Download - Arts Marketers: Building a Better Website
ARTS MARKETERS: Building a better websitePresented by : Ken Moire Partner/Founder Spry Digital
Twitter: @KenMoire @SpryDigital @ArtEdStl
#ArtEdWeb
AWARENESS• Raison d’être
• Mission
• Who Do You Support?
• Promote Events
• Organization Activities (boosting, events, fundraising, etc)
AUDIENCE GROWTH
• Active participants
• Engaged users
• Developing relationships
• Creating ambassadors
FUNDRAISING/DONOR MANAGEMENT
• Where did the love go?
• Who gets the money?
• What tools are you using to improve your fundraising/donor base?
CONTENT MANAGEMENT
• Easily add, modify, create new content in main areas of your website.
• Upload media
• Accept form data: event registration, newsletter, contact, donations
POPULAR CMS FOR NONPROFITS• WordPress.org or WordPress.com
• Drupal
• Expression Engine
• Site Builders: Squarespace, Weebly, Wix etc
Consumers Guide to CMS for Nonprofits:
http://www.idealware.org/reports/consumers-guide-content-management-systems-nonprofits
Find the one that is right for you.
MOBILE WEB - RESPONSIVE WEB
What the Heck Is Responsive Web Design:
http://johnpolacek.github.io/scrolldeck.js/decks/responsive/
Source: http://ianbarlow.files.wordpress.com/2014/04/screen-shot-2014-04-13-at-10-42-39-am.png
Source: http://chapterthree.com/sites/default/files/legacy/imagecache/500px_wide/android-fragmentation.png
MOBILE FUNDRAISINGMany options exist
• SMS/Text
• Native App
• Mobile website
• Mobile web app
More at: http://www.nten.org/articles/2012/mobile-fundraising-options-for-nonprofits
INTEGRATIONS
• Social media (for publishing out to channels, creating funnel)
• CRM (for collecting information)
• Newsletter (collect)
• Donations
Source: http://ceblog.s3.amazonaws.com/wp-content/uploads/2014/02/conversion-funnel-3.png
Funnel basics
Facebook, Twitter, Pinterest, YouTube, Instagram, Vine, etc.
Blog or Event Page
Donate/ Registration
$
Funnel basics
FUNNEL BEST PRACTICES1. Use publishing platforms like your website/blog, YouTube and Flickr to publish out to social media channels.
2. Always accompany posts with a call to action, driving your audience back to a destination with it’s own call to action (typically your website, or events page, or donate)
3. Capture interest (CRM, emails, registrations, tickets)
4. Track results (Google Analytics, Facebook Insights, Twitter metrics, YouTube etc)
• What channel performed best
• What posts performed best
• Setup goals
5. Repeat successes
WHAT DOES GOOGLE REWARD?1. Good site information architecture
2. Clear navigation
3. URLs that contain keywords
4. Good content structure. Keyword rich content, good heading structure, etc.
5. Good site performance, load times, etc.
6. Backlinks from other popular sources
7. Good user experience (behavior)
OTHER METRICS TO WATCH1. Pages per visit and time on website
2. New Visitors vs Returning Visitors
3. Direct vs Organic traffic
4. Acquisition: Organic keywords
5. User Behavior: Popular Pages/Posts
6. Referrers: Traffic Sources
7. Goals
PROBLEM AREAS…1. Low session volume
2. High bounce rate
3. Low pages per session/time on site
4. Low goal count
5. New visitor ratio is low
WRITING IS ON THE WALL…1. Your website was designed for a monitor resolution of 800px
2. No blog
3. Small media
4. No forms. Instead PDF form downloads and return mailing addresses… Yay!
5. Visitor counter
6. A copyright date in footer that is not from this decade
7. Basically your site includes any of these elements: http://code.divshot.com/geo-bootstrap/
FIRST IMPRESSIONS
Users have microseconds to make a first impression.
How does your website reflect your organization?
MORE THAN FONTS AND COLORS• Information architecture
• User flow
• Content design
• Branding
• Aesthetic design
• Interaction design
STICK TO THE PRINCIPLESBalance
Emphasis
Movement
Pattern
Repetition
Proportion
Rhythm
Variety
Harmony
CONTENT• Is there a clear brand voice that is consistent across channels?
• Where in your content do you communicate your mission or who you support? Bring it to the front.
• What are the primary interactions you wish your site visitors to take? Bring it to the front!
• Is it structured to yield best SEO results?
LORRAIN HANSBERRY THEATER SAN FRANCISCO
• Process overload • Where are the events? • Mission? 12px font • Items that look interactive
aren’t.
JAZZ AT LINCOLN CENTER
• Strong branding and aesthetic • Navigation is action words • Highlights exhibits • Events are right there
SHOTGUN PLAYERS BERKELEY
• Branding galore • Current Event • Mission is clear • Who they support • Clear navigation
RESOURCESidealware.org
A Consumer’s Guide to Content Management Systems
http://www.idealware.org/reports/consumers-guide-content-management-systems-nonprofits
A Consumer’s Guide to Donor Management Systems
http://www.idealware.org/reports/consumers-guide-donor-management-systems
NTEN.org
Mobile Fundraising Options for Nonprofits
http://www.nten.org/articles/2012/mobile-fundraising-options-for-nonprofits
Web Design for Nonprofits, A Primer
http://www.markandphil.com/blog/2014/12/15/responsive-design-need/