Salvation Army Website Development & Increased Community Involvement
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Presented to the San Antonio Salvation Army.
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Salvation Army Website Development & Increased Community Involvement
- 1. Prepared by The Cardinal Consulting Group Website Development & Increased Community Awareness and Involvement Prepared for The San Antonio Salvation Army
- 2. Cardinal Consulting Group Lauren De Leon Marisol Martinez Montoya Rover Andre Turner Sophie Yanez
- 3. Agenda Statement of Work Review Recommendation Overview The Research: Salvation Army of San Antonio SWOT Analysis San Antonio Environmental Scan Social Media Millennials Website Best Practices & Comparison Analysis Recommendation Q&A Recap
- 4. SA Salvation Army Resources Dr. Roberto Garcia, Development Director Juan Reyes, Business Administrator Joseph Lowe, Volunteer Services Coordinator
- 5. Statement of Work Deliverable – Website localization and Increased Website Traffic Recommendations report of improvements that can be made to the current website through analysis of non-profit comparisons and success measurements. Comparative Website Matrix report of local shelters to determine what their successful website metrics are. Recommended Website Mockups to include new localized design. Deliverable – Increased Stakeholder and Younger Generation Awareness and Involvement Stakeholder’s awareness manual to include non-profit benchmark marketing ideas, non-profit website best practices, social media for younger generations, and measureable metrics of success. Recommendations report and website mockups to include new design ideas for stakeholders and the younger generation. Complete
- 6. Recommendation Overview Increase community awareness by investing more in partnerships with local schools and churches. Increase Millennial awareness and involvement by utilizing social media as a tool to inform and involve them. The Salvation Army San Antonio Chapter website needs to be utilized as a resource not just a reference point.
- 7. The Stakeholders Participants Volunteers Donors Partners
- 8. The Research The consulting team analyzed studies from multiple sources regarding the following topics: San Antonio Demographics Millennials Social Media for Non Profits Website Best Practices for Non Profits
- 9. SA Environmental Scan Population: 1,359,758 Unemployment rate: 6% Median age: 32 63.2% Hispanic 18.9% below poverty level Top 3 reasons for homelessness for individuals is mental illness and lack of needed services, lack affordable housing and unemployment Top 3 reasons for homelessness for families is lack of affordable housing, domestic violence and unemployment
- 10. SA Environmental Scan Volunteering rate is 25.1% SA residents volunteered 49.1 million hours of their time ($1 billion in service contributions) 72% of donations came from individuals The top organizations where people volunteer are in their own religious organizations (37.5%) education within their school (24.5%) and social services (14%)
- 11. SWOT Analysis Strategies: Create a bilingual website Increase public awareness of and access to The Salvation Army SA Chapter’s social media outlets Integrate Google Analytics to improve their metrics and set benchmarks Market to individuals while they’re young; partner with schools and church youth groups Simplify website to promote ease of access for volunteers and potential donors
- 12. Partnership Recommendation Invest more in partnerships with local schools and churches, in order to increase community awareness. • • The Stakeholder’s Awareness Manual serves as a guide for The SA Salvation Army to engage their current stakeholder’s. Survey current volunteers to ask why they are volunteering, then target people with similar interests Market people with similar interests in forums or neighboring organizations, as well as local schools and churches • Offer community service hours to high school and college students
- 13. Social Media Enables Non Profits to reach new audiences and enhance existing relationships 1-3 platforms is the industry standard
- 14. Social Media: Facebook Over 1 billion users Timeline places a greater emphasis on images and videos 98% of Non Profits utilize Facebook 645 likes
- 15. Social Media: Twitter Asking followers to “Retweet” helps to improve awareness Hash-tags (#) People respond better to plain and simple tweets 153 Followers
- 16. Millennials Anyone born between the years of 1979-1994. Millennials are highly selective about what organizations they engage with Millennials prefer to share information about the cause and not the organization itself Millennials prefer actionoriented content (donate, sign, volunteer)
- 17. Social Media Recommendation Increase Millennial awareness and involvement, by utilizing social media as a tool to inform and involve them. • Collect personal stories and photos of people the SA Area Command has helped • Realign the current email campaigns to focus on actionoriented campaigns • Keep characters to 80 or less and incorporate a photo or video into each post • Build a schedule that includes topics to be covered in the social media post.
