Building and sustaining an online presence A workshop for intermediary organisations working within the community 19th July 2013, Old University, Valletta - Malta zaterdag 20 juli 13
Nov 01, 2014
Building and sustaining an online presenceA workshop for intermediary organisations working within the community19th July 2013, Old University, Valletta - Malta
zaterdag 20 juli 13
by Lize De Clercqwww.eclecticlines.net
zaterdag 20 juli 13
9h05 - 10h Introduction to Web Strategies for Intermediary Organizations
10h - 11h The Cost of Developing a Web Presence
11h - 11h30 Coffee break
11h30 - 12h30 Using Social Media Effectively
12h30 - 13h Questions & Answers
zaterdag 20 juli 13
MY BIOWWW.VIZIFY.COM/LIZE-DE-CLERCQ
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MY BIOWWW.VIZIFY.COM/LIZE-DE-CLERCQ
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MY BIOWWW.VIZIFY.COM/LIZE-DE-CLERCQ
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MY BIOWWW.VIZIFY.COM/LIZE-DE-CLERCQ
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MY BIOWWW.VIZIFY.COM/LIZE-DE-CLERCQ
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MY BIOWWW.VIZIFY.COM/LIZE-DE-CLERCQ
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Website strategy(How it is usually the case) ✖
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Come online!
Everybody is online!
Wait, here we come!
Does anybody know a cheap web genius?
We did it! We’re online!!!
This is the only person who knows
how to put all our stuff online :(
Our website is not how we wanted
it to be :(
DOES THIS STORY SOUND FAMILIAR?✖
✖
✖
✖✖
✖
✖
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Website strategy(How it should be the case) ✔
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....
....
....
....
....
....
WHYdo yo need a website?
What are your goals?
zaterdag 20 juli 13
WHAT YOU DON’T NEED A WEBSITE FORWWW.ASLPMALTA.ORG & WWW.SPEECHBUDDY.COM
You don’t need a website for yourselves! ✖
You should tell your audience what’s in it for them!
How can you satisfy their specific needs? ✔
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....
....
....
....
....
....
WHOare the target audiences
of your website?
zaterdag 20 juli 13
General Public
Beneficiaries, End Users
Members, Constituents
Volunteers
Donors, Funders, Contributors
Other stakeholders:partners, other nonprofits, government, press,...
WHOare the target audiences
of your website?
zaterdag 20 juli 13
General public:
...
...
...
...
WHATdoes your audience need
from your website?
zaterdag 20 juli 13
General public:quick (less than 3 seconds!) understanding of what your organization is about
fabulous, compelling content that is genuinely interesting & relevant, written in a way people want to read it
details, specific aspects & facets of the story of your organization & the people behind it
stories from behind the curtains of the organization
how to subscribe for the e-newsletter
WHATdoes your audience need
from your website?
zaterdag 20 juli 13
WHAT IS THIS ORGANIZATION ABOUT?WWW.EQUALPARTNERS.ORG.MT
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3 seconds are overAnd?
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WHAT IS THIS ORGANIZATION ABOUT?WWW.EQUALPARTNERS.ORG.MT
✖
Is it about job placement for the disabled?
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WHAT IS THIS ORGANIZATION ABOUT?WWW.ARC-MIDDLESEX.ORG
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3 seconds are overAnd?
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WHAT IS THIS ORGANIZATION ABOUT?WWW.ARC-MIDDLESEX.ORG
✔
Ok. This is about people with intellectual disabilities.
And they ask me to join & help.It looks great to be part of this
community of volunteers.
zaterdag 20 juli 13
IS THIS CONTENT COMPELLING?WWW.FSEGOZO.ORG/SERVICES/MEALS-ON-WHEELS.HTML
zaterdag 20 juli 13
IS THIS CONTENT COMPELLING?WWW.FSEGOZO.ORG/SERVICES/MEALS-ON-WHEELS.HTML
✖
Hidden from homepage
Not written in a way people will actually read it
A bigger picture with volunteers actually delivering
the meals to needy beneficiaries would have been more
compelling
zaterdag 20 juli 13
IS THIS CONTENT COMPELLING?WWW.NOKIDHUNGRY.ORG
zaterdag 20 juli 13
IS THIS CONTENT COMPELLING?WWW.NOKIDHUNGRY.ORG
Great picture. But no kids?
