Building An Online Foundation, Create a Website That Works
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Build Awareness, Drive Action and Advance Engagement for Your Nonprofit
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Building An Online Foundation, Create a Website That Works
- 1. Building An Online Foundation Create A Website That Works Build Awareness, Drive Action and Advance Engagement
- 2. Who Is Here?
- 3. The State of PhilanthropyThe State of Philanthropy 3
- 4. Americans donated an estimated $358.38 billion to charity in 2014, highest total in Giving USA report’s 60-year history. That total slightly exceeded the benchmark year of 2007, when giving hit an estimated inflation-adjusted total of $355.17 billion. 2014 marked the fifth year in a row where giving went up; the average annual increase was 5.5 percent in current dollars.
- 5. Though many people are not aware of it, research confirms the enormous scale of the nonprofit workforce. U.S. nonprofit establishments employed nearly 11.4 million paid workers in 2012. This accounts for about 10.3% of our national’s total private employment and makes the U.S. nonprofit workforce the third largest among U.S. industries, behind only retail trade and manufacturing. A MAJOR ECONOMIC FORCE
- 6. More than 3 billion people are now using the Internet, according to the United Nations agency that oversees international communications. The number of Internet users has increased from 738 million in 2000 to 3.2 billion in 2015, according to a new report from the International Telecommunication Union. That’s a seven-fold increase that brought Internet penetration up from 7% to 43% of the global population. Of all connected individuals, the ITU says most of them — some 2 billion — live in developing countries:
- 7. Much of the growth in web connectivity has come from mobile. Mobile broadband penetration has gone up 12-fold since 2007, and this year 69% of people on earth will be covered by 3G broadband. Meanwhile, growth in fixed-broadband connectivity has slowed, with just 7% annual growth over the last three years. That’s likely because access to it is 1.7 times more expensive than the average comparable mobile broadband plan:
- 11. Why Online Matters www.rebeccagordongroup.org@rgordongroup facebook.com/RebeccaGordonGroup Marketing is changing……………………
- 12. www.rebeccagordongroup.org@rgordongroup facebook.com/RebeccaGordonGroup Inbound Marketing = Being found by constituents looking for your products and services.
- 13. www.rebeccagordongroup.orgfacebook.com/RebeccaGordonGroup Top of Mind Awareness – Created and Reinforced by the organization and its leadership. First position is important because the business that is in the first position is 2X more profitable than the business in 2nd position and 4X more profitable than the business in 3rd position. Mark Dahl Accountable Marketing Research Group
- 15. www.rebeccagordongroup.org That’s a lot of NOISE You have to have a strategy. “The single biggest problem in communication is the illusion that it has taken place” George Bernard Shaw @rgordongroup facebook.com/RebeccaGordonGroup
- 17. The 5 Create Your Website Strategy 1.Pick your goals and objectives. 1.Identify your audience. 1.Pick your team and establish your budget. 1.Develop your design and content. 5. Launch…… measure, refine and adjust.
- 18. #1. GOALS and Objectives
- 19. • The first step in any strategy is identifying your desired outcomes. – Common Objectives • Building Awareness • Driving Action • Advancing Engagement www.rebeccagordongroup.org Identify Your Objectives/Goals @rgordongroup facebook.com/RebeccaGordonGroup
- 20. www.rebeccagordongroup.org Pick Your Goals/Objects @rgordongroup facebook.com/RebeccaGordonGroup Increase donations? (monetary or a specific item like clothes, food, etc.) Increase volunteers? Spread information and/or awareness? Allow people to find your organizations? Promote your mission? Build your constituency? Tell your story.
- 21. Your Website Should Be An ENABLER Your website should empower visitors to engage with your mission and the work that you’re doing. One of the best goals for any website is to move along a funnel of engagement, from very basic levels of awareness to progressively deeper levels of involvement.
