or

use a web builder?• Do you have time?• Do you know how to write

code?• Do you know what a widget

is?• Do you have a graphic

designer on staff?• Are you being penny wise

and a pound foolish?

Costs• Domain• Hosting• Graphic Design• Widgets or plugins• Online donation interface• SSL Certificate

Web Builders

• Squarespace• Weebly• Wix• Wordpress

How to Pick a Web Designer

• How do they price their services?• What is their track record?• How do they measure their results?• What are their core services?• What are their credentials or qualifications?• How do they ensure your project is executed

properly?

Pick Your Team

• Define the group that approves the site’s design and implementation. Include representatives from various departments. Include internal and external stakeholders.

ContentDevelop Your Design and

The Importance of Good Web Design• Based on a research study titled

Trust and Mistrust of Online Health Sites.

• The most surprising revelations was that design elements are exponentially more powerful than content, in terms of mistrust. When asked to describe why users mistrusted a website 94% of comments were directly related to web design elements. Only 6% reference specific content.

• Aesthetics• Organization• A Visual Spark• Tells a story• Stays true to your brand

Based on research by web designer, Joseph Putnam on the importance of good web design.

Website Elements

Make a list of important elements to be incorporated on the site, for example, the ability to sign-up to an email list, click a call-to-action button, social media buttons or a blog.

Responsive Web DesignResponsive websites respond to their environment.

Homepage Matters

Critical Elements Every Homepage Needs•Headline•Call to Action (CTA)

– Donate Button– Email Sign Up

•Supporting Image•Navigation•Social Media

Building a Site Map

• 1. Identify all pages – Homepage– About Us– Services– Blog– Contact

Add Sub Pages

• About Us– History– Mission – Managing Stagg

Content Analysis For Each Page

• Homepage– Banner/Image– Welcome Message– Call to Action– Inquiry Form

Build Your Content• Join Us

– Become a Member– Make a Donation– Tell Us Your Story

• Alumni• About Us

– Vision and Mission– History– Board of Directors

• Events• Giving • News

• Build Your Site Map

Launch!

Measure, Refine and Adjust

7 Must-Haves For Nonprofit Websites

1. Quality Content2. Donate Buttons3. Email Sign-up4. Social Media Focal Point5. Media Coverage Section6. Testimonials Page7. A Blog

20 Best Nonprofit Websites2016

• Responsive web design• The long home page: provides a 10,000 foot view

without having to click.• Fewer options on primary navigation• Animated backgrounds are growing in popularity• Clear infographics communicate more than text• Good photos and graphics are a must.

Key TermsDomain The domain of your

website. Rebeccagordon.org

SEO Search Engine Optimization is used to make search engines find you site.

Host The company that stores the files and applications for your website.

Malware A chunk of code that acts to damage or access information that it shouldn’t.

DNS Domain Naming System, gives computers, servers or anything connected to the internet a name instead of a number.

HTTP A web protocol that’s used for browsers to access your site files.

SSL Secure Sockets Layer E-Commerce Electronic commerce is a term for online transactions.

Rebecca Gordon, [email protected]

@rgordongor6 facebook.com/RebeccaGordonGroup

mailto:[email protected]

http://www.rebeccagordon.org/