Survey Results for Canadian Nonprofits

I just came across the results of a survey which gathered information from around 100 Canadian nonprofits on the state of their online presence.  You can find the original survey results here. 

I was really happy to see that a survey of this type was done, and the insight is incredibly valuable to groups like IT For Change who are dedicated to help NGOs put their best (online) face forward.  Not only does it tell us what NGOs are doing online (eg. posting news items is very popular, offering memberships is not)...but it also gives a great list of recommendations organization staff would give to those offering technical assistance to nonprofits:

"You need to understand our climate and the ability/skills of staff to update and maintain the website.  It needs to be simple.  And, often you'll need to train staff on best communications practice in small to medium sized non-profits."

(N.B. the charts on the original report are being generated in Flash, and I have had problems viewing them in Firefox for Mac.  You might have to reload the page to make the bar graphs show up properly.)

What Functionality Is Being Offered?

Here is a snapshot of what NGOs are doing with their websites.

Not surprisingly, they are all largely involved in posting news updates and accepting donations online.  A good number also offer newsletter subscriptions and have some form of image gallery. 

Where the numbers aren't so rosy, is only about 40% of the NGOs are using a web content management system (CMS), which really adds power, flexibiity, and most of all...simplicity.  And, in the tail end of the graph are those points which are so critical but so overlooked...creating community.  Posting events, offering online memberships, and giving those members the power to contribute to your website and share with each other is so important for building momentum around a cause, and it is much simpler to set up than most would think...and yet only around 20% of organizations seem to be offering this functionality.  For those 40% or so currently using a web CMS, or considering migrating to a web CMS, I strongly urge you to look at integrating events, memberships, and member content creation and how it might enhance your mission.

What NGOs Want Tomorrow

Now comes the curious part where some of it makes sense to me, and some of it seems rather random.  Take a look at this chart:

In blue we see that NGOs are largely agreeing that they need a web CMS, and want to regularly post press releases.  That's great.  Slightly down the chart they also want to have online donation capabilities.  Still good.  But why is having a staff directory so far down the list...and in fact it is the highest "Don't Want" item in red?  So much is being said about "transparency" with potential donors, volunteers, and supporters...and yet something as simple as posting how to get in touch with the right people in the organization is about as popular as licking a metal pole in winter? 

I also find the fact that "membership capabilities" is relatively low down the "want" list and very high on the "don't want" list to be a bit curious.  I wonder if this is because NGOs haven't yet brainstormed about how they could actually have members contributing and sharing online in a meaningful way, without adding significant admin time to already overburdened staff.  Clients of IT For Change have already seen the light regarding membership capabilities, and not only offer "members only" access to certain content, but also are actively creating online communities for sharing of documents, comments, policy creation and any other number of features and functions they can dream up.

How NGOs Promote Their Online Presence

This next bit is illuminating, and highlights some simple ways NGOs can start rising through those Google and Bing search results pages.

The good news is a decent fraction (around 35%) of NGOs are using social networks such as Twitter and Facebook to promote their online presence.  Almost as many are using "meta tags" such as web page descriptions and keywords to ensure that Google knows how to best classify and present their website.  There remains, however, quite a bit of work to be done in two relatively "simple" areas...search engine optimization (SEO) and blogging.  I have written about the importance of both of these areas before, and they can rapidly improve how readily your NGO website is found.  SEO may sound complicated, but it can boil down to some relatively straightforward tactics such as reusing the same keywords in your titles, your content, and in your image tags...or ensuring the ratio of images to text is low so search engines better understand the content on your site.  Adding a blog not only gives site visitors a reason to return to your website, but also invites the search engine "spiders" to come crawl your site everytime they see new content posted. 

Advice For Web Developers

This is my favourite part of the survey, as it gives me an honest overview of how NGOs perceive the help they receive (or don't receive) from those who make helping NGOs technically part of their daily business.

You can view the rather extensive list here.  Here are some of my top takeaways:

• Work them through a process of understanding the difference between what they can have, and what they need and what will drive the accomplishment of their mission. Simple is good!
• You need to understand our climate and the ability/skills of staff to update and maintain the website.  It needs to be simple.  And, often you'll need to train staff on best communications practice in small to medium sized non-profits.
• Require flexibility, technical integration options with existing software e.g. databases, donation processing, wide range of customer relationship management options, security assurances.
• Many charities are afraid of technology, the internet and social media. If you want to do good and help a charity - great.  If, however, you want to make a living, target corporate. (My comment:  I put this one in, even though I don't agree with it, as it reflects the mind set of some NGOs)
• Use content management systems, provide optimal in=house training for this system, be available for problem-solving.
• Use open source platforms and ensure that you retain passwords and other access requisites.
• Assist non-profits with web site designs that allow easy, inexpensive updating and upgrading of their web sites and regular education (not neccessarily free) on networking with other "new" technologies. (My comment:  very impressed and pleased to see NGOs looking for "what's next".)
• Non-profit to allocate one individual who is not on the board of directors to have continued long term project management of website.
• Deliver what you promise.  Focus on what the website is meant to accomplish- understand it's a means to an end (whether that end is to educate, inspire, connect, raise money, influence policy, etc.) Measure results meaningfully and make evidence-based decisions.  Understand the NGO sector is fundametally different from other sectors It will sound self-serving, but explain to clients (and offer case studies) that show NGOs need to invest and plan long term to get web success.  Offer to giver a one-on-one web walk-through/tutorial with the CEO/ head decision-makers, in a non-judgemental atmosphere of ""there are no dumb questions"". Many NGO CEOs are not at all web-savvy but are also not willing to admit what they don't know. Web staff and consituents/donors will be better served if the CEO can get up to speed without losing face.  (My comment:  Outstanding!)
• Provide tools to help non profits identify and prioritize the goals of their websites AND provide some guidance on the associated costs of designing/redesigning specific elements.
• Be more accessible and put more face time (if possible) in as part of your strategy to make sure clients remain satisfied. Regular face-to-face meetings perhaps quarterly will help non-profits who don't necessarily have web developers in house. This will help ensure everyone stays on the same page. 

I invite you to go take a look at the survey yourself, and share it with staff.  It can serve as a brainstorming element for conversations around your current website and online presence, and a catalyst for where you might want to go in the future and the help you will need along the way.