This seminar shows how any nonprofit can develop and execute an Internet strategy to further its mission. We’ll examine how nonprofits are using the Internet, how they’d like to be using the Internet, and how they should be using the Internet (but may be unaware of) – and how to bridge that significant gap easily and quickly. You’ll learn how to drive more traffic to and fundraising through your site. We’ll give specific suggestions on how you can improve your website so it will offer lots for your website visitors to SEE and lots for them to DO.

1. e-Strategy for Your Nonprofit
Cast Your NET, Catch More Fish: Effective Internet Strategy
For Your Nonprofit
Allan Pressel
November 12, 2013
Use Twitter Hashtag #4Glearn
Part
Of:
Sponsored by:

2. Protecting and Preserving the
Institutional Memories of
Nonprofits Since 1993
Part
Of:
www.cjwconsulting.com
(866) 598-0430
info@cjwconsulting.com
Sponsored by:

3. Coming Soon
Part
Of:
Sponsored by:

4. Today’s Speakers
Allan Pressel
CEO/Founder
PowerSite123
Jamie Maloney
Community Developer, 4Good
Part
Of:
Hosting:
Cheri J Weissman, CJW Consulting & Services, Inc.
Sponsored by:

5. Effective Internet Strategy For Your Organization
Nonprofit Webinars
November 12. 2013
Presented by:
Allan Pressel, CEO/founder
PowerSite123 (formerly known as CharityFinders)
877-456-3210
www.PowerSite123.com
Allan@PowerSite123.com

6. 2012 Presidential Campaign - statistics
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Election was the most tweeted event in history
Peak = 327K tweets/minute
Total = 31M tweets
2nd place: 10M tweets during first debate (Oct. 2012)
Obama’s Twitter edge over Romney: 8:1
Obama’s followers: 23M
People tuned into election coverage:
2.
TV = 67M
Twitter = 11M
3.
Facebook = 306M
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8.
Most retweeted = 725K (Obama’s 4 more years tweet”)
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2.
Including most tweeted image
3.9M Facebook likes

7. 2012 Presidential Campaign - observations
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"Twitter brought people closer to almost every aspect of the
election this year.“
First thing Obama did after reelection: Tweet!
Most tweeted prior to election day:
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2.
4.
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7.
Big bird
Binders full of women
Obama vs. Romney support tweets: predicted results
Obama used social media to get lots of small donations
Obama used Facebook on election day to remind supporters to
ask SPECIFIC friends to vote
How did people use Twitter?
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Get breaking news
Interact with candidates
Interact with each other
Get out the vote
Sharing debate experience
Fact checking
Gauge immediate public reaction
National conversation

8. 2012 Presidential Campaign – favorite tweets
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Big Bird: Mitt Romney still deciding which Mitt Romney will deliver
Mitt Romney's concession speech.
Colorado voted to legalize marijuana, because apparently being a
mile high already just isn't quite high enough.
Legal weed, gay marriage and a black president - take THAT,
grandma!
If Nate Silver is right, does this also mean that the climate is, in
fact, changing, and that the earth is more than 6,000 years old?
Tonight, I celebrate the reelection of Twitter. 4 MORE
CHARACTERS!
NBC just declared The Cayman Islands for Mitt Romney
The US has discovered that once you go black, you never go back!

9. Branding

10. Home Page – Best Practices (part 1)
• Pass the 10-second test
• Compelling calls to action
• Content
• Sufficient amount
• Dynamic
• Search engine optimized
• What users want to see (not what you want
to tell them)
• Cater to multiple constituents

11. Home Page – Best Practices (part 2)
• Design
• Professional
• Attractive
• Well branded
• Tag line
• Hook statement
• Contact info in footer
• Current copyright statement
• Social media links
• Dynamic, drop-down menu (horizontal)
• No automatic sound (except video
spokesperson)

12. Home Page – Best Practices (part 3)
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Embed one video
Most important content above the fold
100% accuracy, no typos
Follow user’s eye from top left to bottom right
No splash page
Keep updated
Incorporate testimonials, success stories,
results
Tie support to outcomes
Register multiple versions of your URL
Displays consistently across browsers
Solicit feedback

