Mission-based Wordpress -Michael McWilliams - Wordcamp Boston, July 18 2015

Mission-based WordPress

WordCamp Boston 2015

Michael McWilliamsEncore Fellow in nonprofit capacity building

The agenda1. WordPress in nonprofit work2. Compelling elements3. Landing pages4. Online fundraising5. Data visualization6. Newsrooms and contact7. Story-telling platform8. Discussion

For each topic

1. Best website practices for nonprofits2. How to handle them in WordPress3. Some useful resources to check out

Most nonprofits need …

1. Easy management 2. Modest learning curve3. Power, scalablity4. Reliable support5. Mobile6. Low-cost!!!

A job for a familiar open source solution?

WP basic best practice for NP

1. Get the board onboard2. Explore the ecosystem3. Approach as CMS4. Dedicate staff5. Build fundraising into basic design6. Integrate social media smoothly7. Keep things current

Good general WP resources for NP• wordpress.org / wordpress.com• wpbeginner• Lynda• WPKube• Smashing Magazine• Speckyboy• Elegant Themes• WPexplorer• Google….

Compelling elements

A good nonprofit website….• Engaging homepage• Clear navigation• Up-to-date• Simple language• Mix of images and media• Quick access to critical information for

supporters and stakeholders.

Compelling elements

A GREAT nonprofit website.….1. Relates to its audience2. Generates a powerful first impression3. Makes the mission clear 4. Connects solutions to problems 5. Has elegant navigation

Compelling elements

…A GREAT nonprofit website.…

6. Calls boldly to action 7. Offers useful infographics8. Is current…and urgent9. Plays well with social media.10. Uses media appropriately.

Compelling elements

WordPress is a platform for all that:• Vast array of plug-ins• Journal-based posts for news• Pages for core information• Themes make it look good• Mobile-ready• Largely bug-free social integration

Examples

Examples

Examples

Examples

Examples

Examples

Examples

Nonprofit web design resources

Landing page strategies

• Distinct from a home page• Specific purpose: engage• Campaigns, initiatives, offers• Simple, elegant, striking• Call to action• Mobile

Nonprofit landing pages…

• Build mailing lists - “squeeze pages”• Recruit members• Fundraising campaigns• Issue advocacy • Events• Big news• Response to online action

Some examples

Some examples

Some examples

Some examples

Some examples

Guidelines for NP landing pages…

• Stick to the single point• Brand…but be distinct• Ask only for essentials..• Be clear • Use minimal (or no) menu• Go long when the “ask’ is substantial• Go short for “squeeze pages”

WordPress landing page tools

1. Special templates2. Plug-ins3. Built into themes

Everywhere…

Online fundraising in WordPress

A general summary of website best practices…

1. Embed the process2. Mobile…and bulletproof3. Button on every page4. Optimize thank-you pages5. Strategically synch with social media

Online fundraising in WordPress

• Calls to action • Polls• Other ways to get involved• Thank-you video • Social network sharing

Optimize the thank-you page…

Thank you pages…

Thank you pages…

Thank you pages…

Online fundraising in WordPress

• Wide array of plug-ins & themes • Works w. PayPal, Network for Good, Razoo etc.• Integration with Blackbaud and Salesforce• Open source development of API’s

Platform strengths…

Online fundraising in WordPressResources …

Data visualization in WordPress

Data visualization in WordPress

Data visualization in WordPress

Guidelines for navigating all that advice…

1. Answer the question?2. Test to be sure3. Avoid 3D and stacked charts4. Maps are cool…even cooler when interactive5. Infographics tell stories (need reality checks)6. The goal: new insights

Data visualization examples

Data visualization examples

Data visualization examples

Data visualization examples

Data visualization examples

Data visualization in WordPressResources

Infogr.am: free, simple…and surprisingly good for online work

Data visualization in WordPressResources

Easel.ly: still free, drag & drop, modest selection of “vhemes”

Data visualization in WordPressResources

Piktochart: free limited selection, search friendly graphics, popular

Data visualization in WordPressResources

A modest selection of basic plug-ins

A word about nonprofit blogging

What’s to say?…This is…

Online newsrooms and contactEssential for nonprofit websites!!!!!

( So why are they commonly missing…or hidden? )

Newsrooms: for media…and all stakeholders.• Current news, alerts, and releases• All forms of media• Fact sheet• Background on organization management• Financials • Infographics• News coverage archive

Online newsrooms and contactEssential for nonprofit websites!!!!!

(Why is this stuff often hard to find? )

Contact: for media…funders, and supporters.•Media contact (yeah…it needs to be 24 hours.)• Development contact• Office addresses & phones (maps are good)• Hours of operation

WordPress makes all this easy. Do it!!!

The story-telling platform

1. WordPress is ideal for nonprofit story-telling.2. Journal-based publishing3. Template-based CMS4. Enormous low-cost support ecosystem

Discussion

1. When should a nonprofit handle things internally?2. When should it seek outside expertise?3. HTML and CSS education?4. Who should “own” the site?5. Other thoughts?

Get it done!!!Thanks!!

Michael McWilliamsEncore Fellow in nonprofit capacity building

michael@rapporteur-global.commctech@comcast.net

@MMcWilliams