Website Strategy for Non-Profits
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Transcript of Website Strategy for Non-Profits
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)
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
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
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.
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