13. Cool technology
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Client/donor thank you videos
Video spokesperson
Text to donate (or anything!)
Animoto
QR codes

14. Private Internet Consultation
I’d like to offer each of you a free private Internet consultation


One hour
Consultation includes:

PowerSite123’s assessment of your:
1.
2.
3.
4.
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

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
Website
Social media
SEO
Marketing
Recommendations
Easy implementation
In person or by webinar
Include anyone you want (CEO/ED, board members, etc.)
In one location or several
We’ll contact you in shortly to schedule the consultation

15. Search Engine Optimization (part 1)
1. What are the key search engines?
2. How do they work?
•
200+ ranking factors!
3. What can you do to optimize your search engine
standings?
a. Metatags
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Description
• should be < 150 characters
Keyword
b. Choosing and Using Keywords
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< 10 keywords per page
Use keywords/phrases liberally in page title, headings,
body
Use HTML tags to denote headings (e.g., H1, H2, etc.)
Use different keywords on different pages
Keep them updated
You should have a keyword that is in your website
address.
You should have a keyword that is in your page title

16. Search Engine Optimization (part 2)
c. Keyword selector tools
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http://inventory.overture.com/d/searchinventory/suggestion
Google Zeitgeist - www.google.com/press/zeitgeist.html
Google AdWords Keyword Tool https://adwords.google.com/select/KeywordToolExternal
Google Trends - www.google.com/trends
MSN Search Insider - www.imagine-msn.com/insider
Yahoo Buzz Index: http://buzz.yahoo.com
d. Links
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Incoming
• Count your link:in Google, type
“link:www.yournonprofit.org”
• Choose relevant, reputable sites
Outgoing
Twitter account
• # followers
• Tweet/retweets

17. Search Engine Optimization (part 3)
d. Use blogs
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Within your site
Interactivity
Offer RSS feeds
Lots of incoming links
Submit your blog to technorati.com
Submit your blog to bloggrader.com
e. Avoid splash pages
f. Don’t require cookies
g. Use alt text (on every image)
h. Robots.txt
i. Search engines prefer HTML
j. Search engines prefer text over graphics
k. Don’t use frames
l. Be careful with Flash and JavaScript
m. Create a site map
n. All pages should be easy to navigate to (esp. home
page)
o. Create focused pages

18. Search Engine Optimization (part 4)
q. Get listed in important directories:
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The Open Directory Project: www.dmoz.org
Yahoo Directory: http://dir.yahoo.com
ZoomInfo Directory: www.zoominfo.com
r. Use conversion forms
s. Page titles should be descriptive, and <70
characters
t. Purchase your domain name (URL) for as long a
period as possible

19. Search Engine Optimization (part 5)
u. Get your traffic rank at www.alexa.com
v. Your site should display with or without the “www”
•
set up a permanent “301” redirect
w. Keep your site updated frequently
x. Videos
y. Register with search engines
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Unpaid
Paid
SEO is based on unknown and changing
algorithms!

20. Online Fundraising Tips
Create/promote content
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Articles
White papers
Videos
Webinars
Blog posts
Social media posts
Content promotion sites
Social media
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Facebook
Twitter
YouTube
LinkedIn

21. How would nonprofits like to use the web?
1. Raise
more $
9. Motivate people to
support/patroniz
e the
organization –
immediately
8. More event
attendees,
members,, eadvocacy, etc.
7. Long-term relationships
w/ constituents
2. Lower costs
3. Attract in-kind
donations
4. Build
capacity
5. Track user
demographics
6. Recruit staff
& volunteers
…in a way that doesn’t take time
and $ away from the mission

22. 7 Key Goals of an Effective Website
You should set these goals for your site:
•Findability
•Stickiness
•Loyalty
•Referability
•Maximum conversion rate
•Dynamism
•Positive ROI

23. Allan Pressel
allan@PowerSite123.com
www.PowerSite123.com
310-793-9707
877-456-3210
Thanks!
PowerSite123
641 21st St.
Hermosa Beach, CA 90254