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Nonprofit Radio for May 9, 2022: Using COPE To Keep Your Website Fresh

 

Katelyn Gerber & Rachel Kribbs: Using COPE To Keep Your Website Fresh
Create Once, Publish Everywhere. User friendly COPE workflows and principles will efficiently keep your website content up-to-date. Explaining how are Katelyn Gerber and Rachel Kribbs, both from FORM. (This is part of our coverage of the 2022 Nonprofit Technology Conference, hosted by NTEN.)

 

 

 

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[00:01:58.54] spk_0:
mm hmm. Hello and welcome to tony-martignetti non profit radio Big nonprofit ideas for the other 95%. I’m your aptly named host of your favorite abdominal podcast. Oh, I’m glad you’re with me. I’d be hit with a Nicaea if you nailed me with the idea that you missed this week’s show. Using Cope to keep your website fresh, create once published everywhere. User friendly cope workflows and principles will efficiently keep your website content up to date explaining how are Caitlin Gerber and Rachel cribs both from form. This is part of our coverage of the 2022 nonprofit technology conference hosted by N 10 On Tony’s take two please share. We’re sponsored by turn to communications pr and content for nonprofits. Your story is their mission turn hyphen two dot c o. And by 4th dimension technologies I thi infra in a box The affordable tech solution for nonprofits tony-dot-M.A.-slash-Pursuant four D. Just like three D. But they go one dimension deeper here is using Cope to keep your website fresh. Welcome to Tony-Martignetti non profit radio coverage of 22 NTC. You know what that is The 2022 Nonprofit Technology Conference. Our coverage continues with Caitlin Gerber and Rachel Cribs Caitlin is director of operations at form and Rachel cribs is account executive at form Caitlin Rachel Welcome to nonprofit radio

[00:02:06.04] spk_1:
thank you. Thanks for having us. It’s

[00:02:10.84] spk_0:
a pleasure to have both of you. Your

[00:02:11.86] spk_1:
session

[00:02:21.54] spk_0:
topic is using Cope principles to keep your website fresh. Well we’ll get into what Cope is all about um Who wants to explain what Form is all

[00:02:58.14] spk_1:
about Caitlin? I can take that one Caitlin Caitlin has been here longer than I have, but I have the the the elevator speech down. So form is a we are a digital first creative group. Um and we only work with a non profit organization, so we are based in Cleveland Ohio, but we work with nonprofits in every corner of the sector um all over the country. And we, our mission is to help nonprofits connect with their patrons um and do more work and do it better and reach more people. We do that through website creation, we do print digital marketing campaigns, um Digital interactive. So anything digital first, we provide those services for non profit works. Um And I come from about 11 years of nonprofit admin before joining the team. So that’s kind of the perspective that I bring to the group.

[00:03:31.14] spk_0:
Alright, very concise. Thank you. You do have to have it down. Your right. Absolutely. All right. Um then Kaitlin, let’s go to you what what Cope Principles give us an overview of of Cope and and how this is valuable for nonprofits.

[00:04:03.34] spk_2:
Yeah, so it’s one of those acronyms that we can add to the acronym jar. So it stands for create once publish everywhere. And the whole idea is really to work smarter, not harder. Um So when you’re creating website content, you want to create it only one time, but show it in multiple different places. Um So it cuts down on kind of retyping the same things or having to keep different pages updated and keep track of all of that and really tries to simplify your workload um when it comes to creating your content on the web um and making it as easy for you to keep track of and keep updated on an ongoing basis,

[00:04:16.34] spk_0:
is it something different than just simple repurposing?

[00:04:33.84] spk_2:
So it really comes down to how your website is set up. So it’s kind of a whole ideology of how you enter content into your content management system for your website. Um So it is kind of a records based approach. Um So rather than creating individual pages and copy and pasting that content, um you really are only entering at one time um into a form and then your website is displaying that content in multiple different places, even though it only exists one place in your content management system.

[00:04:54.60] spk_0:
So

[00:04:56.34] spk_1:
yeah, the the

[00:04:57.67] spk_0:
more sophisticated than my simple minded repurpose,

[00:05:01.21] spk_1:
the end, the end result is that content is repurposed repurposed and there are all kinds of benefits to doing that. But the way to get it repurposed is a lot easier and more effective and efficient on the back end.

[00:05:14.54] spk_0:
Okay, so let’s stick with you Rachel, what did you talk in your summary of the session about Coppola workflows, what is this, what does this start to look like.

[00:06:51.04] spk_1:
So basically you’re ideally the content management system. So the, the thing that the nonprofit organization would see on the back end in order to publish information on the front end of their website. So your content management system, you know, examples of this are WordPress, it’s probably the most popular one. Um, Drew Apple Squarespace and Wix. These are all content management systems. So in the C. M. S, uh, there are a series of forms ideally so that you are entering information about certain types of content that may change frequently. Um We call this dynamic content like event listings, blog posts, news articles, these types of things that are going to change frequently. You would enter into a form fields, uh, you know, date, start time and time. When do I turn this off? What’s the body, what images do you want? Um, into this form based system in your CMS. And then you select where it’s displayed on the, on the front end to your users. So that’s why we call it a workflow. It’s really um about the cope refers to the system that the content creator is using to get this information out. Um sounds really dry and boring, but the end result means, I mean literally an exponential amount of time saved for nonprofit admins and having been a nonprofit admin. I understand, you know, time is of the essence and and also it avoids um, broken links, errors, typos because, you know, you’re entering all this really detailed information multiple times. Um but that’s why we call it a workflow because that’s really what it’s all about.

[00:07:17.74] spk_0:
And how does someone create this? How does someone create the document that is linked? That is part of your, your content management system that is then going to distribute this, how does this all get made? So for people who aren’t working for form or working with form, how do they implement

[00:08:03.24] spk_2:
this? So the first step is to really identify types of content on your site that work well with this type of workflow and what we mean by that are things that um typically have a similar format on your site. So Rachel mentioned things like events. Um so date based things are really great um because that allows uh, your system to automatically hide those things for you um when the date passes. Um, so date based type things are really good things like fundraising events, um, community events, if you’re an arts organization, um, things like exhibitions or performances, um, those are great types of content to consider using this form.

[00:08:07.34] spk_1:
Um

[00:08:28.54] spk_2:
also things like blogs, news, um kind of the usual suspects there in terms of content that’s created in a kind of standardized way, um and things like your program services, location, staff, um, things that you can easily imagine, you know, I can enter all this information into a form because it all kind of follows the same format. Um so the first step is really identifying what types of these things do you have on your website? Um Almost every nonprofit has events, um Almost everyone has staph or programs, things like that. And so really uh

[00:08:44.42] spk_1:
taking

[00:10:04.04] spk_2:
stock of what types of content you have on your site. Um and then really mapping kind of how those relate to each other. So on your program page you might want to also display news about that program. You might want to also display who you should get in touch with if you have questions about that program um or events that relate to that program and really kind of creating this map of kind of how your content can and should relate to each other. Um and then really assessing, you know, are you already entering this content in this way or are you entering it one page at a time copying and pasting it over um and kind of taking stock of that. And then really it comes down to kind of how savvy you as an individual are um with content management systems. Uh it might be a thing where you feel really comfortable in WordPress and installing plug ins and you can get these things set up yourself, um more often you’re probably going to be working with whoever you use um to work on your website, um and saying, hey, these are the types of things that we would like to modify to be cope friendly. Um and web developers will know what that means. Um they will understand that, that terminology, um they will understand what you mean by hey we want to make this a plug in um and kind of working with them to update that. Um The best time to consider this really is if you’re doing a website redesign you can certainly update your existing website, but it’s definitely easiest if you’re thinking about embarking on building a new website in the next year or two years, if that’s in the plan, um start taking stock of these types of content and mapping them to each other. So that way when you are

[00:10:30.51] spk_1:
selecting

[00:10:43.54] spk_2:
a vendor or working with your existing vendor from scratch, um you have your arms with its information and arms with these requests. Um so that way it can be built right kind of from the, from the start. Um and really just make sure that you’re maintaining that. So if you as an organization do decide to add a blog, for example, um make sure that when that’s added to your site added in a friendly way. Um so that way you’re kind of future proofing your content. Um but really the first step is to take stock, where are you, where are you at now? Um and then you can decide how you want to proceed

[00:11:09.14] spk_1:
from there.

[00:12:22.34] spk_0:
It’s time for a break, turn to communications, the content creation and the content management, you see now how they work together. Turn to can help you make the content right? The content, deliver it and deliver it to the audiences that you’re trying to reach, then you also need to manage it right? You want to keep it public on your own sites, so you’re getting it out through media channels, that’s the ideal. And that’s what turn to does. But then you got your own sites to that’s the earned versus the owned media. So where you own the site, whether it’s a blog or uh, maybe it’s a podcast or, you know, just your website, it’s all got to be managed. So it’s findable. The content creation, content management turn to communications turn hyphen two dot c o. Now, back to using cope to keep your website fresh, Rachel anything you want to add to the to that.

[00:12:47.14] spk_1:
Yeah, I think just the the short, the The point is, uh you mostly have to work within your content management system, involve your web developer. WordPress, scruple those are really popular content management systems. Um there’s another one called final site that a lot of K-12 schools use these are all they all support cope. Um I know on WordPress and ripple, you could do some googling online to figure out exactly how to do that. But it does get technical and as Caitlyn mentioned relying on third party plug ins. But if you’re not the developers, you mentioned doing that kind of content mapping. Thinking about how your website, visitors might want to see information or what’s going to be most informative to them is an important step you can take even if you don’t have that technical skill.

