Tulsa Area United Way

Agencies’Website Assessment & recommendations

September 14, 2009by Matt Galloway

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

Motivation & Scope

Motivation: To gain insight into the state and needs of the web presence of agencies that receive funding and support from the Tulsa Area United Way.

Scope: A cursory review was performed for each website of the 64 TAUW agencies with websites*. All reviews were conducted between August 1, 2009, and September 7, 2009.

*As listed on the TAUW website (http://www.tauw.org/tauw/Member_Agencies.asp?SnID=1388822234) on August 1, 2009.

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

Included TAUW Agencies2-1-1 Helpline12 & 12, Inc.A New LeafAbility Resources American Heart Association - Tulsa Chapter American Lung Association of the Central States American Red Cross - Tulsa Area Chapter Arthritis Foundation Big Brothers Big Sisters of Oklahoma Boy Scouts of America, Indian Nations Council Bridges Foundation, TheBristow Social Services Broken Arrow Neighbors Broken Arrow SeniorsCamp Fire USA Green Country Council The Center for Individuals with Physical ChallengesChild Care Resource CenterCircle of Care - Frances E. Willard Ministry Center Community Action Project of Tulsa County Community Care, Inc. of SapulpaCommunity Service Council of Greater Tulsa Credit Counseling Centers of Oklahoma Creek County Literacy Programs Crossroads Daily Family YMCA of BixbyDomestic Violence Intervention Services (DVIS)/Call RapeEastern Oklahoma Donated Dental Services (EODDS)Family & Children's Services Girl Scouts of Eastern Oklahoma Goodwill Industries of Tulsa Homelife Association Hospice of Green Country

Legal Aid Services of Oklahoma, Inc.LIFE Senior Services Margaret Hudson Program Mental Health Association in Tulsa Metropolitan Tulsa Urban League Okmulgee County Family Resource Center, Inc.Okmulgee County Homeless ShelterOkmulgee-Okfuskee County Youth ServicesOperation Aware of OklahomaOwasso Community ResourcesPalmer Continuum of Care, Inc.Parent Child Center of Tulsa, TheRARC, Inc. RSVPSalvation Army - Community CentersSalvation Army - Social ServicesSand Springs Community ServicesShow, Inc.Street SchoolTotal Source for Hearing-Loss and Access (TSHA) Tulsa Advocates for the Rights of Citizens with Developmental DisabilitiesTulsa Boys' Home Tulsa C.A.R.E.S. (Center for AIDS Research, Education & Support) Tulsa Court Appointed Special Advocates (CASA) Tulsa Day Center for the Homeless United Community Action Program, Inc. Visiting Nurse Association of Tulsa YMCA of Greater Tulsa Youth at Heart, Inc.Youth Services of Creek County Youth Services of TulsaYWCA Tulsa

Part I: By The Numbers

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

Local vs. NationalIs the website locally or nationally managed?

Tulsa Local National Only Tulsa Section on National Site

91% of agencies are either local

to the Tulsa area or have local

websites independent of their national organization.

Local Tulsa Area Websites58 Agencies

91%

4.5% of agencies have sections of their

national organization’s website localized with

for the Tulsa area.

4.5% of agencies have national organization’s site only (i.e., no Tulsa

localization.)

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

Mission: PossibleIs the mission clearly communicated by the site?

Yes98%

No2%

Is the mission obvious? (subjective)

Yes72%

No28%

Is the mission explicitly stated or paraphrased on

the home page?

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

Phone HomeIs a phone number easily found on the site?

Yes98%

No2%

Is a phone number available on the site?

Yes61%

No39%

Is a phone number displayed on the

home page?

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

You’ve Got Mail!Is a contact email easy to find on the site?

Yes77%

No23%

Is a contact email provided somewhere on

the site?

Yes20%

No80%

Is a contact email provided on the home page?

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

You Are HereIs a physical address easy to find on the site?

Yes98%

No2%

Is a physical address provided somewhere on

the site?

Yes52%

No48%

Yes31%

No69%

Is a physical address

provided on the home page?

Is a map or a link to a map

provided?

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

In Good FormIs there a “contact us” form on the site?

Yes31%

No69%

Is a contact form provided somewhere on

the site?

