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A Quick Guide to Nonprofit Website Redesigns [+Best Practices]

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It’s hard to overstate the importance of having a quality website for nonprofit organizations. All of an organization’s outreach, marketing, and ads need to drive an audience to take action like donating, finding out about services, or signing up for information.

An effective website allows these actions to happen quickly and seamlessly, making the path to conversion for any of these actions feel effortless.

On the other hand, subpar websites actually distract audiences from the goals you want them to accomplish, confusing visitors with navigation that obscures the most relevant information or overloading them with too many calls-to-action.

As digital marketing experts, we have a basic process we use as a guide when we start new nonprofit website projects, ensuring that the end product is clear, easy-to-use, and ultimately, effective.

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Let’s dive in.

The 6 Phases of a Successful Nonprofit Website Project

1. Discovery

During the discovery phase, your project team will define its goals and understand existing strengths, opportunities for growth, and audiences.

Identify Your Goals

The first step in building a better website is recognizing that you need one, and determining goals for redesign efforts. Sometimes you can look at data to determine if your current site is meeting your expectations.

Understand Audiences

Tools such as Google Analytics can help you determine which actions or content are getting more or less traction with audiences to optimize accordingly. Implementing audience surveys can also provide insight into what parts of your website may be resonating better or worse with your key groups.

Evaluate Content

Sometimes the issue may have to do with the visual presentation of your brand elements –– your site may just need a general facelift or improved accessibility. Marketing agencies can help audit and review your current site in more detail to provide you with specific recommendations to guide and prioritize your goals for your new website.

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Site Audit

In a full site redesign, research may be required as a first step to inform strategy and design. This might involve doing an in-depth audit of all of the existing content for your current site, as well as research and documentation about any other technical platforms (like CRM systems or fundraising platforms at your organization). This also might entail doing deeper research into your audience groups and mapping their specific needs at various stages of their journey interacting with your organization.

SEO Audit

An SEO audit is an important step to capture insights for your site rebuild, ensuring audiences can easily find it via search. An SEO audit involves taking an in-depth analysis of all the factors that affect a website’s visibility in search engines. Doing this audit gives complete insights into the website, overall traffic, and individual pages in regards to site health and overall domain authority.

Here are just a few things to consider during an SEO audit:

  • Does your site support a breadcrumb structure?
  • Does your navigation make sense?
  • Is it easy for users to find important and relevant content on your site?
  • Does the content reach the right audience and target important keywords?
  • Is there correct metadata throughout the site? Title tags?
  • Are there server errors on your site?

While these may seem like simple and mundane tasks, they are crucial steps in ensuring your site and brand increase organic visibility. Overall, completing this task can help assure that you are reaching your traffic goals and can make any changes necessary in the website redesign.

2. Strategy

Once your discovery is complete, you can move to your strategy phase. Here, you and your team will dive into planning how all of your content, including copy, images, videos, and any other assets, will be presented across the new website.

Content Strategy

Once you have a handle on who your audiences are, and how you’d like them to engage with your information, you can dive into your content strategy — or the way you’ll organize and develop content for visitors to engage with on your site. This might include revising your site map (otherwise known as a list of pages in a hierarchical order for your website), and navigation so content that’s relevant to a particular audience is grouped together, and in a way that will make it easy for them to find the right piece of content at the right point of their journey.

During your content strategy exploration, considering all stages of an audience’s user journey is critical. How are people new to your site engaging, and how can you make life easier for return visitors?

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As a nonprofit, you’ll want to share different pieces of your story with new versus existing supporters — for instance, with new visitors, you can share background on your nonprofit, and with existing supporters, you can show them the impact and results of your nonprofit so they can see how their contributions matter.

Information Architecture

Once the overall content strategy is in place, you can start to solidify the role, or story, each individual page will play. Bringing the most important messages to the top, and allowing for less urgent pieces to cascade down the page, builds your loose information architecture that will help UXers and designers bring your story to life.

3. UX and Design

As you move into your user experience (UX) and design phase, you’ll bring all of your discovery and strategy to life with visuals. By keeping your audiences top of mind during this phase, you’ll be able to meet their needs in the most effective way possible.

User experience (UX) design comes next, often in the form of prototypes or wireframes, to provide visual structure for each page. Sometimes these wireframes also include notional copy, which are brief bits of text to indicate things like ‘Headline about our giving program goes here.’ This can be helpful to guide later copywriting efforts for site content.

Things get more interesting and fun as the new website’s visual and creative direction gets established. Designers can recommend a new visual approach to your brand elements, colors, fonts, and other style elements. When approved, this visual approach gets applied to page designs and layouts to arrive at finalized page designs.

4. Implementation

In your implementation phase, you’ll notice that the development processes vary a bit depending on the platform. As you and your team work through implementing your work, you’ll make some decisions that’ll impact how easy your site will be to maintain (through no/low-code platforms versus code-driven products).

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Designs, requirements, specifications, and copy come together with development efforts to bring a new website to life. Today, organizations have a lot of great options to consider: No-code platforms such as Squarespace or Wix can make many parts of the development process so simple that developers aren’t needed and maintenance costs are greatly reduced, at the cost of some flexibility about what types of technical integrations they can work well with and how much customization can occur. 