[00:13:17.04] spk_0:
Okay. I mean it’s imagine it’s hard for me to imagine a nonprofit not working with form, but I like to have listeners understand, you know, how they can, how they can proceed on their own. Alright, so

[00:13:23.67] spk_1:
any

[00:13:36.44] spk_0:
web developer, anybody works in WordPress or drew people is gonna know or you mentioned square to, you know, is gonna know what cope Cope is and Cope friendly principles are okay, Okay. Yeah, this

[00:14:00.94] spk_2:
is in a brand new concept. I think that the term was first coined about a decade ago. Um, and it’s just gained popularity because as Rachel mentioned, non profit admins are busy people, they have a million things that they have to do. Um, and entering the same content for their website six times is not among the priority list. Um, so this, this is really kind of taken taken off and become a very familiar term in the industry

[00:14:43.44] spk_0:
and I was concerned when, when I selected this because on nonprofit radio have jargon jail, but you both have been very good about explaining terms, you know, con CMS, not just throwing out CMS content management system Rachel, you were very clear about that. So, but, but I’m uh, I’m very sensitive, you know, I’m, I’m, my, my antennae are up but you’ve been very good so far. So no jargon jail transgressions. You’re, you’re succeeding. Lots of people trying, you’re, you’re succeeding. Um, you talked a little too about building consensus and and buy in around new new workflows that I get that I guess are gonna be cope, uh, helpful friendly. What does that, what does that look like trying to get like leadership by in what are we talking about there? Who don’t know who wants to take this?

[00:16:15.54] spk_1:
I can take this one Caitlin if that’s all right. Um, since I talked about this in the, in the, the webinar to really cope benefits. I mean, it sounds so dry and boring, right? Like if you go to leadership at the nonprofit and it’s not about like here. So I’m gonna bring in the next million dollar gift, It’s like, okay, please don’t bother me. But really, this not only benefits your organization and saves time. So there’s a clear, um, kind of business outcome. You can save a lot of resources and your folks can focus on more of that fundraising or helping their constituents by using this system. Um, but it has a huge benefits for the website, users to, So, okay, maybe this isn’t a direct, um, fundraising tactic, but if the end result is a more enjoyable user experience on your website, that really, really goes a long way. And I think nonprofits, um, like I said, having worked for several and just what I’ve observed, tend to think that if people are coming to my website, they care enough about my organization to find what they need. No matter how much digging it takes. And really that’s becoming less and less the case. If someone’s frustrated, confused, they can’t find something easily, You’re going to lose them, you may lose their support, they may lose interest in you. So we have to make sure that our website visitors are having a really positive experience. So in order to get buy in from the organization, those are sort of the two angles I take. This is good for us. This is good for our constituents. But

[00:16:21.67] spk_0:
before you start to get to buy it, why is it better for website visitors? What, what, what difference does it make for them?

[00:17:23.04] spk_1:
Yeah. So a couple of things, um, it makes your website more engaging. So let’s say you’re browsing a nonprofit that you’re, you’re not familiar with. And you see an interesting article, let’s say. Um, the first thing is maybe it links at the bottom two other articles from that bank of articles you have that are related to this topic. So they might see that and then go down this rabbit hole and it’s kind of how you get on like a Wikipedia rabbit hole, you start clicking on the links inside and going down these other things. So that’s kind of, the idea is you can have related information to the page that they’re on and it’s going to create a more engaging website experience. Um, we like to say it avoids dead ends where a website is, there’s clicking through, they get to a page and then there’s really no obvious place for them to go next. We don’t want that to happen. Um, it also makes it more informative. So as the example, Caitlyn mentioned, um, if someone is seeking out service of yours and they’re on your, your services page and they’re looking at something. Uh, if you have information from like your staff database pulled right into that page of like, here’s the person you contact you about questions, then it’s all right there. They don’t have to then go digging through your contact form trying to figure out who to get in touch with if they have a follow up question. Um, so it makes it more informative, more engaging. Um,

[00:17:53.54] spk_0:
more relevant. It sounds like a page has more relevant. You’re saying a page would have a contact person not just go to our general contact page and try to try to sort through. Yeah. Okay.

[00:18:37.94] spk_1:
Yeah. And the last thing I mentioned, the last thing I’ll mention about that too is we’ve seen nonprofits air on the side of not including this kind of information at all. So out of fear of having to make sure they remember to take down an event when it’s past or avoid having to manually update all of these things. They’ll just leave blogs off of their website. They’ll leave events off of their website and then that is really irrelevant. I mean, you know, that’s what people go to like find this up to date information. They want to see that you’re doing things they want to read about you. So the alternative is not a good one too. Just not include this kind of dynamic information on your website. Makes it stale. Um, not helpful. Not informative. No. That’s another reason

[00:18:59.24] spk_0:
that what you’re describing now is the tail wagging the dog. You’re, you’re, you’re unsophisticated content management regimen. Not, you’re not necessarily the system, but the way you’re using it is, uh, is preventing you from putting relevant content on your site. That’s, that’s antithetical to what the whole purpose of a content management system.

[00:19:06.74] spk_2:
And I think we’ve all been to nonprofit websites that

[00:19:11.14] spk_1:
still

[00:19:11.49] spk_2:
have their event from six months ago on the home page. And that, that doesn’t have a lot of trust with your organization. Just I

[00:19:20.03] spk_0:
think just a week old, you know, oh, this is coming up. Oh no, it was last

[00:19:29.74] spk_2:
night. No, never mind. Uh, yeah. And it just immediately creates like a, what’s going on over there. Right?

[00:22:46.04] spk_0:
Just write it all contributes. Like Rachel’s suggesting it all contributes to an overall feeling that a donor a potential donor has. You know, it’s just see something stale on the website. I mean, this is 2022, you know that shouldn’t We’re not in 1996 websites where you know everything is done by by single keystrokes anymore. It’s time for a break. Fourth dimension technologies. Their I. T. Solution is I. T. Infra in a box. It’s budget friendly and holistic. It’s the it’s the buffet of I. T. Solutions because you take what you need and leave the rest behind. So as you’re browsing the buffet, walking through the line, you’ve got your tray sliding along on the on the silver rails. You can choose from I. T. Assessment. Yeah, I’d like a dish of that multi factor authentication comes in a small bowl just perfect. I’ll take one of those other security cost analysis help desk. Hmm that looks like a good dessert. I’ll take that along as well And there’s more in the buffet that you can choose from. So as you’re going along with your tray you choose what’s right for your I. T. Situation for your budget. Fourth dimension technologies. tony-dot-M.A.-slash-Pursuant Just like three D. But they go one dimension deeper. It’s time for Tony’s take two. Please share non profit radio I grew up with share share. That’s fair. Well not not exactly the sharing we’re talking about. That’s two brothers fighting over the same Tonka truck. They used to be metal back then but that’s a bit of a digression. non profit radio is it helping you? It’s your I I presume it is. Otherwise you wouldn’t be listening to me. So it’s helping you. Who else can it help that you know within your networks, your sphere of influence, somebody else who works at a nonprofit, somebody who works at your same non profit a board member, Maybe it’s a board member to your non profit you’d like them to have the savvy ideas, but but then you’re gonna give away your source of savvy ideas. So maybe that’s not such a good idea, board members and other nonprofits. Okay, so who do you know I’d be grateful if you would share the word of tony-martignetti non profit radio so that more folks can learn and benefit the way you are. Make it makes perfect sense. Right? So in that respect actually share share that’s fair is appropriate. So if you can share non profit radio with someone else. I would be grateful. Thanks very much. That is Tony’s take two. We’ve got barely a butt load more time for using cope to keep your website fresh with Caitlin Gerber and Rachel cribs. All right, so I made you digress, Rachel we were talking about but I remember to go back, I I usually remember to go back to your your suffering a lackluster host but not not not untraceable, just lackluster. So you’re always talking about getting getting buy in on these uh on workflows adopting these new workflows

[00:23:04.54] spk_1:
you know

[00:23:05.85] spk_0:
to remind us to rationales good good for your constituents your website visitors, and then also good internally because you’re you’re saying exponential time savings,

[00:23:42.84] spk_1:
yes, it’s an exponential time saver. So hopefully the argument that this is really good for the people we are serving is enough. But if it’s not, you can also make the time saving argument. Um It also ensures it helps you ensure accessibility and a. D. A compliance um more efficiently on your website, which is, you know, usually that gets everyone’s attention. Um But again, that should be because it benefits your constituents, but this is because you can set up those forms in a way that, you know, the way that you’re putting the information in is always going to appear in an accessible way. Um Not only in terms of design aesthetic. So we’re talking about um you know, the type faces that you’re using some of the formatting things you can preset in this scope workflow. So every time it appears it’s meeting its compliant to that. Um But it also appeals to

[00:24:12.64] spk_0:
across your many pages. That’s another thing that it’s just a general again, just a general feeling of

[00:24:16.04] spk_1:
web

[00:24:16.39] spk_0:
web visitors, you know, that that’s a that looks like the headline on the other page was so much bigger and it was blue and this one is smaller and it’s red. Okay. And

[00:25:04.34] spk_1:
those design choices ideally should be made very carefully to make sure that it not only looks good but it’s it’s appealing to folks that may have different disabilities, visual impairments. Um even it even appeals to um neurodivergent learners so cope setting up cope on your website. This is kind of getting back to the benefit to the users so I promise I will get back to the organization. Um but it’s a good point is that it appeals to we say multiple browsing styles as I mentioned in the webinar. So you might you know Tony you might get two events on a certain web page by following a certain workflow that feels natural to you but Caitlin might find it differently and this kind of allows you to follow any of those

[00:25:08.20] spk_0:
pathways.

