Using Technology to Effectively Market Your Agency’s Pro Bono Program and Opportunities and to Promote Giving

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Monday, October 1, 2007The Chicago Bar Foundation

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Today’s ParticipantsModerator

Michael G. BergmannPILI/CBF Pro Bono Initiative Director

Panelists

Rob ActonExecutive Director Cabrini Green LegalAid Clinic

Mary Meg McCarthyDirectorNational Immigrant Justice Center

Murray CoffeyBusiness Development Director Jenner & Block LLP

Lisa ColpoysExecutive DirectorIllinois Legal Aid Online

Allegra RichPro Bono Partner and Director of PhilanthropySeyfarth Shaw LLP

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How are they reading your content

• 50% of all users spend 2-3 seconds scanning the top 3 inches of an online page

• Users read across the top first and then across the middle [F Shape Pattern]

• Users read fewer words as they scan below the fold

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Who are your targets?

• Attorneys

• Other Service Providers

• Recipients

• General Public

• Press

• Donors/Funders

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Shriver Center – povertylaw.org

Audience

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Think about the users

• Literacy levels

• Words they use should be on your site

• What do they want to know about your organization?

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How are they getting to your site?

• Write to be found (Jakob Nielsen)

• Many users get to your site by using a search engine…

• Not your URL

• Register alternative URLs (.com, .net, .org)

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Search Engine Optimization

• Search Engine Optimization – The process of fine tuning the content of a site along with the html and meta tags so that it is search engine friendly (and we hope people friendly at the same time)

• Write content for people not the bots• Keep the content fresh• Links, links, links• Use acronym and full text of organization in title tag

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Anatomy of a web page

Title Tag

Meta Tag

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Monitor your site• Use industry standard tools to monitor your site

– Web trends– Google Analytics & Google Webmaster– Ask site hosting vendor

• Helps understand who your users are• What they are looking for• When traffic is highest and lowest• Where they are running into problems• Info for re-design

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Content is King

• All content management must be done in-house– Top priority for all non-profits

• Update every week• Don’t blog unless you want to do it every day• Embed links to other spots on your site and other

sites in general• Have full site search available and at the top of

every page

Effective Strategies for Promoting Your Agency and

Pro Bono Opportunities

Allegra R. RichPro Bono Partner & Director of Philanthropy

Seyfarth Shaw LLP

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Effective Website Strategies: Presentation

• The “look” of the website should reflect the agency’s mission and culture– Show images relating to what you do– If you have a logo or tag line, put it on every or almost every page, but not where it will

interfere with content (upper corner, e.g.)

• The website should be easy to navigate– All pages (not just home page) should have links to all areas of the site– Various constituents should be able to find their specific pages quickly– Make use of online forms that are easy to submit

• Don’t try to crowd too much onto one page– A crowded page can be daunting; try to avoid too much single-spaced text– Have active links within text to other relevant parts of the site

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Effective Website Strategies: Content

• Explain your agency, what you do and for whom• Have basic contact information readily available, including mailing

address• List upcoming events and trainings with online sign up, if possible• List names of Board members and staff• Include screening criteria in attorney section so that law firms know

what the standards are• Recognize supporters and have links to their websites• Explain what opportunities you have for volunteers and how an

interested volunteer can get involved

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Tips for Effectively Promoting Your Pro Bono Opportunities

• Describe in detail the types of opportunities that are available to attorneys and identify:– What legal issues are involved in the case or opportunity– The skill sets and level needed to perform the work– What training your agency provides relating to this opportunity– Who will be helped by the attorneys’ work (with examples, if possible)– The estimated time commitment anticipated for the opportunity– Any special issues relating to the case or opportunity

• Don’t be afraid to provide this information. Volunteers want to know what they are committing themselves to. Realistic expectations in the beginning will ensure a long and productive pro bono relationship.

Effective Web Sites

CGLA Home Page — www.cgla.net

CGLA’s Volunteer Attorneys Page www.cgla.net/volunteer_lawyers.php

CASA Home Pagewww.casacookcounty.org

CASA Volunteer Pagewww.casacookcounty.org

NIJC Home Pagewww.immigrantjustice.org

NIJC Pro Bono Attorney Page www.immigrantjustice.org

NIJC Attorney Volunteer Access Page www.immigrantjustice.org

CARPLS — www.carpls.org

CARPLS Donor Recognition Page www.carpls.org

PILI Donation Page — www.pili-law.org

PILI News Page — www.pili-law.org

Chicago Bar Foundationwww.chicagobarfoundation.org

Chicago Bar Foundation Donation Page www.chicagobarfoundation.org

Pro Bono Initiative Newsletter Registration www.probonoinitiative.org/PBIProBonoAdvocate.htm

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Questions

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Thank you