Are you a budget-strapped nonprofit organization? Has COVID-19 reduced your operating income? No matter. Nonprofits always need support for their causes.
Here are some tips to getting pro bono marketing services from website designers and developers – as well as other service providers.
Connection Identify a service provider who has a strong affinity for you, your services, and/or your community. The stronger the connection, the more likely they are to help. For example, homelessness in our region is an important issue to me, so I try to provide pro bono services and consulting when I’m available.
Goals Clearly define the volunteer role. This may include an overview of the situation, organizational challenges, scope of work, measurable goals, and realistic deadlines. Tasks should be flexible enough to allow the volunteer to shape the role to their specific skills and interests. Allow the volunteer to propose solutions to problems. As they say, you get what you pay for – so be prepared to change your plans.
Respect Choose an appropriate time or season to ask for help. Be respectful of the service provider’s other projects and work deadlines. Send your request in writing. This gives the volunteer sufficient time to plan and prepare for your project. If you later choose to move in a different direction, or find someone else to work on the project – be sure to extend gratitude for the volunteer’s time.
Authority Give the web volunteer the appropriate authority to complete the tasks. This may include login credentials to your domain registrar, domain web host, Google account, and other third-party tools related to your website. Do not micro-manage their duties. Allow the project goals to define success.
Recognition Recognize and thank the volunteer for their contributions. This could be a shout-out in your newsletter or at an organizational event. I once met an experienced photographer who donated hundreds of hours to a small nonprofit who forgot to recognize her efforts during a high profile ceremony featuring her images. She no longer volunteers for the organization. You would be amazed what some volunteers will do for a simple t-shirt. Ask Carole Baskin.
Active Installations Generally, the more installations have been downloaded and activated – the more likely the Plugin is reliable. More activations means more user testing across a wide variety of installations.
Plugin Developer(s) A developer who has released multiple Plugins is another sign of confidence because that person likely has more WordPress experience. A team of Plugin contributors can also be a sign of well-tested code quality. For example, I generally trust most Plugins supported by Automattic, WordPress core contributors.
Reviews A Plugin with a high volume of quality reviews is a testament to its effectiveness.
Testing and Technical Discovery When evaluating Plugins, I often compare the file download size because performance is as important to me as rich features. By comparison, a similarly functioning Plugin with a significantly larger size can be an indication of code bloat and possible issues, including performance or security.
Not everyone has the resources for a custom WordPress Theme. And that’s ok. Template Themes are available to fill those needs. But there’s a huge disparity in code quality between template themes. Since 2010, I’ve had the (mis)fortune to help many clients manage their paid commercial Themes.
Here are 5 reasons you may want to reconsider using a third-party paid commercial theme.
Usability Now, some clients do find commercial themes easy to manage and edit. However, in my experience, most clients find the editing process cumbersome. I recall a Seattle nonprofit client who was unable to edit their own homepage because their Theme had too many confusing Theme Customizer options. Other Themes require you to learn various third-party editing tools, like Visual Composer or Elementor, which can take hours to learn and days to master.
Portability Commercial Themes often bundle lots of features – like content sliders, e-commerce, fonts, icons, and more. You should generally rely on your Theme for visual layout and styles; and rely on Plugins for features. When features are integrated into a Theme, content may not easily port over to a new Theme, if and when you decide to switch.
Security Security consistently ranks last among client priorities. Until your site is hacked and goes offline. The stability of any WordPress site strongly depends on the choice of Theme and Plugins. WordPress.org-approved themes are vetted by a volunteer Theme Review Team that ensures themes in the official WordPress repository conform to certain coding standards.
Accessibility Most people don’t think about inclusion when they manage their own web project. But most premium themes do not follow to accessibility guidelines, much less comply with WCAG AA standards required for organizations that must meet federal ADA regulations.
When would I choose YouTube? When I’m looking for my work to be part of the second largest search engine (YouTube.com) and I need more control over the delivery/sharing options of my video. If neither of these items trigger any additional questions, I’d probably just go for the YouTube platform.
Control Where Your Videos Are Embedded
Vimeo’s Basic Plan ($8 a month at the time of writing) includes the ability to control which domain your video is embedded, basic analytics (which you also get with YouTube) about your video and the ability to customize your video player. All “basic” items that YouTube can compete with. However the basic plan can help you deliver an experience on your website that isn’t so cookie cutter looking as other sites. Use the basic analytics to make decisions about improving your content. By controlling the domain(s) where your video is allowed to be hosted, you’ll have some peace of mind a random blogger hasn’t embedded your video on their own site.
Transferring Large Video Files
File transfers. The Basic plan also includes the ability to share video and allow someone to download the original file. For my workflow it’s nice to know I can upload at 4k and the client’s download will be in 4k. This one feature alone could be worth the decision to start with Vimeo.
Speaking of transferring files. Save yourself from having to upload multiple files if you want to share on YouTube or Facebook. Publish directly from your Vimeo video page with consolidated analytics.
Working With Teams and Priority Support
If your business relies heavily on video, the Basic plan probably doesn’t offer enough benefits to improve your workflow. Stepping up to the Pro Plan ($20 a month at the time of this writing) offers more features. From creating team projects, sending review links so a client can add comments to the video, customizable options for the embedded player, and priority support. I’m all for free or cheap platforms – but if I’m working on something for a client or my own business I don’t want to spend my own time reading through knowledge base articles or random help pages to fix a problem.
Since I’ve mentioned the upgraded plan, I’ll also point out if you want to sell your videos online, you’ll need to sign up for at least the Pro Plan.
With online advertising finding its way into everywhere we look, Vimeo has promised:
“Your work will never be tarnished by in-video ads. That’s right — no pre-roll, post-roll, or overlays. On Vimeo, you can present your work in exactly the way you want.”
That is a pretty bold statement but if you’re a business trying to tell a brand story or sell a service/product the last you want is for a potential client/customer to have to see an advertisement for something else. I look at it like this – maybe you’ve paid for Adwords so a prospective customer make it to your website, which you also probably paid for; you’ve developed an attractive, user friendly page that has the viewer interested; and now the first thing they see is an ad delivered through your Youtube channel for a product that has nothing to do with your business. Grrr.
Vimeo Is For Professionals
Consider the user base by platform. Vimeo has traditionally been made up of professional video/cinema creators. Youtube has become more of a collective space for internet culture. If you are trying to deliver a professional message it may align better by being hosting on a more professional-oriented platform.
With the upgraded plans as a business you can also add email capture and calls-to-action at the end of a video to encourage your viewer to follow on social, shop now or visit another website page to learn more.
If you’re a freelancer on an upgraded account you can even mark your account as “for hire” to help generate new business opportunities.
More recently Vimeo has launched “Create” which allows users to create social friendly videos from your existing content (check with your photo/video creator to ensure you can repurpose content without voiding any licence agreements).
There is always Youtube
Of course, there is still YouTube. It’s free to use and it does offer some content distribution tools if they fit your needs. As I mentioned prior it has much higher viewership and is a great way to increase your search ability on the web. It may make sense to create a YouTube edit and an edit that will be hosted on your website.
If you’ve ever noticed at the end of a video you’ve watched on YouTube a list of suggested videos will pop up at the conclusion of the video. Often they are not related to your own brand. One way to help avoid this is to ensure your videos on YouTube are part of a custom playlist. This can help ensure the next video is one of your own or at least something you recommend/endorse.
Brandon is a Freelancer based in Seattle, WA. He spent a year creating photo and video content for the online mountain bike school www.snamtb.com (all hosted on Vimeo Pro Account) and currently runs his own photography business.