Ask the Experts: Demystifying the Fundraising Website Redesign Process

SankyNet Tuesday, October 25, 2011

Ask the Experts:

Demystifying the Fundraising Website

Redesign Process


THE DMFA WEBSITE


DMFA – Before


DMFA – After


BEFORE YOU BEGIN…


Balancing needs

• Identifying key website goals– Mission-based– Fundraising– Brand awareness– “Corporate” entity– Media outreach– National vs. local entities

• Identifying key players at the organization


Who to engage to “do” the website?

Question 1: Internal staff vs. External agency

Question 2: Internal structure for executing project


Agency Selection

Key considerations:– Marketing expertise– Fundraising expertise– SEO expertise– Organization knowledge– Strategy / content architecture team– Creative team– Technical team


THE PROCESS


Web Design Process

Discovery

1

Strategic Planning

2

Creative(Graphic design

and copy)

3

Technical Development

4

Quality Assurance

5

Analytics

6


Timing

Minimum 5 - 6 months… it is usually longer

– Discovery & Strategic Planning 6 weeks

– Creative 8 - 12 weeks

– Technical Development 8 - 12 weeks

– Quality Assurance 2 - 4 weeks

– Analytics Ongoing monitoring


DISCOVERYPhase 1:


Elements

– Analytics– Data on traffic, keywords, demographics

– Heat map studies

– Survey to stakeholder groups

– Key priorities, messages, audiences

– Brand & content review


Heat Map Studies


Survey to Stakeholders


STRATEGIC PLANNINGPhase 2:


Elements

– Technical Review & Assessment• Host, Donation Processor, CMS, etc.

– Site Architecture

– Graphic Priorities: Homepage and Interior

– SEO: Keyword Strategy


CMS Options


Site Architecture


Content Priority Diagram


CREATIVE (DESIGN + COPY)Phase 3:


Elements

– Wireframe: homepage and interior pages

– Black and white designs

– Color design – Homepage

– Interior and specialized pages

– Copy development process

– SEO: Integration in copydeck


Content Priority Diagram


Wireframe


Black & White Full Color

Black & White Full Color


Homepage


Interior Page


Specialized Page


Specialized Page

Show kids, ecards, map, gift catalogue


Site Architecture


Copy Deck


TECHNICAL DEVELOPMENTPhase 4:


Elements

– Search Engine Optimization• Search Phrases (a few per page)

• Title Tags

• Links

• Alt tags

• Header and Header Tags

• Body Copy

– Coding design

– Implement security and custom technical elements

– CMS Integration & Training


QUALITY ASSURANCEPhase 5:


Elements

– Test user-entry forms for security and spamability

– Browser testing:

• Internet Explorer 7 & 8

• Firefox 3 & up

• Google Chrome 10 & up

• Safari 3 & up

• Opera 10 & up

• Mobile platforms (iPhone, iPad, etc.)


ANALYTICSPhase 6:


Analytics

– Install measurement software for continued analysis

– Monitor key data and trends, including:

• Traffic (unique visitors, bounce rate, page views, etc.);

• Visitor technology and demographics;

• Search engines and referring sites;

• Content tracking.


TEST YOUR KNOWLEDGE


Covenant House - Before


Covenant House - After


Catholic Charities B/Q - Before


Catholic Charities B/Q - After


Citymeals on Wheels - Before


Citymeals on Wheels - After


Medicare Rights Center - Before


Medicare Rights Center - After


CancerCare - Before


CancerCare - After


Thank you!

Technology

Ask the Experts: Demystifying the Fundraising Website Redesign Process