make the most of your website. small charities communications conference, 23 september 2016
TRANSCRIPT
BertieBosrédon*
Bertie Bosrédon* @cafedumonde http://bertie.fr . [email protected] */bow-ray-dom/
Make the most of your website23 September 2016
Make the most of your website
* About me
n Digital consultant
n British Heart Foundation (2001-06)
n Breast Cancer Care (2006-12)
n Consultant since 2012n Strategy (fundraising, engagement, social media…)n Digital transformationn Health checkn Procurement
n Photos, podcast…
* Charities of all sizes
Age Concern BirminghamAge UKAlzheimer's SocietyAmnesty InternationalArmy Cadet Force AssociationAsthma UKBible Society UKBlissBOHSBowel Cancer UKBrathay TrustBreast Cancer CareCardinal Hume CentreCharity Retail AssociationCharityCommsChildren's SocietyChristian AidCombat StressContact a FamilyDementia UKDignity in DyingDisaster Emergency CommitteeDogs TrustEnvironmental Investigation AgencyFeba
Haemophilia SocietyHandicap International (CH, DE, FR, IN, LU, UK)
Human Relief FoundationInstitute of Corporate Responsibility and Sustainability (ICRS)Institute of Food Science & TechnologyInternational Committee of the Red CrossInternational Nepal FellowshipInternational Tibet NetworkJesuits in BritainLeague Against Cruel SportsLeasehold Advisory ServiceLymphoma AssociationMacmillan Cancer SupportPancreatic Cancer UKPayPal Giving FundsPlace2BeQuaker Social ActionReall (Real Equity for All)Red Kite Housing Regent Street AssociationRefugeRNIBRowcroft HospiceRoyal College of Physicians
SamaritansSamec TrustScopeScripture UnionSightsaversSocial Research UnitSt John AmbulanceSue RyderSustransSutherland Cranial College of OsteopathyTeam PBThames HospiceThe Fire Fighters CharityTommy'sTrainE-TraidEUK Council for PsychotherapyUNICEF InternationalUN World Food ProgrammeUnited Bible Societies WillowWinston Churchill Memorial TrustWomen for Women International UKWorld Animal Protection
*
What is digital?And is it REALLY needed?
Photo of my mother in-law removed from privacy reasons
* Not just my mother-in-law
n The percentage of adults who have never used the internet is decreasing: 11.4% (Q1 – 2015)*
*ons.gov.uk
* What does digital look like?
CMS
CRM/databaseDonors|Events|Members
Stakeholders|etc.
Campaigningtool
CampaignemailsPe//ons
MPsEmailServiceProvider
Finance
Dona/onsRGDona/onsSGEvents…
Yourdigitallandscape:morethanawebsite
SocialMediaMonitoringBroadcas/ng
* Priority areas
n Mobile friendly
n Content Management System
n Donation system
n Analytics
n Data transfer
n Search engines
n Email
n Social media
TECHNOLOGY STRATEGY
n Vision
n Culture
n Skills
n Processes
n User engagement
n Roadmap/action plan
*
Technology
* Mobile friendly
WHY
n More than half of the traffic
n Not people on the move
n Content and donations
* Mobile friendly
WHY
n More than half of the traffic
n Not people on the move
n Content and donations
HOW
n Amend existing layout
n Dedicated site
n Think content not just layout
* Content Management System
WHY
n In control of the development
n Your site can grow (content and functionality)
n Cheaper to maintain
* Content Management System
WHY
n In control of the development
n Your site can grow (content and functionality)
n Cheaper to maintain
HOW
n Open source (Wordpress, Drupal, Umbraco)
n Hosting solution
n Staff, volunteer, freelance developer, local agency
* Cost of a (new) website
Not much
Low
Time / expertise
Expectations/ Needs
High
A lot
£3,000
£5,000
£80,000+
£50,000
£10,000
* Donation system
WHY
n User experience
n Rate vs conversion
n Tracking
* Donation system
WHY
n User experience
n Rate vs conversion
n Tracking
HOW
n Within your website or microsite
n Tracking and reporting: Google Analytics (free)
n Format of data ready to export
* Analytics
WHY
n Know your audience
n Improve your website
n Report
* Analytics
WHY
n Know your audience
n Improve your website
n Report
HOW
n Google Analytics
n Social media
n Training and time
* Data transfer
WHY
n Save time
n Learn faster
n Improve user experience
* Data transfer
WHY
n Save time
n Learn faster
n Improve user experience
HOW
n Blood
n Sweat
n Tears… And CSV
* Search engines
WHY
n Drives most of the traffic
n Can be free (Google Grant)
* Search engines
WHY
n Drives most of the traffic
n Can be free (Google Grant)
HOW
n Optimise your pages
n Get / use Google Grant
n Don’t forget Google Maps
WHY
n Still best channel to convert
n On-going communication
n Share between teams
WHY
n Still best channel to convert
n On-going communication
n Share between teams
HOW
n Capture with data protection on all forms
n Email feedback and newsletter
n Mailchimp or other cheap solution
* Social media
WHY
n Everyone is doing it
n Easy to target audience and engage
n Most staff and volunteer know how to use the channel
* Leading reasons for interacting with companies on social media platforms in the United Kingdom (UK) in 2015
* Social media
WHY
n Everyone is doing it
n Easy to target audience and engage
n Most staff and volunteer know how to use the channel
HOW
n Training!
n Try paid advertising
n But don’t expect massive drive to website
*
Strategy
* Quick strategy how to tips
Vision Culture Skills Processes User engagement Roadmap
Team Interviews Survey Audit Stats Meetings
Workshop Survey document Mystery shopping
Pilot
Communicate Test
*
Bertie Bosré[email protected] www.bertie.frSkype: bertie.fr+44 20 7193 1080@cafedumonde
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