Whiteboard Media works constantly with non-profit organizations to help them execute on their website and online marketing strategies. We build websites, maintain social networks, prepare and launch email marketing campaigns, and optimize sites for search engines.
However, all too often, we are brought in to work with organizations where a plan has not truly been formalized. Yes, they know they need a new website (the last one is old, slow, and filled with outdated content), but that is often the extent of the planning process. Even for an organization that servers thousands of people a year through its websites, the budget might (if we're lucky) include an allocation for "website" directly under "postage" or some other miscellaneous office expense.
I view "web strategy" as an inherent part of what Whiteboard Media does every day. Anybody can build a website or send out an email blast, but doing that within the context of an organization's budget, rhythm, capacity, constituency, and mission is a completely different matter.
In the for-profit world, this is pretty straightforward: a web initiative should help the company make money (or increase visibility, and then make money). With non-profits, the story is quite different. Not only is the mission of a non-profit usually more amorphous and hard to quantify than a for-profit company, but there are numerous stakeholders to address and satisfy: in addition to the people or group that the non-profit might serve, there are the board members who write checks at the end of the year, funders who like to see progressive action and innovative behavior, and special projects mandated by multi-year grant awards.
All of this with a staff that is often overworked, underpaid, and knows next to nothing about cutting-edge technologies.
Enter website strategic planning for non-profits. We call it "website" planning even though that is usually just the jumping off point for a much broader exploration that includes:
- domain ownership
- review of hosting/email and other related IT services
- existing search engine visibility
- target market profiling
- marketing goals and budgets
- internal staff capacity and skills
- long term planning and goals
- review procedures and assessment
We work with board, management, and staff to research and document each of these areas, providing a uniquely valuable addition to the organization's strategic plan.
Interested? Call us today!
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