Jane Bright Non-profits:

Non-profit website goals are more complicated than for profit businesses. March 15, 2011

The difference? GOAL/CHALLENGENON-PROFITFOR PROFIT BUSINESS AudienceMembers/community serviced, public, donors, grantors, elected officials… Customer with defined demographic PurposeIncrease membership Provide information Raise funds Recruit volunteers/staff Reduce operating costs Market events Sales and/or Marketing ContentChanges frequentlySome Stability Resources to ManageVery limitedCan be SUBSTANTIAL March 15, 2011

Site Purpose: Start with your mission Provide services: For whom and who decides to seek services Provide information Advocate: Supporters and adversaries March 15, 2011

Purpose: Site vs. Mission March 15, 2011

Site Purpose: Mission & Other Needs Provide services: For whom AND who decides to seek services Provide information Advocate: Supporters & Adversaries Raise Funds March 15, 2011

Recruitment Volunteers Staff Members Clientele Donors March 15, 2011

Cut Administrative Costs Answers most asked phone and ed questions Provide forms - Go green and/or Paper Take money-for services, donations & events-beware of Payment Card Industry standards Outbound to reduce snail mail March 15, 2011

Who are your audiences/community? March 15, 2011

Site Visitors-Funding Sources Grantors Large donors Small donors Foundations Board members Government Corporate sponsors Events Other March 15, 2011

Site visitors Receivers of services and/or decision makers Event participants Member advocates taking action Volunteers Staff Job applicants Community Media March 15, 2011

What are demographics of audience? Bifocal crowd vs. teens or both Computer availability & savvy Education level Multiple languages needed? March 15, 2011

Know Your Audience March 15, 2011

Niche Audiences March 15, 2011 Consider niche visitors Content drives audience Audience drives content

Site Content? What do visitors want to know? What do visitors want to do? What do you want them to have? What are grantors looking for? How will the content change? Ask for & use testimonials Go ahead and brag! March 15, 2011

Private content Is some content restricted to limited group? How to protect sensitive pages or info? Beware of Google! March 15, 2011

How to collect and create content Look at all print material you have Do you have videos? Look at Facebook page Look at grant applications and appeals Check out media coverage March 15, 2011

Figuring out site navigation Group topics by how visitors think Keep navigation visible & obvious OK to repeat info on multiple pages March 15, 2011

Visual Should be Powerful Your visual image directly tied to mission Visual conveys message as much as words Pictures, pictures, pictures Design mix of logo, color, fonts, images, text layout Understand your purpose, then translate into look and feel March 15, 2011

Image is Everything March 15, 2011

Image Communication March 15, 2011

Video Strategy Embed/link on your site YouTube < 10 minutes Paid Servers > 10 minutes Content and Look still critical Helps search engines March 15, 2011

Design DOs DOs Obvious navigation Consistent look and feel ID on every page Call to action on home page/every page Have a clear notion what your look should be March 15, 2011

Design DON’Ts DON’Ts NO Print Layout Mixing fonts and colors Outdated info Uncompressed images Placing PDFs as pages Overcrowd / Overload March 15, 2011

Online Credit Card Processing Credit card gateways Fees and more fees PCI compliance- Payment Card Industry What cards to accept? Paypal? Plastic? Banks? March 15, 2011

Online Credit Card Processing One time vs periodic payments Event registration Secure pages Tracking contributions/members hip March 15, 2011

Site Management Plan for content changes from the start What will change? Who will keep site current? Site is designed so that it can be updated easily! March 15, 2011

Social media & blogs Go where your constituents are It’s still about content & image Keep site and social media in synch Plan how often social media gets updated & stick to it! March 15, 2011

Driving traffic to your site SEO Outbound Social Media and Blogs Include Site URL on all print material March 15, 2011

S earch E ngine O ptimization: Top Tips Put search words and phrases into your text Do not use Flash or graphics for text! Change website content frequently Get others to link to your site Claim your Google places Set up blog Hire an Expert March 15, 2011

Google places Claim yours now! Terrific Marketing Tool. March 15, 2011

Beauty of web technology is that you can change and add info easily, with a little planning… March 15, 2011

Helpful Links March 15, 2011

Please Contact Us 3 Bridge Street Marblehead, MA Ph Fax March 15, 2011