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.
6. 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
SankyNet Tuesday, October 25, 2011
7. Who to engage to “do” the website?
Question 1: Internal staff vs. External agency
Question 2: Internal structure for executing project
SankyNet Tuesday, October 25, 2011
8. Agency Selection
Key considerations:
– Marketing expertise
– Fundraising expertise
– SEO expertise
– Organization knowledge
– Strategy / content architecture team
– Creative team
– Technical team
SankyNet Tuesday, October 25, 2011
22. Elements
– Wireframe: homepage and interior pages
– Black and white designs
– Color design – Homepage
– Interior and specialized pages
– Copy development process
– SEO: Integration in copydeck
SankyNet Tuesday, October 25, 2011
32. Phase 4:
TECHNICAL DEVELOPMENT
SankyNet Tuesday, October 25, 2011
33. 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
SankyNet Tuesday, October 25, 2011
34. Phase 5:
QUALITY ASSURANCE
SankyNet Tuesday, October 25, 2011
35. 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.)
SankyNet Tuesday, October 25, 2011
36. Phase 6:
ANALYTICS
SankyNet Tuesday, October 25, 2011
37. 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.
SankyNet Tuesday, October 25, 2011