[00:25:09.64] spk_1:
You’re

[00:25:11.80] spk_0:
not doing it my way because I’m center. So if you’re not doing it my way,

[00:25:16.78] spk_2:
tony

[00:25:20.27] spk_0:
you’re shattering my reality, shattering my subjective reality. So please

[00:26:29.24] spk_1:
I would I would push back because Caitlin is like the most logical person I know, so I’m sure hers would be very direct but it appeals to that neuro diversity which again just gets back to um being more compliant and inclusive on your website which is going to to promote a sense of inclusivity of your brand, your organization. But um the last so that that A. D. A compliance is usually a strong case um to make with senior leadership and other members of your internal organization um and another big one is that it improves your search engine optimization results so um when folks are searching for different things on your website, if google suspects a sense of of structure to your content, um, it’s going to prioritize that in your S C. O. Um and also if you have the same piece of content, like a news article that pops up in multiple places, it’s also slightly more likely to appear, appear higher. So when people are asking, how can we improve our sc Oh, this is one really great way to be able to do that. So those are kind of a big the big benefits

[00:26:31.01] spk_0:
benefits the advantages. Okay, okay. Um you said it’s interesting if google senses a structure

[00:26:40.14] spk_1:
mm hmm,

[00:26:43.64] spk_0:
it can it can suss out a better organized versus less well

[00:26:47.41] spk_1:
organized

[00:26:48.74] spk_0:
web website.

[00:26:50.64] spk_1:
Google is essentially being google is very all knowing. Sorry, Caitlin, go ahead.

[00:27:34.34] spk_2:
No, it definitely, it definitely can. So it can tell if there are pages that are related to each other. So it is a bot that crawls around your website and if you’re making it easy for it to do that by relating things to each other, that makes sense. Um it is going to reward you for that. Um and as Rachel mentioned earlier, having things in the appropriate uh, aesthetics, but it is also kind of the underlying code, um, making sure you have a header on every page, making sure you have a description captions for photos relevant, links, things like that. Um it rewards that as well because it can tell that your content is broken up that it’s been thought through. Um, and it rewards those types of behaviors. Um, and so having a system that kind of enforces that for you. Um, really goes a long way. We’ve all seen pages that are kind of just walls of text with uh, you know, scattered headings and things like that. Um, google,

[00:27:57.54] spk_1:
I can tell

[00:27:57.97] spk_2:
that that is scattered. Um, and so you want to make sure things are structured as possible. Um, and using this workflow really goes a long way to achieving that structure that google is going to report.

[00:28:10.74] spk_1:
If you took away all the aesthetics from a website that’s designed this way, you would see a very thoughtfully, um, a very intentional like network and a web and that’s actually like internally how we design our sights as we start with those, those wire frames first and just these literal diagrams and so that’s kind of what google can see through versus like if you’re creating a website that reads more like a book of just like information, information, information, you want to think of it more as an interconnected web of information. And that’s, that’s what google is going to like better, that’s really what’s easier to browse from a user perspective, but kind of what Caitlin’s getting at with stu

[00:28:51.44] spk_0:
what else should we know

[00:28:52.25] spk_1:
about Cope,

[00:28:54.74] spk_0:
that you shared and don’t hold back on the nonprofit radio listeners, but

[00:28:59.38] spk_1:
what else

[00:28:59.67] spk_0:
did you share in your session?

[00:30:07.24] spk_1:
Um, I think that, I mean, what I would say again coming from the former non profit admin spaces don’t underestimate the importance of doing this kind of research when you’re coming up with a new web solution. Don’t just look for a website that is going to look really good, but it has to have some underlying structure make your job easier. Um, make your website visitors have a more enjoyable experience. It’s really, really, really critically important. And, and we think that, uh, lots of other people do too, that having a cope workflow and Cope systems is key to that. Um, we in, in other conversations Caitlin, I’ve had and you’ve maybe heard this before. Non profits are now calling their websites their digital front door, especially during covid. This is maybe the only way for one of the few ways we have to establish touchpoints with our constituents donors, you know, clients, patrons that were working with. Um, so I think that nonprofits should start investing the time in thinking as carefully about it as they do their brick and mortar organizations. Um, so, so Cope, we think is a really important part of that, of that structure

[00:30:12.24] spk_0:
Caitlyn. Can you remember any questions that you got that were significant?

[00:31:53.34] spk_2:
Yeah, I think, uh, people are always scared of how do I start like, okay, I want to do this. How do I even start doing this. Um, and I think not being afraid to just take that first step of just seeing where you are because you might be surprised, you might find that a lot of your content already is in this workflow and you’re doing a good job um and you might just need to make a few tweaks um so I think people hear this and think oh my God, I’m gonna have to start from scratch, um and if you’re using a common content management system, that’s probably not the case, um you’re probably already somewhat there. Um and so I think doing this assessment can really help people feel better um and feel more equipped with that knowledge. I think it sounds scary because it is an acronym and it is web development um and it can be this very technical thing. Um and so I think that where do I start is the question that we get the most. Um and it really is start with a scene where you’re at um and I think you’ll feel a lot better um and I think to uh you know, it’s working with the right people um so oftentimes uh find a partner that will work with you on this um and make your life easier and they’ll understand um so I think it’s all about finding those right partnerships um to kind of help bring this, bring this to life um but start somewhere that’s the biggest thing is don’t be intimidated by it, um don’t be scared of it because it’s technical um kind of take that first step and just see where you are.

[00:31:59.44] spk_0:
tony

[00:32:40.94] spk_1:
Can I add one other thing to that? Um, in terms of where to start, you know, start with one example, start with one place where you decided, okay, these two pieces of content relate, let’s have them appear on each other’s pages or connect in some way and the place to start might be um, you know, if you listen to, if you listen to your audiences or your constituents, maybe like what’s the question you’re always getting that you’re like, this is on the website. Why are people not finding it on the website? Maybe adopting a Cope mindset could be the solution to mitigating some of those questions and that might indicate where to start with setting up some of these structures and see how that works. So you don’t have to create this whole interconnected web all at one time. Maybe just start with one connection and build from there.

[00:32:57.34] spk_0:
Okay, excellent. Yeah, consistent with what Caitlin said, you know, don’t be intimidated its scope. You know, it’s cope, it’s it’s not, it’s not like, you know, some abstruse acronym create once, publish everywhere. It’s friendly. You can cope

[00:33:06.74] spk_1:
with popularized. We can cope with Cope, It was popularized by NPR what’s more friendly than NPR so we know that this is yeah, the about a decade ago, I think that’s where the term became popularized, um,

[00:33:17.07] spk_0:
executed it on their, to

[00:33:36.04] spk_1:
be honest with you. I’m not sure why it was popularized, but I know that it was kind of at a time when okay websites are becoming next level content creators have to start getting more savvy with how we’re pushing information out. Um, I think it had to do more with timing than this is necessarily something that they had adopted.

[00:33:46.94] spk_0:
That was like the 2008, If I have the timing right? You know, like making websites more sophisticated, much more user friendly thinking about the users who are coming and what they’re, what they’re flows are mapping, mapping their journeys through sites, things like that. All right,

[00:33:59.34] spk_1:
okay,

[00:34:01.84] spk_0:
wonderful. Thank you from both from Cleveland Ohio home of the Rock and Roll Hall of Fame,

[00:34:06.18] spk_2:
Caitlin

[00:34:10.44] spk_0:
Gerber Director of operations at form Rachel cribs account executive at form where what’s the what’s the form website you want to say it

[00:34:17.84] spk_1:
together ready? Just kidding. It’s

[00:34:21.36] spk_2:
the form groups dot

[00:35:43.74] spk_0:
com. The form group dot com. Okay Caitlin Rachel thank you very much. Pleasure and thank you for being with Tony-Martignetti non profit radio coverage of 22. NTCC next week. More from 22. NTCC if you missed any part of this week’s show. I Beseech you find it at tony-martignetti dot com. We’re sponsored by turn to communications pr and content for nonprofits your story is their mission turn hyphen two dot c o Did my voice just cracked like I’m 14 Your story and by 4th dimension Technologies IT Infra in a box The affordable tech solution for nonprofits. tony-dot-M.A.-slash-Pursuant four D. Just like three D. But they go one dimension deeper. Our creative producer is Claire Meyerhoff shows social media is by Susan Chavez. Marc Silverman is our web guy and this music is by scott. Stein. Thank you for that. Affirmation scotty be with me next week for nonprofit radio Big nonprofit ideas for the other 95%. Go out and be great. Mm hmm.

