Post on 20-Feb-2017
transcript
Web 1.0: The Broadcast Web for Public MediaHeather Mansfield, Nonprofit Tech for Good
Today’s Presentation
• The Importance of Web and Email Communications
• 10 Website Design Best Practices
• 10 Email Marketing Best Practices
The Importance ofWeb and Email Communications
• 43% of the adult global population owns a smartphone and the number of smartphone owners is expected to grow to 6.1 billion by 2020.
• There are currently 4.4 billion email accounts worldwide and the number is expected to grow to 5.6 billion by 2019 – a growth rate of 26%.
• 55% of email opens are now mobile.
Must-Know Stats
• Email fundraising raises 27% of online revenue and in 2015 email fundraising was up 25%.
• Email is not dead, in fact, it’s growing in popularity and power with all age groups.
Must-Know Stats
Website Design Best Practices
10 Website Design Best Practices
1. For your website and blog to be compatible with desktops, laptops, smartphones, smart TVs, etc., your NGO must mobile-optimize your content.
WordPress.org is a content management system for websites and blogs. There are hundreds of responsively designed, low cost WordPress.org templates for NGOs and freelancers available for hire.
10 Website Design Best Practices
2. Prioritize images over text and provide ample white space: pbs.org (on January 5, 2015)
10 Website Design Best Practices
3. Use a large font size for title and body content: npca.org
10 Website Design Best Practices
4. Provide simple navigation and allow long scrolling: worldwildlife.org
10 Website Design Best Practices
5. Prominently feature your “Donate” button, social network icons, and e-newsletter opt-in: themarshallproject.org
10 Website Design Best Practices
6. Use large tappable buttons for calls-to-action: water.org
10 Website Design Best Practices
7. Maximize your website and blog’s right bar: aspca.org
10 Website Design Best Practices
8. Host your blog/stories* inside your website: audubon.org
10 Website Design Best Practices
9. Use the Facebook Comments Plugin or Disqus for blog comments.
10 Website Design Best Practices
10. Ensure that your website and blog is shareable: oceana.org
10 Email Marketing Best Practices
1. Never send email newsletters BCC or as a PDF attachment. Your NGO must invest in an email marketing service.
10 Email Marketing Best Practices
2. Embrace a mobile-first email strategy. Mobile-optimize your email (UNICEF on desktop, UNICEF on smartphone) by using a responsive template.
10 Email Marketing Best Practices
3. Design templates that allow header images to be easily changed.
10 Email Marketing Best Practices
4. Integrate social media into your templates by featuring social network icons (and a “Donate” button) into your templates and by adding the ability for subscribers to share stories, pin products, like your Instagram photos, etc.
10 Email Marketing Best Practices
5. Focus on 1-5 stories and/or calls-to action and keep text to a minimum.
10 Email Marketing Best Practices
6. Prioritize image and video content.
10 Email Marketing Best Practices
7. Write short subject lines (50 characters or less) and use emojis to maximize open rates.
10 Email Marketing Best Practices
8. Send e-newsletters twice per month and donation appeals an average of once per month with increased frequency in December.
10 Email Marketing Best Practices
9. Study the email marketing of large NGOs similar to yours in mission and programs by making an online donation and/or signing up for their e-newsletter.
10 Email Marketing Best Practices
10. Prioritize growing your email list in 2016 and 2017.
Thank You
• This webinar was sponsored by OnGood – a project of the Public Interest Registry – the nonprofit responsible for managing the .ORG, .NGO and .ONG domains.
• This webinar was not recorded. Notes will be emailed within the next 24 hours. You are now subscribed to the Nonprofit Tech for Good e-Newsletter and email alerts from the Public Interest Registry.