website strategy and planning for non-profits
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Jen Kramer �• May 21, 2013 • slideshare.net/jen4web
www.jenkramer.org • jen@jenkramer.org
www.jenkramer.org • jen@jenkramer.org
“I need a website and I want it blue. How much will that cost?”
www.jenkramer.org • jen@jenkramer.org
Translating your mission and vision to a website Questions you should answer before hiring the
web team What is the job of a web designer, anyway? Finding the right person/firm for the job
www.jenkramer.org • jen@jenkramer.org
Translating your mission and vision to a website
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www.redcross.org/about-us/mission
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The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.
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The American Red Cross, through its strong network of volunteers, donors and partners, is always there in times of need. We aspire to turn compassion into action so that... ...all people affected by disaster across the country and around the world receive care, shelter and hope; ...our communities are ready and prepared for disasters; ...everyone in our country has access to safe, lifesaving blood and blood products; ...all members of our armed services and their families find support and comfort whenever needed; and ...in an emergency, there are always trained individuals nearby, ready to use their Red Cross skills to save lives.
www.jenkramer.org • jen@jenkramer.org
www.jenkramer.org • jen@jenkramer.org
www.jenkramer.org • jen@jenkramer.org
www.jenkramer.org • jen@jenkramer.org
www.jenkramer.org • jen@jenkramer.org
www.jenkramer.org • jen@jenkramer.org
And how can you do it?
www.jenkramer.org • jen@jenkramer.org
Red Cross understands their mission and vision.
They identified the audiences they want to serve.
They know how the website should support the mission, vision, and target audiences.
www.jenkramer.org • jen@jenkramer.org
Find your mission and vision (and values) statements for your non-profit. o Are they current/up to date? Do they reflect what you’re doing now?
What audience are you serving? Now think about how your website could reflect this material.
www.jenkramer.org • jen@jenkramer.org
Questions you should answer before hiring the web team
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Questions: What are our mission and
vision? What is our purpose? What do we want to get out of
the site? Who are our users? What do our users want? What experience are we trying
to provide? How will we measure
success?
www.jenkramer.org • jen@jenkramer.org
An x% increase in the number of visitors
Reduce tech support costs by y% Convey the mission and vision of
our project and enlist sponsors Increase our visibility in the
marketplace by establishing our expertise
Reduce phone calls for hours and location
Promote events Get grant funding How does this support your mission & vision?
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Get as specific as possible o Good: 18-24 year old males
in urban areas of the US with shoe sizes 12 and up
o Not as good: Young people with fashion sense
“Anyone who might be
interested” is not the right answer.
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What are their specific limitations? o Specific website needs:
arthritis, wear glasses, colorblind
o Type of internet connection: dialup still reigns supreme in rural areas
o Old computers? Mobile phones? Tablets?
www.jenkramer.org • jen@jenkramer.org
Be entertained; share photos, stories; reconnect with old friends and colleagues
Donate money Donate time Find out how to sponsor your project Purchase a widget at 11 PM in their
PJs Find the thought leader and see what
they think about X Tell me more about that thing I read
about in the paper this morning
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www.jenkramer.org • jen@jenkramer.org
Efficient Simple and straightforward Meandering, wandering Cheerful and peppy
… and does that intro movie really support that
experience?
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Deep thought: No one ever says they want to make a
frustrating, difficult website. But frequently, under the banner of
“branding”, organizations do exactly this.
Websites are software, not electronic
brochures. They should be predictable and easy to use.
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It’s not all about Google Analytics, although this data is important. o Review your GA data for types of browsers, hardware, visitor
patterns, search terms, etc. Are you getting what you expect?
Think about the goals for your website and write a goal that’s measureable. o Reduce phone calls about location and hours by 10% over the next 3
months. • Associates will track number of calls over next 3 months.
o Increase number of donors by 10% and increase average new donation to $25.
• Measureable via donation tracking software.
www.jenkramer.org • jen@jenkramer.org
Make “store location” more obvious on the home page o And how will you do that? o And how will you measure the results?
Investigate online donation screens for usability issues. o And how will you do that? o And how will you measure the results?
www.jenkramer.org • jen@jenkramer.org
Answer the questions for your own website: o What are our mission and
vision? What is our purpose? o What do we want to get out
of the site? o Who are our users? o What do our users want? o What experience are we
trying to provide? o How will we measure
success?
Find websites that might serve as a model for your own site. o The Red Cross ties their
mission and vision into their site structure well. What other sites do this?
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What is the job of a web designer, anyway?
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Web Designers Web Developers
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What they do Make pretty web designs Improve usability and workflow Write code Provide web hosting Train clients to maintain their own
websites Choose the best web technology for
your needs Execute the web portion of your
marketing plans Determine the links on your site
What they do not do
Fix your computer Configure your email Configure your office network Develop your organizational
strategy, mission/vision/values, or marketing plans
www.jenkramer.org • jen@jenkramer.org
Finding the right person/firm for the job
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Someone has built my exact website before, so they should be experienced in building: o A non-profit website serving my exact target
audience and doing the same kind of work o A startup/established/well-established non-profit o With a blog, calendar of events, discussion
board, zip code locator, contact form, newsletter signup, polls, surveys…
o And they should be able to build this website in my budget and on my timeline.
o And they should be able to show me 3 examples of this exact kind of work.
o And they should be local. o And they should share all of my non-profit’s
values.
www.jenkramer.org • jen@jenkramer.org
I need to find someone who can: o Write perfect, search engine
optimized code o Write all copy for my site o Manage the project o Figure out my strategy, objectives,
mission, vision, and values o Pick the perfect technology o Set up and run my social media
campaign o Network the office
www.jenkramer.org • jen@jenkramer.org
www.jenkramer.org • jen@jenkramer.org
www.jenkramer.org • jen@jenkramer.org
www.jenkramer.org • jen@jenkramer.org
In 5 Easy Steps
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State your mission, vision, values.
Answer the 6 questions addressing strategy from earlier in this talk.
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Why are you redesigning your website?
How will you know you solved the problem?
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Graphic design Copy writing Social media Marketing plan execution Video Branding and message Custom application Mobile
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How much do you want to spend on this project?
When will you start? When does it need to be
completed? Is there a reason it needs to
be completed then?
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Let the designers and developers do their jobs. They are not button-pushing monkeys.
If you have requirements, list them, carefully and thoughtfully.
www.jenkramer.org • jen@jenkramer.org
Do mention
“Must integrate with our existing CRM system/donor system/etc”
“We want to maintain our website after launch”
“We need best practices employed for SEO”
“We want to own our website after launch, allowing anyone to maintain it.”
Do not mention
{no mention of existing donor system or its integration}
“Must be built in WordPress/ Drupal/Joomla/something else”
“We need a blog and backlinks to our content”
“We prefer open source solutions over proprietary solutions.”
www.jenkramer.org • jen@jenkramer.org
Be clear about who you are. Be clear about the problem you
want solved. Be clear about where you need
help. Be clear about budget and time. Don’t sound high maintenance. Be careful when talking
technical.
www.jenkramer.org • jen@jenkramer.org
Jen Kramer Waltham, MA Phone: 802-257-2657 jen@jenkramer.org www.jenkramer.org Twitter: @jen4web Facebook: facebook.com/webdesignjen
Slides available at www.slideshare.net/jen4web
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