An overview of website strategies for non-profits and charities. Want to watch the webinar recording where I talk through these slides? Now you can! https://www.youtube.com/watch?v=cgRn5WgiLc0 (Note: You'll need to copy and paste the URL into your browser.)

1. Website Strategy
An Overview for Non-Profits
@liamdempsey

2. ABOUT YOU
• Director of non-profit or charity
• Work for a charity
• Eager to deepen your
understanding of online marketing
• Want to increase effectiveness of
online marketing efforts – primarily
through your website

3. ABOUT LIAM
• Director + Owner,
LBDesign
• Online marketing +
design since 2000
• Work with non-profits in
the US, UK + Africa
• Co-founder + co-editor
of chickenmonkeydog

4. WHAT WE’LL COVER
• The value of first impressions in
online marketing
• Key tools for increasing awareness
about your organization
• Fundraising and your website

5. WHAT WE WON’T COVER
• What marketing solution is best for
your organization
• Whether you should focus on
Facebook, Instagram or Twitter
• Search engine optimization (SEO)

6. GO!

7. First Impressions
MATTER

8. 55% of visitors
spend fewer than
15 seconds
on your website
Source: Chartbeat

9. 15seconds

10. Most websites have a
bounce rate of
40% - 60%
Source: Anders Analytics

11. say a website's design is
the number one criterion
for discerning the
credibility of the company.
46.1% of
people
Source: Stanford Persuasive Technology Lab

12. People judge
your organization
by your website

13. The
Google
Standard

14. To increase the credibility impact
of a website, find what elements
your target audience interprets
most favorably and make those
elements most prominent.
Maxim for Credible Design
BJ Fogg
Stanford University Researcher + Ph.D.

15. • To create an air of credibility
• Make a connection with the visitors
• Share our most important key
messages
• Guide to next steps or desired
calls-to-action
FIRST IMPRESSIONS AIMS

16. LESS
is more

19. What tools
should we use
to connect
with visitors?

20. Social Media
Yep, for sure.

21. Gotta be there.

22. Your Website
This is your best tool.

24. YOUR SITE = BEST TOOL
• You control the look and feel
• You determine the functionality
• You can edit and publish in real time
• You can scale to your needs
• You own the content

26. WHY WORDPRESS?
• Cost-effective for building and
updating websites
• Powerful full content management
system – for more than blogging
• Register volunteers, accept
donations, conduct awareness
campaigns and more

27. Perhaps most importantly…
People find it very easy to use
WordPress to add new content, edit
information, upload files ...
That is, they use their site and enjoy
doing so!
And so they will do it.

28. What about
online
donations?

29. For 2013-2014,
Online Giving
Revenue Was Up
Source: Blackbaud
13.5%

30. Large charities = 12.7%
Medium charities = 11.4%
Small charities = 18.4%
Growth in online donations
Source: Blackbaud

31. “Starting April 21, we will be expanding our use
of mobile-friendliness as a ranking signal. This
change will affect mobile searches … and will
have a significant impact in our search results.
Consequently, users will find it easier to get
relevant, high quality search results that are
optimized for their devices.”
Source: Google Webmaster Central Blog
Google favors responsive
websites

32. DONATION LESSONS
• The credibility of your sites will
factor in your level of online
donations
• Investment in a website is an
investment in the charity
• Online donations and SEO are
dependent demand a mobile-
friendly site

33. THE TAKEAWAYS
• Know that your website is a reflection
of your organization
• Focus on credibility: work to make a
connection with your target audience
• Make your website the hub of your
online marketing efforts
• Create a mobile-friendly site to help
SEO and to drive donations

34. Questions?
@liamdempsey
@LBDesign
http://lbdesign.tv