Nonprofit Radio for June 12, 2020: A Better Website: 52 Tweaks In 52 Weeks & Keep Your Shiny New Website Shiny And New

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Chris Tuttle & Dominique Hernandez: A Better Website: 52 Tweaks In 52 Weeks
Chris Tuttle and Dominique Hernandez reveal lots of small tweaks for your site to increase constituent reach, engagement and actions taken. They promise they’re each less than an hour to implement. Chris is from TuttleCo and Dominique is with Institute for Policy Studies. (Part of our 20NTC coverage)

 

 

 

 

 

Josh Riman & Samantha Wasserman: Keep Your Shiny New Website Shiny And New
Now that you’ve tweaked your way to a better site, how about a maintenance plan to keep it looking great? Get plenty of tips and techniques from Josh Riman and Samantha Wasserman, both from Great Believer. (Also part of 20NTC coverage)

 

 

 

 

 

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[00:00:10.94] spk_0:
Hello and welcome to tony-martignetti non profit radio big non profit ideas

[00:01:50.94] spk_1:
for the other 95%. I’m your aptly named host. Oh, I’m glad you’re with me. I’d grow a gangly own aroma if you unnerved me with the idea that you missed today’s show. A better website. 52 tweaks In 52 weeks, Crystal and Dominique Hernandez revealed lots of small tweaks for your site to increase constituent reach, engagement and actions taken. They promise they reach less than an hour to implement Chris’s from Tuttle Co. And Dominique is with Institute for Policy Studies. This is part of our 20 NTC coverage. Also, keep your shiny new website shiny and new now that you’ve tweaked your way to a better site. How about a maintenance plan to keep it looking great? Get plenty of tips and techniques from Josh Lyman and Samantha Wasserman, both from Great Believer. That’s also part of 20 NTC coverage world about websites today. Non tony take to start the racism conversation were sponsored by wegner-C.P.As guiding you beyond the numbers wegner-C.P.As dot com. But Cougar Mountain Software Denali Fund is there complete accounting solution made for nonprofits tony-dot-M.A.-slash-Pursuant Mountain for a free 60 day trial and by turned to communications, PR and content for nonprofits, your story is their mission. Turn hyphen. Two dot ceo. Here is ah better website. 52 tweaks in 52 weeks. Hello and welcome

[00:02:39.64] spk_2:
to tony-martignetti non profit radio coverage of 20 and T. C. That’s the 2020 non profit technology conference we’re supposed to have been in Baltimore. The conference was canceled, but we’re going ahead. Virtually non profit radio coverage is sponsored by Cougar Mountain Software Denali Fund. Is there complete accounting solution made for non profits? Tony-dot-M.A.-slash-Pursuant Mountain for a free 60 day trial? My guests are, as we kick off, the coverages are first of all, the NTC interviews. My guests are crisp little and Dominique Hernandez Chris is principal at Tunnel Co. And Dominique Hernandez is website administrator for Institute for Policy Studies. Chris Dominique. Welcome.

[00:02:42.24] spk_3:
Thank you so great to be here.

[00:03:03.74] spk_2:
I’m glad the three of us could get together. I know you’re each well and safe. I’m glad to know that as well. Um, we can’t be together in Baltimore, but we can cover the topic just as well. I think virtually 52 tweaks in 52 weeks to a better website. So you’ve got something that lasts. E think you say each of these is like an hour or less, and we can tackle one of them a week. Dominique, is that true?

[00:03:16.04] spk_4:
That is true. Um, gold from a patient is to really keep each of these tips as a bite sized chunk that a busy and oftentimes trap not profit communications professional. 10. Set aside a little bit of time for each week. And when you add all of these together cumulatively you made of you made a big improvement on your site was not a huge time about that.

[00:03:59.28] spk_2:
Okay, Yeah. Your description says we can increase constituent reach and engagement. Um, actions taken. So these air Uh Ah. Audacious, ambitious outcomes. But we can do ah, you know, spend an hour a week doing them so cool or less. Less than an hour a week for some. So why don’t we dive in? Dominique won t kick us off with now. We’re not going to be able to 52 in in Ah, you know, roughly 25 minutes or so. So we need your top. Well, whatever. However, many, maybe 10 or so we’ll get to if we depending. How much? We elaborate. 10 maybe 12 or so. So pick your pick your top ones, and we’ll go here where you got Dominique.

[00:04:22.14] spk_4:
We have picked the couple to talk about as our top save, so I’ll talk about a few of mine. Um, what I mind is to use mobile and technology to help your your feed your mobile feed when they’re accessing your articles on a phone. You might have noticed this when you Google article or when you google with top it. Sometimes the first results will have will be from a new stores, and we’ll have a little lightning bolt left of them. And the lightning bolt means that you saw the framework that helped load Web pages in less than a second and uses 10 times less data than regular Web pages who prioritize your results. Um, and that back close time is really good. First facility is Well, that’s one of mine.

[00:05:06.17] spk_2:
This is called This is called Mobile AMP. A M P

[00:05:09.43] spk_4:
ghoul a mt for accelerated mobile project

[00:05:13.94] spk_2:
Accelerating mobile project. Okay. And where would you find that to install it.

[00:05:24.78] spk_4:
You have to install their framework on your site. You can download it from them and throw it into the code that you can install on your website around your horrible

[00:05:36.11] spk_2:
Okay. Um all right, so just search for Google. Accelerated mobile. Help me.

[00:05:37.53] spk_4:
Accelerated Mobile Project framework

[00:05:39.70] spk_2:
Project Framer. OK, thank you. All right, cool. That sounds That sounds like less than an hour, Much less

[00:05:45.70] spk_4:
it would be. Yes,

[00:05:47.49] spk_3:
it could be. Okay.

[00:05:49.20] spk_4:
You want about these back and forth?

[00:05:51.34] spk_2:
Yeah, Go ahead. Yeah, I will play a little pink bomb. If it gets laborious, I’ll let you know.

[00:07:01.00] spk_3:
Sure. Well, it’s also add that, you know, we do. Estimate is about an hour. But what may take me an hour may take you 15 minutes or 30 minutes, or it may take you two hours. So, um, some, we’re gonna be a bit longer or more difficult for other than others, depending on who you are and your access to different features and functionality in your organization. So I think since Google amp. Is while easy one somewhat a technical one, that’s probably gonna be a website administrator or when programmers that are working on I’m gonna give one. That might be easier for all of us to your lives or even for a communications team, which is using a color checker to figure out whether or not the colors that were used anything on our website are visible. The people with different forms of color blindness or are easy to read for people who have different visual impairments that might make it difficult to see things that are in low contrast colors and distinguish between the maybe text in the front and the background color of the Web page. Okay, so one tool that we suggested that could be used for this is Web aim dot ward, as resource is on a contrast checker. And then there’s also several color blindness checkers that could be easily down vehicle that are completely free to use.

[00:07:17.54] spk_2:
Okay, cool. I’ve got an interview coming up today or tomorrow on total website accessibility. Why you? Why? It’s beneficial for your site to be accessible to those with disabilities special needs, but but it helped improve the sight overall for everyone.

[00:07:44.03] spk_3:
It does when we also remember that you know one in 10 males and have some type of color blindness. And there are multiple types of colorblindness that that influence what they can see and how people see things. And not all. Color blindness is a light, but you know more than 10% of the population as either color blindness or other visual impairments. And so it’s better for all of us. Makes information easier to see you. And we have high contrast and colors representing important information or details. But it’s also going to make our sight completely inaccessible if we don’t check these things.

[00:07:55.32] spk_2:
Yeah, okay. And that was again. There was Web A I am dot org’s right

[00:07:59.64] spk_3:
with aimed at work.

[00:08:02.94] spk_2:
Okay, cool. All right, Dominique, your you know your turn.

[00:08:05.84] spk_4:
Sure. So another one of my favorites on here is to deploy a CBN TDN stands for content delivery network. I’m a developer. So a lot of fun in our technical, but I tried to really bring them down to things that are easy for everyone to access. Um, and what a cdn does is reduce the loading time of your site by actually reducing the physical distance that the information has to travel across wires. So instead of having one copy of your site on a server. Somewhere in the world, there are multiple local copies. And when when they’re pure miles on the wire that that improved the load time of your site they were once really, really expensive and difficult boy and would really require developer help. But as time have done on, they’ve gotten a lot cheaper and often time. Your Web host will have them. We’ll have a package for them. Um, that will cause not that much. Um, not model. Really crazy amount. So one of my tweets is definitely check to see if your host offers a cdn and how much it costs. Definitely worth it again for your time.

[00:09:09.44] spk_2:
Okay? And you’re asking the company that hosts your site?

[00:09:14.04] spk_4:
Yeah,

[00:09:42.04] spk_1:
it’s time for a break. Wegner-C.P.As. The ship is still moving fast. Congress passed the Paycheck Protection Program Flexibility Act. It allows your or GE 24 weeks to spend money on forgivable expenses instead of only eight, and increases the time to pay back what’s not forgivable. It’s all explained at wegner-C.P.As dot com. Click Resource is and Blawg. Now back to a better website. 52 tweaks In 52 weeks.

[00:09:49.73] spk_2:
It’s getting a little monotonous going back and forth, but we’re gonna do maybe two at a time. But go ahead, Chris, you go and you’re gonna be feet up with new Chris, and then we’ll give Dominique to okay, Why don’t you choose

[00:09:57.10] spk_3:
a couple of a couple others that are favorites of mine? One, I think a fairly easy one that we all overlook. And that’s also something we should say here. Dominic and I are not pretending that we’ve done all of this perfectly ourselves. In fact, in developing this resource on developing this presentation way, we’re very clearly used. Examples of sites we work, our that needed. They need work. Uh oh. This is

[00:10:20.32] spk_2:
very humble of the two of you. Thank you.

