Better Nonprofit Websites: 52 Tweaks in 52 Weeks

Better Nonprofit Websites:52 Tweaks in 52 Weeks#52n52 #12ntc52tweaks

Jono Young // @chswebRaheel Gauba // @raheelgauba

Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!

or Online at www.nten.org/ntc/eval

http://www.nten.org/ntc/eval

http://www.nten.org/ntc/eval

About us.

#52n52 #12ntc52tweaks

What to expect.


01 Workflow & Planning02 Content Strategy03 Fundraising04 Marketing05 User Experience06 Mobile07 Social Media08 Analytics09 Accessibility




#1

Define your

audience

1TARGET SEGMENTS 2SUB GROUPS 3TASKS 4TAGS 6PRIORITY 6ANALYZE


#2

Ask your

audience

Attention spans are low, ask one question a week until you get all your answers. Tweet

your favorite answers to generate buzz.#52n52 #12ntc52tweaks

#3Follow a

consistent

content model

PUBLISH SITE MAPS OR STYLE GUIDES INTERNALLY SO EVERYONE SPEAKS

THE SAME LANGUAGE#52n52 #12ntc52tweaks

#4Content

Approval

Workflows

Have a 2nd (or 3rd (or 4th)) set of eyes review your content before it goes public!


#5Find the

Tweet Spot

9:00 a.m. 12:00 p.m. 6:00 p.m. // 4 TPHUse #superawesome #hashtags & #mixitup


#6Define Goals

S.W.O.T.STRENGTHWEAKNESSOPPORTUNITYTHREAT(SUCCESS CR!TER!A)


#7Crisis

Deployment

PlanNO-THOUGHT DEPLOYMENT

Boilerplates / Homepage Alert Template / Donation Forms / Social Media Kits / Virtual Volunteer Lists




#8Tell aStory5 Slides, 1 Story. Take the visitor

through what is, what’s possible, and what I can do in CTA.


#9Four C’s to

Conversions

the CONVINCEDthe CURIOUSthe CONFUSEDthe CONTINUOUS


#10Quantify

Achievements

137,554 supporters...583,292 petitions...100,000 bottles of water...3.8M Children...


#11

Strike while

the iron is hot

Maximize impact of impactful content like videos, blog posts, slideshows w/ CTA’s


#12

Use 5th Gra

de

Language

Clean, simple, understandableexternal languagemake it relatable > make it likable


#13

Show content that the user cares about vs. what internal staff cares about - Always have a next step for them!

Audience

Centric Content




#14

Add security & association badges - examples include Charity Nav., BBB, Verisign, Guidestar, etc.

Give the gift of

confidence


#15

Provide alternate ways to support in addition to donations - social, email, word of mouth, blog about us, templated messages.

I don’t just

want your money


#16

Visualize your achievements, goals, mission, appeals & campaigns - Use an infographic approach & make your content digestible!

Pictures speak

louder - waaay

louder!


#17

These are your TOP supporters -Help ‘em brag about what they just did & market your organization for you

Socialize your

confirmation pages




#18

Descriptive... Include Keywords... The description sells the title ~ The dynamic duo!

Use Page Titles &

Descriptions

effectively


#19

Always compliment your embedded videos with complimentary titles & summary text!Why should I hit play???

Nameless

Videos &

Slideshows!


#20

The little links below the big link...Easy to do > Use Google Webmaster Tools!

Google

Quicklinks


#21

Every page is an opportunity to inherit a sticky constituent!

Promote email

sign-up’s


#22

> “Can’t see this email? Click here.” vs.> “Today is the day you’ll save a life”

Email First

Impressions!


#23

Optimize your emails for mobile devices by making them single column & prioritizing important content!

Mobile Emails...

They’re easy!


#24

Place the QR Code on the envelope.Give them the opportunity to get to your

content even without opening the envelope!

QR Codes in

everything you

print


#25

Lots of low cost or free ways to get great imagery!Free: Photographers - Compfight - Flickr CC - Stockexchange

Low cost: Shutterstock, iStockphoto, EveryStockPhoto

You are not a

photographer




#26

Custom favicons are a great way to brand your siteCreate hi-res versions for Mobile Favorite icons

Brand your

Bookmarks


#27

PRINT > SHOW > ASK!

the 5second test


#28

What is there to loose?Save the relationship by giving them another

chance to find great content!

Usable

Footers


#29

Add Character to your 404 pagesMake ‘em fun & usable by suggesting top content

along with a link to the homepage

404#52n52 #12ntc52tweaks

#30

Lighten up the image / media size on your siteespecially the homepage

make the best first impression

Doc, this

is heavy...


#31

Let the user choose when they want to play the video - Entice them to hit play by choosing a great

video frame as a teaser behind the play button

Autoplay is

not cool!




#32

Show QR codes to desktop visitors with @media queries. Allow them to instantly load the same content on their

mobile devices for their commute or lunch reading.

Let ‘em take

it with ‘em


#33

PRIORITY IS KING!

Content is

Queen


#34

Ask Google how many mobile visitors you have with Advanced Segments.

Find out if

you need a

mobile site?


#35

Mobile traffic spikes between Dec. 25 and Jan 1st, capitalize on stocking stuffers

Happy New

Year mobile

campaign


#36

Typing is hard enough -provide simple forms with minimal asks &

worry about cultivation later

Mobile Optimized

Donation

Forms




#37

Show them the significance of sharingMake the last paragraph

a sincere ask to share your cause

Sincerely

ask for a share!


#38

Tie the reach of your social impact to your website statistics to get the bigger picture

Add your website

to FB Insights


#39

Deploy twitter stream using free codeBonus points for creating custom

twitter feed for your #content

Include Twitter

Feeds


#40

Great (free) marketing for your events!Incoming link for SEO

Visualizes the search resultsAlternate incoming traffic source

Google Places!


#41

Add FB Comments to high value pages... Take ‘em from static to fanatic!

Make your

content viral


#42

Set up your listening dashboards and keep an eye on conversations about you!

iGoogle - Saved @Searches - Tweetdeck

LISTEN!


#43

Twitaholic.comFind the most popular twitter user for your

cause & cc: them on your latest tweet

cc top

tweeps


#44

. Impactful cover photo. complimentary profile pic

. Feature prominent stories (w/ pictures). pin-to-top!

optimize your

fb timeline




#45

Plan conversion paths andestablish matching goal funnels

Create “goals”

in Google

Analytics


#46

Reciprocate > Comment > Engage

Who links

to you?


#47

Top keyword reports in GAReview bounce rates

Google Trends to compare keywords

Know what

keywords are

working


#48

Set up notifications, Google Alerts for key phrases, milestones & regular traffic updates

Share the reports with internal staff !

Create

Analytics alerts


#49

Use bit.ly or Hootsuite to shorten links, save characters, and find out what’s working with free analytics

Use small links

for big results




#50

Use image alt tags and in-page descriptions near images to help provide context to your images -

This is useful not only for people, but for SE’s too

help “them” see


#51

For visitors:Build a bulleted list of your content hierarchy

For SE’s:Build your xml site maps and submit them to

search engines

Build a site map


#52

Add cc to YouTube videos to indicate “>>new speakers,” “[long pauses],” “[laughter],” or to translate languages

Closed

Captioning &

Transcripts


Keep the conversation going #12NTC52tweaks and #52n52

This is just the beginning...


Keep the conversation going #12NTC52tweaks and #52n52

This is just the beginning...

THANK YOU!


Technology

Better Nonprofit Websites: 52 Tweaks in 52 Weeks