baltimore Buildings
baltimore Buildings
baltimore Buildings
20NTC Session

Don’t Just Set It and Forget It: Practical Steps for Refining Your Digital Strategy Post-Launch


Your new website is finally up. Celebrate, then move on, right? Celebrate, yes, but launch is just the beginning of an effective digital strategy.

Getting a redesign launched is a Herculean task, particularly when a site has years of neglected content to prune, weed, and migrate. Compressed timelines mean compromises and sometimes hasty decisions just to get the job “done” on time.  But after you exhale, it’s time to switch gears from moving mountains to thinking more strategically. The year after a major relaunch is an important time to continually gauge the successes or failures of the new site.

This session will cover the practical steps we took for the Association of Fundraising Professionals’ website to measure impact and make adjustments using data-driven decision-making. We will demonstrate how setting goals early can serve as guideposts for decision-making before and after launch. We’ll also cover how to use metrics, audits, and audience engagement to refine your digital strategy.

Audience:  Communications Staff, Webmasters, Digital Strategists

  • Goal 1:  Establish business goals, signals, and metrics to benchmark current and future progress
  • Goal 2: Use audience research and analytics to refine audience segments, digital personas, and user journeys
  • Goal 3:  Set up effective internal processes for continual optimization



March 23, 2020


2:15pm – 3:15pm