Start with the end in mind

Tue, 07 Jul 2009 23:42:00 GMT

I often run up against clients that have implemented a new (insert technology product) and end up disappointed 6 months, or a year down the line because the product didn't solve the issues they thought it would, and typically, the product is blamed.

For example... take a typical new website and WCM (web content management) implementation, this is how the story typically goes…

"Our website looks dated and doesn't come up when I search for our product line on Google. We need an easy way for marketing and product management to update the website with information, the IT guys are a nightmare to work with and take too long, why do we need developers for updating text??"

At this point, typically, someone is assigned the task of comparing WCM products, feature lists, pricing, hosted, non-hosted etc and given the task of "implementing" a new system. Now, some companies (and people) do a better job at the task when compared to others but the *vast* majority end up in 6 – 12 months saying "it isn't working, we should re-evaluate". And *typically* it's not the system but how it's configured that's the issue.
That's why I recommend starting with the end in mind.

What will be different when you have this system in place?
Generally if folks start talking about what will be different or what they want out of a system, it is fairly easy to draw out the high level business requirements that are really wanted, versus, a new WCM system.
Just like buying anything, websites come in all shapes and sizes, people can spend nothing to $1M + dollars on a website.

It's important on any project to carefully consider what you need your website to do for your business or organization.

What are you planning on achieving with your website?

Drive new sales?
Service existing members?
Provide information for niche customers?
Co-ordinate existing offline marketing activities with the website?

The website business, although ancient in terms of technology, is still full of people who want to charge businesses too much for things that can be done simply and elegantly. Now, some businesses really do benefit from a 500k website and give their visitors a unique experience that drives their brand to the next level, but that is the minority.

If you feel like your designer, WCM provider, or VP of Marketing is talking a foreign language and failing to translate. You can do something very simple… start with the end in mind.

What should your website be doing for your business? How will it be different?
Make sure you make those goals the goals of the project and don't allow anyone to tell you the project is complete until those goals have been achieved. It isn't the implementation of a new technology that "completes" the project. The completion of the project comes when the business goals have been met.

Reprinted from http://www.jackiereid.ca/

5 qualities of a good charitable organization website

Sat, 02 May 2009 23:58:00 GMT

I've had the pleasure of working with a number of non-profit organizations and many have made great strides in effectively using the internet and email to raise awareness for their organization, communicate to their constituents and drive donations.

The web offers fantastic communication tools for hardly any cost. Non-profit organizations should invest in their website, online marketing and email strategy in order to get maximum return on investment.

This will be the first, in a series of topics related to non-profits, so be sure to check back over the coming weeks.

#1 - Clean, professional design with quality imagery!! Many charitable organizations lack a simple, clean, design and many don't use imagery, that's a huge mistake. A picture is worth 10,000 words when it comes to a website. Often organizations use college interns, or someone volunteers to build a website, which is very kind, but not always the best choice. There are designers that are both good and cost effective, and some organizations that specialize and give discounts to non-profits. Find them! Here are two charitable sites that I think have good designs, both very different, but nice and clean.

Big Sisters of BC Lower Mainland -- www.bigsisters.bc.ca
Union Gospel Mission in Vancouver -- www.ugm.ca

#2 - Updated, clean and relevant content - whether it's news items, a blog, changes in imagery or tweaks to the design, information articles, or perhaps an active forum (must be active) - give people something new when they go to the website - keep it fresh. Even your most ardent supporters will stop going to your website if it stays static.

#3 - Donate Now - this is a *must* have on any non-profit website. It should only cost about 2-3 hours of web development time (sometimes less) and it can be up and running.

#4 - How contributions make a difference and thank you to our recent (or largest) donors - this is key, when someone makes a donation, big or small, where is the money going to and why not (if permission is given) put their name on your website, for the week, for the month, or for the day (depending on the size of the list). With a good content management system adding the names is simple and a nice gesture to your donors.

#5 - Upcoming events - Even if your particular organization doesn't have an event coming up, find a few events that are related to your topic, or that our constituents might be interested in and make sure you get the word out.

The Vireo Blog

Start with the end in mind

5 qualities of a good charitable organization website