- 18. Stick to one theme per week Social Media Calendar Mockup Month Social Media Calendar Sunday Day # Monday Day # Tuesday Day # Wednesday Day # Thursday Day # Friday Day # Blog: Day # Blog: Blog: Blog: Facebook: Facebook: Facebook: Facebook: Twitter: Twitter: Twitter: Twitter: Day # Day # Day # Day # Day # Blog: Day # Blog: Blog: Blog: Facebook: Facebook: Facebook: Facebook: Facebook: Twitter: Twitter: Twitter: Twitter: Day # Day # Day # Day # Day # Blog: Day # Blog: Blog: Blog: Facebook: Facebook: Facebook: Facebook: Facebook: Twitter: Twitter: Twitter: Twitter: Day # Day # Day # Day # Day # Blog: Day # Blog: Blog: Blog: Facebook: Facebook: Facebook: Facebook: Facebook: Twitter: Twitter: Twitter: Twitter: Day # Day # Day # Day # Day # Blog: Blog: Blog: Blog: Blog: Facebook: Facebook: Facebook: Facebook: Facebook: Twitter: Week Theme: Day # Blog: Twitter: Week Theme: Day # Blog: Twitter: Week Theme: Day # Blog: Twitter: Week Theme: Saturday Day # Blog: Facebook: Twitter: Week Theme: Any ‘Donation’ messages should be sent out on pay day Fridays Twitter: Twitter: Twitter: Twitter: Set Reminders for upcoming events Important Reminders Day #
- 19. Website Practices Top Factors for determining a successful website: Design Messaging Engagement Imagery Storytelling Sociability Imagery Storytelling Sociability & Engagement Messaging Current Design
- 21. Other Salvation Army Websites Validatio n Search Functionality Create Emotional Connections Upcoming Local Events Social Media Integration Recognize partners
- 22. Website The San Antonio Salvation Army website needs to be utilized as a resource, not just a reference point. • Create a volunteer page that enables volunteerism • The "donate now" button should go directly to a donation submission page • Alter the color scheme of the website to include brighter colors that engage your audience • Build a bi-lingual page Website Developer: Jonathan Frazee www.johnfrazee.com
- 23. Recommendations Increase community awareness by investing more in partnerships with local schools and churches. Increase Millennial awareness and involvement by utilizing social media as a tool to inform and involve them. The Salvation Army San Antonio Chapter website needs to be utilized as a resource not just a reference point.
- 24. Prepared by The Cardinal Consulting Group QUESTIONS? Prepared for The San Antonio Salvation Army
- 25. Prepared by The Cardinal Consulting Group THANK YOU Prepared for The San Antonio Salvation Army
- 26. Appendices
- 27. Website Mockup
- 28. Website Mockup
Notas do Editor
- SA Environmental Scan for PowerPointPopulation: 1,359,758 2Unemployment rate: 6% 2Median age: 32 3Average age: 37 (adults & children); 48 adult; 8 child 3Gender: 51.2% female 1Race: 63.2% Hispanic/LatinoLanguage spoken at home: 46.1% other than English (ages 5+) 1Education: 79.8% HS grad. or higher (ages 25+)Veterans: 110,910468,498 households; 2.75 persons per household; 2,879.8 persons per sq. mile 11 in 879 units foreclosure 2Median household income: $43,961 218.9% below poverty 2$500 avg. income of homeless family 3Top 3 reasons for homelessness for individuals is mental illness and lack of needed services, lack affordable housing and unemployment 2Top 3 reasons for homelessness for families is lack of affordable housing, domestic violence and unemployment 2Downtown population of homeless consists of 37% severely mentally ill, 32% physically disabled, 30% unemployed, 23% veterans, 10% domestic violence victims and 2% HIV positive 2Families requesting services increased 25%; individuals decreased by 13% 255% of homeless single parent families (mostly women); 524 children; 2.41 children per household 343.4% homeless families due to loss of income/job 3
- Best Practices Begin by introducing the organization. Even large, nationally known non-profit brands often make the mistake of assuming a corporate partner knows who they are and what they do. Clearly articulate both organizations’ shared interests and how both would benefit from a partnership; lay out the non-profit’s program ideas, showing how the ideas meet both organizations’ strategic needs. Summarize how your organization is committed to ensuring the partnership’s success. Increase awareness and involvement Develop and maintain relationship with city organizations and local businesses through outreach
