A presentation for the members of Arts & Education Council of St. Louis about how to measure the performance of your website and what to expect from your website as a central marketing and business tool in 2015. Topics include content management (CMS), responsive web design, search engine optimization (SEO), and fundraising/donor management.

2. ARTS MARKETERS: Building a better website
Presented by :
Ken Moire
Partner/Founder
Spry Digital
Twitter: @KenMoire
@SpryDigital
@ArtEdStl
#ArtEdWeb

3. ROLL CALL

4. ARTS MARKETERS’ GOALS

5. GOALS
• Increase awareness
• Grow audience
• Increase members
• Fundraising

6. AWARENESS
• Raison d’être
• Mission
• Who Do You Support?
• Promote Events
• Organization Activities (boosting, events, fundraising, etc)

7. AUDIENCE GROWTH
• Active participants
• Engaged users
• Developing relationships
• Creating ambassadors

8. MEMBERSHIPS
• Sell value of membership
• Entice
• Ease of adoption/conversion/renewal
• Reach

9. FUNDRAISING/DONOR MANAGEMENT
• Where did the love go?
• Who gets the money?
• What tools are you using to improve your fundraising/donor base?

12. IT’S ALIVE!

13. IT’S CHEAP

14. IT’S ACCESSIBLE

15. IT’S CONNECTED

16. IT’S VERSATILE

17. IT’S HELPFUL

18. GET FRIENDLY WITH
YOUR WEBSITE

19. LET’S TAKE A STEP BACK

21. CONTENT MANAGEMENT
• Easily add, modify, create new content in main areas of your website.
• Upload media
• Accept form data: event registration, newsletter, contact, donations

22. CONTENT MANAGEMENT
Proprietary vs Open Source

23. POPULAR CMS FOR NONPROFITS
• WordPress.org or WordPress.com
• Drupal
• Expression Engine
• Site Builders: Squarespace, Weebly, Wix etc
Consumers Guide to CMS for Nonprofits:
http://www.idealware.org/reports/consumers-guide-content-management-systems-nonprofits
Find the one that is right for you.

24. MOBILE WEB - RESPONSIVE WEB
What the Heck Is Responsive Web Design:
http://johnpolacek.github.io/scrolldeck.js/decks/responsive/

26. Source: http://ianbarlow.files.wordpress.com/2014/04/screen-shot-2014-04-13-at-10-42-39-am.png

27. Source: http://chapterthree.com/sites/default/files/legacy/imagecache/500px_wide/android-fragmentation.png

28. MOBILE FUNDRAISING
Many options exist
• SMS/Text
• Native App
• Mobile website
• Mobile web app
More at: http://www.nten.org/articles/2012/mobile-fundraising-options-for-nonprofits

29. MOBILE WEB: SOCIAL MEDIA
Users are accustomed to and now expect a mobile optimized web.

30. INTEGRATIONS
• Social media (for publishing out to channels, creating funnel)
• CRM (for collecting information)
• Newsletter (collect)
• Donations

32. DO YOU EVEN FUNNEL?

33. Source: http://ceblog.s3.amazonaws.com/wp-content/uploads/2014/02/conversion-funnel-3.png
Funnel basics

34. Facebook, Twitter, Pinterest, YouTube,
Instagram, Vine, etc.
Blog or Event Page
Donate/
Registration
$
Funnel basics

35. FUNNEL BEST PRACTICES
1. Use publishing platforms like your website/blog, YouTube and Flickr to publish out to social media channels.
2. Always accompany posts with a call to action, driving your audience back to a destination with it’s own call to action (typically your website,
or events page, or donate)
3. Capture interest (CRM, emails, registrations, tickets)
4. Track results (Google Analytics, Facebook Insights, Twitter metrics, YouTube etc)
• What channel performed best
• What posts performed best
• Setup goals
5. Repeat successes

36. SEO

37. WHAT DOES GOOGLE REWARD?
1. Good site information architecture
2. Clear navigation
3. URLs that contain keywords
4. Good content structure. Keyword rich content, good heading structure, etc.
5. Good site performance, load times, etc.
6. Backlinks from other popular sources
7. Good user experience (behavior)

38. METRICS TO WATCH

39.
BOUNCE

40. OTHER METRICS TO WATCH
1. Pages per visit and time on website
2. New Visitors vs Returning Visitors
3. Direct vs Organic traffic
4. Acquisition: Organic keywords
5. User Behavior: Popular Pages/Posts
6. Referrers: Traffic Sources
7. Goals

41. PROBLEM AREAS…
1. Low session volume
2. High bounce rate
3. Low pages per session/time on site
4. Low goal count
5. New visitor ratio is low

42. WEB DESIGN, IT MATTERS

43. WRITING IS ON THE WALL…
1. Your website was designed for a monitor resolution of 800px
2. No blog
3. Small media
4. No forms. Instead PDF form downloads and return mailing addresses… Yay!
5. Visitor counter
6. A copyright date in footer that is not from this decade
7. Basically your site includes any of these elements: http://code.divshot.com/geo-bootstrap/

44. “Design is everything. Everything!”
Paul Rand

45. FIRST IMPRESSIONS
Users have microseconds to make a first impression.
How does your website reflect your organization?

46. MORE THAN FONTS AND COLORS
• Information architecture
• User flow
• Content design
• Branding
• Aesthetic design
• Interaction design

47. STICK TO THE PRINCIPLES
Balance
Emphasis
Movement
Pattern
Repetition
Proportion
Rhythm
Variety
Harmony

48. CONTENT
• Is there a clear brand voice that is consistent across channels?
• Where in your content do you communicate your mission or who you support? Bring it to
the front.
• What are the primary interactions you wish your site visitors to take? Bring it to the
front!
• Is it structured to yield best SEO results?

49. CASE STUDIES

50. LORRAIN HANSBERRY THEATER
SAN FRANCISCO
• Process overload
• Where are the events?
• Mission? 12px font
• Items that look interactive
aren’t.

51. JAZZ AT LINCOLN CENTER
• Strong branding and aesthetic
• Navigation is action words
• Highlights exhibits
• Events are right there

52. SHOTGUN PLAYERS
BERKELEY
• Branding galore
• Current Event
• Mission is clear
• Who they support
• Clear navigation

53. RESOURCES

54. RESOURCES
idealware.org
A Consumer’s Guide to Content Management Systems
http://www.idealware.org/reports/consumers-guide-content-management-systems-nonprofits
A Consumer’s Guide to Donor Management Systems
http://www.idealware.org/reports/consumers-guide-donor-management-systems
NTEN.org
Mobile Fundraising Options for Nonprofits
http://www.nten.org/articles/2012/mobile-fundraising-options-for-nonprofits
Web Design for Nonprofits, A Primer
http://www.markandphil.com/blog/2014/12/15/responsive-design-need/

55. THANK YOU