When non-profits go about marketing, they have one goal: fundraising. But that can’t be your only goal. Other goals contribute to your fundraising efforts and are integral to creating a long-term revenue generating strategy. This has to do with building your community.
AWS Community Day CPH - Three problems of Terraform
How to build a website that works for your non-profit
1. How to build a website that
works for your non-profit
Amuta21c 2012
March 18, 2012, Jerusalem
By: Miriam Schwab
@miriamschwab
Follow me! @miriamschwab
2. Who am I?
• Friendly CEO of illuminea, one of Israel’s
leading WordPress development agencies.
• Providing SEO and social media marketing
services
• Speaker at dozens of conferences, including
Affilicon, Megaconn, Sphinncon, and now
SMX!
• Serves on Steering Board of Digital Eve Israel,
one of Israel’s largest communities of
professional women.
Follow me! @miriamschwab
6. Do we really need a site?
• Only place where you truly own your
content
• Content indexed by Google, keeps
working for you
• Only place where real things happen
• Social = content sharing. Might as well
be your own content!
Follow me! @miriamschwab
7. Research & prep
• Do we have a logo/brand?
• Unique selling points / Why would
people be interested in us?
• Organization description/elevator pitch
• Target audience?
• What do we want people to think of
when they come to our site?
• Find three sites with things you
like, three with things you don’t like
Follow me! @miriamschwab
8. Goals
• Primary – i.e. increase donations
• Secondary – i.e. get more subscribers to
newsletter; more fans on fb page; more
people to download white paper; get
blogger coverage; etc.
• Monitor and measure: Google analytics,
email delivery management system (i.e.
MailChimp, Campaign Monitor), Google
Webmaster Tools, Feedburner
Follow me! @miriamschwab
19. URLs
http://www.redcross.org/
http://twitter.com/redcross
https://www.facebook.com/redcross
http://www.youtube.com/user/AmRedC
ross
Follow me! @miriamschwab
20. Design
• It matters. Look at Apple and Pinterest
• It’s not just about being pretty; it’s
about usability and finding content:
– Breadcrumbs
– “You are here” indicators
– Search, categories, tags, authors,
archives
– Integrates with social and SEO
Follow me! @miriamschwab
21. What site is this? Where am I?
Follow me! @miriamschwab
24. Under the hood – the code
• Content management system – critical
– Open source vs. proprietary code
• SEO-friendly code – at the very least:
– Meta descriptions
– <title> tag control
– XML sitemap
– H1 tag on every page
• Browser compatibility –
IE8+, Firefox, Chrome
Follow me! @miriamschwab
27. Content – blog, news
Content can help you:
• Position yourself as a thought leader
• Get found in the search engines
• Get shared and found in social
networks
• Increase traffic
Follow me! @miriamschwab
I was going to talk about the growing importance of social media marketing for SEO, and how people should take lessons from the SEO playbook when doing social marketing.
When non-profits go about marketing, they have one goal: fundraising. But that can’t be your only goal. Other goals contribute to your fundraising efforts and are integral to creating a long-term revenue generating strategy. This has to do with building your community.