1. FUNDERS COMMITTEE FOR CIVIC PARTICIPATION Website Analysis and Recommendations March 14, 2012 Team Members: Shweta Aora, Kira Bacon, Aisha Bowers, Stacia Kirby, Diana McSweeney, Jon Palmer

2. FCCP Overview “Bringing together grant-makers committed to enhancing democratic participation in all aspects of civic life.”

3. Mission Promote civic participation as a key to making democracy work Priority issues: –Voter engagement –Election administration –Ballot initiatives –Census –Election reform and redistricting

4. Primary Goal Build a vibrant, effective national network of funders/grant-makers committed to ensuring that democracy works by providing them with a: –community in which to build connections –stage for showing innovations –forum for strategic dialogue and collaboration –resource for civic participation research, tools and news

5. Member Profile Leaders in the philanthropic community working to further FCCP’s vision Member Profile –66 philanthropic organizations/foundations with missions that are local, national or global in scale –Majority of members are small- to mid-sized, but include heavy-hitters like the Ford Foundation, Pew Charitable Trusts, Rockefeller Family Fund and W.K. Kellogg Foundation –Annual grant-making budgets run from $200K- $20MM

6. Website Overview Strengths –Clean, uncluttered visuals and graphics –Prominent display of mission statement Weaknesses –Disconnect between FCCP’s goal of engagement and collaboration and lack of opportunities for members to connect through the website –Content is dated and stale –Site does not enable member collaboration –Several key entry points have broken links

7. Google Analytics Basic Traffic Overview Site live to public in August 2011 Unique visitors to date: 5,014 Total visits: 7,266 with 21,447 page views Average time on site: 02:50 Average pages per visit: 4.3 Bounce rate: 54.4% New visits: 67.6% Visits from U.S.: 94.3%

8. Google Analytics Traffic Sources Overview Search traffic: 66.7% Referral traffic: 10.9% Direct traffic: 22.6% Search engine: 90.9% Google Primary referral: funders.digitalaid.net (17.4%) #1 landing page is a broken link! (403.html error page)

9. Google Analytics New vs. Returning Visitor Analysis New visitor –Visits: 67.6% –Pages/visit: 2.4 –Average time on site: 01.43 –Bounce rate: 59.1% Returning visitor –Visits: 32.4% –Pages/visit: 4.1 –Average time on site: 05.08 –Bounce rate: 44.5%

10. Google Analytics Findings Low total traffic and low repeat visits Short time on site – less than two minutes Very low referral traffic High percentage (28%) of new visitors landing on broken links

11. Google Analytics Findings Flowchart w/ Announcements & 403.html error pages Broken Announcements page (http://www.funderscommittee.org/announcements)

12. Google Analytics Findings Broken Announcements page (http://www.funderscommittee.org/announcements)http://www.funderscommittee.org/announcements) Broken Good Announcements page (http://www.funderscommittee.org/in_the_news/announcements)http://www.funderscommittee.org/in_the_news/announcements)

13. Google Analytics Recommendations Fix broken links to reduce early exit from site Provide a direct link to the Announcements page from the home page and possibly other pages on the site Create "goals" in google analytics to track conversions (" thank you for registering”) Increase variety and breadth of keywords

14. Website Recommendations Expand information on homepage to engage new visitors and encourage increased interaction with site Provide a forum on the site to enable and encourage member engagement and collaboration Implement a social media strategy to increase word of mouth

15. Website Recommendations Homepage search function is not being used: consider eliminating or redesigning Reduce the size of rotating images on homepage to increase available real estate for other information Leverage available platforms (FB, Twitter, LinkedIn) to foster increased participation, connections and communication among members

16. Social Media Strategy Recommendations A strong social media program is critical to meeting the organization’s stated goal Key objectives –Expand membership –Increase membership participation and engagement –Heighten awareness of FCCP –Augment website visitors

17. Social Media Strategy Recommendations Listen: discover and understand what people are saying about FCCP on the Web Talk: Spread message about FCCP’s passion to promote civic participation Amplify: Find key influencers within membership to spread FCCP’s message

18. Social Media Tools Recommendations LinkedIn – set up as a professional group to include members, key organizations and media outlets Facebook – FCCP must come up with an alternative acronym Twitter – Much of the current content on the FCCP site could be easily Tweeted to raise awareness of causes FCCP supports All social media platforms should be easily accessed via website and members should be encouraged to subscribe

19. Conclusions Implement website strategies and tools to increase member engagement and collaboration Use social media to expand membership, increase membership participation and engagement, heighten awareness of FCCP and augment website visitors Ensure that website content is current and relevant