mission, margin and messages - web site development for non-profit organizations
DESCRIPTION
Web 101 for non-profit organizationsTRANSCRIPT
Nadine A. Bendycki
MarketWhys
Marketing consists of the activities an organization pursues to generate new business and retain current business Reis and Trout, Positioning: The Battle for Your Mind
What marketing will be defined as in the future is simply the interface between organization and the customerMichael Saren
Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others Phillip Kotler
MarketWhys
As a non profit organization, you need to:
◦ Know your mission
◦ Balance mission and margin
◦ Understand your target audience’s and messages
MarketWhys
Communications – rational and emotional levels Audience(s) – treat your customer like an
audience Focus – most important elements Language – find your “voice” Performance – combine with language, style and
personality Personality – what is your organization’s identity? Psychology – “fulfillment”
www.marketingprofs.com
MarketWhys
◦ Technical
◦ Content
◦ Visual/aesthetics/graphics
◦ Marketing – Search Engine Optimization (SEO)
◦ Assessment – pre-testing and metrics
◦ Call to action –donate funds or in- kind contributions
MarketWhys
Include links to Facebook, You Tube and Linked In
Add a blog – establishes you as expert in your field AND helps with SEO rankings
FAQs and Questions/Answers
Have visitors complete information/”Contact Us” forms
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Update your web site’s content at least quarterly
Direct your visitors to the new content with a “flag” which says NEW
Remove old content before it becomes dated
Helps with SEOMarketWhys
To do business with your organization◦ Donations◦ Answer questions
Where do my dollars go? How much of my donation goes to
administrative/overhead?
To navigate your web site◦ Intuitive navigation◦ Search process
Dialog box Site Map
MarketWhys
Feature “first person” testimonials and photos of person’s benefitting from your organization’s funds
Don’t forget to feature testimonials of persons donating to your cause/charity and reasons for doing so
Feature video where possible, feasible and cost-effective MarketWhys
Hiding donate button Organization by Org Chart Death by Scrolling – think Hemingway, not
Faulkner Avoid the Nascar Effect Content Rot
www.forums.blackbaud.com/blogs/connections
MarketWhys
Include LOTS of white space on your web site Put an email sign-up box on EVERY page of your
website. Build your database, stay in touch with constituents, and convert them into donors
Use words and images that make your mission concrete Make your DONATE button BIG And BOLD so that people
can easily find it! Put it on every page of your site. Streamline your donation form. Only ask for critical
information. This reduces donation form “abandonment”. Put a link to your privacy policy on your donation form to
reassure people that their credit card information is safe.
www.marketingfornonprofits.org
MarketWhys
www.frogloop.com www.gettingattention.com www.marketingprofs.com www.marketingfornonprofits.org www.forums.blackbaud.com/blogs/
connections/archive Steve Krug. Don’t Make Me Think. A
Common Sense Approach to Web Usability. New Riders Publishing, Berkeley, California. 2006
MarketWhys
Nadine A. BendyckiMarketWhys *216-371-0444
* Turning Market Research into Marketing Insight
MarketWhys