Digital Communications & Marketing

Increasing Your Organization’s Internet Presence: SEO Fact & Fiction

July 11, 2012
Fact: Each search engine has its own algorithm
Don't believe me? Type a bunch of search terms into Google, and try the same thing in Yahoo. Search engines are optimized to different classes of users and terms. Some users swear that searches in Yahoo are more accurate, but Google has more data on what people click on in response to a search engine – the power of the people.
Fiction: You can pay to have your website achieve a certain placement in the search engines.
While there is a list of widely accepted actions that can help improve your "placement", your ranking in response to any specific search term will vary. Search engine algorithms are complicated and change all the time. It was widely reported that in 2010, Google made over 500 algorithm changes - almost 1.5 per day. The changes to what comes up and in what order are all part of the search engine "arms race". Everyone wants to improve their ranking (especially when money is involved) and new tricks are tried all the time. But search engines just want to be accurate. When tricks and new techniques begin to bias the results, the algorithms are changed to accommodate the evolving landscape.

Microsites for Nonprofits: Your Questions Answered

July 9, 2012
It's easy to get lost on the homepage of many nonprofit websites. Everyone in an organization is competing to get their content "above the fold" on the homepage, not to mention the multiple menus and sidebars, a news feed, social media buttons, and a ton of other bells and whistles. What do you do when you want to give extra publicity to a specific cause or campaign? Featuring one campaign too prominently could distract from other things. If you don't feature your campaign enough, it could get lost in the mix. So what's the solution?

How to Encourage a Knowledge Sharing Culture

June 26, 2012
Social media cannot thrive in silos. What is happening online affects the entire organization, not just the marketing department, or the development team, or top management. And while social media use has penetrated the nonprofit sector in a meaningful way, reports and activities are usually not shared throughout the organization. The result is a lack of organizational buy-in, misunderstanding of the benefit of digital engagement, missed opportunities, and role confusion. Instead of siloing information, turn it around. Knowledge sharing results in stronger organizations that have a broader knowledge base about its online stakeholders and a wide net of useful information to meet organizational goals.

Visual Thinking: A Challenge for Our Sector

June 7, 2012
If I told you that we could find new expressions of Jewish communal work using this image as our inspiration, you'd probably think I was crazy: That's right, square plus triangle equals circle. In this case, the triangle (or delta) stands for change, the square for the status quo, and the circle for wherever it is that we're going – and we're generally in agreement that where we're going is not where we are.