5 most common mistakes of alumni websites

5 Most Common Mistakes of Alumni Websites

Bo Crader, Internet Solutions Manager

Jeff Terry, Higher Education Account Manager

Read our blog:www.netwitsthinktank.com

Agenda for today

• Past, present, and future of the nonprofit website

• Website assessment framework

• 5 most common mistakes

Bo Crader | Page #2 © 2010 Blackbaud

Ground Rules

• We encourage your questions & comments via Chat• In LiveMeeting toolbar: Attendees > Right-Click presenter’s name

> Select “Chat”

• We will un-mute for Q/A at the end

• Enjoy yourself!

Evolution of the Nonprofit Website

Integrated Website

Bo Crader | Page #3 © 2010 Blackbaud

First website launched August 6, 1991

Brochure-ware Website

Transactional Website

Blackbaud.com - circa 1996100% brochure-ware

Blackbaud.com – circa 2010Interactive Site

Bo Crader | Page #4 © 2010 Blackbaud

Internet Assessment Framework

Design and Branding

Architecture and

Navigation

CMS / CRM

Your Audience

Strategy >

Bo Crader | Page #5 © 2010 Blackbaud

CMS / CRM Integration

Email / eMarketing

Multimedia

Web 2.0 / Social

Networking

Your Website

Strategy > Design>

Usability>Search>

Marketing>

Internet Assessment Framework

Design and Branding

Architecture and

Navigation

CMS / CRM

Share Information efficiently and effectivelyProvide a single source of all relevant information – “one-stop shopping” accessible design, structure, and format

Bo Crader | Page #6 © 2010 Blackbaud

CMS / CRM Integration

Email / eMarketing

Multimedia

Web 2.0 / Social

Networking

Your Website

Communicate in a personalized mannerCommunicate more effectively with bi-directional tools – Provide an easy path towards “conversion”

Build community and grow relationshipsEnable multi-directional communication and online collaboration – Provide 24 / 7 channel for your closest constituents to connect

1. Hidden calls to action2. Organization by org chart3. Death by scroll4. The NASCAR effect5.

The Market is Noisy5 Mistakes Alumni Websites Make

Bo Crader | Page #7 © 2010 Blackbaud

5. Lack of personalization

Source: Connections – www.blackbaud.com/connections

Hidden or Confusing Calls to Action

� Definition:• CONVERSION = a completed call to action (any action)

• Ex: Sign up for eNewsletter, register for event, join community, update profile, submit class note, make a gift, request more information

Bo Crader | Page #8 © 2010 Blackbaud

� Your website should promote the calls that are most valued by your organization…the rest should take a back seat

Hidden or Confusing Calls to Action

Bo Crader | Page #9 © 2010 Blackbaud

Calls to Action - Better

Bo Crader | Page #10 © 2010 Blackbaud

Calls to Action - Better

Bo Crader | Page #11 © 2010 Blackbaud

Calls to Action - Better

Bo Crader | Page #12 © 2010 Blackbaud

Calls to Action - Better

Bo Crader | Page #13 © 2010 Blackbaud

Organization by Org Chart

Bo Crader | Page #14 © 2010 Blackbaud

Organization by Org Chart

Instead, think about:� Who your website visitors are

� How they get to your site (google, facebook, newsletter,

Bo Crader | Page #15 © 2010 Blackbaud

(google, facebook, newsletter, etc)

� and what they are after

Bottom line: Design for the audience, not for the organization

Audience-Centric

Bo Crader | Page #16 © 2010 Blackbaud

Audience-Centric

Bo Crader | Page #17 © 2010 Blackbaud

Death by Scroll

� Writing for the web is different than writing for Print

� People look for information on a website differently• Keep it Short• Keep it Focused

Bo Crader | Page #18 © 2010 Blackbaud

• Keep it Focused• Keep it Interactive

� Eyeballs move around a webpage quickly and not necessarily orderly

Death by Scroll

Bo Crader | Page #19 © 2010 Blackbaud

The NASCAR Effect

Bo Crader | Page #20 © 2010 Blackbaud

The NASCAR Effect

Bo Crader | Page #21 © 2010 Blackbaud

Instead, Simplify

Bo Crader | Page #22 © 2010 Blackbaud

Instead, Simplify

Bo Crader | Page #23 © 2010 Blackbaud

Lack of Personalization

Bo Crader | Page #24 © 2010 Blackbaud

Lack of Personalization

Bo Crader | Page #25 © 2010 Blackbaud

Bo Crader | Page #26 © 2010 Blackbaud

Bo Crader | Page #27 © 2010 Blackbaud

University of Dayton

Bo Crader | Page #28 © 2010 Blackbaud

Internet Assessment Framework

Design and Branding

Architecture and

Navigation

CMS / CRM

Your Audience

Strategy >

Bo Crader | Page #29 © 2010 Blackbaud

CMS / CRM Integration

Email / eMarketing

Multimedia

Web 2.0 / Social

Networking

Your Website

Strategy > Design>

Usability>Search>

Marketing>

Want To See How Your Site Stacks Up?

� Blackbaud is offering a free assessment of your alumni and development web pages

� An Internet Consultant will review your website and deliver a findings document:

Bo Crader | Page #30 © 2010 Blackbaud

• Summary of how your site performs in the 5 areas• Recommendations for improvement• Other feedback and ideas from our consulting and design team

� If you have interest in an assessment of your website with one of our Internet Consultants, simply reply to our follow up email

Questions/Answers

Bo Crader | Page #31 © 2010 Blackbaud

� http://www.blackbaud.com/connections

� http://www.blackbaud.com/netwits

The Market is NoisyWant to learn more? Be sure to check out….

Bo Crader | Page #32 © 2010 Blackbaud

� http://www.blackbaud.com/events/webseminars.aspx

� Or email your presenter at: jeff.terry@blackbaud.com