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

It’s Better To Give...Is donation information available on the site?

Yes88%

No13%

Is information on how & what to donate

available on the site?

Yes73%

No27%

Is information on how & what to donate available within

one click of the home page?

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

Even Better To Give Right Now...Is online donation available from the site?

Yes66%

No34%

Is online donation available anywhere on

the site?

Yes41%

No59%

Is online donation available within one click of the

home page?

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

You & What Army?Is volunteer opportunity information provided?

Yes64%

No36%

Is information on volunteering available anywhere on the site ?

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

When & Where?Does the site have a calendar and/or events page?

Yes*78%

No22%

Does the site have a calendar and/or information about

upcoming events?

* “Yes” was given liberally. Many events pages and calendars had no future events listed.

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

Take It to the PeopleDoes the site collect addresses for email campaigns?

Yes22%

No78%

Does the site collect email addresses to distribute

newsletters or other email campaigns?

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

No Press is Bad PressIs the site journalist-friendly?

Yes17%

No83%

Does the site provide contact information and/or resources

specifically intended for journalists?

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

Getting Social?Is social media promoted on the site?

Yes9%

No91%

Blog

Yes14%

No86%

RSS

Yes6%

No94%

Yes16%

No84%

Yes2%

No98%

Yes2%

No98%

NOTE: Numbers reflect links from organizations’ websites to specific social media platforms. Organizations using social media accounts that are not promoted or linked from website, if any, are not included.

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

You Scratch My Back...Does the site promote the TAUW?

Yes78%

No22%

Is the TAUW logo displayed anywhere on

the website?

Yes63%

No38%

Is the TAUW logo proudly displayed on the

home page?

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

That’s So Last YearDoes something on the site indicate it’s out of date?

Yes41%

No59%

Is there something visible on the site that indicates that the

information may be out of date?

Biggest Offenders:•outdated copyright notice•long past events•no new newsletters

Part II: Setting A Good Example

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

✓Anot

her

Donatio

n Link

✓Phone N

umbers

✓Anot

her

Voluntee

r Link✓

Upcoming

Events

✓Consist

ent with

offline

brandin

g

✓ TAUW Logo &

Link

✓ Donatio

n Link

✓ Yet Anot

her

Donatio

n Link

✓Voluntee

r Link

✓Yet

Another

Voluntee

r Link

✓Email

Collect

ion

✓ 2nd Attem

pt

at Email

Collect

ion

✓ Multiple

links

for the

important

stuff

✓Funny U

mbrella

Picture

✓Show

Me (how you

spend)

The Mone

y!

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

✓Addre

ss &

Phone N

umber

✓One Click

to

Online D

onation

✓Socia

l

Network

Link

✓ Paraph

rased

Mission

✓Volu

nteer

Inform

ation

✓Upco

ming

Events

✓Clea

n &

profes

sional

aesthe

tic

✓Unite

d Way

Logo &

Link

✓ I wond

er if

they ta

ke

Diner’s

Club.

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

✓Address

&

Phone

Number

✓ Donatio

n

✓ Mission✓Upco

ming

Events

✓Simple

stock l

ayout

with cus

tom

header

✓TAUW

Logo &

Link

✓Pho

ne

Numbers

✓ Is tha

t

sea fo

am

green?

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

✓Addre

ss &

Phone N

umber✓

Prominen

t

Donatio

n Link

(one cl

ick to o

nline

donatio

n)

✓Socia

l

Network

Links

& Widge

ts

✓ Paraph

rased

Mission ✓ Volu

nteer

Info

✓Upco

ming

Event

✓Contac

t Email

✓Simple

yet

poignant

ly stark

two colo

r

design

✓Upco

ming

Events

✓ If only

The

Village P

eople

knew.

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

✓Email

Collect

ion

✓One Click

to

Online D

onation

✓Social Netw

ork

Links

✓ Events

✓Upco

ming

Events &

News

✓ Sparse, w

ell

designe

d home

page

✓ TAUW Logo

& Link

✓ Address

✓Pho

ne

Number

✓ Link to

Map

✓Anot

her

Donatio

n Link

✓Dat

eless

copyrig

ht

notice

avoids

looking

out-o

f-

date

✓ Need Earr

ing

Joke H

ere

Part III: Ten Recommendations

for Improvement

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

1. Do the most important thing first

There are so many different things a website can do, and so many different people it can serve. Before you

get too deep, ask yourself this question...

