WebsiteAnalysisHILLER AVIATION MUSEUM

WHY WEBSITE STRATEGY IS IMPORTANT

Why Websites Are ImportantTo Non-Profit OrganizationsOwned media, your internet real-estate, is abig part of your “real-world” brand story. It is aresource for both patrons and future visitors,and a powerful communication engine forraising awareness and money.

Brand Story Venn Diagram

Detriments of OutdatedWebsite Design

A website is just like an employee that works 24/7/365. But to work effectively, it must have the proper resources invested into it. A neglected website can do more harm than good.

10 secFor users drop out if they can’t find a clear path to

their target.

GoogleRecommends responsive

web design to simplify pages/styling and for mobile accessibility

75%Of users make judgments

about a company’s credibility based on their

website

94%Of users’ first impressions

are design related

PEER WEBSITE ANALYSIS

The Exploratorium• Clear organization with consistent

formatting, font, and color scheme• Bold and beautiful video and

photographs, with cool introductoryvideo on home page

• Clear organization and navigation• Top menu is very simple with only 6

page links• The most sought after information

is accessible within one click(including visiting, events, exhibits,and the blog)

• Includes graphic gallery of imagesfrom Instagram, created and taggedby users #Exploratorium

• Fully integrated for mobile browsing

Museum of Flight, Seattle• Clear organization with consistent

formatting, font, and color scheme• Clear organization and navigation• Top menu is very simple with only 5

page links• The most sought after information

is accessible on the home page orwithin one click (including visiting,events, exhibits, and the blog)

• Fully integrated for mobile browsing• Call-to-action “Donate Now” visible

clearly above the fold

National Air & Space Museum• Clear organization with consistent

formatting, font, and color scheme• Bold and beautiful video and

photographs, with cool introductoryvideo on home pagte

• Clear organization and navigation• Top menu includes page links based

on most-queried information• The most sought after information

is accessible within one click(including visiting, events, exhibits,and the blog)

• Fully integrated for mobile browsing

Non-Profits Online –Websites Matter1. Online fundraising is growing fast - online fundraising grew by

10.7% (as compared with 1.7% in overall fundraising), and expectedto grow by 176% by 2022.

2. Online donors come back – 27% of all donors give regularly, while20% make at least one repeat donation.

3. E-mail signups result in donations – for every verified email sign-up,non-profits raised on average $13/year

4. Websites must be mobile-compatible – in 2014, mobile usagesurpassed desktop usage. 91% of Americans own a cellphone, and63% of them use their cellphones to get online

5. Search Engines prefer responsive design – Google “prefers”responsive design due to simplified crawling and indexing.

About Mobile Usage &“Responsive” Web Design• More than 20% of Google searches are now being performed on

some sort of mobile device. Over half of all local searches are done on a mobile device.

• 25% of Internet users only access the internet via a mobile device in the United States.

• 25.85% of all emails are opened on mobile phones, with another 10.16% being opened on tablets.

• In 2014 mobile Internet usage surpassed desktop usage.• Out of the 4 billion mobile phones in the world, 1.08 billion are

smartphones and 3.05 billion are SMS enabled.• Of websites with non-responsive design, 66% are slow to load• Of websites with non-responsive design, 48% are not compatible

with smart phones and 42% are difficult to read on the device• Mobile searches lead to action in 9 out of 10 users

HILLER WEBSITE ANALYSIS

HILLER.ORG1. Low resolution images, and

outdated graphics; fonts/colorscheme not consistentthroughout site

2. Website format not “responsive”(not compatible with mobiledevices)

3. No blog to communicate historyor messaging from the staff

4. Content not well organized

Potential website format mockup:http://ec1.d78.myftpupload.com/

APPENDIX

Resources1. http://www.bluehost.com/blog/bluehost/responsive-web-design-infographic-3533/2. http://www.nonprofitmarketingguide.com/resources/online-marketing/10-point-basic-website-

checklist-for-nonprofits/3. http://www.techsoup.org/support/articles-and-how-tos/5-tips-for-visually-enticing-nonprofit-

websites4. http://thumbnails-visually.netdna-ssl.com/how-nonprofit-organizations-conduct-and-use-

analytics-for-fundraising_50290c09517fc_w1500.jpg5. https://www.bopdesign.com/bop-blog/2011/09/why-website-design-is-important/6. http://www.huffingtonpost.com/john-rampton/business-mobile-responsive-

design_b_5267077.html7. http://blog.hubspot.com/marketing/paid-earned-owned-content-promotion8. https://blog.kissmetrics.com/landing-page-design-infographic/?wide=1