[00:11:12.74] spk_3:
We’ll just a note like this is a process for all of us. And that’s exactly why we wanted Teoh share this idea of having about our weak we prove improve our website with, instead of just waiting five years, there’s been tons of money redesigning and trying to fix everything at once. And then, of course, falling a little bit short of that goal because there’s always going to be improvements to be made So with that two easy ones that could be done. One is the four for error page uh, for non tech things, you may not know what the 44 pages For everybody else, it is that error page that we see when the Web page we intended to find either be a link search result or something else was not bound. This often happens when websites ah, restructured, updated, redesigned or moves from different platforms and hosts. But it can also happen just because we changed the URL or change the title even of a block post. And so customizing are 44 Page ensures that people who are trying to find the content they couldn’t aren’t just left at a dead end. We can customize that page. You say something that’s a little bit more friendly than four or error and tell the user what’s actually happening and give them tools and actually fixing that error, like searching the internal website for the resource they were looking for, or giving a link to the most commonly used or access resource is where they’re hosted now, or asking the user to do something else. It’s to join you on a different channel or even subscribe and trying to contact you directly to try to find the help that you were looking for.

[00:11:48.05] spk_2:
So you could you could put a search bar on that 404 error page.

[00:11:52.09] spk_3:
You can quite easily. In fact, a lot of the content management systems like Group A. WordPress Jumla. Um, it’s fairly easy to configure this with the internal centric capabilities that already exists.

[00:12:03.88] spk_2:
OK, OK, yeah, that’s true. Now that I’m thinking about it, I have seen some that are much more friendly. You know, we’re sorry you landed here. We can’t find what you’re looking for. I guess I have seen them with a search or right, As you suggest. Maybe you’ll be interested in this other content that is most popular or something like that. Yeah. And the others air just, uh, somewhere. Just bear templates that nobody’s ever looked

[00:12:48.21] spk_3:
like Yeah or Brandon pages that maybe a euro they fought should go somewhere like a ah organization. Uh, orc slash donate. They thought was going to take him to the donation for which it should, if it doesn’t. But there’s all types of reasons that users might be typing in or finding a bad world. So the second tip there are traps that we can make is also utilizing our websites. They’re hosting service’s, depending on what Web post you have. Or if you’re using something like WordPress true, Juma or dribble installing a plug in that will help you easily find those 44 pages. What are the links that people are active thing? That I’m returning the 44 page so that you can create custom redirect X for each of those page pages, either taking them now not to that customized for four cage, but to the specific resource they have meant to find in the first place.

[00:13:18.83] spk_2:
Okay, how do we do this? How do we find all the links that are causing the four forever’s?

[00:13:48.18] spk_3:
Yeah, if you’re armed, any of the major content management system was like WordPress, triple or Jumah. There are plug ins that exists. We use redirect a redirection. Our WordPress often eyes an easy plug in that will tell you what of those four for what pages? What your l’s are returning those four for error messages and will allow you to create a custom, uh, redirect from a specific you world to the new one. Very easy to use. I mean, really this to the states. Less than an hour for sure. Um, just set up andan. Actively. Manage over time.

[00:13:57.14] spk_2:
Okay, cool. Those 404 related. Excellent. Thank you. All right, Dominique.

[00:14:50.89] spk_4:
Sure. So another one of the treats I’d like to talk about is that you can perform a responsiveness review test without having tablets or phones with part of you using developer pool in the major browsers in the major browsers in chrome and Firefox, it’s either control on Windows Air Command on a Mac plus shift. Plus, I brings up a developer pulled interface where you’ll see the website and you’ll see a bunch of code at the bottom of the great place at a CSS if you want to. But along the hop, there’s a bar where you can simulate all different kinds of devices all different. Find the full homes or programs in iPhones going back several generations, some of the more popular android phone tablet sizes, and you can also put in any custom screen resolution screen sizes that you want. You’ll see how your site will render on any of those and anything, anything that might be getting hung up anything that falls off the page, it doesn’t look quite right. You know exactly what? The edit? You actually have have any of the devices? Part of you did do that simulation right there. Building your brother.

[00:15:07.13] spk_2:
Okay. Could you give us those keystrokes one more time, please?

[00:15:10.84] spk_4:
Sure. Its control on the windows or command on a Mac plus ship. Plus I

[00:15:16.84] spk_2:
okay, okay.

[00:15:57.21] spk_4:
And another one, which is more about accessibility That Chris was talking about before with color tracker, um is to try to interact with your website without about their folks that that used what place? Exclusively using keyboard navigation. And you should be able to from the address bar, you should be able to hit a tab key and other keyboard controls to move through every element on the page. Those elements should be highlighted with a little box. And there are right. I see your face right now. Is this something that you don’t think about if you are mouth user all the time, But there folks who don’t use amount and is every element under page accessible to some without using a mouth, I think is a really good thing to check over. You could at least do that check in the hour time frame and then schedule out any improvements that you need to make.

[00:16:16.44] spk_2:
Okay. Yeah. I mean, if we have thousands of pages, isn’t that this is gonna This is gonna be a much longer one, beyond-potential

[00:16:21.04] spk_4:
e. I mean, for a lot of these, I would say focus on your home page and your top traffic pages like coffins analytic. See, with those top traffic pages are you know, what are the top five that really get people eyes on them? Um, if you have paid on your site that gets three visitors a year, it’ll be fine. Don’t worry about it. You know, focus on what really has live on it.

[00:16:40.64] spk_2:
Okay. Okay. Did you give us another one?

[00:16:47.24] spk_4:
I give you another one. Okay. I’m gonna go down in the things

[00:16:48.45] spk_2:
I said to and then I made three e.

[00:16:52.84] spk_4:
I have another one right here. This

[00:16:54.66] spk_3:
one actually is

[00:16:56.56] spk_4:
two for easy. Especially if you’re using WordPress or another constant mounting system at a two factor authentication for your log in screen.

[00:17:05.94] spk_2:
Two factor authentication. Oh, yes. Okay. Yes.

[00:17:09.05] spk_4:
You have Robert for walking folk logging in from different locations. If you’re sharing while giving the developers or other external people just make sure that everyone feeling being really faced when they log in and protector security

[00:17:20.59] spk_2:
is that sort of a spy becoming the standard now? I mean, I get I get that offer from a lot more sites now. Then I did on it Seemed like even just a year ago or so, you know, encouraging me. Teoh, sign up for two factor authentication, whether it’s by email or by text message is that Is that sort of becoming the standard Loggins?

[00:17:41.72] spk_4:
I haven’t. I see. It was standard. A lot of fun with account. Loggins for other website. I haven’t seen it. I would like to see it, but haven’t seen it rising as a standard for your actual admin account to manage the back end of a website. But I do think it’s a smart security move.

[00:17:57.44] spk_3:
Okay, if I can add I mean, we’re seeing websites of nonprofits becoming targets of attack increasingly so over the last four years, a ZX, much as foreign agents or tryingto have corporate websites. It’s They’re also trying to hack non profit websites, and it’s incredibly easy. We’ve heard of nonprofits have had their websites held for ransom, who had them taken over used maliciously. And so I actually have toe not just agree, but kind of reinforce. I think we’re done. Nick is saying that we should all consider two factor authentication of requirement for our jobs and are not profits. If we have access to something like administrative controls of a website, have access to private constituent data. Have access to private donor data. Mads, most of us in our organizations.

[00:18:42.93] spk_2:
Okay, Chris, go ahead. You’re

[00:20:57.34] spk_3:
okay. Two more. Two more. Um, these are actually two of my favorites because it’s something that’s so in a way, very easy. But, um, none of us really do well and myself included. I think we overlook it because it’s what happens after a transaction. So it’s the confirmation page and the acknowledging the emails is there to tweaks confirmation page and acknowledgement emails that people see and receive after they take a major action on our website. Like sign up, subscribe. Donate to us. You think of the confirmation page 100% of people who went to the process and got to your donation page and made a donation. 100% of them are going to see a confirmation page, and about 80% of them are gonna open that acknowledgement email. And yet most of us use that content as another debt. It basically a wall to say thank you. Here’s what you just did. I find it especially funny of acknowledging the emails, and I’ve done some research with various organizations that worked with over the years, looking at large scale amounts of acknowledgement emails that were sent versus newsletters versus appeal letters versus other types of email communications. And while emails, appeals and other newsletters receive anywhere between, like 10 50% open rates, at least 80% of our users are opening the acknowledgement email that tells them what they just did on your website. So can we use that as an opportunity to provide a new engagement for them or a new call to action? But I try to end every engagement opportunity or touch points like a donation with an opportunity for three new touch points to begin, and that could be as easily as watch this video to find out how your body is gonna be abused or the impact you just help us make It can be. Subscribe to our email so you can stay on top of what’s happening next. It could be a tender local event. Follow us on social media. Tweet your support. There’s so many ways that we can keep folks engaged instead of simply saying thank you and goodbye. So that’s two of them. That’s our confirmation page. The page we see after the taken action. What? How can we customize that to make it more engaging and offer more for the donor to do next? And it’s our acknowledge me email, usually an email they received within 24 hours after taking a major action on our website. And Mike Wise also usually gives them tax information or confirmation what they just did, but also an opportunity to ask them to tweet, click, follow, share, watch we do more.

