baltimore Buildings
baltimore Buildings
baltimore Buildings
20NTC Session

Stop Redesigning Your Organization’s Website — Start Evolving It!


It used to be best practice to fully redesign a website every few years, if only to keep up with rapidly evolving technology. But major redesigns can be extremely costly in many ways: besides typically requiring lots of money, they can also suck up a huge amount of staff time, affect SEO, and alienate users already familiar with your site (Imagine the uproar if you woke up tomorrow and Facebook was completely redesigned!).

The smarter way to approach modern website maintenance is to budget for gradual, ongoing changes — ideally informed by A/B testing. In this session we’ll talk about the ins and outs of making this philosophical shift to “evolution, not revolution,” from budgeting, to tools, to vendor relationships, to assessing whether your current site is amenable to this sort of user-friendly, data-informed incrementalism.

Learning Outcomes

  • Understand the relative merits of implementing gradual changes instead of major overhauls
  • Determine whether your website platform can support incremental changes
  • Learn how to pitch colleagues/funders on budgeting for more effective website updates

Target Audience

Staff in charge of budgeting for or maintaining organization website(s)




Ben Byrne


Cornershop Creative

Ben is a co-founder and technical lead for Cornershop Creative. He’s been designing on the web professionally for over 19 years, but he’s also been a developer for almost as long, building up extensive experience with languages such as HTML, CSS, JavaScript, and PHP, and putting them to good use implementing his designs on several CMS platforms, but mostly WordPress. In addition to his own work, Ben oversees the design and development the rest of Cornershop does, ensuring it’s up to our high standards. He enjoys sharing his knowledge, and has presented to groups of varying sizes on topics like the difference between print and web design, web typography, WordPress widgets, and front-end performance.

Alison Hinchman

Director of Digital Engagement & Acquisition

National Trust for Historic Preservation

In her current position at the National Trust for Historic Preservation, Alison is responsible for the strategic deployment of marketing technology to extend the National Trust’s online outreach and influence. She managed the 2015 redesign of, the National Trust’s primary website, and she continues to guide ongoing enhancements to meet evolving needs. With over 20 years of experience in the nonprofit sector, Alison believes strongly in the role of nonprofits to grow and sustain healthy communities.

Lisa Chensvold

Marketing and Communications Director

National Fund for Workforce Solutions

Lisa Chensvold is currently head of marketing and communications at the National Fund for Workforce Solutions. For the past 15 years, Lisa has designed and delivered strategic communications for organizations that discover, inspire, and tackle the world’s toughest challenges. After some years as an independent writer and editor, she cultivated and refined a broad range of communications skills at the University of North Carolina’s Institute for Global Health and Infectious Diseases, where she eventually headed internal and external communications for a multidisciplinary research and clinical care enterprise. The then relocated to Washington, DC, to direct communications for IESC, a global nonprofit dedicated to private sector solutions to inclusive economic development.

An avid jargon buster, Lisa is passionate about clear communications and believes in the power of a great editor. She is also a classically trained soprano and active musician. She holds an M.A. from the University of North Carolina at Chapel Hill and a B.A. from the University of California at Santa Barbara.





March 26, 2020


1:45pm – 3:00pm

Collaborative Notes

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Session Evaluation

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