2. GOALS
• Start a conversation
• Get you thinking about your online presence and
interactions
• Present a proven model and the tools to help you
get a handle on the online landscape and your
place in it
• “Level set”
• Answer some questions, but hopefully raise more
3. Purpose and
Process.
Best practices for a smooth Web build.
4. LIST YOUR GOALS
State a list of goals first
• Who are you?
• What is your purpose?
Is the site primarily to allow existing members to stay updated? Is it to solicit
donations? Is it to get new volunteers or members? Is it to raise awareness
in general?
• Do you have a brand?
• Who is your target audience?
• What does “conversion” mean to you?
5. FOCUS ON CLEAR COMMUNICATION
• Steer clear of “design by committee” by having a
final decision maker on your team.
• Establish a point of contact from your team that
can work on the site until completion.
• Establish a point of contact from the web team
(e.g., project manager)
• Cultivate a board member who understand
technology/marketing.
6. UNDERSTAND THE PROCESS
• Web sites take time to build. Expect a minimum of
30 days.
• People on the job:
• Designer
• Developer
• Project manager
• SEO
• Writer
• Engineering
8. MAKE YOUR WEB TEAM HAPPY
(and save time)
• Gather as much content as you can up front.
• Expect to make revisions and add as much as you
can into each round.
• Get all necessary buy-in and revisions finalized on
your end before sending to web team.
10. WHY MOBILE?
• 371K babies born per day
• 378K iPhones sold/1M Android devices activated
per day*
• Over 6 BILLION activated cell phones in the world
*Source: http://tnw.co/yUafAx
11. MOBILE WEB SITE OR APP?
• Which serves your purpose?
• Does it fit your budget?
• Will end-users adopt?
12. WHEN DO APPS MAKE SENSE?
• Gaming (Angry Birds)
• Complex calculations
• Utilities (regular usage or personalization)
• No Internet required (most of the time)
• Heavy processing power
13. WHEN DOES MOBILE WEB MAKE SENSE?
• Immediate access
• Cross platform compatibility
• Cost-effective (vs. app)
• Ongoing support and maintenance
• Can be found easily
• Mobile sites can be apps!
• Donate online
14. GO RESPONSIVE!
• Access across all platforms for a better user
experience
• Google likes it
• Change content only once
Non-Profit Responsive Pioneers
• https://pittsburghkids.org/
• http://www.wildaid.org/
• http://worldwildlife.org/
18. DON‟T MAKE ME THINK
• Content up front – purpose up front
• Donor friendly
• Social (media) friendly
• Volunteer friendly
• Branding consistency across all media and
platforms
• 2-3 clicks maximum to get to where you are going
• Think like an end user
23. ONLINE DONATION TIPS
• Make it easy to donate or become a member – big/obvious
buttons
• Promote across all platforms (print/web)
• Give donors options
- Online through payment service (one-time or recurring)
- Via text message
- Phone or mail via website
- Through mobile device
• Online donation services
- Paypal
- Donorperfect
- The Raiser‟s Edge (Blackbaud)
- Network for Good
- The Square
27. ONLINE INTERACTIONS CAN ENHANCE
EVERY ASPECT OF YOUR ORGANIZATION
internal external
outreach thought leadership
public relations relationship building
Your Message
Your Mission
collaboration membership growth/
retention
fundraising/ innovation
development
data insights
issues advocacy
28. WHY BE INTERACTIVE ONLINE?
Online marketing and social media technologies
provide the most powerful toolset available to
strengthen your brand and your relationships with
stakeholders -- members, funders, employees, peer
organizations and the communities you serve.
29. You should only care about having an
interactive online presence if you want to
reach Americans*.
Americans spend over a billion hours a
month in online social spaces.
That‟s over 215,000,000 people
spending 1,000,000,000+ hours per
month in the U.S. alone.
That‟s a lot of potential supporters.
That‟s a lot of opportunities to advance
your cause.
*or almost anyone, anywhere, for that matter
31. ContentInternet and Social Media
But then came the
is
Conversation
Blogs, wikis, discussion boards, tags, social networks – a
massive platform of participation
Source: Francois Gossieaux, Human 1.0 & SNCR Sr. Fellow
36. THOMSON REUTERS MODEL: HUB & SPOKE
The coordinated (Hub & Spoke) model is evolving as a best practice for
large companies:
37. APPLYING THE HUB & SPOKE MODEL
• The hub & spoke model can also be useful for thinking about
how to create a robust online interactive presence for a new
or established nonprofit.
• Consider your main Web presence to be your hub.
• Could be a traditional website
• Could be a blog
• Could even be a Facebook page for a new or small organization
• Now look for opportunities to create spokes.
• “Social media” channels like Facebook, Twitter, G+, etc.
• “Traditional” channels like email, newsletter, press release, brag cards,
etc.
• Goal of hub & spoke model: To ensure a coordinated, well-
managed approach that takes into account strategic
objectives, branding and communications considerations,
resource requirements, and success metrics.
38. AN INTERACTIVE ECOSYSTEM
Twitter YouTube
• Tweet blog posts •Post videos
Twitter YouTube
•Tweet announcements •Repost relevant videos
•Live tweet events
• Re-tweet others
LinkedIn
Website
Page
• Home page feature - Website
Blog
Groups
updated daily?
• News & Ideas
Blog
• Integration of social features
• Unique blog posts published frequently
• Easy membership/
• Embedded videos
contribution
Facebook • Commentary
• Re-posts from other blogs/news sources
• White papers
Facebook • News, events & announcements
• Daily posts and links back to blog • Analysis & commentary
• Conversation with members, etc.
• Q&A • RSS feeds
• Open Graph integration with blog • Blog Roll: Includes links to all other related blogs
• Twitter feeds & FB Open Graph
39. ONE SMALL EXAMPLE:
onekidneymatters.com
Using well designed, interlinked, co-
branded blog/website, Facebook page
and Twitter profile to promote kidney
disease awareness.