- 22. #2. Identify Your Audience
- 23. www.rebeccagordongroup.org Select Target Audiences @rgordongroup facebook.com/RebeccaGordonGroup
- 24. What is the desired action of your target audience? • Buying your product or service? • Donating to your organization? • Volunteer for an event? • Become a member? • Advocate for your mission?
- 25. What are the demographics? • Age/generation • Gender • Location • Marital/Family status • Income level • Educational level • Occupation
- 26. How do they think? • Personality types? • Attitudes • Values • Interests/Hobbies • Lifestyle • Behaviors
- 28. The Single Best Way To Communicate? Identify What Motivates People
- 29. Understanding Generations Helps Identify Motivations www.rebeccagordongroup.org@rgordongroup facebook.com/RebeccaGordonGroup The events and conditions each of us experience during our formative years help define who we are and how we view the world. The generation we grow up in is just one of the influences on adult behavior.
- 30. The Next America • Our population is becoming non-white. • A record number of our population is going gray. – These shifts are unfolding at the same time and caused what is considered major stressors on our social cohesion.
- 31. What’s In A Generation? • Generations tend to be about 20 years in length • Generations tend to be shaped by historical events that are experienced at roughly the same time within their life cycle. • Generations share a “persona”
- 32. “Each generation imagines itself to be more intelligent than the one that went before it, and wiser than the one that comes after it.” - George Orwell
- 34. Why is this important? Understanding generations is a big key to understanding how you will utilize your website and what tactics will work the best.
- 35. Technology 1. “Anything that is in the world when you were born is normal and ordinary and is just a natural way the world works.” 2. “Anything that is invented between the time when you are 15 to 35 is new, revolutionary and exciting, and you can possibly get a career in it.” 3. ‘Anything invented after you are 35 is against the natural order of things.” *According to the late author Douglas Adams (The Hitchhiker’s Guide to the Galaxy.)
- 37. Establish Your Budget Pick Your Team
- 38. Establish Your Budget Should we hire a web designer or use a web builder? • Do you have time? • Do you know how to write code? • Do you know what a widget is? • Do you have a graphic designer on staff? • Are you being penny wise and a pound foolish? Costs • Domain • Hosting • Graphic Design • Widgets or plugins • Online donation interface • SSL Certificate
- 39. Web Builders • Squarespace • Weebly • Wix • Wordpress
- 40. How to Pick a Web Designer • How do they price their services? • What is their track record? • How do they measure their results? • What are their core services? • What are their credentials or qualifications? • How do they ensure your project is executed properly?
- 41. Pick Your Team • Define the group that approves the site’s design and implementation. Include representatives from various departments. Include internal and external stakeholders.
- 42. Content Develop Your Design and
- 43. The Importance of Good Web Design • Based on a research study titled Trust and Mistrust of Online Health Sites. • The most surprising revelations was that design elements are exponentially more powerful than content, in terms of mistrust. When asked to describe why users mistrusted a website 94% of comments were directly related to web design elements. Only 6% reference specific content. • Aesthetics • Organization • A Visual Spark • Tells a story • Stays true to your brand Based on research by web designer, Joseph Putnam on the importance of good web design.
- 44. Website Elements Make a list of important elements to be incorporated on the site, for example, the ability to sign-up to an email list, click a call-to-action button, social media buttons or a blog.
- 45. Responsive Web Design Responsive websites respond to their environment.
- 46. Homepage Matters Critical Elements Every Homepage Needs •Headline •Call to Action (CTA) – Donate Button – Email Sign Up •Supporting Image •Navigation •Social Media
- 47. Building a Site Map • 1. Identify all pages – Homepage – About Us – Services – Blog – Contact
- 48. Add Sub Pages • About Us – History – Mission – Managing Stagg
- 49. Content Analysis For Each Page • Homepage – Banner/Image – Welcome Message – Call to Action – Inquiry Form
- 50. Build Your Content • Join Us – Become a Member – Make a Donation – Tell Us Your Story • Alumni • About Us – Vision and Mission – History – Board of Directors • Events • Giving • News • Build Your Site Map
- 52. Launch! Measure, Refine and Adjust
- 53. 7 Must-Haves For Nonprofit Websites 1. Quality Content 2. Donate Buttons 3. Email Sign-up 4. Social Media Focal Point 5. Media Coverage Section 6. Testimonials Page 7. A Blog
- 54. 20 Best Nonprofit Websites 2016 • Responsive web design • The long home page: provides a 10,000 foot view without having to click. • Fewer options on primary navigation • Animated backgrounds are growing in popularity • Clear infographics communicate more than text • Good photos and graphics are a must.
