e-strategy for your nonprofit (cast your net, catch more fish: effective internet strategy for your...
DESCRIPTION
This seminar shows how any nonprofit can develop and execute an Internet strategy to further its mission. We’ll examine how nonprofits are using the Internet, how they’d like to be using the Internet, and how they should be using the Internet (but may be unaware of) – and how to bridge that significant gap easily and quickly. You’ll learn how to drive more traffic to and fundraising through your site. We’ll give specific suggestions on how you can improve your website so it will offer lots for your website visitors to SEE and lots for them to DO.TRANSCRIPT
Sponsored by:
e-Strategy for Your Nonprofit Cast Your NET, Catch More Fish: Effective Internet Strategy
For Your Nonprofit
Allan Pressel
November 12, 2013
Use Twitter Hashtag #4Glearn
Part
Of:
Sponsored by:
Protecting and Preserving the
Institutional Memories of
Nonprofits Since 1993
www.cjwconsulting.com
(866) 598-0430
Part
Of:
Sponsored by: Part
Of:
Coming Soon
Sponsored by:
Today’s Speakers
Hosting:
Cheri J Weissman, CJW Consulting & Services, Inc. Jamie Maloney Community Developer, 4Good
Part
Of:
Allan Pressel CEO/Founder
PowerSite123
Presented by:
Allan Pressel, CEO/founder
PowerSite123 (formerly known as CharityFinders)
877-456-3210
www.PowerSite123.com
Effective Internet Strategy For Your Organization
Nonprofit Webinars
November 12. 2013
2012 Presidential Campaign - statistics
1. Election was the most tweeted event in history
2. Peak = 327K tweets/minute
3. Total = 31M tweets
4. 2nd place: 10M tweets during first debate (Oct. 2012)
5. Obama’s Twitter edge over Romney: 8:1
6. Obama’s followers: 23M
7. People tuned into election coverage:
1. TV = 67M
2. Twitter = 11M 3. Facebook = 306M
8. Most retweeted = 725K (Obama’s 4 more years tweet”)
1. Including most tweeted image
2. 3.9M Facebook likes
2012 Presidential Campaign - observations
1. "Twitter brought people closer to almost every aspect of the election this year.“
2. First thing Obama did after reelection: Tweet!
3. Most tweeted prior to election day: 1. Big bird
2. Binders full of women
4. Obama vs. Romney support tweets: predicted results
5. Obama used social media to get lots of small donations
6. Obama used Facebook on election day to remind supporters to ask SPECIFIC friends to vote
7. How did people use Twitter? 1. Get breaking news
2. Interact with candidates
3. Interact with each other
4. Get out the vote
5. Sharing debate experience
6. Fact checking
7. Gauge immediate public reaction
8. National conversation
2012 Presidential Campaign – favorite tweets
1. Big Bird: Mitt Romney still deciding which Mitt Romney will deliver Mitt Romney's concession speech.
2. Colorado voted to legalize marijuana, because apparently being a mile high already just isn't quite high enough.
3. Legal weed, gay marriage and a black president - take THAT, grandma!
4. If Nate Silver is right, does this also mean that the climate is, in fact, changing, and that the earth is more than 6,000 years old?
5. Tonight, I celebrate the reelection of Twitter. 4 MORE CHARACTERS!
6. NBC just declared The Cayman Islands for Mitt Romney
7. The US has discovered that once you go black, you never go back!
Branding
Home Page – Best Practices (part 1)
• Pass the 10-second test
• Compelling calls to action
• Content
• Sufficient amount
• Dynamic
• Search engine optimized
• What users want to see (not what you want
to tell them)
• Cater to multiple constituents
Home Page – Best Practices (part 2)
• Design
• Professional
• Attractive
• Well branded
• Tag line
• Hook statement
• Contact info in footer
• Current copyright statement
• Social media links
• Dynamic, drop-down menu (horizontal)
• No automatic sound (except video
spokesperson)
Home Page – Best Practices (part 3)
• Embed one video
• Most important content above the fold
• 100% accuracy, no typos
• Follow user’s eye from top left to bottom right
• No splash page
• Keep updated
• Incorporate testimonials, success stories,
results
• Tie support to outcomes
• Register multiple versions of your URL
• Displays consistently across browsers
• Solicit feedback
Cool technology
• Client/donor thank you videos
• Video spokesperson
• Text to donate (or anything!)