- Increase awareness and involvementOutreach with social services representatives through the city: Department of Human Services and Department of Health clinics to transfer information by word of mouth to clientsIncrease awareness and involvementSurvey current volunteers specifically to ask why they are volunteering, then target people with similar interests Market people with similar interests in forums or neighboring organizations, as well as local schools and churchesOffer community service hours to high school and college students(Source: Federal Agency for Service and Volunteering 1; Stewart 2; Delaney-Busch 3; The 2003 Increase awareness and involvementFollow up online social media inquiries with print media material to increase percentage of donationAdd testimonials of local success stories to website and print materialsJoin forums that help the effort of homelessness and povertyIncrease awareness and involvementDevelop and maintain relationship with city organizations and local businesses through outreach
- Enables your organization to reach new audiences and enhance existing customer/audience relationshipsNon-profits are using and regularly updating one to three social media channelsFacebook, Twitter, Blogging, and Video Sharing (YouTube) are most commonly used platforms of social media for non-profitsRegularly maintaining one to three platforms is an industry standardSource: http://info.searchenginepeople.com/free-social-media-audit-
- Facebook has over 1 billion usersPost links to your company’s blog posts, promotions, articles, press releases, positive customer reviews, and industry-wide articles and news. Facebook’s Timeline places a greater emphasis on images and videos.Posting images and embedding videos on your timeline will help to increase your presence in the News Feed and subsequent engagement from your visitorsResearch shows that keeping your posts 80 characters or less can result in a 27% higher engagement rateAsk your audience questions Source: http://info.searchenginepeople.com/free-social-media-audit-Keeping posts to 80 characters or less can result in a 27% higher engagement rate
- Increase engagement by: including links, hashtags (#)Ask your followers to “Retweet”Keep it simple. Research has shown that people respond better to plain and simple tweets rather than fluffed-up language.-Use promoted tweets to target specific users, mobile devices, and search results. Your account’s promoted tweet targeted to search terms will appear at the top of the search results page. More info here: https://business.twitter.com/en/advertise/start/Source: http://info.searchenginepeople.com/free-social-media-audit-It’s also suggested to follow the 60-30-10 rule; implement 60% re-tweets and pointers to promote items from other users or sites, 30% to conversation and responses, and 10% to announcements and events (Abrahams & Lasica, 2011).
- Millennials are an optimistic generation despite all of the financial hardships they face in this economy.Millennials are highly selective about what organizations they engage within a crowded and noisy market place. Social media presents an opportunity to witness an organizations action at work with the people it serves. Organizations who still prioritize fundraising asks over storytelling are missions an opportunity to enable sharing, the primary action taken by Millennials on social media.Millennials value authenticity, variety and actionable information. True community management goes beyond scheduling updates and monitoring tweets; it creates an honest, friendly environment where followers are treated as collaborators.Millennials prefer to share information about the cause and not the organization itself. This preference moves savvy organizations away from traditional PR and towards content expertise on a cause topic.Email newsletters are competing for attention in a noisy market. More than 65% of respondents receive email or e-newsletters from 1-5 different non profit organizations.In the past year, respondents took one or more of the following actions as a result of an email request: 52% signed a petition or pledge, 52% donated, and 49% shared or forwarded news or updates.Millennials like it best when non profit emails they receive have calendar of upcoming events (57%), provided lots of short timely updates with links to full articles (57%), and shared success stories related to the organization’s programmatic work (54%).The biggest turnoff for close to 75% of respondents was when information hadn’t been updated recently.Millennials use websites as a default location to find basic information about an organization. The website serves as the foundation for the organization where most Millennials will go to first for information. Moving forward they use social media as a tool for staying connected with the organization.