If your website could only do one thing and one thing only, what would it be?

That’s the most important thing. Make your website do that thing first. And make certain it does it really, really well. Then be vigilant; never lose sight of it as you add other elements.

If someone you’ve never met, say from Idaho, visits your website for the first time, they should inherently know what your one thing is.

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

2. If you’re gonna ask for money, be heard

For Online Donations:•Top half of home page•Big visible button•One click to donation form•Explain why it matters

For Other Donations:•Links from menu •Explain why it matters•Give clear, concise & complete instructions

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

3. Ditch the splash page

If your first page isn’t useful to the user then eliminate it.

Useful to the user means that it provides information the user desires. HINT: Cool graphics, TV commercial-esque videos, Flash animation, your awesome logo and talking

points are not useful. Sorry.

(Like right now, before you move on to the next slide.)

Everything you put in front of the page that contains your one thing is a chance for the user to go to another site.

Wouldn’t that be a shame?

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

4. Gimme the 411

For the love of Pete, put your phone number and address on your home page. Don’t make me dig.

If having people call your organization or show up at your

office is generally a good thing, then your website should make this as

quick and easy as possible.

For a

good ti

me ca

ll

867-

5309

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

5. Be Easyto contact online

Provide an obvious and easy way for folks to contact you online. Don’t make me pick up the phone if I don’t want to.

I may be more comfortable typing than talking.

If you deal with sensitive issues, consider providing ways to communicate

anonymously online.

Provide at least one email address.

If there’s a chance your target audience might not have email access, provide an

online form - and don’t require an email address.

Be certain inboxes are frequently checked and regularly tested.

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

6. Don’t Make Me Google

Anytime you present information on your site that may induce the Google-reflex, provide a link that opens another browser

window.

For example, always provide a map link next to your address. This simple gesturehelps the user save time (they were gonna Google it anyway) while ensuring that your browser window stays open a little longer. Win-win.

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

7. Collect Email Addresses!!!!!

Email is still the single most effective online communications tool in existence. It’s cheap. It’s easy. Use it.

Email campaigns can be used to:•Distribute newsletters•Find those needing your services•Find volunteers•Solicit donations•Invite folks to join your social media programs•Bring folks back to your website•Advertise special events

uh.hell

o@du

h.co

m

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

a.) out-of-businessb.) aloofc.) disinterestedd.) all of the above

Pop Quiz: Online, outdated content can makes an organization seem?

8. Change we needAt a minimum, keep your content current!

If you can’t/won’t keep your content up-to-date, then avoid date related material.

The best strategy, however, is to update your content frequently*. Fresh content gives users a reason to return and it dramatically improves Search Engine Optimization. Blogs are awesome for dynamic content. Added bonus: blogs are cheap and easy**.

* “Frequently” is a relative term. Biweekly, monthly or even bimonthly updates can be very effective.**Way, way easier than a newsletter, or a conversation with your average teenaged boy.

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

9. Everything you need; absolutely

nothing else

If your site contains extraneous content that isn’t contributing to your ultimate goal, then it’s detracting from it.

Eliminate it.

The difference between a good site and a great site is often pages of pleasant but unnecessary rambling that prevents the

user from recognizing the one thing.

If it helps, send your well written but extraneous content to me. I’ll read it. I promise.

Cop

yrig

ht 2

009

Mat

t Gal

low

ay

10. Do the most important thing first

If your website could only do one thing and one thing only, what would it be?

Yes, I

did

already

mention

this, bu

t it’s

that im

portan

t.

It’s m

y one

thing.

Questions & Comments • Please use this report in whatever way you’d like. While

I’d appreciate it if you’d attribute my work to me where appropriate we both know that nothing (but bad karma) awaits if you don’t. Meh.

• Contact info for questions or comments:Matt GallowayEmail: matt@thebasement.comPhone: 918-808-3072Twitter: @mattgallowayBlog: http://thebasement.com

• I’m available to present or discuss this report, and/or your specific web efforts with your organization. Drop me a line if you’re interested.