Written in a way people will read it and take action!
✔
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WHO ARE THE PEOPLE BEHIND THIS ORGANIZATION?WWW.MSMALTA.ORG.MT/COMMITTEE.HTML
zaterdag 20 juli 13
WHO ARE THE PEOPLE BEHIND THIS ORGANIZATION?WWW.MSMALTA.ORG.MT/COMMITTEE.HTML
Expectation about getting to know the people
behind
Only titles & names. The expectation is
frustrated. ✖
zaterdag 20 juli 13
WHO ARE THE PEOPLE BEHIND THIS ORGANIZATION?WWW.KOPIN.ORG/ABOUT/KOPINSCOMMITTEE/TABID/2016/LANGUAGE/EN-US/DEFAULT.ASPX
zaterdag 20 juli 13
WHO ARE THE PEOPLE BEHIND THIS ORGANIZATION?WWW.KOPIN.ORG/ABOUT/KOPINSCOMMITTEE/TABID/2016/LANGUAGE/EN-US/DEFAULT.ASPX
Pictures and bios of the people behind the
organization✔
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WHO ARE THE PEOPLE BEHIND THIS ORGANIZATION?WWW.ADITUS.ORG.MT/ADITUS_FOUNDATION/WHO_ARE_WE.HTML
zaterdag 20 juli 13
WHO ARE THE PEOPLE BEHIND THIS ORGANIZATION?WWW.ADITUS.ORG.MT/ADITUS_FOUNDATION/WHO_ARE_WE.HTML
Video with the Director speaking ✔Only titles, names
& emails ✖
zaterdag 20 juli 13
CAN I HAVE A LOOK BEHIND THE CURTAINS?MANNAFOODBANK.ORG/ARTICLES/NEW-VIDEO-BECOMING-A-PARTNER-AGENCY
zaterdag 20 juli 13
CAN I HAVE A LOOK BEHIND THE CURTAINS?MANNAFOODBANK.ORG/ARTICLES/NEW-VIDEO-BECOMING-A-PARTNER-AGENCY
Video testimonial of staff member speaking
from the office✔
zaterdag 20 juli 13
Beneficiaries, End Users:
...
...
...
...
WHATdoes your audience need
from your website?
zaterdag 20 juli 13
Beneficiaries, End Users:relevant and compelling information about the services your organization offers
useful information that can help
testimonials of peer beneficiaries
WHATdoes your audience need
from your website?
zaterdag 20 juli 13
WHAT SERVICES DOES THE ORGANIZATION OFFER?WWW.EQUALPARTNERS.ORG.MT/SUPPORT-SERVICES-WHAT-WE-DO
zaterdag 20 juli 13
WHAT SERVICES DOES THE ORGANIZATION OFFER?WWW.EQUALPARTNERS.ORG.MT/SUPPORT-SERVICES-WHAT-WE-DO
Complete description of the services are at 2 clicks away from the homepage
✖
zaterdag 20 juli 13
WHAT SERVICES DOES THE ORGANIZATION OFFER?WWW.ARC-MIDDLESEX.ORG/PROGRAMS/VOCATIONAL.HTML
zaterdag 20 juli 13
WHAT SERVICES DOES THE ORGANIZATION OFFER?WWW.ARC-MIDDLESEX.ORG/PROGRAMS/VOCATIONAL.HTML
Easy browsing through the complete description of the services, at one
click away from the homepage
✔
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WHAT INFORMATION DO THEY OFFER THAT CAN HELP ME?WWW.DIABETESMALTA.ORG/LINKS.HTML
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WHAT INFORMATION DO THEY OFFER THAT CAN HELP ME?WWW.DIABETESMALTA.ORG/LINKS.HTML
All useful information is hidden under ‘Links’ ✖
zaterdag 20 juli 13
WHAT INFORMATION DO THEY OFFER THAT CAN HELP ME?WWW.MICHAELJFOX.ORG
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WHAT INFORMATION DO THEY OFFER THAT CAN HELP ME?WWW.MICHAELJFOX.ORG
All useful information is at one click away from the homepage
✔
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ARE THERE ANY TESTIMONIALS OF (PEER) BENEFICIARIES?WWW.EQUALPARTNERS.ORG.MT/ARTICLES/37-PERSONAL-EXPERIENCES-ALAN-BALDACCHINO
zaterdag 20 juli 13
ARE THERE ANY TESTIMONIALS OF (PEER) BENEFICIARIES?WWW.EQUALPARTNERS.ORG.MT/ARTICLES/37-PERSONAL-EXPERIENCES-ALAN-BALDACCHINO
Testimonials are hidden under ‘articles’
Not clear that this testimonial is from a
beneficiaryNot clear that this
testimonial is from a volunteer
✖
✖✖
This picture is from a slideshow. There is no
picture of Alan.✖
zaterdag 20 juli 13
ARE THERE ANY TESTIMONIALS OF (PEER) BENEFICIARIES?WWW.SPEECHBUDDY.COM/TESTIMONIALS
zaterdag 20 juli 13
ARE THERE ANY TESTIMONIALS OF (PEER) BENEFICIARIES?WWW.SPEECHBUDDY.COM/TESTIMONIALS
Testimonials can be filtered!