[00:21:14.05] spk_2:
Okay, I was just gonna ask, Are these good places Teoh acquaint people with the social channels for

[00:21:42.95] spk_3:
absolutely campus? Yeah, I would. I would make it a little bit more personal, probably, and customize it more than just follow us. Um, I took one tactic I’ve seen used. That I really appreciate is following it up with a thank you video that maybe is, or an impact video that’s hosted on a social media channel that you can either link to, say, Watch this video and then take them to Facebook or Twitter or LinkedIn wherever you want them to be. YouTube had them watch it there so that they’re actually exposed to that. Another candle, your on instead of just sending them back to your website where they just came from.

[00:21:51.57] spk_2:
Okay. Okay. Does that count is two or that was two places to do. The same action

[00:21:57.36] spk_3:
that was to different actions that we contain. Customizing a web page is gonna take about an hour problem.

[00:22:00.94] spk_2:
Okay, um, you want to another one?

[00:23:50.84] spk_3:
Sure. So speaking of calls to action, another one that we want to talk about was effective Calls to action. And there’s been lots of research on this from a lot of different companies. One very famous study is actually from head pub spot. Um, that showed ah, fairly drastic increase in conversions on click throughs. Win the links that in the buttons that were used with the cholera action included more than something like read more or, um, or down or Ah uh, was it click here. That’s the other one. Whenever we have a link on a Web page that says Click here or a button that just says Submit, that’s the other one that could be bothersome. So those are basic called actions and Hub. Spot says that smart to call the actions that are very specific description action oriented can actually increase the conversions by around 42% of the click throughs. This these men not conversions pictures by 42% to those links. So instead of read Mawr, maybe, the link says, register for 52 tweaks. Webinar. It’s descriptive. It’s clear it’s gonna be more action oriented saying, Register, do this. You’re telling them exactly what they want them to do. And it’s also going to be better for search engines because it tells search engines what’s behind that link. It also is better for screen readers because screen readers will read out a link that says, Read more and then they don’t know what MAWR it would divorce about, uh or just says submit, and they don’t know which form are no Web page there actually submitted. So we can be a bit more specific with our buttons instead of submit by saying these, like, register, read more, sign up post to Facebook. So instead of just share post specifically to each channel on a button download, even download the resource.

[00:24:14.27] spk_2:
Okay, Okay. That’s a good one, because there’s But the buttons are so ubiquitous. Um, have to quibble with you about called toe actions. I would I would have said calls to action. Like attorneys general. Yeah, Generals. So I don’t You might want Yes. Just ah, tweak. 53 tweaks in 52 weeks. Um, how many? Go ahead, please.

[00:25:15.24] spk_4:
Sure. So two more for me and these. I will. I will take it out of developer land. Um, and and these These are actually both really quick and easy. These could be done in far less than an hour. So one of them is placing a call to action In your footer, people look at the footer that’s been shown through through heat mapping tools where they met over people. I goes where their mouth is go. So political action and that Twitter, if you can. And if you can embed a form directly getting more and more popular to have a tiny subscribe form in your in your footer that’s just birth last and email stupor. Simple one and then another super simple one is auditing your staff page. Is there anyone left on that half page that doesn’t work the organization anymore? Is that leading to their email address that might help you monitor anymore? Is there anyone who has been hired who’s not all that page and needs to be? I think I when I also consult and when I do what I for naught profit law that time. You know what I’m working on the content with, um, that we like, Oh, they’re seven changes the stat page that we just haven’t made in the last six months. So your view is, get a let out, keep it up to date. It doesn’t take a long time.

[00:26:04.04] spk_2:
No, it’s coming to me to while we’re the three of us are talking Dominique that depending on when I air this, you know, we may still all be working from home. Um, I don’t know for sure, but a good chance. These are the kinds of things that could easily fit on a task list. You know, you could not that we’re working from home and have enormous amounts of free time, but we it seems like the kind of things things we know we could pick our top half a dozen or so that we want that we want to take on of the ones were discussing and and you know where to take them off one a week or once, even one every couple weeks while we’re, you know, most likely still working from home

[00:26:13.35] spk_4:
coolly. And also, I think, what kind of your stressful Sometimes it feel, what they are for everyone right now and which they probably will be for a while. But I feel really easy to have, like, one relatively right. This is why people put shower on their to do list so they can

[00:26:28.07] spk_2:
cough

[00:26:28.36] spk_4:
it off. It’s feel good and create momentum to have something easy that you can do and then check off and move forward.

[00:26:45.58] spk_2:
Okay, this is cool. This is a great one to kick off R and D C coverage with easy, easy fixes. Don’t take long. Um, let’s see who who started because we’re gonna We’re gonna wrap with the next round. So who Christie went

[00:26:52.05] spk_4:
you

[00:26:52.51] spk_2:
used. Okay, Chris, Go ahead. Wraps up.

[00:28:38.64] spk_3:
Well, okay, well, let’s wrap it up with one of them. That should probably actually be first that we haven’t already done these yet. And that’s around setting up Google tag manager. So Google tag manager is the modern future proof version of a tag data that you in bed under website and it allows Google analytics and other code to be embedded on your Web site. So we contract outta around how users are accessing our website where they’re coming from and more information. So most of us by now probably have Google Analytics code on our website already. Hopefully, we’ve already updated, but if we haven’t yet Google tag managers, the new version, because who will analytics code would require tweaking of the code. Every time we wanted to add a new event, an event, it could be something like ensuring that we’re able to track the number of PDS that are downloaded on our website or able to track the percentage of a page that somebody schools on our website. These are things that Go analytics doesn’t track by default, although they can be easily configured with Google tag manager. Over time, we can add new event triggers or new code, even things like Facebook pixel, which is used to attract people from Facebook who are on our website taking actions after seeing an ad or post. All of this is much more manageable, manageable and easier to use. With Google tag manager like Google Analytics, it’s free to set up. I need to be found a tag manager dot google dot com And then we have about five more that if you end up coming in watching the recording of our presentation or downloading the slide, you have access to all of these that includes, like spending an hour one week setting up event tracking to ensure that P, D. EFS and other non native forms of content are actually tracked. When access on their website. Well, like I suggested the scroll on a page, we can track the percentage of school on page, which is incredibly important for organizations that are writing a lot of contents. Blawg Post resource is other educational information.

[00:28:51.06] spk_2:
Where can we find the slides.

[00:29:01.24] spk_3:
So the slides and the recording of this presentation are gonna be available at tuttle dot link slash 52 tweaks total dot link slash 52 tweaks. That’s to U T T L E. You’ll get the slides. You can get a recording of our webinar. You can also subscribe to an email if you like. A drip campaign will send you one email week with one of these tweaks and links to instructions on how to start it.

[00:29:31.84] spk_2:
Oh, cool you and dominate for doing this together we are. Yeah, awesome. All right, that’s that’s fabulous. All right. Thank you very much. Both of you, for ah, kicking off our coverage. It’s Chris Total, principal at Tunnel Co and Dominique Hernandez, website administrator for Institute for Policy Studies. Thanks to both of you. Thanks so much.

[00:29:39.84] spk_5:
Things are just

[00:29:41.34] spk_2:
responsive by Cougar Mountain software. This and TC coverage. Thanks so much for being with our 20 and TC coverage,

[00:31:48.01] spk_1:
we need to take a break. Cougar Mountains software. Their accounting product Denali, is built for non profits from the ground up so that you get an application that supports the way you work that has the features you need and the exemplary support that understands you. They have a free 60 day trial. Check it out on the listener landing page at tony-dot-M.A.-slash-Pursuant non Now, time for Tony’s take to start the racism conversation. That’s our latest special episode. If we’re going to have a legitimate national conversation about race, it’s got to start with each of us. We can’t count on somebody else. I used to have a Boy Scout leader who said There is nobody named somebody else. We certainly can’t count on political leadership. They’ll just get dragged along later on after we start things after we create the momentum, it starts with each of us. For every time you’ve seen Gandhi’s be the change you wish to see in the world posted on Twitter and Facebook, this is a moment for you to walk the walk, not merely read the post. There’s 401 year old systemic racism running throughout our country, including throughout the non profit community, including throughout your non profit. Do you want to identify it and deal with it, or do you want to merely read the post and walk by like the officers who stood by while George Floyd was murdered. Like the officers who walked by. Martin Gino laying bleeding in Buffalo. If you want to be the change, you need to start the conversation. That’s where our special episode helps you do. My guest is Case Suarez, executive director of Equity in the Center. It’s out in podcast. If you prefer video, it’s on my YouTube channel in the racism and white privilege playlist that is tony Stick do Now. Time for Keep Your shiny new website shiny and new.

[00:32:21.94] spk_2:
Welcome to tony-martignetti non profit radio coverage of 20 and TC. That’s the 2020 non profit technology conference. The conference had to be canceled, unfortunately, but we are continuing virtually with our coverage. Our coverage is sponsored by Cougar Mountain Software. Joining me now are Josh Rheiman and Samantha Wasserman. They are both with great believer. Josh is the founder and president, and Samantha is account manager. Josh Samantha. Welcome.

[00:32:24.44] spk_5:
Thanks. Thank you.

