7 Habits of Highly Effective Nonprofit and Association Sites

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Seven Habits of Highly Effective
Non-profit and Association Sites
Darren Guarnaccia, VP Product Marketing
DG@sitecore.net

Sitecore
 Leadingprovider ofenterprise-class .NETwebcontentmanagement andportal
softwareformid-to-largeorganizations
 Presence
 SanFrancisco,Boston,Copenhagen,London,Munich,AmsterdamandBrisbane
 Stability
 Profitablesinceinceptionin1999,sameowners,samevisionandsametechnology(.NET)
 Customers
 Over1400clientinstallationsmanagingover5000websitesworldwide
 Recognized
 BestMicrosofttechnologyalignment,MicrosoftISVPartneroftheYear2003/2004,Microsoft
GoldPartner
 Supported
 Over300SitecoreCertifiedPartnersworldwide,withover100inNorthAmerica

Sitecore’s 1400+ customers include:

The Value Gap
If you had a resource that could…
 Increasemembership growth
 Increase revenue fromexisting members
 Createmoreloyalty andparticipation frommembers
 Lower customersupportcosts
 Increasememberrenewal rates
Would you make use of it?

Most Web Sites are Untapped Resources
Many organizations fail to harness the full potential of their
member facing sites to:
 Improvemembergrowth andrevenue
 Reducemembership churn
 Deliver moreperceived services,moretangibly
 Generatememberselfservice
 Monetizemembership anddiversity revenuestreams
Due to consumerism elsewhere, customer expectations
continue to rise
Due to advances in social networking, members can solve
their needs if we don’t do for them

Audience Poll…
How long does it currently take to make updates or
changes to your Web site?
 Hours
 Days
 Weeks

Introduction to the 7 Habits
 Steven Covey’s book, “The 7 Habits of Highly Effective
People” (Simon & Schuster, 1989)
 Apply the same rules to your Web site
 Your Web site is a mechanism to build and grow an
online relationship with your audience

Habit #1 Your Members are in Charge
Listenandrespondtoyour members’needs
 Learnhowtolisten
 Optimizeforwhatyourcustomerwantstodo
 Analytics onlytellpartofthestory
 Engagefocusgroups,surveysandyouronlinemembercommunity
Thecustomerisalwaysright
 Becomeadaptive -Learnandevolve
 WCMtoolstotherescue
 Prioritize highvalue content(thatuserbehaviorshowsyou)
Benefits
Bycreatingacustomercentricwebsite:
 Moreloyalmembers(goodwillleadstolowerchurn)
 Moreengagedmemberscontributeemore
 Lowersupportcostspermember

Habit #2 Implement your site goals with
consistency
Not as obvious as you think
 Manysitesstillbehave likesingledimensional literature
 Createtargeted(segmentbased)callsforaction
 Leveragetheadvantages oftheweb, speaktowho theyare
 Providememberswith interactive toolsthat leverage theweb
 Diversityrevenue with additional services thatmonetize member-base
 Guidememberswhere you want themtogo
 Remember: differenttypes ofmemberswill reactdifferently andplanforit
Ask yourself…
 Whatshould membersachieve onthissite?
 Whatdifferent types ofgoalsdotheyhave?
Benefits
 Providefocusanddirection intoeverypieceofcontentandfunctionality
 Increased revenuesourcesallowyou todomore

Habit #3 Balance User experiences with Site
goals
PrioritizeYour Members’Experiences
 Memberexperience mustwin out
 Createvalueforyour members
 Providewhat theyneed,orwhat theydidn’tevenknowtheyneeded
 Aligntheirneedswith your desiredoutcomes
 Useyour memberscommunity apartoftheexperience
 Expose someofthisvaluetonon-members todriverecruitment
Benefits
 Increased memberretention
 Lower costofdoingbusiness with members
 Goodwill generates WordofMouth(WOM)marketing

Habit #4 Deliver Value to Your Members
Provide value
 Deliver valuebacktomembers
 Understand what theyneedanddeliveritquickly
 Demonstrateutilityoftheinformationtheyprovide
 Deployglobally, touchmemberslocally
Benefits
 Createsstrongercollaboration habitswith members
 Buildsgoodwill with members
 Increased memberretention

Habit #5 Be Honest – What is and is not
working
Examine and evaluate what does not work
 Findtheholes
 Identifywhat customersseek,butcan’tfind
 Elicitfeedback andcommunicate back
 Offerexpertise
Benefits
 Helpyour memberlearnhowtoengagewith you
 Lower membersupportcosts

Insert Search report showing
zero result searches

Habit #6 The real Web 2.0 - Create the
ongoing dialogue with your members
Create an ongoing conversation with your members
 Usepersonalization tohaveanongoing dialogue
 Putyour membercommunity towork foryou
 Bubbleupideasandproductfeedbackfrommembercommunity
 Buildtrustandconfidence usingyour community
 Ifyou don’tdoit,facebook will…
Benefits
 Createsvalueforthemember
 Greatermemberintimacy/Loyalty
 Expands themember’srelationship
 Deeperunderstanding ofcustomerneeds

Audience Poll…
How many of you are using community features on your
member sites today?
 Yes
 No
 Considering, buthesitant

Habit #7 Sharpening your Website’s Saw
Websites are now Multi-mission
 Notjustaboutcommunications andpublishing
 Yourwebsites needtobeoperational andtransactional platforms
 Thatarewell integrated intoyour corebusiness systems
 Thatcandeliver compelling information andfunctionality toyour members
Keep testing what works
 UsetoolslikeA/Bsplittestingtoseewhat toolsmemberswill use
 Testtoseewhat messagingcompels newmemberstojoin
 Prototype themembersresponse tonewmessaging andimagery
Benefits
 Operational platformsthathelpcutcosts,andgenerate morerevenue
 Actionableknowledge ofwhat isworking onyour site
 Low-cost channel formeasuring marketing effectiveness

The Seven Habits
Your MembersAre in Charge
Implement Your Site Goals With Consistency
Balance User Experiences With Site Goals
Deliver Value Back toYour Members
Be Honest – What is and is not working
Create the ongoing dialogue with your members
Sharpening Your Website’s Saw

Putting the Habits to Work
Demand more from results from your Web site
Your Websites need to evolve to multi-mission roles
Extract more value by implementing these seven habits
CMS and Search Technologies can support these goals

Q & A
Addition information can be found at:
www.sitecore.net
Follow up questions please contact:
Darren Guarnaccia
dg@sitecore.net

7 Habits of Highly Effective Nonprofit and Association Sites

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