Testimonials are at one click from the
homepage
Picture & story from a child as beneficiary
✔
Picture & story from a parent as beneficiary
✔
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Members, Constituents:
...
...
...
...
WHATdoes your audience need
from your website?
zaterdag 20 juli 13
Members, Constituents:practical information on activities
calendar of events
info on membership & renewal
how to get involved
items & gadgets for sale
WHATdoes your audience need
from your website?
zaterdag 20 juli 13
CAN I FIND PRACTICAL INFORMATION ON ACTIVITIES?WWW.MARSAXLOKK-ASC.COM/PAGE6.HTML
zaterdag 20 juli 13
CAN I FIND PRACTICAL INFORMATION ON ACTIVITIES?WWW.MARSAXLOKK-ASC.COM/PAGE6.HTML
The information is first presented “in general”
The information is then detailed into ‘target groups’
It isn’t clear at first sight that these are details of the same activities mentioned above ‘in
general’ ✖
zaterdag 20 juli 13
CAN I FIND PRACTICAL INFORMATION ON ACTIVITIES?WWW.MAPLEVALLEYCC.ORG
zaterdag 20 juli 13
CAN I FIND PRACTICAL INFORMATION ON ACTIVITIES?WWW.MAPLEVALLEYCC.ORG
Slideshow with upcoming activities for
each target group
Articles on upcoming activities for each target
group ✔
✔
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EVENT CALENDAR WITH ALL UPCOMING ACTIVITIES?MILLENNIUMCHAPEL.ORG/CALENDAR/MONTH.CALENDAR/2013/07/15/-
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EVENT CALENDAR WITH ALL UPCOMING ACTIVITIES?MILLENNIUMCHAPEL.ORG/CALENDAR/MONTH.CALENDAR/2013/07/15/-
The event titles are truncated
✖
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EVENT CALENDAR WITH ALL UPCOMING ACTIVITIES!WWW.CAPITALHUMANESOCIETY.ORG/EVENTS/
Titles give the details after clicking
✔
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INFO ON MEMBERSHIP & RENEWAL?WWW.GHAXAQFCYN.COM/#!JOINUS/CBKY
zaterdag 20 juli 13
MORE INFO ON MEMBERSHIP?MEDIA.WIX.COM/UGD//3092D3_31E7E24F306FA0B74BCBA5CD4DFCBF82.PDF
zaterdag 20 juli 13
MORE INFO ON MEMBERSHIP?MEDIA.WIX.COM/UGD//3092D3_31E7E24F306FA0B74BCBA5CD4DFCBF82.PDF
This is a training schedule. What about the price &
conditions for becoming a member? ✖
zaterdag 20 juli 13
ONLINE MEMBERSHIP APPLICATION FORM?MEDIA.WIX.COM/UGD//3092D3_69FA03B51F183FE9C505AC2BA9847961.PDF
zaterdag 20 juli 13
ONLINE MEMBERSHIP APPLICATION FORM?MEDIA.WIX.COM/UGD//3092D3_69FA03B51F183FE9C505AC2BA9847961.PDF
A .pdf file that has to be printed, filled out by hand and sent by post or handed over is
NOT an online registration form! ✖
zaterdag 20 juli 13
INFO ON MEMBERSHIP & RENEWAL?WWW.NATURE.ORG
zaterdag 20 juli 13
INFO ON MEMBERSHIP & RENEWAL!MY.NATURE.ORG/MEMBERSHIP/BECOME-MEMBER.HTML
zaterdag 20 juli 13
INFO ON MEMBERSHIP & RENEWAL!MY.NATURE.ORG/MEMBERSHIP/BECOME-MEMBER.HTML
The benefits of becoming a member are clearly listed
✔
zaterdag 20 juli 13
ONLINE MEMBERSHIP SUBSCRIPTION FORM!SUPPORT.NATURE.ORG/SITE/DONATION2?DF_ID=7501&7501.DONATION=FORM1
zaterdag 20 juli 13
ONLINE MEMBERSHIP SUBSCRIPTION FORM!SUPPORT.NATURE.ORG/SITE/DONATION2?DF_ID=7501&7501.DONATION=FORM1
A true online subscription form allows online payment!
