Creating a Content Strategy for your Nonprofit Website
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The document outlines the importance of creating a content strategy for nonprofit websites, emphasizing the need for alignment with organizational goals and understanding audience needs. It details various elements crucial to developing a strategy, including website purpose, key messages, and desired actions from visitors. Additionally, it highlights the importance of stakeholder consultation and provides a framework for executing an effective website content plan.
Creating a Content Strategy for your Nonprofit Website
- 1. CREATING A CONTENT STRATEGY FOR YOUR NONPROFIT WEBSITE September 27, 2018
- 2. What would you do?
- 4. Navigation decision “Volunteer” – In the main navigation? – In a drop down? – In a header or footer?
- 6. Hard to say?
- 7. The context you’re missing is the strategy
- 8. “Content strategy helps us find ways to better understand all aspects of our content, which means we can make smarter, more informed decisions about how we’re going to select and execute our tactics.” ~Kristina Halvorson & Melissa Rach Content strategy for the web
- 9. Why you need a website content strategy: Framework for making decisions Alignment and consensus Better, more effective website!
- 10. website planning = communications planning
- 11. About me Marlene Oliveira Copywriter and communications consultant to nonprofits Founder, Nonprofit MarCommunity
- 12. “Your content is not simply a replacement for placeholder text; it’s the thing that gets designed.” -Mike Mella, Be Like Water
- 13. Today’s plan Why you need to start with content strategy Elements of a website content strategy Ways to include internal stakeholders
- 14. WHY?
- 15. Exercise: write down your answers to the following…
- 16. Question 1: What does your website need to achieve?
- 17. Question 2: Who are your priority audiences?
- 18. Question 3: What does your website need to say?
- 19. Question 4: What actions do you want visitors to take?
- 20. Exercise: how did you do?
- 21. ELEMENTS OF A WEBSITE CONTENT STRATEGY
- 22. 1. Your website’s purpose
- 23. Your website’s purpose What do you want your website to achieve? Start with organizational strategic goals Develop specific communications/website objectives
- 24. Website purpose: examples Expand the reach of client services Provide access to training and tools Explain the importance of diversity and inclusion
- 25. 2. Your priority audiences
- 26. Identify and prioritize your audiences
- 27. Priority audiences: examples People working in government and other policy makers Healthcare professionals working in rehabilitation Executive directors of nonprofit organizations
- 29. Balance their wants and needs with yours
- 30. “Creating personas for your audiences puts you and your developer on the same page as far as knowing how to present your website’s content. Everyone has the same clear examples of what your target audiences look like. Visualizing this helps your developer to present navigation or content in a way that’s appropriate for each visitor’s journey through the site.” -Mike Mella, Be Like Water
- 31. 3. Voice and tone
- 32. Voice and tone Conversational Active voice Jargon-free Reflects your brand personality
- 33. Brand personality examples – Funny and accessible – Confident, flexible, approachable – Resourceful, gritty, supportive
- 34. How might voice and tone affect your website’s design?
- 35. 4. Website key messages
- 36. Website key messages 1-2 for each audience Answer >> If your website was a person speaking to a member of your priority audience, what would you want it to say?
- 37. Key message examples: “You can come to us for a connection to a broader movement.” “We can help you position your organization as a leader in accessibility and inclusion in your community.” “We can open the door to new leadership opportunities.”
- 39. Desired actions/outcomes For each audience – What actions do you want visitors to take? – What actions do they want to take? Prioritize: top three?
- 40. Key actions/outcomes: examples Newsletter subscriptions Downloads Shares Program/event registrations Donations made Training purchased
- 41. How might outcomes affect layout, functionality, content?
- 42. 6. Content buckets/topic list
- 43. Priority topics Content “buckets” – Related to your cause/issue – Related to your organization Launch content + new/ongoing
- 44. Content buckets: examples About Us Programs Learning and tools Support Us Research
- 45. Detailed topic list: example About Us • History • Mission & Vision • Our impact • Staff • Regional offices • Board • Partners and supporters
- 46. Recap: website content strategy elements Purpose Audiences Voice and tone Key messages Actions/outcomes Content/topics
- 47. Ready to plan your new site?
- 51. HOW TO CREATE YOUR WEBSITE CONTENT STRATEGY
- 52. Remember: it’s a simple document that captures your best thinking, planning and consultation
- 53. - Conduct a content audit - Get familiar with your organization’s strategic plan - Consult with internal stakeholders - Review all available, relevant data - Create marketing personas CREATING YOUR WEBSITE CONTENT STRATEGY
- 54. Meaningful consultation with internal stakeholders
- 55. Consulting with internal stakeholders Ask for their help with understanding your website’s visitors Involve them in conducting your website content audit Get their help in understanding the questions your site needs to answer
- 56. http://moflow.ca/wcs-interview-guide Website content strategy: A guide to conducting interviews with internal stakeholders
- 57. After the strategy: create your detailed content plan
- 58. Your content plan Template available >> moflow.ca/website-content-plan-template-for-nonprofits/
- 59. Ready to do the work? It’s worth it.
- 60. “The process is incredibly valuable and will save you so much time in the long run. You will have a much better understanding of what you’re trying to do – and have a much better sense of whether your website is actually meeting your requirements.” ~Markus Stadelmann-Elder, Maytree
- 61. Take action: book six weeks in your calendar for content strategy development
- 62. http://moflow.ca/wcs-interview-guide Website content strategy: A guide to conducting interviews with internal stakeholders
- 63. Thank you! QUESTIONS? Marlene Oliveira moflow.ca http://moflow.ca/wcs-interview-guide Website content strategy: A guide to conducting interviews with internal stakeholders