Chris Anders - Internet Strategy Consultant

Services Overview

I specialise in developing online strategies for charities. Having worked with a wide range of organisations I have first hand experience of what  does and doesn't work, am aware of the challenges facing the sector and have a good understanding of emerging best practice.  

As an experienced consultant I can walk you through the issues you need to consider in a structured and cost effective way.  Requirements unique to your business can properly be taken into account and solutions recommended that help your organisation achieve its objectives.  Such strategies will also take into account resources, budgets and any other constraints particular to you.  

Having a consultant with both broad and specific experience of industry trends within your sector can also help you identify techniques, tools or ideas that you may not have considered.  For many charities I start off with a two to three day strategy review. This will identify key issues, set realistic goals and objectives for your organisation and help build a framework for your future online strategy.    

Overview

Many charities, typically through a lack of resources or know how, fail to take full advantage of the internet.  Often organisations rush into the development of a website without first considering what they want to achieve.  Similarly, other charities either have unrealistic expectations or simply do not have a strategy in place on how to acheive objectives.  Typically the result is a poorly performing or disfunctional website that in many cases fails to advance the charity and in the worst case scenario needs to be redeveloped from scratch.

For example many smaller charities develop a website and then do nothing to promote it. Having a well designed website is fantastic but if no-one ever finds it then it's unlikely that it will achieve much.  Similarly, a site that does attract traffic but that is hard to navigate or that introduces barriers to people getting involved can equally hinder your organisation from achieving its objectives.

Why is an online strategy so important?

Stepping back and considering your online strategy within the context of your organisations overall objectives can pay dividends.  You'll not only avoid expensive mistakes but you'll be far more likely to end up with a website and online strategy that supports your charity's goals.

Developing a strategy

Developing a clear set of goals that you can measure over time and being realistic about what you are likely to achieve form the foundation of any successful online strategy. You need to think broadly about the potential audience for your site. For example as a charity your site might not only attract potential donors but also volunteers, advocates, trusts performing their own research or visitors wanting to gain a better understanding of key issues.  How will you deal with each of these effectively?

Having come up with a list of objectives you then need to consider strategies to achieve these. Such strategies may encompass a wide range of tactics from third party tools, email marketing, social networking, online marketing and tools to engage your audience once they reach your site.  

Focusing on return on investment

Whether you are a commercial organisation or a charity, there is little point in investing in something if there is unlikely to be a return on your investment.  As a charity sometimes the return may not be easy to measure financially  - for example if you are engaged in an online advocacy campaign. Nevertheless some rigour is required to assess the perceived benefits of a particular activity and whether they warrant the investment required.