✔
zaterdag 20 juli 13
Volunteers:
what’s in it for them?
available opportunities
conditions for volunteering
how to apply
WHATdoes your audience need
from your website?
zaterdag 20 juli 13
WHAT’S IN IT FOR THE VOLUNTEERS?WWW.FSEGOZO.ORG
zaterdag 20 juli 13
WHAT’S IN IT FOR THE VOLUNTEERS?WWW.FSEGOZO.ORG
You should give more details about
what the task consists of & what the
requirements are.
✖
zaterdag 20 juli 13
VOLUNTEERING? WHAT’S IN IT FOR ME? WWW.CAPITALHUMANESOCIETY.ORG/PROGRAMS/INDEX.HTML
zaterdag 20 juli 13
VOLUNTEERING? WHAT’S IN IT FOR ME? WWW.CAPITALHUMANESOCIETY.ORG/PROGRAMS/INDEX.HTML
and the benefits for the volunteers!
The benefits for your organization...
Specific task and asked requirements
✔
✔
zaterdag 20 juli 13
VOLUNTEERING? WHAT AM I SUPPOSED TO DO? WWW.KOPIN.ORG/OPPORTUNITIES/VOLUNTEERING/TABID/2023/LANGUAGE/EN-US/DEFAULT.ASPX
zaterdag 20 juli 13
VOLUNTEERING? WHAT AM I SUPPOSED TO DO? WWW.KOPIN.ORG/OPPORTUNITIES/VOLUNTEERING/TABID/2023/LANGUAGE/EN-US/DEFAULT.ASPX
Listing of specific volunteer tasks, but what does each task precisely
entail?✖
zaterdag 20 juli 13
VOLUNTEERING? WHAT AM I SUPPOSED TO DO? MANNAFOODBANK.ORG/VOLUNTEER-OPPORTUNITIES/
zaterdag 20 juli 13
VOLUNTEERING? WHAT AM I SUPPOSED TO DO? MANNAFOODBANK.ORG/VOLUNTEER-OPPORTUNITIES/
Concrete description of volunteer
tasks, including asked requirements & commitment.✔
zaterdag 20 juli 13
Donors, Funders, Contributors:
trust worthiness
impact of the programs
types of donation available
how to donate
WHATdoes your audience need
from your website?
zaterdag 20 juli 13
HOW CAN I DONATE?WWW.FSEGOZO.ORG/FUNDRAISING.HTML
zaterdag 20 juli 13
HOW CAN I DONATE?WWW.FSEGOZO.ORG/FUNDRAISING.HTML
No form to donate online
✖
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HOW CAN I DONATE?WWW.NOKIDHUNGRY.ORG/
Online donation form
✔
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WHAT TYPES OF DONATIONS ARE AVAILABLE?WWW.EQUALPARTNERS.ORG.MT/FUNDRAISING-PLEASE-GIVE
zaterdag 20 juli 13
WHAT TYPES OF DONATIONS ARE AVAILABLE?WWW.EQUALPARTNERS.ORG.MT/FUNDRAISING-PLEASE-GIVE
Rather confusing: “fundraising”, “Donate”, “Sponsor”, “Volunteer”
✖
zaterdag 20 juli 13
WHAT TYPES OF DONATIONS ARE AVAILABLE?MY.NATURE.ORG/DONATE
zaterdag 20 juli 13
WHAT TYPES OF DONATIONS ARE AVAILABLE?MY.NATURE.ORG/DONATE
A complete list of all the different ways to donate
✔
zaterdag 20 juli 13
HOW CAN I DONATE?SUPPORT.NATURE.ORG/SITE/DONATION2?