• Animoto
• QR codes
Private Internet Consultation
I’d like to offer each of you a free private Internet consultation
One hour
Consultation includes: PowerSite123’s assessment of your:
1. Website
2. Social media
3. SEO
4. Marketing
Recommendations
Easy implementation
In person or by webinar
Include anyone you want (CEO/ED, board members, etc.)
In one location or several
We’ll contact you in shortly to schedule the consultation
Search Engine Optimization (part 1) 1. What are the key search engines?
2. How do they work? • 200+ ranking factors!
3. What can you do to optimize your search engine
standings?
a. Metatags • Description
• should be < 150 characters
• Keyword
b. Choosing and Using Keywords • < 10 keywords per page
• Use keywords/phrases liberally in page title, headings,
body
• Use HTML tags to denote headings (e.g., H1, H2, etc.)
• Use different keywords on different pages
• Keep them updated
• You should have a keyword that is in your website
address.
• You should have a keyword that is in your page title
Search Engine Optimization (part 2)
c. Keyword selector tools • http://inventory.overture.com/d/searchinventory/suggestion
• Google Zeitgeist - www.google.com/press/zeitgeist.html
• Google AdWords Keyword Tool -
https://adwords.google.com/select/KeywordToolExternal
• Google Trends - www.google.com/trends
• MSN Search Insider - www.imagine-msn.com/insider
• Yahoo Buzz Index: http://buzz.yahoo.com
d. Links • Incoming
• Count your link:in Google, type
“link:www.yournonprofit.org”
• Choose relevant, reputable sites
• Outgoing
• Twitter account
• # followers
• Tweet/retweets
Search Engine Optimization (part 3)
d. Use blogs • Within your site
• Interactivity
• Offer RSS feeds
• Lots of incoming links
• Submit your blog to technorati.com
• Submit your blog to bloggrader.com
e. Avoid splash pages
f. Don’t require cookies
g. Use alt text (on every image)
h. Robots.txt
i. Search engines prefer HTML
j. Search engines prefer text over graphics
k. Don’t use frames
l. Be careful with Flash and JavaScript
m. Create a site map
n. All pages should be easy to navigate to (esp. home
page)
o. Create focused pages
Search Engine Optimization (part 4) q. Get listed in important directories:
• The Open Directory Project: www.dmoz.org
• Yahoo Directory: http://dir.yahoo.com
• ZoomInfo Directory: www.zoominfo.com
r. Use conversion forms
s. Page titles should be descriptive, and <70
characters
t. Purchase your domain name (URL) for as long a
period as possible
Search Engine Optimization (part 5)
u. Get your traffic rank at www.alexa.com
v. Your site should display with or without the “www” • set up a permanent “301” redirect
w. Keep your site updated frequently
x. Videos
y. Register with search engines • Unpaid
• Paid
SEO is based on unknown and changing
algorithms!
Online Fundraising Tips
Create/promote content
• Articles
• White papers
• Videos
• Webinars
• Blog posts
• Social media posts
• Content promotion sites
Social media
• YouTube
How would nonprofits like to use the web?
1. Raise
more $
2. Lower costs 3. Attract in-kind
donations
4. Build
capacity
5. Track user
demographics
6. Recruit staff
& volunteers
7. Long-term relationships
w/ constituents
8. More event
attendees,
members,, e-
advocacy, etc.
9. Motivate people to
support/patroniz
e the
organization –
immediately
…in a way that doesn’t take time
and $ away from the mission
You should set these goals for your site: •Findability
•Stickiness
•Loyalty
•Referability
•Maximum conversion rate
•Dynamism
•Positive ROI
7 Key Goals of an Effective Website
Thanks! Allan Pressel
www.PowerSite123.com
310-793-9707
877-456-3210
PowerSite123
641 21st St.
Hermosa Beach, CA 90254