[00:32:44.14] spk_2:
I’m glad we could work this out. It’s good to know that you’re each well and safe both in Brooklyn, New York. I’m glad I’m glad we could get together. Today. Was to We’re, ah, talking about your conference topic, which is Keep your shining new website shiny and new. Um, Josh, why did you start us off? What seems to be the problem? Why did you think that we needed ah, session like this? Put it that way.

[00:32:52.74] spk_5:
Sure. Um, we find that a lot of organizations invest a ton of time and money and energy and their websites, and then they just sort of forget they exist and way like to compare, um, a new website to a new car. A car starts to depreciate a sooner to drive it off the lot. And if the websites not properly attended to the same kidnapping into it. So we like to devise really strategic maintenance plans with organizations we work with to make sure that the value continues to grow over time.

[00:33:22.44] spk_2:
Okay. Maintenance plans. So? Well, we have some time to get into the maintenance planning. Um, you have some tips on keeping it fresh and keeping content fresh. Um, Samantha, Anything you want to add to the beginning of part of this?

[00:33:38.19] spk_6:
I think Josh pretty much summed it up. We know that it could be a lot to manage a website, and we have some ideas for how to keep things interesting and up to date after lunch.

[00:33:47.88] spk_2:
Okay, cool. So why don’t you get us started? What? Uh, what goes into this maintenance plans, Samantha?

[00:34:57.43] spk_6:
Well, we think it’s really important. Teoh identify key people at your organization to keep the website up to date. We know it could be a lot of work for a single staff member to be responsible for all of an organization’s website updates. So we always recommend finding different gatekeepers for different types of content. So whether it’s an HR team being responsible for job postings or development team being responsible for keeping events up to date, it’s really important to try to spread out the responsibility a little bit. Um, it’s also really important toe. Think about keeping content current. So are you updating blawg posts? Are you updating your staff and board list? Users are going to come to your site trying to find up to date information about what’s happening at the organization. So it’s really important wherever possible, that you’re keeping content updated. So even if it’s little things like shifting an image on your home page or promoting a new program just something so that the state feels less stale every time a user visits. That could go a long way in helping things feel dynamic.

[00:35:04.74] spk_2:
What about that blawg, Samantha? It’s it’s that can be daunting. You recommend? I guess, I presume. But I won’t make explicit distributing that around so that different different teams are contributing content to the blocks of the Nobody feels burdened and overwhelmed, but it still stays fresh.

[00:35:50.06] spk_6:
That’s a great question. We hear this a lot, you know, It could be a little bit Don thing to keep, um, up to date with a content production schedule. So there’s a couple of things you can do. You can definitely bring in various collaborators to tell stories from all over the organization or client stories potentially but also think about what you’re going to call that log Block has a certain association in terms of a frequency of posting. Maybe if you come up with a different creative title for your blogged, it’ll help alleviate that pressure a little bit. Andan also tried

[00:36:05.93] spk_2:
What? What? Let me Let me stop you. If you got an example or two of something creative instead of calling it you know, on the main navigation bar tickling our blawg. You got something? Sure, but one

[00:36:07.03] spk_6:
of our Yeah, one of our clients is called Data two X. Um and they came up with a name for their block called the two X tape. Um, so just something a little bit

[00:36:16.73] spk_2:
creatively

[00:36:17.56] spk_6:
on their name. It’s not too different than a blogger, but just, um maybe people don’t associate that with the same weekly update,

[00:36:24.73] spk_2:
wearier more often lower, lower the expectations

[00:36:32.83] spk_6:
exactly. And then also try toe produce content in advance so that if there’s a busier time, you know, maybe it’s grown a virus and you don’t have time for your regularly scheduled programming. You have something in your back pocket that you can go back to something evergreen, um, that you prepared when things are a little bit slower. So it’s always great to kind of load up that content calendar when you have the time.

[00:36:54.44] spk_2:
Yeah, OK. OK, Josh, more, more. You want to add on the this overall maintenance plan?

[00:37:37.72] spk_5:
Sure. I mean, a lot of the things that Samantha is talking about the things that I can talk about also are things that really anybody could do at their organization. You don’t need to be a designer, you don’t need to be a developer. And there are maintenance plans that we construct that are much more Design and development focused, but the plan for this session was to really give people tips and tricks they can put into action immediately. Um, and that could be whether they are, you know, preparing to start a website redesign process that they’re in the midst of one or if they recently completed one. It’s always good to start thinking about ways that they can put these interaction themselves and don’t need to actually hire an outside vendor. And there is a lot of other, um, there a lot of other ideas that we do want to mention. I think a really important thing, though, that you can do either during the processor after is to make the most of your Web vendor. And there’s a lot of things there went. Bender can do it. Prepare your website in a way that makes us effective. This possible. So, for example, every website we do in every website profit every website built nowadays is much more user friendly in terms of being able to make content updates to it. We use WordPress. WordPress is like 40% of the Internet at this point, and we’re presses so nice because we can custom design a cider or whatever Web under your working with custom. Design it, but you can to make edits toe all the pages of your site yourself, whether it’s adding a new team member, duplicating a page for a new campaign or otherwise. So that’s one thing that we always encourage people to make sure their Web vendors are doing to make sure that their site will also be easy to manage. And there are other things. Also, any Web make sure

[00:38:36.74] spk_1:
let’s go through some of these tips and tricks. Yeah, don’t.

[00:38:39.42] spk_5:
All right

[00:38:43.35] spk_2:
way Don’t hold out on us, please. About

[00:40:23.21] spk_5:
yeah, for sure. I mean, there are a lot of other things Any Web vendor should connect your site to. Google Analytics. You should have a tool for search engine optimization and Google ads is something you have the Google ad grant and a really important piece of our process, and everyone thunders process should be to give the organization a training guide that actually shows how to use the back end of your site, whether it’s WordPress or truthful or another content management system. So yes, there should always be a training session where the agency runs the organization through the back end of their site shows not a make updates, every page of the site, and so on and so forth. But the training guide is a nice reminder for someone who may have been in that session but forgot circle pieces but could also be something that’s given to a new staff member when they join so they don’t need to get the whole run down the 30 minute run down for another staff member. They could just take the guide and go off to the races. And on a similar note, we recommend creating something we call a in case of emergency document. And this is just when things go wrong. This is the thing you turn to. So it should have that training guide in it, or a link to the training guide so anybody could make any changes to the site. They need to, for example, with um cove in 19 of somebody in less than they could change the home page to call out their approach to responding to the crisis. They need to be able to log into the site and make that change. So it’s always great to have access to that training guide. But it’s also important that access to your Web vendor. So we always recommend putting contact in both for that web vendor into this incurred in case of emergency document contact didn’t vote for your donation platforms. Other platforms on your side should something break. And suddenly things are not working correctly to make sure that could get fixed as soon as possible. Also, log in credentials. Oh, God.

[00:40:25.97] spk_2:
Um, I was gonna change subject little bit. So did you want us to say finish something about log in credentials?

[00:40:33.08] spk_5:
Yeah, this quickly. I did other things you can put into this document or log in credentials to other platforms on your site. Even contact info for your host. If suddenly your site is down and you have no idea why. Just making sure you have at your disposal information. You need to fix things if they go wrong. Because we always say Internet is is an in perfect place. Google docks goes down. Google doc breaks. So it’s always great to have at your disposal access points to fix things. Hopefully, they don’t go wrong too often when they dio, you should be able to resolve them quickly.

[00:41:14.61] spk_2:
Okay, um, I was gonna take a little digression with you. I’m wondering why you prefer WordPress over Drew Pole or Jumla. Can you, uh you sound like maybe your WordPress evangelist. Do you want toe? Explain why, Why? You prefer WordPress over other ones?

[00:41:20.61] spk_5:
Sure, and I’m sure Samantha want to chime in here. Also, the main thing for us is that we do all of our design completely from scratch. And we do our very best to then build the websites in a way where any client can very easily manage it themselves. And we find the WordPress works the best for that with something like dribble and dribble releases a new version. Um, you often need to make pre wholesale updates to your side if not fully revamp your sight completely. And with WordPress, the updates that are released are are easier to handle. They don’t require widespread changes. So we think that where press works well to make sure the site will still look beautiful. It would be easy to manage and also will work well for years to come given, given its its build set up and also the fact that it is like 35 to 40% of the Internet.

[00:42:06.80] spk_2:
Yeah, Samantha, anything you want to add on, Why WordPress.

[00:42:28.90] spk_6:
It allows us to make our designs as customers. We’d like a CE Josh mentioned. And so it’s kind of the perfect marriage, something that we can give over to our clients once it’s finished and looks amazing. And we do a lot of, um, kind of modular template ties pages. And it allows our clients to mix and match different pieces to meet their needs for new programs or new cook campaigns as they come up.

[00:42:35.30] spk_2:
Okay,

[00:42:35.71] spk_5:
We also find that since WordPress is so popular that when we create a new website for an organization, some of not most of people that we trained to manage that side have dabbled with WordPress or even manage a WordPress site before, So it’s less of a 0 to 60 approach

[00:43:29.42] spk_1:
time for our last break turn to communications relationships. The world runs on them. We all know that turn to is led by former journalists so that you get help building relationships with journalists. Those relationships will help you when you need to be heard. So people know you’re a thought leader in your field and they specialize in working with nonprofits. They’re a turn hyphen two dot ceo we’ve got but loads more time for keep your shiny new website shiny and new. Samantha, let’s go back to

[00:43:40.40] spk_2:
you. Uh, one of the things that you mentioned in there Ah, session description is techniques to allocate different types of updates to different team members. Uh, what can you What can you flush out there for us?

