Blackbaud Higher Ed Forum May 20 2010

1. 5 Most Common Mistakes of Alumni Websites
Bo Crader, Internet Solutions Manager
Jeff Terry, Higher Education Account Manager
Read our blog:
www.netwitsthinktank.com

2. Agenda for today
• Past, present, and future of the nonprofit website
• Website assessment framework
• 5 most common mistakes
Ground Rules
• We encourage your questions & comments via Chat
• In LiveMeeting toolbar: Attendees > Right-Click presenter’s name
> Select “Chat”
• We will un-mute for Q/A at the end
• Enjoy yourself!
Bo Crader | Page #2 © 2010 Blackbaud

3. Evolution of the Nonprofit Website
Integrated Website
Transactional Website
Brochure-ware Website
First website launched
August 6, 1991
Bo Crader | Page #3 © 2010 Blackbaud

4. Blackbaud.com - circa 1996
100% brochure-ware
Blackbaud.com – circa 2010
Interactive Site
Bo Crader | Page #4 © 2010 Blackbaud

5. Internet Assessment Framework
Design and
Branding
Your
Architecture
and Audience
Navigation
CMS / CRM Strategy >
Integration
Design>
Your
Usability>
Website Search>
Email /
eMarketing Marketing>
Multimedia
Web 2.0 /
Social
Networking
Bo Crader | Page #5 © 2010 Blackbaud

6. Internet Assessment Framework
Design and Share Information efficiently and effectively
Branding
Provide a single source of all relevant information
Architecture
– “one-stop shopping” accessible design,
and structure, and format
Navigation
CMS / CRM
Integration Communicate in a personalized manner
Your Communicate more effectively with bi-directional
tools – Provide an easy path towards
Website “conversion”
Email /
eMarketing
Multimedia
Build community and grow relationships
Enable multi-directional communication and online
Web 2.0 / collaboration – Provide 24 / 7 channel for your
Social
Networking closest constituents to connect
Bo Crader | Page #6 © 2010 Blackbaud

7. The Market is Noisy
5 Mistakes Alumni Websites Make
1. Hidden calls to action
2. Organization by org chart
3. Death by scroll
4. The NASCAR effect
5. Lack of personalization
Source: Connections – www.blackbaud.com/connections
Bo Crader | Page #7 © 2010 Blackbaud

8. Hidden or Confusing Calls to Action
Definition:
• CONVERSION = a completed call to action (any action)
• Ex: Sign up for eNewsletter, register for event, join community, update
profile, submit class note, make a gift, request more information
Your website should promote the calls that are most valued
by your organization…the rest should take a back seat
Bo Crader | Page #8 © 2010 Blackbaud

9. Hidden or Confusing Calls to Action
Bo Crader | Page #9 © 2010 Blackbaud

10. Calls to Action - Better
Bo Crader | Page #10 © 2010 Blackbaud

11. Calls to Action - Better
Bo Crader | Page #11 © 2010 Blackbaud

12. Calls to Action - Better
Bo Crader | Page #12 © 2010 Blackbaud

13. Calls to Action - Better
Bo Crader | Page #13 © 2010 Blackbaud

14. Organization by Org Chart
Bo Crader | Page #14 © 2010 Blackbaud

15. Organization by Org Chart
Instead, think about:
Who your website visitors are
How they get to your site
(google, facebook, newsletter,
etc)
and what they are after
Bottom line: Design for the
audience, not for the
organization
Bo Crader | Page #15 © 2010 Blackbaud

16. Audience-Centric
Bo Crader | Page #16 © 2010 Blackbaud

17. Audience-Centric
Bo Crader | Page #17 © 2010 Blackbaud

18. Death by Scroll
Writing for the web is different than writing for Print
People look for information on a website differently
• Keep it Short
• Keep it Focused
• Keep it Interactive
Eyeballs move around a webpage quickly and not
necessarily orderly
Bo Crader | Page #18 © 2010 Blackbaud

19. Death by Scroll
Bo Crader | Page #19 © 2010 Blackbaud

20. The NASCAR Effect
Bo Crader | Page #20 © 2010 Blackbaud

21. The NASCAR Effect
Bo Crader | Page #21 © 2010 Blackbaud

22. Instead, Simplify
Bo Crader | Page #22 © 2010 Blackbaud

23. Instead, Simplify
Bo Crader | Page #23 © 2010 Blackbaud

24. Lack of Personalization
Bo Crader | Page #24 © 2010 Blackbaud

25. Lack of Personalization
Bo Crader | Page #25 © 2010 Blackbaud

26. Bo Crader | Page #26 © 2010 Blackbaud

27. Bo Crader | Page #27 © 2010 Blackbaud

28. University of Dayton
Bo Crader | Page #28 © 2010 Blackbaud

29. Internet Assessment Framework
Design and
Branding
Your
Architecture
and Audience
Navigation
CMS / CRM Strategy >
Integration
Design>
Your
Usability>
Website Search>
Email /
eMarketing Marketing>
Multimedia
Web 2.0 /
Social
Networking
Bo Crader | Page #29 © 2010 Blackbaud

30. Want To See How Your Site Stacks Up?
Blackbaud is offering a free assessment of your alumni and
development web pages
An Internet Consultant will review your website and deliver a
findings document:
• Summary of how your site performs in the 5 areas
• Recommendations for improvement
• Other feedback and ideas from our consulting and design team
If you have interest in an assessment of your website with
one of our Internet Consultants, simply reply to our follow up
email
Bo Crader | Page #30 © 2010 Blackbaud

31. Questions/Answers
Bo Crader | Page #31 © 2010 Blackbaud

32. The Market is Noisy
Want to learn more? Be sure to check out….
http://www.blackbaud.com/connections
http://www.blackbaud.com/netwits
http://www.blackbaud.com/events/webseminars.aspx
Or email your presenter at: jeff.terry@blackbaud.com
Bo Crader | Page #32 © 2010 Blackbaud