ARTS MARKETERS: Building a better websitePresented by : Ken Moire Partner/Founder Spry Digital

Twitter: @KenMoire @SpryDigital @ArtEdStl

#ArtEdWeb

ROLL CALL

ARTS MARKETERS’ GOALS

GOALS• Increase awareness

• Grow audience

• Increase members

• Fundraising

AWARENESS• Raison d’être

• Mission

• Who Do You Support?

• Promote Events

• Organization Activities (boosting, events, fundraising, etc)

AUDIENCE GROWTH

• Active participants

• Engaged users

• Developing relationships

• Creating ambassadors

MEMBERSHIPS

• Sell value of membership

• Entice

• Ease of adoption/conversion/renewal

• Reach

FUNDRAISING/DONOR MANAGEMENT

• Where did the love go?

• Who gets the money?

• What tools are you using to improve your fundraising/donor base?

IT’S ALIVE!

IT’S CHEAP

IT’S ACCESSIBLE

IT’S CONNECTED

IT’S VERSATILE

IT’S HELPFUL

GET FRIENDLY WITH YOUR WEBSITE

LET’S TAKE A STEP BACK

CONTENT MANAGEMENT

• Easily add, modify, create new content in main areas of your website.

• Upload media

• Accept form data: event registration, newsletter, contact, donations

CONTENT MANAGEMENT

Proprietary vs Open Source

POPULAR CMS FOR NONPROFITS• WordPress.org or WordPress.com

• Drupal

• Expression Engine

• Site Builders: Squarespace, Weebly, Wix etc

Consumers Guide to CMS for Nonprofits:

http://www.idealware.org/reports/consumers-guide-content-management-systems-nonprofits

Find the one that is right for you.

MOBILE WEB - RESPONSIVE WEB

What the Heck Is Responsive Web Design:

http://johnpolacek.github.io/scrolldeck.js/decks/responsive/

Source: http://ianbarlow.files.wordpress.com/2014/04/screen-shot-2014-04-13-at-10-42-39-am.png

Source: http://chapterthree.com/sites/default/files/legacy/imagecache/500px_wide/android-fragmentation.png

MOBILE FUNDRAISINGMany options exist

• SMS/Text

• Native App

• Mobile website

• Mobile web app

More at: http://www.nten.org/articles/2012/mobile-fundraising-options-for-nonprofits

MOBILE WEB: SOCIAL MEDIA

Users are accustomed to and now expect a mobile optimized web.

INTEGRATIONS

• Social media (for publishing out to channels, creating funnel)

• CRM (for collecting information)

• Newsletter (collect)

• Donations

DO YOU EVEN FUNNEL?

Source: http://ceblog.s3.amazonaws.com/wp-content/uploads/2014/02/conversion-funnel-3.png

Funnel basics

Facebook, Twitter, Pinterest, YouTube, Instagram, Vine, etc.

Blog or Event Page

Donate/ Registration

$

Funnel basics

FUNNEL BEST PRACTICES1. Use publishing platforms like your website/blog, YouTube and Flickr to publish out to social media channels.

2. Always accompany posts with a call to action, driving your audience back to a destination with it’s own call to action (typically your website, or events page, or donate)

3. Capture interest (CRM, emails, registrations, tickets)

4. Track results (Google Analytics, Facebook Insights, Twitter metrics, YouTube etc)

• What channel performed best

• What posts performed best

• Setup goals

5. Repeat successes

SEO

WHAT DOES GOOGLE REWARD?1. Good site information architecture

2. Clear navigation

3. URLs that contain keywords

4. Good content structure. Keyword rich content, good heading structure, etc.

5. Good site performance, load times, etc.

6. Backlinks from other popular sources

7. Good user experience (behavior)

METRICS TO WATCH

BOUNCE

OTHER METRICS TO WATCH1. Pages per visit and time on website

2. New Visitors vs Returning Visitors

3. Direct vs Organic traffic

4. Acquisition: Organic keywords

5. User Behavior: Popular Pages/Posts

6. Referrers: Traffic Sources

7. Goals

PROBLEM AREAS…1. Low session volume

2. High bounce rate

3. Low pages per session/time on site

4. Low goal count

5. New visitor ratio is low

WEB DESIGN, IT MATTERS

WRITING IS ON THE WALL…1. Your website was designed for a monitor resolution of 800px

2. No blog

3. Small media

4. No forms. Instead PDF form downloads and return mailing addresses… Yay!

5. Visitor counter

6. A copyright date in footer that is not from this decade

7. Basically your site includes any of these elements: http://code.divshot.com/geo-bootstrap/

“Design is everything. Everything!” Paul Rand

FIRST IMPRESSIONS

Users have microseconds to make a first impression.

How does your website reflect your organization?

MORE THAN FONTS AND COLORS• Information architecture

• User flow

• Content design

• Branding

• Aesthetic design

• Interaction design

STICK TO THE PRINCIPLESBalance

Emphasis

Movement

Pattern

Repetition

Proportion

Rhythm

Variety

Harmony

CONTENT• Is there a clear brand voice that is consistent across channels?

• Where in your content do you communicate your mission or who you support? Bring it to the front.

• What are the primary interactions you wish your site visitors to take? Bring it to the front!

• Is it structured to yield best SEO results?

CASE STUDIES

LORRAIN HANSBERRY THEATER SAN FRANCISCO

• Process overload • Where are the events? • Mission? 12px font • Items that look interactive

aren’t.

JAZZ AT LINCOLN CENTER

• Strong branding and aesthetic • Navigation is action words • Highlights exhibits • Events are right there

SHOTGUN PLAYERS BERKELEY

• Branding galore • Current Event • Mission is clear • Who they support • Clear navigation

RESOURCES

RESOURCESidealware.org

A Consumer’s Guide to Content Management Systems

http://www.idealware.org/reports/consumers-guide-content-management-systems-nonprofits

A Consumer’s Guide to Donor Management Systems

http://www.idealware.org/reports/consumers-guide-donor-management-systems

NTEN.org

Mobile Fundraising Options for Nonprofits

http://www.nten.org/articles/2012/mobile-fundraising-options-for-nonprofits

Web Design for Nonprofits, A Primer

http://www.markandphil.com/blog/2014/12/15/responsive-design-need/

THANK YOU