Handout from Lindsey's session. Is your website bland and boring? Then you need a content overhaul! This session will offer real tips and tricks to help you make your content engaging as well as increase your audience and support. We’ll examine what works on the internet and what doesn’t as well as the essentials of web writing! Learn how to craft compelling messages, structure your web pages and draft a strong call to action.

1. How Users Read on the Web
They don't.
People rarely read Web pages word by word; instead, they scan
the page, picking out individual words and sentences. In research
on how people read websites we found that 79 percent of our test
users always scanned any new page they came across; only 16
percent read word-by-word. (Update: a newer study found that
users read email newsletters even more abruptly than they read
websites.)
As a result, Web pages have to employ scannable text, using
highlighted keywords (hypertext links serve as one form of
highlighting; typeface variations and color are others)
meaningful sub-headings (not "clever" ones)
bulleted lists
one idea per paragraph (users will skip over any additional
ideas if they are not caught by the first few words in the
paragraph)
the inverted pyramid style, starting with the conclusion
half the word count (or less) than conventional writing
We found that credibility is important for Web users, since it is
unclear who is behind information on the Web and whether a
page can be trusted. Credibility can be increased by high-quality
graphics, good writing, and use of outbound hypertext links.
Links to other sites show that the authors have done their
homework and are not afraid to let readers visit other sites.
More at: www.useit.com/alertbox/9710a.html

2. Donation Usability: Increasing
Online Giving to Non-Profits and
Charities
Summary:
User research finds significant deficiencies in non-profit
organizations' website content, which often fails to provide the
info people need to make donation decisions.
Non-profits would collect much more from their websites if only
they'd clearly state what they are about and how they use
donations. Our new usability studies revealed considerable
frustration as potential donors visited sites and tried to discern
various organizations' missions and goals — which are key
factors in their decisions about whether to give money.
In 2008, non-profits got about 10% of their donations online,
according to a survey by Target Analytics. Given the high growth
rate for Internet donations, we estimate that they'll constitute the
majority of donations by 2020. If non-profit organizations get
their sites into shape, that is.
Well-designed non-profit websites are particularly suited for
attracting new donors and efficiently supporting small-scale
impulse giving. Websites are less effective at sustaining long-term
donor relationships. For encouraging customer (or donor) loyalty,
e-mail newsletters remain the Internet tool of choice.
More at: www.useit.com/alertbox/nonprofit-donations.html

3. How to Have a Good Brainstorming
Session
If there's one thing I love to do, its brainstorm. I think
sharing ideas and thoughts always cull more great ideas.
But brainstorming sessions can get way out of hand. So
how do you make sure you get everything you need?
1. Set a Goal – If your goal is to develop new content for
a website, don't let the brainstorming veer off into
what colours the site should be. Keep everyone on
track.
2. Be Strategic – Don't brainstorm with just anybody.
Select people who have diverging opinions from you
but can stay on task. Look for a mix of big picture
people versus detail-oriented ones.

4. 3. Create an Agenda - Brainstorming doesn't necessarily
mean a free for all. Creating an outline will keep you
on task and help you focus on specific sections.
4. Develop Questions - A bad brainstorming session
starts like this: We are developing new content for the
website. Got any ideas? Instead, create leading
questions that tackle each section. One of my
favourites is asking people to describe the current
content in three words or less. Then that gives you an
idea of where you want to head.
5. Encourage Chatter from Everyone - It's likely that you
will encounter people who are not so apt to speak up
as others. Draw them into the conversation, ask them
to share their opinions and ensure that everyone has
an equal shot at getting their voice heard.
6. Determine Data Collection - Are you writing
everything down on a flip chart? Are people taking
their own notes? However you decide, ensure that
there is an easy way for the information to be
gathered.
7. Set a Time Limit - Brainstorming sessions can go on
for hours but eventually the well will run dry and the
same idea will keep recycling themselves. I would
suggest no more than one to two hours.
A brainstorming session can revitalize a project, inspire
new ideas and get you excited about what you are working
on.
Good luck and Happy Brainstorming!

5. From the Brain to the Page: How to
Create the Best Piece Possible
Sometimes it can be difficult to create the perfect piece.
Whether it's a direct mail letter or copy for the website, the
words often don't come out the way you want them to.
A Simple Truth:
What you draft out in your brain is always better then
what's on the page.
I have always found this to be true. That doesn't mean that
what you write on the page isn't good. But it will never be
as good as in your head.
One of the first things I learned as a writer was to let that
go.
So how do you get what's in your brain on to the page?
When people sit down to write, they can get intimidated by
the blank page (or blank computer screen).
That's why I like to brainstorm first. Get a flipchart and
start writing down as many words as you can think of to
describe what you are trying to say. These can be used as
a great jumping off point for what your document will look
like.

6. Then just spit it out there on the page. The first draft may
not be good, but some of it at least will encapsulate what
you are trying to say. I know writers who like to draft
outlines, but for me it's more important to get what you are
saying on the page first. Then you can outline and
organize your thoughts.
After this, you need to back away. Trying to edit your draft
immediately won't help you at all. Work on something else
and put it out of your mind.
Once you've had some time away, you can start on draft
two. Here's where you organize your thoughts and get
your points across. Re-examine the flip chart to see what
words and phrases can work with in your document. Take
time to really think about what your goal is and see if you
are achieving it.
www.notesfornonprofits.blogspot.com