How to build a website that works for your non-profit
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When non-profits go about marketing, they have one goal: fundraising. But that can’t be your only goal. Other goals contribute to your fundraising efforts and are integral to creating a long-term revenue generating strategy. This has to do with building your community.
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How to build a website that works for your non-profit
- 1. How to build a website that works for your non-profit Amuta21c 2012 March 18, 2012, Jerusalem By: Miriam Schwab @miriamschwab Follow me! @miriamschwab
- 2. Who am I? • Friendly CEO of illuminea, one of Israel’s leading WordPress development agencies. • Providing SEO and social media marketing services • Speaker at dozens of conferences, including Affilicon, Megaconn, Sphinncon, and now SMX! • Serves on Steering Board of Digital Eve Israel, one of Israel’s largest communities of professional women. Follow me! @miriamschwab
- 4. Will you marry me? But it’s our first date! Follow me! @miriamschwab
- 5. Facebook Website+ Blog YouTube Donation Twitter LinkedIn Email Follow me! @miriamschwab
- 6. Do we really need a site? • Only place where you truly own your content • Content indexed by Google, keeps working for you • Only place where real things happen • Social = content sharing. Might as well be your own content! Follow me! @miriamschwab
- 7. Research & prep • Do we have a logo/brand? • Unique selling points / Why would people be interested in us? • Organization description/elevator pitch • Target audience? • What do we want people to think of when they come to our site? • Find three sites with things you like, three with things you don’t like Follow me! @miriamschwab
- 8. Goals • Primary – i.e. increase donations • Secondary – i.e. get more subscribers to newsletter; more fans on fb page; more people to download white paper; get blogger coverage; etc. • Monitor and measure: Google analytics, email delivery management system (i.e. MailChimp, Campaign Monitor), Google Webmaster Tools, Feedburner Follow me! @miriamschwab
- 9. Structure • “Don’t make me think!” Follow me! @miriamschwab
- 10. Logical navigation • Top level navigation? • Secondary navigation? • Third level navigation? Follow me! @miriamschwab
- 13. Home Get About Projects Contact Donate involved Team Children Board Adults Special needs Follow me! @miriamschwab
- 14. Take into consideration how your brand will appear on social sites BRANDING Follow me! @miriamschwab
- 19. URLs http://www.redcross.org/ http://twitter.com/redcross https://www.facebook.com/redcross http://www.youtube.com/user/AmRedC ross Follow me! @miriamschwab
- 20. Design • It matters. Look at Apple and Pinterest • It’s not just about being pretty; it’s about usability and finding content: – Breadcrumbs – “You are here” indicators – Search, categories, tags, authors, archives – Integrates with social and SEO Follow me! @miriamschwab
- 21. What site is this? Where am I? Follow me! @miriamschwab
- 24. Under the hood – the code • Content management system – critical – Open source vs. proprietary code • SEO-friendly code – at the very least: – Meta descriptions – <title> tag control – XML sitemap – H1 tag on every page • Browser compatibility – IE8+, Firefox, Chrome Follow me! @miriamschwab
- 25. Mobile! Responsive design Follow me! @miriamschwab
- 26. OFF-SITE INTEGRATION Follow me! @miriamschwab
- 27. Content – blog, news Content can help you: • Position yourself as a thought leader • Get found in the search engines • Get shared and found in social networks • Increase traffic Follow me! @miriamschwab
- 28. 1000 Visitors 50 Subscribers 2.5 Donors Follow me! @miriamschwab
- 29. Varied content Follow me! @miriamschwab
- 30. Facebook Follow me! @miriamschwab
- 36. How am I going to update everything? Yikes! PULLING IT TOGETHER WITH A DASHBOARD Follow me! @miriamschwab
- 38. illuminea http://illuminea.com ▪ http://wpgarage.com @miriamschwab ▪ http://facebook.com/miriamschwab Slides available at http://illum.in/ourpresentations THANKS! Follow me! @miriamschwab
Notes de l'éditeur
- I was going to talk about the growing importance of social media marketing for SEO, and how people should take lessons from the SEO playbook when doing social marketing.
- When non-profits go about marketing, they have one goal: fundraising. But that can’t be your only goal. Other goals contribute to your fundraising efforts and are integral to creating a long-term revenue generating strategy. This has to do with building your community.