[00:44:07.30] spk_6:
Sure. Well, piggybacking off of the WordPress discussion a little bit, um, within WordPress. And I’m sure in other CMS isas well, there are different levels of access that you can give different users, so this could be really useful. Maybe you have an intern who’s helping you with those block post you don’t want to give them. We’ll publish access on the web site. But you want people to drop something that a supervisor then reviews, or you can give that huge. Our team that I mentioned before access to just the job posts on the website but not full access to the website. So there’s a lot of customization that you can do. Um, and we always think it starts to just get a ZX Many people on board with learning how to update the website is possible. Just toe. Like I said, spread out the responsibility. But also, you know, if someone leaves the organization, you don’t want to be left in a place where you can update your website for several months because the one person with all of that knowledge is no longer available.

[00:44:54.49] spk_2:
So it sounds like you really favor a decentralized approach. Teoh Content Management is there Anybody who maybe shouldn’t be shouldn’t make medic, maybe contributes content, but it doesn’t have the authority to change the site themselves. They really like that.

[00:44:59.09] spk_6:
We try to hide as many settings in our WordPress dashboards as possible. That could lead toe larger site wide or code changes. Uh, but within an organization, it really does depend on the organizational structure. But typically there is kind of one person on the communications team who will really, um, lead the whole process and assigned different responsibilities. But we do find that it could be a really overwhelming task, especially when you first launch to get all the content loaded in. And that’s where we see in our website projects. Um, some of the biggest challenges or holdups timeline wise for our clients. So we do always recommend to try to find several different team members who can emphasise.

[00:45:58.15] spk_2:
Okay, what about keeping supporters engaged? You know, people engaged with your site after, ah, full blown launch. I mean, some of that, for a good part of that is keeping content fresh. I realized that something beyond beyond just that the you can talk about

[00:46:03.72] spk_6:
Absolutely. So it’s like you said, it’s not enough just to keep the site updated. It’s also important to make sure that, um, users continue to find their way to your site. So when the site first launches, of course it’s important to you social media posts and email blasts and Google ads to drive traffic to the site. But this continues to be important even after lunch. In this maintenance period sides, you add new content or pages like upcoming events or a capital campaign. It’s really important to use those tools to drive users back to the website again.

[00:46:36.58] spk_2:
Okay. Okay. Um, Josh is there. Is there anything that would sort of be a trigger for when we need ah, refresh of our site? Maybe it’s not a full blown new site, but at least a refresh or or maybe something more like. Are you listening to what people are saying? People don’t come out and say your site looks dull or you know, your site looks like 2003. But how do you I didn’t know that it may be time for at least a refresh.

[00:47:06.18] spk_5:
Yeah, there’s really two sides of the equation. The first is the visual side and really just asking people to honestly look at their website and feel like if it reflects who they are from a design perspective doesn’t do justice to their mission and their work. And also is the user experience clear? If you send somebody to the site looking to make a donation, can they easily do it? If you send somebody to the site to fill it a volunteer form can they get there without calling the office to find out how to do it? So sometimes an old website doesn’t just look bad, but actually can waste time for staff members who need to explain how to get there and also just not do justice to the current status of their work. That’s the front end to the site, but also back in perspective, like we’re talking about with site management. It’s so important that anybody without coding skills or technical expertise or average non profit staffer could make changes to the site themselves. And we have found that a lot of sites that were revamping they actually are circa 2003 or something around there. And because of that, they look very outdated. They don’t really have relevant programmatic language compared to what the organization does now, and they’re impossible to update. And if they can update it, they can update only small components. And if they can’t have to rely upon 1/3 party who often has to have him enter into a ticketing system, and they could take a couple of days to make a very small change like let’s, say, changing your phone number.

[00:48:44.81] spk_2:
Yeah, okay, Okay, Um, if you have all these people contributing to your site, how do you make sure that things look the same. Feel the same across across all the different pages that they might the different teams air, contributing to consistency. Basically, I’m asking about How do you How do you make sure your site looks consistent throughout?

[00:48:51.77] spk_6:
I think that goes back. Teoh Josh’s point about leaning on your Web thunder and making sure that you have adequate training or training guide, Um, after the site is built but also on the organization side. It’s really important to have that kind of team leader who oversees all website updates, and you kind of be the consistency police or the brand police, you know, make sure that the tone is the same and that the correct templates being used making kind of run point on everything

[00:49:17.97] spk_2:
okay,

[00:50:01.26] spk_5:
Yeah, and piggyback enough that that training guide will have very specific information or shoot ivory specific information. For example, the featured image on your home page measures this this many pixels by this many pixels. So when you replace it with a new photo, it’s not cropped awkwardly. It’s not too small to fit the space that’s really important. But another thing you can get from your webs under is design assets from your website. And if an organization of somebody on staff whose aware of how to use Adobe in design or photo shop or illustrator you can actually request assets for graphics like let’s say, an infographic that talks about how many people you served in 2019. If the organization has that raw file, they can update it for 2020 and that can replace that file on the website. But even if an organization doesn’t have people that air designed savvy with those programs, they can still request all the assets to have them. You know, j pegs of the infographics another graphics used in their sight snake and then use those and other places like, um, like an email blessed to again create that level of consistency like you were talking about across all these different channels.

[00:50:23.30] spk_2:
Yeah. Okay. We still got a few minutes left, Josh. Anything? What happened? We talked about that. You’d like people to know.

[00:50:34.66] spk_5:
Good question. I I think the

[00:50:35.72] spk_2:
okay

[00:51:10.16] spk_5:
ultra. One thing out there. I think a lot of the a lot of the need for Web maintenance comes from relief. Thinking about who you are as an organization on what are the key actions you’re driving. So donations air almost usually number one for all, or eggs. And the visitors, their science, then you need to think about is event registration important? Our email sign ups important. Our volunteer sign ups important because you want to keep your site current with all the content we’re talking about. But you also want to drive people apart to your site where they can take those actions that are so important to keep your organization running. So kind of assessing the real purpose of your site and those key actions you’re driving could help to dictate what kind of maintenance plan you might need.

[00:51:21.39] spk_2:
Okay, How about you, Samantha? Something you’d like to add that we haven’t talked about yet or go more detail or

[00:51:32.86] spk_6:
thanks, Josh pretty much covered it. Um, I think it’s really important toe. Make sure that Yeah, um, realizing that users are going to your website as probably the first place they look for updates about your organization. And so all of the tips that we’ve outlined are really important just to make sure that information is up to do and there’s nothing that screams outdated, like an event being highlighted on the home page that past two months ago. So just being really cognizant of, um, what contents being featured and how often you’re checking back on your site?

[00:52:05.95] spk_5:
Okay, I’ll throw one more thing out there, tony, which is oftentimes it’s very hard for an organization to get funding allocated to a website redesign process because that’s money that could be going elsewhere. Money date on fighting for for years. Um, but what we recommend organizations do is not just fight for the money to cover that website redesign, but also fight for money that could handle maintenance and maintenance in terms of how it’s structured is really a case to case basis you could talk about with your Web vendor, but you’ll wanna have additional funds lying around and ready for use to make sure that your Web vendor can continue to work with you. Because all the things that we’re talking about you can do yourself. There are certain things, like if you want to make a brand new page from scratch or create new graphics or in bed a new piece of functionality, it’s important to have hopefully some budget remaining after the initial Web redesign budget was depleted. To get the full picture and to keep your site growing from, ah, more of a design and development perspective.

[00:53:07.72] spk_2:
Okay. All right, we’re gonna wrap it up there. All right? That’s Josh Rheiman, founder and president of Great Believer and Samantha Wasserman, account manager, A great believer, and both in Brooklyn, New York, where the company is Thanks so much. Thanks for sharing. Just like dozens of tips. Thank you very much.

[00:53:17.05] spk_5:
Thanks, tony.

[00:53:27.01] spk_2:
And all right, stay safe and thank you for being with tony-martignetti. Non profit radio coverage of 20 NTC were sponsored by Cougar Mountain Software Denali Fund. Is there complete accounting solution made for nonprofits? Tony-dot-M.A.-slash-Pursuant Mountain for a free 60 day trial? Thanks so much for being with us

[00:54:23.36] spk_1:
next week. Women of color in Fundraising and Philanthropy A new online community will have the founder back, Yolanda Johnson, plus more interviews from 20 NTC. If you missed any part of today’s show, I beseech you, find it on tony-martignetti dot com were sponsored by wegner-C.P.As guiding you beyond the numbers wegner-C.P.As dot com by Cougar Mountain Software Denali Fund. Is there complete accounting solution made for non profits tony-dot-M.A.-slash-Pursuant Mountain for the free 60 day trial and by turned to communications, PR and content for nonprofits, your story is their mission. Turn hyphen two dot ceo. Our creative

[00:55:02.15] spk_0:
producer is clear. Meyerhoff. Sam Liebowitz Managed Stream shows Social Media is by Susan Chavez. Mark Silverman is our Web guy on this Music is by Scott Stein be with me next week for non profit radio big non profit ideas for the other 95% Go out and be great talking alternative radio 24 hours a day.