Website Strategy for Non-Profits

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Website Strategy An Overview for Non-Profits @liamdempsey

Transcript of Website Strategy for Non-Profits

Website Strategy An Overview for Non-Profits

@liamdempsey

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

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

WHAT WE’LL COVER

•  The value of first impressions in online marketing

•  Key tools for increasing awareness about your organization

•  Fundraising and your website

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)

GO!

First Impressions

MATTER

55% of visitors spend fewer than

15 seconds on your website

Source: Chartbeat

15 seconds

Most websites have a bounce rate of

40% - 60%

Source: Anders Analytics

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

People judge your organization by your website

The Google

Standard

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.

•  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

LESS is more

What tools should we use

to connect with visitors?

Social Media Yep, for sure.

Gotta be there.

Your Website This is your best tool.

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

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

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.

What about online donations?

For 2013-2014, Online Giving Revenue Was Up

Source: Blackbaud

13.5%  

Large charities = 12.7%

Medium charities = 11.4%

Small charities = 18.4%

Growth in online donations

Source: Blackbaud

“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

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

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

Questions?

@liamdempsey @LBDesign

http://lbdesign.tv