Using Technology to Effectively Market
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Using Technology to Effectively Market Your Agency’s Pro Bono Program and Opportunities and to Promote Giving. P R O B O N O I N I T I A T I V E. Monday, October 1, 2007 The Chicago Bar Foundation. Moderator Michael G. Bergmann PILI/CBF Pro Bono Initiative Director.

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Using Technology to Effectively Market Your Agency’s Pro Bono Program and Opportunities and to Promote Giving


Monday, October 1, 2007

The Chicago Bar Foundation


Michael G. BergmannPILI/CBF Pro Bono Initiative Director

Today’s Participants


Murray CoffeyBusiness Development Director

Jenner & Block LLP

Rob ActonExecutive Director

Cabrini Green LegalAid Clinic

Lisa ColpoysExecutive Director

Illinois Legal Aid Online

Mary Meg McCarthyDirector

National Immigrant

Justice Center

Allegra RichPro Bono Partner and

Director of Philanthropy

Seyfarth Shaw LLP

How are they reading your content

  • 50% of all users spend 2-3 seconds scanning the top 3 inches of an online page

  • Users read across the top first and then across the middle [F Shape Pattern]

  • Users read fewer words as they scan below the fold

Who are your targets?

  • Attorneys

  • Other Service Providers

  • Recipients

  • General Public

  • Press

  • Donors/Funders

Shriver Center –


Think about the users

  • Literacy levels

  • Words they use should be on your site

  • What do they want to know about your organization?

How are they getting to your site?

  • Write to be found (Jakob Nielsen)

  • Many users get to your site by using a search engine…

  • Not your URL

  • Register alternative URLs (.com, .net, .org)

Search Engine Optimization

  • Search Engine Optimization – The process of fine tuning the content of a site along with the html and meta tags so that it is search engine friendly (and we hope people friendly at the same time)

  • Write content for people not the bots

  • Keep the content fresh

  • Links, links, links

  • Use acronym and full text of organization in title tag

Anatomy of a web page

Title Tag

Meta Tag

Monitor your site

  • Use industry standard tools to monitor your site

    • Web trends

    • Google Analytics & Google Webmaster

    • Ask site hosting vendor

  • Helps understand who your users are

  • What they are looking for

  • When traffic is highest and lowest

  • Where they are running into problems

  • Info for re-design

Content is King

  • All content management must be done in-house

    • Top priority for all non-profits

  • Update every week

  • Don’t blog unless you want to do it every day

  • Embed links to other spots on your site and other sites in general

  • Have full site search available and at the top of every page

Effective Strategies for Promoting Your Agency andPro Bono Opportunities

Allegra R. RichPro Bono Partner & Director of PhilanthropySeyfarth Shaw LLP

Effective Website Strategies: Presentation

  • The “look” of the website should reflect the agency’s mission and culture

    • Show images relating to what you do

    • If you have a logo or tag line, put it on every or almost every page, but not where it will interfere with content (upper corner, e.g.)

  • The website should be easy to navigate

    • All pages (not just home page) should have links to all areas of the site

    • Various constituents should be able to find their specific pages quickly

    • Make use of online forms that are easy to submit

  • Don’t try to crowd too much onto one page

    • A crowded page can be daunting; try to avoid too much single-spaced text

    • Have active links within text to other relevant parts of the site

Effective Website Strategies: Content

  • Explain your agency, what you do and for whom

  • Have basic contact information readily available, including mailing address

  • List upcoming events and trainings with online sign up, if possible

  • List names of Board members and staff

  • Include screening criteria in attorney section so that law firms know what the standards are

  • Recognize supporters and have links to their websites

  • Explain what opportunities you have for volunteers and how an interested volunteer can get involved

Tips for Effectively Promoting Your Pro Bono Opportunities

  • Describe in detail the types of opportunities that are available to attorneys and identify:

    • What legal issues are involved in the case or opportunity

    • The skill sets and level needed to perform the work

    • What training your agency provides relating to this opportunity

    • Who will be helped by the attorneys’ work (with examples, if possible)

    • The estimated time commitment anticipated for the opportunity

    • Any special issues relating to the case or opportunity

  • Don’t be afraid to provide this information. Volunteers want to know what they are committing themselves to. Realistic expectations in the beginning will ensure a long and productive pro bono relationship.

Effective Web Sites

CGLA Home Page —

CGLA’s Volunteer Attorneys Page


CASA Volunteer


NIJC Pro Bono Attorney Page

NIJC Attorney Volunteer Access


CARPLS Donor Recognition Page

PILI Donation Page —

PILI News Page —

Chicago Bar

Chicago Bar Foundation Donation Page

Pro Bono Initiative Newsletter


Thank you

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