Jane Bright 781.639.1122

Non-profits:

Non-profit website goals are more complicated than for profit businesses.

March 15, 2011

The difference?GOAL/CHALLENGE NON-PROFIT FOR PROFIT BUSINESS

Audience Members/community serviced, public, donors, grantors, elected officials…

Customer with defined demographic

Purpose Increase membership Provide informationRaise fundsRecruit volunteers/staffReduce operating costsMarket events

Sales and/or Marketing

Content Changes frequently Some Stability

Resources to Manage Very limited Can be SUBSTANTIAL

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Site Purpose: Start with your mission

• Provide services: For whom and who decides to seek services

• Provide information

• Advocate: Supporters and adversaries

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Purpose: Site vs. Mission

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Site Purpose:Mission & Other Needs

• Provide services: For whom AND who decides to seek services

• Provide information

• Advocate:

Supporters & Adversaries

• Raise FundsMarch 15, 2011

Recruitment• Volunteers• Staff• Members• Clientele• Donors

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Cut Administrative Costs

• Answers most asked phone and emailed questions

• Provide forms - Go green and/or Paper

• Take money-for services, donations & events-beware of Payment Card Industry standards

• Outbound email to reduce snail mail

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Who are your audiences/community?

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Site Visitors-Funding Sources

• Grantors• Large donors• Small donors• Foundations• Board members• Government• Corporate sponsors• Events• OtherMarch 15, 2011

Site visitors

• Receivers of services and/or decision makers

• Event participants• Member advocates taking action• Volunteers• Staff• Job applicants• Community• Media

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What are demographics of audience?

• Bifocal crowd vs. teens or both

• Computer availability & savvy

• Education level• Multiple languages

needed?

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Know Your Audience

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Niche Audiences

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• Consider niche visitors

• Content drives audience

• Audience drives content

Site Content? • What do visitors want to

know?• What do visitors want to do? • What do you want them to

have?• What are grantors looking

for?• How will the content

change? • Ask for & use testimonials• Go ahead and brag!March 15, 2011

Private content

• Is some content restricted to limited group?

• How to protect sensitive pages or info?

• Beware of Google!

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How to collect and create content

• Look at all print material you have

• Do you have videos? • Look at Facebook page• Look at grant applications

and appeals• Check out media coverage

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Figuring out site navigation

• Group topics by how visitors think• Keep navigation visible & obvious• OK to repeat info on multiple pages

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Visual Should be Powerful

• Your visual image directly tied to mission

• Visual conveys message as much as words

• Pictures, pictures, pictures• Design mix of logo, color,

fonts, images, text layout• Understand your purpose,

then translate into look and feel

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Image is Everything

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Image Communication

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Video Strategy

• Embed/link on your site• YouTube < 10 minutes• Paid Servers > 10 minutes• Content and Look

still critical• Helps search engines

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Design DOs

DOs

• Obvious navigation• Consistent look and feel• ID on every page• Call to action on home

page/every page• Have a clear notion what

your look should be

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Design DON’Ts

DON’Ts

• NO Print Layout• Mixing fonts and colors• Outdated info• Uncompressed images• Placing PDFs as pages• Overcrowd / Overload

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Online Credit Card Processing

• Credit card gateways• Fees and more fees• PCI compliance-

Payment Card Industry• What cards to accept?

Paypal? Plastic? Banks?

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Online Credit Card Processing

• One time vs periodic payments

• Event registration• Secure pages• Tracking

contributions/membership

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Site Management

• Plan for content changes from the start

• What will change?• Who will keep site current?• Site is designed so that it can

be updated easily!

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Social media & blogs

• Go where your constituents are

• It’s still about content & image

• Keep site and social media in synch

• Plan how often social media gets updated & stick to it!

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Driving traffic to your site

• SEO• Outbound Email• Social Media and Blogs• Include Site URL on all

print material

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Search Engine Optimization: Top Tips

• Put search words and phrases into your text• Do not use Flash or graphics for text!• Change website content frequently• Get others to link to your site• Claim your Google places• Set up blog• Hire an Expert

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Google places

• Claim yours now!• Terrific Marketing Tool.

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Beauty of web technology is that you can change and add info easily, with a little planning…

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Helpful Links

http://www.google.com/places

http://www.seo-powersuite.com

http://www.score.org

http://www.usa.gov/Business/Nonprofit.shtml

http://www.etransfer.com/

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Please Contact Us3 Bridge StreetMarblehead, MA 01945

Ph 781.639.1122Fax 781.715.1453

http://brightworkweb.comhttp://facebook.com/BrightWorkInc

March 15, 2011