7 habits of highly effective nonprofit and association sites

Sitecore. Compelling Web Experiences

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Seven Habits of Highly Effective Non-profit and Association Sites

Darren Guarnaccia, VP Product [email protected]

mailto:[email protected]


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Sitecore

Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations

Presence San Francisco, Boston, Copenhagen, London, Munich , Amsterdam and Brisbane

Stability Profitable since inception in 1999, same owners, same vision and same technology (.NET)

Customers Over 1400 client installations managing over 5000 web sites worldwide

Recognized Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft

Gold Partner

Supported Over 300 Sitecore Certified Partners worldwide, with over 100 in North America


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Sitecore’s 1400+ customers include:

http://www.naa.org/Home/NAAOrg.aspx


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The Value Gap

If you had a resource that could… Increase membership growth Increase revenue from existing members Create more loyalty and participation from members Lower customer support costs Increase member renewal rates

Would you make use of it?


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Most Web Sites are Untapped Resources

Many organizations fail to harness the full potential of their member facing sites to: Improve member growth and revenue Reduce membership churn Deliver more perceived services, more tangibly Generate member self service Monetize membership and diversity revenue streams

Due to consumerism elsewhere, customer expectations continue to rise

Due to advances in social networking, members can solve their needs if we don’t do for them


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Audience Poll…

How long does it currently take to make updates or changes to your Web site? Hours

Days

Weeks


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Introduction to the 7 Habits

Steven Covey’s book, “The 7 Habits of Highly Effective People” (Simon & Schuster, 1989)

Apply the same rules to your Web site

Your Web site is a mechanism to build and grow an online relationship with your audience


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Habit #1 Your Members are in Charge

Listen and respond to your members’ needs Learn how to listen Optimize for what your customer wants to do Analytics only tell part of the story Engage focus groups, surveys and your online member community

The customer is always right Become adaptive - Learn and evolve WCM tools to the rescue Prioritize high value content (that user behavior shows you)

BenefitsBy creating a customer centric website: More loyal members (goodwill leads to lower churn) More engaged members contribute e more Lower support costs per member


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Habit #2 Implement your site goals with consistencyNot as obvious as you think

Many sites still behave like single dimensional literature Create targeted (segment based) calls for action Leverage the advantages of the web, speak to who they are Provide members with interactive tools that leverage the web Diversity revenue with additional services that monetize member-base Guide members where you want them to go Remember: different types of members will react differently and plan for it

Ask yourself… What should members achieve on this site? What different types of goals do they have?

Benefits Provide focus and direction into every piece of content and functionality Increased revenue sources allow you to do more


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Habit #3 Balance User experiences with Site goalsPrioritize Your Members’ Experiences

Member experience must win out Create value for your members Provide what they need, or what they didn’t even know they needed Align their needs with your desired outcomes Use your members community a part of the experience Expose some of this value to non-members to drive recruitment

Benefits Increased member retention Lower cost of doing business with members Goodwill generates Word of Mouth (WOM) marketing


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Habit #4 Deliver Value to Your Members

Provide value Deliver value back to members Understand what they need and deliver it quickly Demonstrate utility of the information they provide Deploy globally, touch members locally

Benefits Creates stronger collaboration habits with members Builds goodwill with members Increased member retention


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Habit #5 Be Honest – What is and is not working

Examine and evaluate what does not work Find the holes Identify what customers seek, but can’t find Elicit feedback and communicate back Offer expertise

Benefits Help your member learn how to engage with you Lower member support costs


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Insert Search report showing zero result searches


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Habit #6 The real Web 2.0 - Create the ongoing dialogue with your membersCreate an ongoing conversation with your members

Use personalization to have an ongoing dialogue Put your member community to work for you Bubble up ideas and product feedback from member community Build trust and confidence using your community If you don’t do it, facebook will…

Benefits Creates value for the member Greater member intimacy / Loyalty Expands the member’s relationship Deeper understanding of customer needs


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Audience Poll…

How many of you are using community features on your member sites today? Yes No Considering, but hesitant


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Habit #7 Sharpening your Website’s Saw

Websites are now Multi-mission Not just about communications and publishing Your websites need to be operational and transactional platforms That are well integrated into your core business systems That can deliver compelling information and functionality to your members

Keep testing what works Use tools like A/B split testing to see what tools members will use Test to see what messaging compels new members to join Prototype the members response to new messaging and imagery

Benefits Operational platforms that help cut costs, and generate more revenue Actionable knowledge of what is working on your site Low-cost channel for measuring marketing effectiveness


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The Seven Habits

Your Members Are in Charge

Implement Your Site Goals With Consistency

Balance User Experiences With Site Goals

Deliver Value Back to Your Members

Be Honest – What is and is not working

Create the ongoing dialogue with your members

Sharpening Your Website’s Saw


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Putting the Habits to Work

Demand more from results from your Web site

Your Websites need to evolve to multi-mission roles

Extract more value by implementing these seven habits

CMS and Search Technologies can support these goals


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Q & A

Addition information can be found at:

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Follow up questions please contact:

Darren Guarnaccia

[email protected]

http://www.sitecore.net/

7 habits of highly effective nonprofit and association sites

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