Shared the nonprofit website challenge

The Nonprofit Website Challenge February 23, 2016

Introductions

Words We Are Going to Use For Profit

Nonprofit

Conversions

Engagement

Customer

Constituent

Sale

Donation (or volunteer, or register)

A Lead

A Constituent or Donor

Sales Funnel

Engagement Funnel

Website Lead

Website Visitor

Pitch

Message

SEO

Search Engine Optimization

Poll - What are your biggest website challenges?

First, how a great website helps your nonprofit

Tell Your Story Simply & Clearly

Challenge: Tell Your Story in Ten Seconds

Tell Your Visitors Why They Should Care People won’t automatically have the same passion for your organization that you do.

So instead of just talking about what you do, discuss the benefits of your projects, and if possible, discuss how your projects will directly benefit your website visitors.

Explain how you’ll achieve your goals

The Engagement Funnel

Poll - How well does your website lead visitors toward a desired action?

Second, what are the key elements of a great nonprofit website

Impressions Matter

If you fail to make a great first impression, you may not get another chance.

“A site visitor will form an opinion .05 seconds after a page has loaded.” 1

You have a split second to make a first impression

“Visitors need to know about you and your company in 10 seconds or less, or they will leave your site.” 2

Your message must be crisp and clear

“94% of site visitors state that bad design is the main reason they mistrust a website.” 3

Your website represents you and your organization

1.

2.

1 (Kinesis Inc.) http://www.kinesisinc.com 2 (NN Group) http://www.nngroup.com/reports/how-people-read-web-eyetracking-evidence/ 3 (IronPaper) http://www.ironpaper.com/webintel/articles/10-web-design-statistics/#.VCye2ktEyRD

Search Matters If your audience can’t find you through search, you’re missing out.

“93% of online experiences begin with a Search Engine.” 1

Your constituents are searching

“The top listing in Google’s organic search results receives 33% of the traffic.” 2

Being at the top matters

“Search is the number one source of external traffic for [websites], handily beating social media by more than 300%.” 3 1.

2.

1 (Via Search Engine Journal) https://www.searchenginejournal.com/ 2 (Search Engine Watch) https://searchenginewatch.com/ 3 (Via Search Engine Journal) https://www.searchenginejournal.com/

Search drives traffic

Mobile Matters Mobile visitors are ready to take action. Are you ready for them?

“40% of people will choose another result if it is not mobile friendly.” 1

Mobile users demand mobile websites

In December of 2014, Google announced that they would be giving preferential treatment to websites that they consider to be “mobile-friendly.”

A mobile website will improve your search rank

With Google Analytics, your organization can know what percentage of audience is visiting your site via mobile.

Mobile users are a significant % for most orgs.

1 (iAcquire) http://www.iacquire.com/blog/mobile-behavior-big-game-seating-a-study-with-surveymonkey

Strong Calls to Action Matter

Analyzing Your Data Matters Website Visitors

Form Submission/Phone Calls

Constituents/Donors

Poll - How well is your organization updating it’s website based on analytics?

Third, why building and maintaining a great website is so difficult

Websites are Complex to Build

Challenge: Be efficient with your marketing budget

Challenge: Speak to Multiple Audiences with One Website

Participants

Members

Partners

Media

Your Website

Public Officials

Funders Volunteers

Donors

Challenge: Balance your goals with your audiences’ goals

Members

Your members want to find out about your next event

You want your members to give you referrals

Your Nonprofit

Maintenance ● The know-how of an IT professional ● The skills of a developer ● The breadth of knowledge of a publisher ● The resources of a media company ● The knowledge of a data-analyst

Analyze your conversion data Questions you need to ask and where to find the answers: ● ● ●

●

Which marketing efforts send the most visitors to my website?

Which pages on my website have the highest engagement rate?

Which pages on my website have the lowest engagement rate? ○ How are these pages different than my top performing pages and what do I need to do to make them better?

Are my website visits converting into engagements?

Why is redesign always on the horizon?

● Visual Design

● Content Maintenance

● Site Architecture

● Functionality

● Content Creation

● Site Set-up

● Images/Graphics

● Security

● Content Updates

● Mobile Optimization

Is your nonprofit telling your story well? What challenges do you face in this regard? Raise your hand and we will unmute you to comment.

Fourth, how we can help

The Pronto Solution ● ● ● ●

Professional, mobile-friendly website Content that tells your story Optimized for conversions Ready for marketing campaigns

Ongoing Full Service: ● ● ● ● ● ● ●

Unlimited content and design changes for site Search Engine Optimization Support Website Hosting Google Analytics Account set up Monthly Analytics Report WordPress training Updates and Maintenance to WordPress platform included

RoundTable’s Help RoundTable Technology has expertise in:

● ● ● ● ●

Nonprofits Project Management Website Design Support Development

Cost Comparison

A marketing strategy that works together More services from Pronto: ● ● ● ● ● ● ●

SEO - Link Building AdWords Management Retargeting Blog Content Creation Email Marketing Call Tracking Social Media

Questions?

Feedback & Resources Before you go onto your next activity, please complete our one-minute feedback survey at http://feedback.rtt.nyc.

Your feedback is HUGELY helpful to us in improving our work.

Everyone who completes the survey will get a great list of resources (shown at right) including a content audit template and workbooks to help plan your next redesign project!

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The Entire Slide Deck Link to Webinar Recording RoundTable Audience Personas Worksheet RoundTable’s Website Content Audit Worksheet Idealware’s “Do You Need a New Website?”

Workbook (with contributions from Roundtable) Idealware’s The Consumer’s Guide to Content Management Systems for Nonprofits Google’s Mobile-Friendly Test

Thank you!

Joshua Peskay joshua@roundtabletechnology.com Tim Kelsey tim@prontomarketing.com

Websites by Pronto

Websites by Pronto