Salvation Army Website Development & Increased Community Involvement

Website Development & Increased Community Awareness and Involvement

Prepared for The San Antonio Salvation Army

Prepared by The Cardinal Consulting

Group

Cardinal Consulting Group

Sophie Yanez

Andre Turner

Montoya Rover

LaurenDe Leon

Marisol Martinez

Agenda

Statement of Work Review Recommendation Overview The Research:

Salvation Army of San Antonio SWOT Analysis San Antonio Environmental Scan Social Media Millennials Website Best Practices & Comparison Analysis

Recommendation Recap Q&A

SA Salvation Army Resources

Dr. Roberto Garcia, Development Director

Juan Reyes, Business Administrator

Joseph Lowe, Volunteer Services Coordinator

Statement of Work

Deliverable – Website localization and Increased Website Traffic

Recommendations report of improvements that can be made to the current website through analysis of non-profit comparisons and success measurements.

Comparative Website Matrix report of local shelters to determine what their successful website metrics are.

Recommended Website Mockups to include new localized design.

Deliverable – Increased Stakeholder and Younger Generation Awareness and Involvement

Stakeholder’s awareness manual to include non-profit benchmark marketing ideas, non-profit website best practices, social media for younger generations, and measureable metrics of success.

Recommendations report and website mockups to include new design ideas for stakeholders and the younger generation.Complete

Recommendation Overview

Increase community awareness by investing more in partnerships with local schools and churches.

Increase Millennial awareness and involvement by utilizing social media as a tool to inform and involve them.

The Salvation Army San Antonio Chapter website needs to be utilized as a resource not just a reference point.

The Stakeholders

Participants

Volunteers

Donors

Partners

The Research

The consulting team analyzed studies from multiple sources regarding the following topics:

San Antonio Demographics Millennials Social Media for Non Profits Website Best Practices for

Non Profits

SA Environmental Scan

Population: 1,359,758

Unemployment rate: 6%

Median age: 32 63.2% Hispanic 18.9% below

poverty levelTop 3 reasons for homelessness for individuals is mental illness and lack of needed services, lack affordable housing and unemployment

Top 3 reasons for homelessness for families is lack of affordable housing, domestic violence and unemployment

SA Environmental Scan

Volunteering rate is 25.1%

SA residents volunteered 49.1 million hours of their time ($1 billion in service contributions)

72% of donations came from individuals

The top organizations where people volunteer are in their own religious organizations (37.5%) education within their school (24.5%) and social services (14%)

SWOT AnalysisStrategies: Create a bilingual website

Increase public awareness of and access to The Salvation Army SA Chapter’s social media outlets

Integrate Google Analytics to improve their metrics and set benchmarks

Market to individuals while they’re young; partner with schools and church youth groups

Simplify website to promote ease of access for volunteers and potential donors

Partnership Recommendation

Invest more in partnerships with local schools and churches, in order to increase community awareness.

• Survey current volunteers to ask why they are volunteering, then target people with similar interests

• Market people with similar interests in forums or neighboring organizations, as well as local schools and churches

• Offer community service hours to high school and college students

The Stakeholder’s Awareness Manual

serves as a guide for The SA Salvation Army to engage their current

stakeholder’s.

Social Media

Enables Non Profits to reach new audiences and enhance existing relationships

1-3 platforms is the industry standard

Social Media: Facebook

Over 1 billion users

Timeline places a greater emphasis on images and videos

98% of Non Profits utilize Facebook

645 likes

Social Media: Twitter

Asking followers to “Retweet” helps to improve awareness

Hash-tags (#)

People respond better to plain and simple tweets

153 Followers

Millennials

Anyone born between the years of 1979-1994.

Millennials are highly selective about what organizations they engage with

Millennials prefer to share information about the cause and not the organization itself

Millennials prefer action-oriented content (donate, sign, volunteer)

Social Media Recommendation

Increase Millennial awareness and involvement, by utilizing social media as a tool to inform and involve them.

• Collect personal stories and photos of people the SA Area Command has helped

• Realign the current email campaigns to focus on action-oriented campaigns

• Keep characters to 80 or less and incorporate a photo or video into each post

• Build a schedule that includes topics to be covered in the social media post.

Social Media Calendar Mockup

Social Media Calendar MonthSunday Monday Tuesday Wednesday Thursday Friday Saturday

Day #   Day #   Day #   Day #   Day #   Day #   Day #  

  Blog: Blog: Blog: Blog: Blog:  

Week Theme: Facebook: Facebook: Facebook: Facebook: Facebook:  

  Twitter: Twitter: Twitter: Twitter: Twitter:  

Day #   Day #   Day #   Day #   Day #   Day #   Day #  

  Blog: Blog: Blog: Blog: Blog:  

Week Theme: Facebook: Facebook: Facebook: Facebook: Facebook:  

  Twitter: Twitter: Twitter: Twitter: Twitter:  

Day #   Day #   Day #   Day #   Day #   Day #   Day #  

  Blog: Blog: Blog: Blog: Blog:  

Week Theme: Facebook: Facebook: Facebook: Facebook: Facebook:  

  Twitter: Twitter: Twitter: Twitter: Twitter:  

Day #   Day #   Day #   Day #   Day #   Day #   Day #  

  Blog: Blog: Blog: Blog: Blog:  

Week Theme: Facebook: Facebook: Facebook: Facebook: Facebook:  

  Twitter: Twitter: Twitter: Twitter: Twitter:  

Day #   Day #   Day #   Day #   Day #   Day #   Day #  

  Blog: Blog: Blog: Blog: Blog:  

Week Theme: Facebook: Facebook: Facebook: Facebook: Facebook:  

  Twitter: Twitter: Twitter: Twitter: Twitter:  

          Important Reminders

Any ‘Donation’ messages should be

sent out on pay day Fridays

Set Reminders for upcoming

events

Stick to one

theme per

week

Website PracticesTop Factors for determining a successful website:

Design Messaging Engagement Imagery Storytelling Sociability

Imagery

Sociability & Engagement

Storytelling

Messaging

Current Design

Competitor Websites

Color Scheme

Action Oriented Buttons

Social Media

Integration

Search Functionality

Localization

Other Salvation Army Websites

Validation

Recognize partners

Social Media

Integration

Create Emotional

Connections

Upcoming Local Events

Search Functionality

Website

The San Antonio Salvation Army website needs to be utilized as a resource, not just a reference point.

• Create a volunteer page that enables volunteerism

• The "donate now" button should go directly to a donation submission page

• Alter the color scheme of the website to include brighter colors that engage your audience

• Build a bi-lingual pageWebsite Developer: Jonathan Frazee

www.johnfrazee.com

Recommendations

Increase community awareness by investing more in partnerships with local schools and churches.

Increase Millennial awareness and involvement by utilizing social media as a tool to inform and involve them.

The Salvation Army San Antonio Chapter website needs to be utilized as a resource not just a reference point.

QUESTIONS?

Prepared by The Cardinal Consulting

Group

Prepared for The San Antonio Salvation Army

THANK YOU

Prepared by The Cardinal Consulting

Group

Prepared for The San Antonio Salvation Army

Appendices

Website Mockup

Website Mockup