- 60. Key Terms Domain The domain of your website. Rebeccagordon.org SEO Search Engine Optimization is used to make search engines find you site. Host The company that stores the files and applications for your website. Malware A chunk of code that acts to damage or access information that it shouldn’t. DNS Domain Naming System, gives computers, servers or anything connected to the internet a name instead of a number. HTTP A web protocol that’s used for browsers to access your site files. SSL Secure Sockets Layer E-Commerce Electronic commerce is a term for online transactions.
Editor's Notes
- Board Members, Administrative, Marketing, Development Professional
- So what does this mean? We are a robust economic sector but it’s highly competitive for sustainable dollars.
- Money Magazine
- This is important to understand for those who live in rural counties.
- Board Members, Administrative, Marketing, Development Professional
- Rebecca is still catching her breath after a busy fall travel schedule, she and Joe are looking forward to our projects in 2014 – logos for Missouri Healthcare for All, Nonprofit Services Center, Children Trust Fund, Missouri Retired Teachers Association
- This is really the online landscape
- What motivates people??? Jared Story – picking up his room…. Taking away his car.
- Construction industry standards, compilations of research
- Or 9/11
- The Single Best Way To Communication?: One of the easiest ways to move people through our AIDA funnel is by identifying what motivates them. EXAMPLE: In the early days of my career, I was the development director for a Big Brothers Big Sisters organization in Central Missouri. We had a donor who was a very well off highly respected member of the community who had joined our board. At the time it felt a bit like hitting the jackpot. He was the kind of person who once he was on board he was all in. After a training that board members and leadership team staff attended, we all went to dinner together and as we talked throughout the evening we started talking about why we were involved in BBBS. I assumed that this particular board member would say that his participating and money was a good investment in the community. What he told us was the opposite. INSTRUCTOR NOTE: Add your own story about how people’s motivations have surprised you and made you change your approach.
- The Next America: Data provided by Pew Research Center http://www.pewresearch.org/next-america/#Two-Dramas-in-Slow-Motion Right now for the first time every there are two major demographic shifts happening in America right now. Two Dramas in Slow Motion According to the Pew Research Center’s new book, the Next America, our population is becoming majority non-white at the same time a record share is going gray. Each of these shifts would, on their own, be a defining demographic story of its era. The fact that both are unfolding at the same time has generated big generational gaps that are putting stress on our social cohesion.
- What’s In A Generation?: While obviously there are as many different personality types within a generation as across generations, there’s value in understanding what defines a generation. Pew Research surveys have allowed for comparisons between todays young and today’s old. Because we’ve been asking the same questions over many years, we can also compare today’s young with yesterday’s young. Generations tend to be about 20 years in length and are shaped by the historical events people experience at roughly the same state in their life cycle. As a result, they share what might loosely be called a generational persona, one that’s also influenced (and often in reaction to) the personal of their parent’s generation.
- “Each generation imagines itself to be more intelligent than the one that went before it, and wiser than the one that comes after it.” by George Orwell
- Individuals and their motivations are generally shaped by their experiences.
- Or 9/11
- Technology is an important factor and does not necessarily refer to the communications evolution. Technological advances that effect generations include everything from transportation, the industrial revolution, medical advances and finally to the most recent the communication evolution. According to the late author Douglas Adams (The Hitchhiker’s Guide to the Galaxy.)
- Secure Socket Layer