Content Strategy

If the Internet is the most powerful direct marketing medium, then the content strategy we implement must motivate people to action. After people read a specific article or story on the website, what should they do? Can they provide feedback, purchase, contact you, or sign-up for more information? Will you update them by e-mail of new pages or site news? The more options for involvement the more relevant the website will become in visitor's lives.

Therefore, we propose to repurpose several pieces of content as stories, testimonies, curriculum, puzzles, questionnaires and other ways that solicit interaction. In addition, we can outline ideas for site visitors to additional content. The most successful websites on the Internet are in constant dialogue with its visitors in order to shape the content they provide.

Syndication of content is also a strong marketing tactic that will drive people to your website. Allowing for content to be utilized by other websites with a link back to the site helps spread the word and will build and strengthen your brand. However, we only recommend syndicating content with properly chosen websites, to ensure that the brand is properly represented to your target audience.

Content is the "glue" that holds any website strategy together; without strategic and refreshed content, websites become unproductive and stale. 

Design Strategy

As people we like to be visually stimulated so there always seems to be such an importance put on the creative design process. Therefore, we recommend a design that is unique but is clean, crisp, easy to navigate and professional.

Websites should be designed with their primary corporate colors accented with an appropriate color scheme. Remember the main purpose of your website; and engage people with its mission. Don't try to win an award for the most abstract creative design.

We believe websites should be designed so that it easy for people to find what they are looking for from anywhere on the site. The navigational structure must make sense to the visitor's mind and be consistent.

Technology Strategy

Some of the biggest challenges nonprofits face in the coming years, is the understanding of what technology they have and how best to utilize it as well as what kind of technology they'll need for the future.

Genesis is helping businesses harness the power of technology, i.e. the Internet; in order to enhance the way they raise funds and achieve their mission. We are convinced; the proper technology utilized in website development is the foundation to which all successful websites are built upon.

There are two key strategies to consider when deciding on the backend technology to be used in building and supporting your organization's Internet presence.
1. Make certain your data/content is located in one place and can it interface with your offline donor file.
2. Develop a user-friendly administration tool that allows ease of website updates.

The companies that can manage and track their online and offline customers back and forth, generate comparative analysis reports and maintain data integrity, will be the most successful in the coming years. This kind of technology will provide for much smarter marketing, which will ultimately save significant dollars.

Many websites have been developed with old technology, where they need a professional programmer to make all of their changes or updates, whether it's big or small. To ensure success, it is important to utilize a technology that will allow anyone on their staff to perform basic updates to their website when information needs changing. This will ensure the content is refreshed often.