Online donation form
✔
zaterdag 20 juli 13
WHAT’S THE IMPACT OF MY DONATION?IMPACT.NOKIDHUNGRY.ORG
zaterdag 20 juli 13
Other stakeholders: partners, other nonprofits, government, press,... :
display partnerships
impact of the programs
press corner
WHATdoes your audience need
from your website?
zaterdag 20 juli 13
Developing a sustainable website
zaterdag 20 juli 13
Custom Made ‘static’ website versus Content Management system (CMS)
Outsourced hostingversus Contracted hosting
A closer look at “easy website builders”
WHICH technology to choose?
zaterdag 20 juli 13
Programmed from ‘scratch’ using web programming languages php, mySQL, javascript, html, css, flash etc.
Impossible or very difficult to upload content or make changes without the developer
Expensive
WHATis a custom-made
‘static’ website?
✖zaterdag 20 juli 13
An easy to use interface that permits you to modify the content yourselves
Widely used CMS systems are Wordpress, Joomla and Drupal (all for free)
Easy website builders are Wix, Weebly & SquareSpace:http://www.websitesmadesimple.org/wix-vs-weebly-vs-squarespace/
WHAT is a ‘Content Management
System’ (CMS)?
✔zaterdag 20 juli 13
Websites CREATED & HOSTED on wordpress.com, blogspot.com, wix.com & weebly.com WITHOUT a dedicated domain name (totally free)
Websites CREATED & HOSTED on wordpress.com, blogspot.com or wix.com but WITH a dedicated domain name (not completely free)
WHATdoes it mean to
‘outsource’ the hosting of your website?
✔
zaterdag 20 juli 13
Websites created in Wordpress, Joomla, Drupal but hosted on the server of a (local) providere.g. www.webware.com.mt
The domain name can be contracted by the same or a different provider
WHATdoes ‘contracted
hosting’ mean?
✔
zaterdag 20 juli 13
Using Social Media effectively
zaterdag 20 juli 13
To DIALOGUE with your beneficiaries, end users, members, volunteers, donors, stakeholders
To PROMOTE your activities, events, website content
To ENHANCE your online reputation & professional image
WHY to use social media?
zaterdag 20 juli 13
Go where your beneficiaries, end users, members, volunteers are
Only open a channel if you have the resources to maintain it - it’s better to perform well on just one channel than to do bad on different ones or on all of them...
WHICH social media channel to
choose?
zaterdag 20 juli 13
FACEBOOK:practical tips
Facebook company page versus personal profile
Use a compelling cover photo that explains the story of your organization
Use good resolution pictures
Resize the pictures to make them fit
Always add a personal introduction note for any photo, link, video you post
Wipe out the URL when you post a link
zaterdag 20 juli 13
FRIENDING OR LIKING?WWW.FACEBOOK.COM/KOPIN.MALTA
Use a Facebook company page and not
a personal profile!
✖
zaterdag 20 juli 13
WHAT ARE THESE PAGES ABOUT?
WWW.FACEBOOK.COM/ADITUS.ACCESSINGRIGHTS
WWW.FACEBOOK.COM/PAGES/INSTITUTE-OF-LEGAL-STUDIES-MALTA/346534018706846
WWW.FACEBOOK.COM/EQUAL.PARTNERS.FOUNDATION
WWW.FACEBOOK.COM/SALESIANBRIGADE
zaterdag 20 juli 13
WOULD YOU ‘LIKE’ THESE PAGES?
WWW.FACEBOOK.COM/ADITUS.ACCESSINGRIGHTS
WWW.FACEBOOK.COM/PAGES/INSTITUTE-OF-LEGAL-STUDIES-MALTA/346534018706846
WWW.FACEBOOK.COM/EQUAL.PARTNERS.FOUNDATION
WWW.FACEBOOK.COM/SALESIANBRIGADE
Not immediately clear what this
organization is about
Use a cover photo that explains your
organization’s story!
Stress? Facebook is a party!
