DMFA Luncheon 10/25/2011: Ask the Experts: Demystifying the Fundraising Website Redesign Process Time to re-do your organizations website? Here is how to manage and complete the project effectively.

1. Ask the Experts:
Demystifying the
Fundraising Website
Redesign Process
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2. THE DMFA WEBSITE
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3. DMFA – Before
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4. DMFA – After
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5. BEFORE YOU BEGIN…
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6. Balancing needs
• Identifying key website goals
– Mission-based
– Fundraising
– Brand awareness
– “Corporate” entity
– Media outreach
– National vs. local entities
• Identifying key players at the organization
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7. Who to engage to “do” the website?
Question 1: Internal staff vs. External agency
Question 2: Internal structure for executing project
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8. Agency Selection
Key considerations:
– Marketing expertise
– Fundraising expertise
– SEO expertise
– Organization knowledge
– Strategy / content architecture team
– Creative team
– Technical team
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9. THE PROCESS
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10. Web Design Process
1
Discovery
2
Strategic
Planning
3
Creative
(Graphic design
and copy)
4
Technical
Development
5
Quality
Assurance
6
Analytics
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11. Timing
Minimum 5 - 6 months… it is usually longer
– Discovery & Strategic Planning  6 weeks
– Creative  8 - 12 weeks
– Technical Development  8 - 12 weeks
– Quality Assurance  2 - 4 weeks
– Analytics  Ongoing monitoring
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12. Phase 1:
DISCOVERY
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13. Elements
– Analytics
– Data on traffic, keywords, demographics
– Heat map studies
– Survey to stakeholder groups
– Key priorities, messages, audiences
– Brand & content review
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14. Heat Map Studies
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15. Survey to Stakeholders
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16. Phase 2:
STRATEGIC PLANNING
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17. Elements
– Technical Review & Assessment
• Host, Donation Processor, CMS, etc.
– Site Architecture
– Graphic Priorities: Homepage and Interior
– SEO: Keyword Strategy
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18. CMS Options
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19. Site Architecture
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20. Content Priority Diagram
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21. Phase 3:
CREATIVE (DESIGN + COPY)
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22. Elements
– Wireframe: homepage and interior pages
– Black and white designs
– Color design – Homepage
– Interior and specialized pages
– Copy development process
– SEO: Integration in copydeck
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23. Content Priority Diagram
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24. Wireframe
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25. Black & White  Full Color
Black & White Full Color
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26. Homepage
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27. Interior Page
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28. Specialized Page
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29. Specialized Page
Show
kids, ecards,
map, gift
catalogue
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30. Site Architecture
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31. Copy Deck
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32. Phase 4:
TECHNICAL DEVELOPMENT
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33. Elements
– Search Engine Optimization
• Search Phrases (a few per page)
• Title Tags
• Links
• Alt tags
• Header and Header Tags
• Body Copy
– Coding design
– Implement security and custom technical elements
– CMS Integration & Training
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34. Phase 5:
QUALITY ASSURANCE
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35. Elements
– Test user-entry forms for security and spamability
– Browser testing:
• Internet Explorer 7 & 8
• Firefox 3 & up
• Google Chrome 10 & up
• Safari 3 & up
• Opera 10 & up
• Mobile platforms (iPhone, iPad, etc.)
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36. Phase 6:
ANALYTICS
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37. Analytics
– Install measurement software for continued
analysis
– Monitor key data and trends, including:
• Traffic (unique visitors, bounce rate, page
views, etc.);
• Visitor technology and demographics;
• Search engines and referring sites;
• Content tracking.
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38. TEST YOUR KNOWLEDGE
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39. Covenant House - Before
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40. Covenant House - After
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41. Catholic Charities B/Q - Before
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42. Catholic Charities B/Q - After
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43. Citymeals on Wheels - Before
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44. Citymeals on Wheels - After
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45. Medicare Rights Center - Before
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46. Medicare Rights Center - After
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47. CancerCare - Before
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48. CancerCare - After
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49. Thank you!
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