How to pitch a website to a client/organization¶

Contents:¶

Design Points
When Will Static Content Suffice?
Layout Sketches
Delivery
Sustainability
Sources

Design Points

• The common interest behind the organization MUST be emphasized above all.

• Do not build a website that is so advanced that it alienates its users.

Remember the ultimate purpose: to build infrastructure for existing bonds and networks (not the other way around). A principle of social media creation is to listen to what concerns already exist out there and tailor the site so that it matches this purpose. For instance, is it necessary to incorporate a blog component into a website that will serve as a directory with static content? (Answer: probably not) The community drives the need for the website, and remembering this concept will keep sites clean, efficient, and relevant.

At the same time, it is necessary to create a space which allows for user-added value. For instance, a health organization website might best serve its clients by incorporating a space for patients to share experiences and support one another. The component of dynamic content, where users can share and input, creates layers of deeper integration, and constantly enriches the site with user-generated value. In this way, the website becomes an experience rather than a one-sided conversation.

Lastly, incorporate other social networking sites onto your own. Allow the site to be part of a larger network of interests by embedding links to Twitter, Facebook, Google Buzz, etc.

When Will Static Content Suffice?

Changes to content are infrequent
List of products / services offered is limited
A simple e-mail based communication system should suffice
No advanced online ordering facility is required
Advanced features like member tracking, event planning, online credit card transactions, are not needed
Web site not required to be connected to back-end system
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An Example of a layout sketch

Sketches are important to draft as a basic, bare-bones vision to easily show what you envision the final design to be. Photoshop is probably the most effective tool to use for this process. One then subsequently uses CSS to style as close to the original design as possible. The enclosed picture uses a very simplistic model, which is fine as well, when talking about content placement.

(see attachment)

Delivery

What is the organization seeking when it comes to a solid investment?
• PEOPLE (You)…
The entire purpose of a pitch meeting is to have the firm invest in you and your idea, but more importantly, to invest in the human capital behind the idea (the designer).

How?

Come prepared, and know your audience. Would the organization be best served by a high-volume site for a younger, more tech-savvy demographic? Or, perhaps, by a simple directory for older users to find the closest doctors offices. In each case, a totally different design would be necessary.

• Keep the presentation less than 30 min. (after 18 minutes, studies have verified that attention spans drop off dramatically)

• Convey these 10 things about yourself:

1. Integrity
2. Passion

3. Experience with the subject

Even if you have failed before

4. Knowledge

Know players and market

5. Skills

Tech skills
Marketing
Management

6. Leadership

Have developed a team with complementary skills, or else you can
An ability to inspire and motivate others to be a part of the team

7. Commitment

‘til the very end

8. Vision

To be able to see where a project is going, and to have the mental flexibility to imagine the next step

9. Realism

Not too idealistic, grounded to an extent
Rational projections

10. Coachable

Ability to listen and improve upon mistakes

•How to convey these qualities in a presentation?

*In a time-line fashion…start ‘like a rocket’ with a very emotional and attention grabbing beginning, and forge an upward path of positive points, which continually reinforce your main design focus

*A logical progression must be created in the presentation, without patronizing the audience, nor including points which they won’t understand. And be honest. Don’t state that the website will be done in 4 weeks, and will boost traffic by 3000%. Emphasize a realistic, yet optimistic view.

Sustainability

It is important to remember that developing websites in the context of NGOs presents a unique work landscape. NGOs often serve web-users within a relatively low-tech environment. Accordingly, web design in this context must take heed of these constraints (operating on less-updated versions of Firefox, IE, Java) and plan accordingly. As mentioned in another tutorial Optimizing Performance, loading time plays a large role in web-accessibility for the target audience/customer base.

Another key point for web-designers on a short-term basis (such as during a GIIP internship) is the issue of work compensation. How does one price this work? The contracting organization can pay the designer for hourly work, or product based payment. Hourly wages implicitly leads to a problem of pricing time/output, especially on projects which may be very difficult to estimate total hours worked (not to mention resource constraints for many NGOs). A plausible alternative is for web-designers to use GPL (general public licensed) themes as a basis for their web work. GPL themes are free, and can even be sold to clients if they are edited to ‘represent an original work of authorship’. Websites such as themeforest.net sell GPL themes.

Sources:
mashable.com/2010/02/12/non-profit-comm...

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