What about the more informal part of
this organization?
✖
✖
✖
✖
✖
zaterdag 20 juli 13
WHAT ARE THESE PAGES ABOUT?
WWW.FACEBOOK.COM/COUPLECARDS
WWW.FACEBOOK.COM/PAGES/BELAND-BAND-CLUB/50529968494
WWW.FACEBOOK.COM/PAGES/AMPUTEES4AMPUTEES-
WWW.FACEBOOK.COM/PAGES/DAISY-DIABETES-
zaterdag 20 juli 13
WOULD YOU ‘LIKE’ THESE PAGES?
WWW.FACEBOOK.COM/COUPLECARDS
WWW.FACEBOOK.COM/PAGES/BELAND-BAND-CLUB/50529968494
WWW.FACEBOOK.COM/PAGES/AMPUTEES4AMPUTEES-
WWW.FACEBOOK.COM/PAGES/DAISY-DIABETES-
Take care with the only 20% text rule!
Nice to see the faces of those
behind the organisation!
It’s fun to be part of this band! (I ‘Like’ it!)
✖✔
✔✔
Better use a photo with
people
zaterdag 20 juli 13
PHOTO SIZES
WWW.FACEBOOK.COM/SALESIANBRIGADE
WWW.FACEBOOK.COM/PAGES/AMPUTEES4AMPUTEES-
WWW.FACEBOOK.COM/PAGES/DAISY-DIABETES-
For a good resolution use 851px by 315px
✖
Make it fit at 180px by 180px
✖If the pic doesn’t fit in
a “rectangular” wall picture of 404px by 404px, “highlight”
the picture to show it vertically at
843px by 403px
zaterdag 20 juli 13
WHAT is‘EdgeRank’?
Facebook does not show all stories to your newsfeed, but uses an algorithm called “EdgeRank”. It filters out the posted stories based on:
Affinity
Weight
Time decay (Recency)
zaterdag 20 juli 13
WHAT is People Talking About
This (PTAT)?
PTAT measures the engagement of fans with your page during the past 7 days
page likes
‘stories’ from your posts (likes, comments, shares)
posts by others on your page
mentions & photo tags
zaterdag 20 juli 13
HOW to increase your fanbase?
Improve your status updates:
Share content that is truly helpful, fun, genuinely interesting
Use photos & videos, less text and less links
Don’t just talk about yourself
Network. Use your personal avatar to write messages and present the page to the people that might be interested.
Move around. Comment with your page avatar on other people’s status updates.
Increase your PTAT
(Buy a Facebook ad)zaterdag 20 juli 13
HOW to increase your PTAT?
Create a dedicated ‘business’ personal profile & use it to interact with your fans as a person:
Send a welcome message to the people that Like your page
Send them a friend request
Further interact with them through personal messages
Include a ‘Call to action’ such as “Click ‘Like’ if you agree”
Give your most active fans a ‘shout out’
Follow your fans and like, share & comment back on their profile or the pages they administer
zaterdag 20 juli 13
PINTEREST:why is it so interesting for
nonprofits
On Pinterest, people symbolize their ASPIRATIONS:not “who we are” but “who we want to be” - It’s a natural place to share passion, to show what moves us
Pinterest is a natural place for STORY-TELLING
Pinterest is more TRANSACTIONAL, so it’s a good place for nonprofits to create an online fundraising catalogue
The majority of people on Pinterest are WOMEN, and women care more charity
zaterdag 20 juli 13
NONPROFIT STORY-TELLING ON PINTERESTPINTEREST.COM/ECLECTICLINES/NONPROFITS-CAMPAIGNS/
zaterdag 20 juli 13
Useful resources:WWW.ECLECTICLINES.NET
WWW.NPTECHFORGOOD.COM
WWW.NONPROFITMARKETINGGUIDE.COMWWW.CLAIRIFICATION.COMJCSOCIALMARKETING.COM
WWW.JOHNHAYDON.COM
IJUSTDID.ORG
WWW.BETHKANTER.ORG
WWW.SOCIALBRITE.ORGSMBIRDBRAIN.BLOGSPOT.COMWWW.NONPROFITMARKETINGBLOG.COMNONPROFITNATE.COMWWW.NONPROFITHUB.ORG
zaterdag 20 juli 13