Your website is the “front door” and primary identity of your organization. It can play a vital role in communicating both within and outside the world of your core constituents and supporters to educate and inform, build goodwill, raise funds, and bring people together. In this workshop, the fifth session in the latest 21st Century New Media Series from CALPACT and CHL at UC Berkeley's School of Public Health, Laura Shapiro of Global Fund for Women and Alex Bernardin of the San Francisco AIDS Foundation shared best practices for ensuring people not only cross your online threshold and stay awhile, but also strategies for how to deepen visitor engagement and motivate them to take action. Enjoy this presentation from the training! To view other resources from this workshop: http://www.slideshare.net/SPHCalpact/calpact-training-social-media-usage-by-channel http://www.slideshare.net/SPHCalpact/calpact-training-resources-for-understanding-key-performance-indicators http://www.slideshare.net/SPHCalpact/calpact-kp-is-forengagement http://www.slideshare.net/SPHCalpact/calpact-training-features-for-engagement http://www.slideshare.net/SPHCalpact/calpact-training-engagement-features-in-non-profit-websites To learn more about this series, please visit: http://chl.berkeley.edu/events/newmedia/2012-2013-new-media-trainings/sessions. Follow Us on Twitter: @CALPACT Facebook: http://www.facebook.com/CALPACTUCB Website: www.calpact.org

1. How to Make
Your Website
More Engaging
Alex Bernardin
Laura Shapiro

2. Introductions
Alex Bernardin
Digital Content Manager
San Francisco AIDS Foundation
Laura Shapiro
Director of Online Communications
Global Fund for Women

3. Housekeeping
 Wifi
 Bathroom
 Handouts
 Lunch

4. Session Overview
 How design, layout and content consistent with
brand and vision can advance your objectives
 Website as centerpiece of overall, multi-
channeled communications strategy
 Building a successful content strategy & how to
measure its impact
 Value of in-house expertise, and data-driven, user-
centric, decision making
 Optimizing your website for mobile devices

5. Agenda
 Defining Engagement
 Measuring Engagement
 Lunch
 Engaging with your Website
 Engaging with your Brand

6. What is Engagement?
A. I don’t know, my boss just keeps saying
we want it
B. more donations
C. people read more of our content
D. people come back to the site again and
again
E. people share our content more

7. Pre-Session Survey results -
Primary purpose of your site:
1. Education for Gen. Pub.(12/20)
1. Education for Specific Audience (6/20)
2. Advocacy (4/20)
3. Donations (3/20)
4. Other (8/20)
a) Patient Recruitment

8. Okay, So How Do I Measure That?
 KPI=Key Performance Indicator
 Tied to
 Org goals
 User behavior
 Things you can affect

9. Mission
Communications
Goal
Website
Goals KPI
We advance the rights of
women and girls worldwide by
increasing the resources for
and investing in women-led
organizations and women’s
collective leadership for
change.
Be the recognized
philanthropic resource for
women’s rights…
Expand online
audience
15% increase in
new visitors
Deepen engagement
of existing audiences
Move 500
supporters to
take action

10. KPIs that pertain to engagement
 # visitors who signed a petition
 % visitors who shared content
 # visitors who donated
 # visitors who watched a video
 # social media followers
 % of visitors who follow
 # “likes”, RTs, mentions, comments…
 % visitors returning to your site

11. ACTIVITY: What would
make good KPIs for your
website goals?

12. Metrics Without Mania:
 Report on what’s actionable
 Figure out what’s working & do more of it
 Experiment

13. Dashboards

14. Dashboards
ARE NOT
Analysis
Wordy
Multi-layered
ARE
Snapshot
Focused
Obvious

15. Dashboard Types
 KPIs for your boss
 Probably monthly
 Top level
 KPIs for you
 Weekly or Daily
 Digs into second level

16. Dashboards for Your Boss
TRY NOT TO
Compare apples to
staplers
Expect people to
read
Keep old metrics
TRY TO
Use charts
Show trends
Highlight warnings
Focus on KPIs

17. Dashboards for You
TRY NOT TO
Answer too many
questions
Keep old metrics
TRY TO
Highlight problems
Highlight causality
Look for
winners/losers

18. Dashboards 1 - BAD

19. Dashboards 2 – Multi-channel

20. Dashboards 3 – High Level

21. Dashboards 4 – Mid Level

22. Break – Working Lunch

23. Getting Users Engaged With
Your Site
#1: You are not your target audience, so
take some time and agree on who your
target audience is.
 This might be different for different parts of
the site
 Brainstorm, preferably with some folks who
are the type of people you want to reach

24. Features That Can Increase
Engagement
 Social Media, easy sharing
 Mobile-friendliness
 Visually rich content
 photos, video, infographics, charts,
illustrations
 User-contributed content (comments)
 Content that invites response
 The rolling ask
 Expand/Collapse sections

25. Examples
 Global Fund for Women
 SFAF
 AIDS.gov
 Health Initiative for Men
 Greater Than AIDS
 Food Water Watch
 World Wildlife Fund
 Charity:Water
 Malaria No More
 Some sites from attendees
Also at : http://AlexJBconsulting.com/npo-engagement/

26. Getting Users Engaged With
Your Brand
Email DirectWebsiteFacebook
Your view of your org online
Your supporter’s view of your org online
Facebook, Website, Email, Direct

27. Case Study: SFAF
 Before:
 Press Releases
 ad hoc, published to website homepage
 Direct Mail Appeals
 Outsourced, no linkage to web
 Printed Annual Report
 Emails
 Multiple lists with varying message schedules
 Podcasts
 Separate website, mailing list, twitter handle

28. Case Study: SFAF
 Now:
1. Articles (Q&A, Client Profile, etc)
1. One set of imagery covering all uses
2. Created monthly, with few exceptions
2. Publish to web homepage & list pages
3. Email to monthly newsletter list
4. Link from social
5. (coming) Direct Mail schedule in sync,
linked to customized web landing pages

29. Case Study: SFAF

30. Getting Organized With
Content Calendaring
 Collaborative
 Strategic
An example

31. Thank you. Stay in touch.
abernardin@sfaf.org
lshapiro@globalfundforwomen.org
@laurajshapiro
Don’t forget to evaluate this session!