- Build a content schedule that includes what topics will be covered in the social media post. The schedule should include outlines for the message, specific details for when and where the message will be deployed; for example Facebook or Twitter. The content schedule should also identify ways program staff can contribute materials such as videos or pictures. An example template for a social media content calendar is in Appendix (U.S. Conference, 2012). Collect personal stories and photos of people the SA Area Command has helped in order to inspire Millennials to be passionate about your cause. Since SASA hopes to localize the website to represent the San Antonio Community, we recommend having a dedicated volunteer at each event in charge of documenting photos and video from the events that take place around the city. These can be used for social media, press coverage and the website blog.Since Millennials prefer action-oriented content (donate, sign, volunteer, etc.) in their email posts and social media; realign the current email campaigns to focus on these areas. Make sure the volunteer and donate pages are easy to use and direct. Due to the lack of staffing within the Salvation Army and the work load of each associate, we recommend to delegate administrative duties to a few people within the organization in order to maintain and manage social media outlets. The more frequent pictures and status updates are posted, the more your information will appear in your friend’s newsfeeds, increasing visibility. Research shows that keeping your posts at eighty characters or less can result in a 27% higher engagement rate (Search Engine People, 2013). Asking your audience questions helps to get a good feel of what they are looking for and to engage them. Research indicates the focus on marketing should emphasize the broader growing donor base. In the next 10 years, 900 baby boomers will leave the workforce, leaving generation X to fill the gap (Bell, 2012). An abundance of job vacancies means more Millennials entering the workforce in higher income leadership positions, which may increase automatic monthly contributions, especially if marketed materials target what Millennials value (Bell, 2012). Increased marketing to online social networks during the highest traffic times and days, specifically the last 2 days of the year, can exponentially increase donations. Statistics show that the last 2 days of the year have garnished 22% of an organization’s annual dollars; with a concentration on December 31 from 10 a.m.-6 p.m. in each time zone (Charity navigator, 2012).
- Design. -Design sets the tone for the brand, establishing credibility and reinforcing trust in an eye's glance. The best non-profit websites are clear, easy to use, and most important encourage users to explore. Messaging. -Effective content strategy delivers the message from the audience’s point-of-view, clearly, and concisely; bringing key messages to the forefront. Engagement -Propelling audiences to action is essential. The best non-profit websites offer users clear ways to get involved and persuasive reasons to do so. Imagery- Photography is essential to emotionally connecting audiences to non-profit causes, putting people in the middle of the action; information, graphics, and data visualization help make complex concepts simple. Storytelling- Sites that leverage storytelling communicate the human narrative of a non-profit’s cause.Sociability-Social tools create deeper engagement, giving a non-profit's community good reasons to share content.The San Antonio Salvation Army hopes to accomplish the following goals through the website:Increased Number of VisitorsIncreased Awareness of Programs availableIncreased Donor ConversionsIncreased Volunteer Conversions
- Haven for Hope scored the highest in enabling volunteers. The website provided potential volunteers with specific instructions and specific contact information. There was also an individual and group application available for download. SASA’s website directed potential volunteers to contact the local Salvation Army or utilize Volunteer Match; which requires volunteers to undergo a registration process. Haven for Hope and SAMMinistries were scored equally in enabling donors. Both websites had a donate button, or link, that took the visitor directly to a page where the visitor was able to enter their payment information. SASA’s donate button redirected the visitor to another page; the links on that page redirected the visitor to yet another page before a donation could actually be made. Haven for Hope scored the highest when it came to social media integration. Haven for Hope had the highest number of followers on Facebook and Twitter. The homepage was embedded with a Facebook newsfeed. Every time Haven for Hope updated the organizations’ Facebook page, the visitor was made aware. SASA’s website did have links to social media outlets, but no feed. SAMMinistries scored the highest when it came to the informative component. The organization’s website was very easy to navigate. The organization also included an accountability page. This accountability page included links to SAMMinistries most recent financial reports. To further the organization’s transparency, a link to Charity Navigator was also provided. Charity Navigator is a third party service that rates charitable organizations, and publishes those organizations’ IRS tax information for public viewing. SAMMinistries did an excellent job of exhibiting the organization’s ability to provide these figures, and answer visitor questions. SASA did not provide visitors with local statistics, nor a means by which to obtain local statistics. Haven for Hope ranked the highest in the localized component. The organization was very adamant about what the organization does for San Antonio in the mission statement and in the video included on the homepage entitled, 1000 Faces of Hope. The video was very powerful, and exhibited the diverse group of locals that Haven for Hope services. Haven for Hope also included a very extensive list of local partners, and the services that these partners provided. SASA’s website did not provide any information regarding local partnerships. Also, much of the information on the site was oriented towards the national organization as opposed to the local charter.
- Joseph Lowe mentioned these were sites the SA chapter would hope to model in the future.These Sites tell a story about the organization, the causes, the partners but doesn’t call out DONATE and GIVE me money- it’s a more subtle message.