Download Online Communications Best Practices

Online Communications
Best Practices
Amanda Flick
Marketing and Communications Specialist,
The Nonprofit Partnership
Writing for the Web
• Answer readers’ questions
– Google and bing are popular because people are
searching for answers to questions they have
– FAQ page is popular because it directly answers
their questions
– Website content should be focused on the needs
and interests of your visitors.
– Always write with your audience in mind.
Writing for the Web
• Write in chunks
– Each page and each paragraph should be about
one specific thing
– Organize text into small, manageable chunks of
information
– “Chunking” makes your site easier to skim, which
is how most people read online
Writing for the Web
• Cut everything back
– Shorter and tighter writing than what you’d do for
publication on paper
– Cut your print text in half when putting it online
– Shoot for 4-8 word headlines and sentences no
more than 20 words
– Paragraphs should be limited to 6 sentences and
articles to 500 words
Writing for the Web
• Make it easy for visitors to act
– People want to take action when they visit your
website, Facebook page, etc. and expect those
actions to be easy and time-saving vs. doing it in
person or over the phone
– Example: If you run a Meals on Wheels program,
visitors may want to apply for meal delivery and
complete forms to volunteer online.
Writing for the Web
• Don’t forget SEO
– Choose a meaningful title for your page, 2-4
words is ideal
– Make sure your opening paragraph is descriptive
of the information contained on that page
– Use focused, structured, usable content with links
Writing for the Web
• Think of it as a conversation
– This isn’t the place for formal language, be
conversational
– DON’T use text language
– Ask questions, provide discussion topics
– Don’t be afraid to ask your advocates to “plant”
conversation starters
Writing for the Web - Storytelling
• Don’t throw the story into the middle of an
article where it doesn’t fit
• Put the story on its own column or callout box
• Let the story support the fact-based article
and vice versa, but don’t meld them into one
• Use videos and photos whenever possible –
people like to see people
Websites
Website Tips – Quick Fixes
• Email newsletter sign-up box
• Use headlines and subheads on every page
• Registration forms for events
Website Tips – Quick Fixes
• Social media buttons
• Links to other meaningful/relevant sites
• Wish lists
Great Socially Engaging Websites
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Not For Sale Campaign
National Peace Corps Association
International Development Exchange
Conservation International
Social Media
Social Media Tips
• Pick the right networks – don’t just pick based
on size, other communities may be smaller,
but more relevant and effective
• Find an expert
• Be prepared to lose control – you can’t vet
every word from every person who wants to
follow your page and comment on your posts,
that’s OK!
Social Media Tips
• Know who is pretending to be you – reach out
to that person, see if they’d be willing to be a
featured contributor on your page
• Make a good first impression- stock your page
BEFORE you launch it
• Post your edgiest, most viral content- hint:
photos and videos go further than text only
posts
• LISTEN FIRST!
Social Media Tips
• It’s about sharing and discussing, not
broadcasting
• Be transparent
• Who is responsible, there should be someone
assigned
• Use management tools – HootSuite and
Facebook Post Scheduler
• Research what your favorite organizations are
doing
Social Media Tips
• Learn about Twitter’s hope140 program
• Publicize volunteer opportunities
• Share photos and videos – ASPCA asks followers
to share photos and videos of their rescue
animals
• Use Facebook “Questions” to poll followers for
their opinions
• Apply to set up YouTube through their nonprofit
program
Social Media Tips
• Encourage your org’s supporters to post
responses to your videos
• Use QR codes to direct mobile users to unique
content and information – great for brochures
and business cards
• Read social media and tech blogs regularly,
subscribe to their e-newsletters
• Measure everything
• Don’t be afraid to play around
Social Media Resources
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CharityHowTo
DIOSA Communications – Heather Mansfield
John Haydon, Inbound Zombie
Mashable – Social Media channel
Non-Profits on Facebook
Nonprofit Facebook Guy
Nonprofit Webinars
SmartBrief on Social Media
Social Media Examiner- Michael Stelzner
Social Media – Facebook Examples
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Livestrong
Susan G. Komen for the Cure
Oxfam America
(Red)
Social Media – Video Examples
• charity: water – note overlay w/ call to action
• Room to Read – visually stunning photographs
w/ voice over
• Repower America – classic video advocacy
• SocialBrite – mashup using interesting visual
transitions
Social Media – Misc. Examples
Social Media – Misc. Examples
• Twitter:
– UNICEF
– Donors Choose
– DoSomething
– Doctors Without Borders
Social Media Tips – Page Apps
• Some useful apps:
• Causes – fundraising
• Fundrazr – integrates with PayPal
• TabSite – create custom tabs for your Page
• Twitter – when you Tweet, it automatically
posts to your Page
• Wufoo – forms builder
• YouTube Box – pulls content from your
channel to your Page
E-Newsletters
E-Newsletter Tips
• Keep the design simple
– Too much content can be a visual and mental distraction
– Single column, black text on white, subtle background
color/design with a BRANDED, bright, colorful header
• Keep paragraphs short, color links, and use bold
headlines
– People are busy, make it easy to find and comprehend
the most important info in the newsletter
– They should be able to digest the gist of the piece within
5-10 seconds and understand what they should click on,
act on, etc.
E-Newsletter Example
E-Newsletter Example
E-Newsletter Tips
• Publish e-Newsletters that are 500 words or less
and focus on 1-3 stories
– Too much info will overwhelm your readers, keep it
short
• Know the CAN-Spam Act
– People MUST opt-in to receive your newsletter
– You must also have clear, simple unsubscribe
instructions
– Always include the snail mail address
E-Newsletter Tips
• Add a “Donate Now” button
• Add social networking icons
• Add an e-News “subscribe” form to your Facebook
page (i.e. Wufoo)
• Ask people to subscribe to your e-Newsletter via
Tweets and status updates
• Keep subject lines short
E-Newsletter Example
Calls to action
and social
media buttons