10 Website Design and Email Marketing Best Practices for NGOs

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

http://www.pewglobal.org/2016/02/22/smartphone-ownership-and-internet-usage-continues-to-climb-in-emerging-economies/

http://techcrunch.com/2015/06/02/6-1b-smartphone-users-globally-by-2020-overtaking-basic-fixed-phone-subscriptions/

http://www.emailisnotdead.com/

https://litmus.com/blog/we-analyzed-13-billion-opens-to-discover-where-subscribers-read-email-infographic

• 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

http://mrbenchmarks.com/

https://litmus.com/blog/surprise-millennials-love-email-just-as-much-as-everybody-else

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.

http://www.nptechforgood.com/2014/02/25/11-responsively-designed-nonprofit-websites-to-study-and-learn-from/

http://cure.org/

http://cure.org/

http://themeforest.net/item/charity-hub-charity-nonprofit-fundraising-wp/7481543?WT.ac=search_item&WT.oss_phrase=responsive%20nonprofit&WT.oss_rank=21&WT.z_author=GoodLayers

http://themeforest.net/item/charity-hub-charity-nonprofit-fundraising-wp/7481543?WT.ac=search_item&WT.oss_phrase=responsive%20nonprofit&WT.oss_rank=21&WT.z_author=GoodLayers

https://www.upwork.com/


2. Prioritize images over text and provide ample white space: pbs.org (on January 5, 2015)

http://www.pbs.org/

https://web.archive.org/web/20150105184838/http:/www.pbs.org/


3. Use a large font size for title and body content: npca.org

https://www.npca.org/


4. Provide simple navigation and allow long scrolling: worldwildlife.org

https://www.worldwildlife.org/


5. Prominently feature your “Donate” button, social network icons, and e-newsletter opt-in: themarshallproject.org

https://www.themarshallproject.org/


6. Use large tappable buttons for calls-to-action: water.org

http://water.org/


7. Maximize your website and blog’s right bar: aspca.org

https://www.aspca.org/


8. Host your blog/stories* inside your website: audubon.org

http://www.audubon.org/


9. Use the Facebook Comments Plugin or Disqus for blog comments.

https://www.one.org/international/blog/10-things-you-didnt-know-about-the-worlds-most-deadly-animal/

https://publishers.disqus.com/


10. Ensure that your website and blog is shareable: oceana.org

http://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.

http://www.toptenreviews.com/business/marketing/best-email-marketing-services/


2. Embrace a mobile-first email strategy. Mobile-optimize your email (UNICEF on desktop, UNICEF on smartphone) by using a responsive template.

https://www.pinterest.com/pin/203154633169527218/


http://zurb.com/playground/responsive-email-templates


3. Design templates that allow header images to be easily changed.



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.






5. Focus on 1-5 stories and/or calls-to action and keep text to a minimum.

http://getinvolved.conservation.org/site/MessageViewer?dlv_id=84464&em_id=39441.0


6. Prioritize image and video content.


7. Write short subject lines (50 characters or less) and use emojis to maximize open rates.


8. Send e-newsletters twice per month and donation appeals an average of once per month with increased frequency in December.


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. 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.

Date post:	21-Apr-2017
Category:	Government & Nonprofit
Upload:	nonprofit-tech-for-good
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10 Website Design and Email Marketing Best Practices for NGOs

Government & Nonprofit