salvation army website development & increased community involvement
DESCRIPTION
Presented to the San Antonio Salvation Army.TRANSCRIPT
Website Development & Increased Community Awareness and Involvement
Prepared for The San Antonio Salvation Army
Prepared by The Cardinal Consulting
Group
Cardinal Consulting Group
Sophie Yanez
Andre Turner
Montoya Rover
LaurenDe Leon
Marisol Martinez
Agenda
Statement of Work Review Recommendation Overview The Research:
Salvation Army of San Antonio SWOT Analysis San Antonio Environmental Scan Social Media Millennials Website Best Practices & Comparison Analysis
Recommendation Recap Q&A
SA Salvation Army Resources
Dr. Roberto Garcia, Development Director
Juan Reyes, Business Administrator
Joseph Lowe, Volunteer Services Coordinator
Statement of Work
Deliverable – Website localization and Increased Website Traffic
Recommendations report of improvements that can be made to the current website through analysis of non-profit comparisons and success measurements.
Comparative Website Matrix report of local shelters to determine what their successful website metrics are.
Recommended Website Mockups to include new localized design.
Deliverable – Increased Stakeholder and Younger Generation Awareness and Involvement
Stakeholder’s awareness manual to include non-profit benchmark marketing ideas, non-profit website best practices, social media for younger generations, and measureable metrics of success.
Recommendations report and website mockups to include new design ideas for stakeholders and the younger generation.Complete
Recommendation Overview
Increase community awareness by investing more in partnerships with local schools and churches.
Increase Millennial awareness and involvement by utilizing social media as a tool to inform and involve them.
The Salvation Army San Antonio Chapter website needs to be utilized as a resource not just a reference point.
The Stakeholders
Participants
Volunteers
Donors
Partners
The Research
The consulting team analyzed studies from multiple sources regarding the following topics:
San Antonio Demographics Millennials Social Media for Non Profits Website Best Practices for
Non Profits
SA Environmental Scan
Population: 1,359,758
Unemployment rate: 6%
Median age: 32 63.2% Hispanic 18.9% below
poverty levelTop 3 reasons for homelessness for individuals is mental illness and lack of needed services, lack affordable housing and unemployment
Top 3 reasons for homelessness for families is lack of affordable housing, domestic violence and unemployment
SA Environmental Scan
Volunteering rate is 25.1%
SA residents volunteered 49.1 million hours of their time ($1 billion in service contributions)
72% of donations came from individuals
The top organizations where people volunteer are in their own religious organizations (37.5%) education within their school (24.5%) and social services (14%)
SWOT AnalysisStrategies: Create a bilingual website
Increase public awareness of and access to The Salvation Army SA Chapter’s social media outlets
Integrate Google Analytics to improve their metrics and set benchmarks
Market to individuals while they’re young; partner with schools and church youth groups
Simplify website to promote ease of access for volunteers and potential donors
Partnership Recommendation
Invest more in partnerships with local schools and churches, in order to increase community awareness.
• Survey current volunteers to ask why they are volunteering, then target people with similar interests
• Market people with similar interests in forums or neighboring organizations, as well as local schools and churches
• Offer community service hours to high school and college students
The Stakeholder’s Awareness Manual
serves as a guide for The SA Salvation Army to engage their current
stakeholder’s.
Social Media
Enables Non Profits to reach new audiences and enhance existing relationships
1-3 platforms is the industry standard
Social Media: Facebook
Over 1 billion users
Timeline places a greater emphasis on images and videos
98% of Non Profits utilize Facebook
645 likes
Social Media: Twitter
Asking followers to “Retweet” helps to improve awareness
Hash-tags (#)
People respond better to plain and simple tweets
153 Followers
Millennials
Anyone born between the years of 1979-1994.
Millennials are highly selective about what organizations they engage with
Millennials prefer to share information about the cause and not the organization itself
Millennials prefer action-oriented content (donate, sign, volunteer)
Social Media Recommendation
Increase Millennial awareness and involvement, by utilizing social media as a tool to inform and involve them.
• Collect personal stories and photos of people the SA Area Command has helped
• Realign the current email campaigns to focus on action-oriented campaigns
• Keep characters to 80 or less and incorporate a photo or video into each post
• Build a schedule that includes topics to be covered in the social media post.
Social Media Calendar Mockup
Social Media Calendar MonthSunday Monday Tuesday Wednesday Thursday Friday Saturday
Day # Day # Day # Day # Day # Day # Day #
Blog: Blog: Blog: Blog: Blog:
Week Theme: Facebook: Facebook: Facebook: Facebook: Facebook:
Twitter: Twitter: Twitter: Twitter: Twitter:
Day # Day # Day # Day # Day # Day # Day #
Blog: Blog: Blog: Blog: Blog:
Week Theme: Facebook: Facebook: Facebook: Facebook: Facebook:
Twitter: Twitter: Twitter: Twitter: Twitter:
Day # Day # Day # Day # Day # Day # Day #
Blog: Blog: Blog: Blog: Blog:
Week Theme: Facebook: Facebook: Facebook: Facebook: Facebook:
Twitter: Twitter: Twitter: Twitter: Twitter:
Day # Day # Day # Day # Day # Day # Day #
Blog: Blog: Blog: Blog: Blog:
Week Theme: Facebook: Facebook: Facebook: Facebook: Facebook:
Twitter: Twitter: Twitter: Twitter: Twitter:
Day # Day # Day # Day # Day # Day # Day #
Blog: Blog: Blog: Blog: Blog:
Week Theme: Facebook: Facebook: Facebook: Facebook: Facebook:
Twitter: Twitter: Twitter: Twitter: Twitter:
Important Reminders
Any ‘Donation’ messages should be
sent out on pay day Fridays
Set Reminders for upcoming
events
Stick to one
theme per
week
Website PracticesTop Factors for determining a successful website:
Design Messaging Engagement Imagery Storytelling Sociability
Imagery
Sociability & Engagement
Storytelling
Messaging
Current Design
Competitor Websites
Color Scheme
Action Oriented Buttons
Social Media
Integration
Search Functionality
Localization
Other Salvation Army Websites
Validation
Recognize partners
Social Media
Integration
Create Emotional
Connections
Upcoming Local Events
Search Functionality
Website
The San Antonio Salvation Army website needs to be utilized as a resource, not just a reference point.
• Create a volunteer page that enables volunteerism
• The "donate now" button should go directly to a donation submission page
• Alter the color scheme of the website to include brighter colors that engage your audience
• Build a bi-lingual pageWebsite Developer: Jonathan Frazee
www.johnfrazee.com
Recommendations
Increase community awareness by investing more in partnerships with local schools and churches.
Increase Millennial awareness and involvement by utilizing social media as a tool to inform and involve them.
The Salvation Army San Antonio Chapter website needs to be utilized as a resource not just a reference point.
QUESTIONS?
Prepared by The Cardinal Consulting
Group
Prepared for The San Antonio Salvation Army
THANK YOU
Prepared by The Cardinal Consulting
Group
Prepared for The San Antonio Salvation Army
Appendices
Website Mockup
Website Mockup