Some solutions such as Hubspot’s CMS are tailored for HubSpot’s CRM tools and offer an out-of-the-box solution for organizations that want a powerful but easy-to-use interface. HubSpot offers more than two dozen themes for nonprofits to choose from, making customization and a sleek design and user experience available within minutes.

More development-intensive platforms like WordPress come with higher investment needed in the building process and long-term maintenance costs for things like plugins and hosting, but offer endless opportunities to realize a custom website vision.

no code and low code

5. Quality Assurance Testing

Once final content is entered or migrated into your new site, and an approach to blog posts and SEO considerations have been addressed, quality assurance (QA) testing can happen.

QA testing can check that the site presents well across all devices, meets accessibility standards, is optimized for speed, and is functioning according to requirements.

6. Accessibility

Creating a website that’s not only functional and well-organized but also accessible to all is becoming the standard. As nonprofit organizations, it’s even more important to be catering to all audiences, especially those you may be serving.

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Remember that accessibility means accommodating for all disabilities, not just ones that are readily apparent. Over 13% of the U.S. population has a visual impairment. Making the mindful shift to ensuring your site is accessible consists of small changes, like using proper colors, H1/H2 tagging for screen readers, and providing alt text on all images and graphics. Checking these boxes goes a long way in helping everyone have a positive experience on your site.

Once your QA testing is complete, including your accessibility checks, you can make changes and find solutions, and then the site is ready for final approval to release.

Regardless of your platform, there are a few details (that are often forgotten) to always keep in mind.

Here are a few examples of great no-code and low-code nonprofit websites.

No-Code Nonprofit Website Examples

1. 50 States, 50 Grants

 It Gets Better: 50 States. 50 Grants. 5000 voices campaign was built using webflow. Although built on a template, the website still has great movement and engagement, and portrays a more custom website.

Issue Area: LGBTQIA+

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Website Platform: Webflow

Website: https://www.50states50grants.com/ 

2. RiseUP Marketing Fellowship

RiseUP Marketing Fellowship is a purpose-driven marketing fellowship that works to increase diversity, access, and tangible social impact across the marketing and advertising industries.

Issue Area: Employment

Website Platform: Squarespace

Website: https://www.riseupfellows.com/

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Code-driven Nonprofit Website Examples

1. OPS

OPS inspires, empowers, and connects a global community using high-impact films and visual storytelling to expose the most critical issues facing our planet.

Issue Area: Environment

Website Platform: WordPress

Website: https://www.opsociety.org/

2. Outward Bound USA

Outward Bound USA is the leading provider of outdoor education programs that allows young people to explore their personal potential, since 1962.

Issue Area: Education

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Website Platform: WordPress

Website: https://www.outwardbound.org/

3. The Gerson Mission

The Gerson Institute’s mission is anchored in the education of food as medicine, reducing toxic exposure and creating a healthier world where Gerson Therapy is not just a viable option, but a pillar of treating chronic illness.

Issue Area: Health

Website Platform: WordPress

Website: https://gerson.org/

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Common Nonprofit Website Pitfalls

1. Tracking and Conversions

All too often, organizations forget to transfer and/or set up their tracking on a new website. At the very least, make sure your Google Tag Manager and Google Analytics are published when the website is released.

Chances are with most website rebuilds, elements and forms on the website have shifted. Buttons may have changed colors or placements and new pages may have been added. Any custom event or conversion tracking on your existing website will need to be recreated for the next website so that you don’t lose out on any of your tracking.

There’s nothing worse than realizing a pixel isn’t firing correctly mid-campaign. Make sure you take the time to QA your site, test forms and buttons, and run reports the second the website is live.

2. SEO

Every company needs a strong marketing strategy, even nonprofits! However, most nonprofits don’t know or haven’t considered investing in search engine optimization (SEO) even though it can have one of the highest returns on investment.

How do you expect your supporters, volunteers, and advocates to find you if you don’t invest in your SEO and content strategy? Roughly, 53% of individuals say they always do research before they buy something to ensure they are making the best possible choice. This is no different for nonprofits.

Strong SEO is more vital for nonprofits than ever with the accelerated digital transformation due to COVID and the overall political climate within the United States. Many Americans are looking for ways to support organizations of specific social issues — highlighting the greater need for strong SEO.

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3. Accessibility

According to the World Health Organization, one billion people — approximately 15% of the world’s population — live with some form of disability. And, roughly 75% of Americans with disabilities report using the internet on a daily basis.

It’s important to keep in mind accessibility in web design is best when planned ahead, but can be remedied in meaningful ways at any stage in a website’s lifecycle.

As mentioned above, there are small changes that can go a long way in helping everyone engage with your website, but a few of the most critical are as follows:

  • Ensure the colors of your text/backgrounds are friendly for those experiencing visual disabilities, including color blindness
  • When available, draft specific copy for alt texts on images and graphics to verbally describe what someone else would see
    • This also helps with folks who use screen readers, having a voice to describe what they’re seeing adds context and color to their experience online
  • Using the tab key to navigate your site to see how folks who are unable to mouse around will engage with your content can illuminate any areas where more work may need to be done.
  • And lastly, checking for discrepancies between a mobile and desktop experience can be a great last pass to ensure you’re up to par with accessibility needs

Ultimately, a website redesign isn’t easy, but it’s a smart and lucrative business decision when it comes to helping your nonprofit reach new audiences and increase impact. A strong website is critical for any brand, but particularly vital for nonprofits that are goaled on reaching and inspiring interested audiences.

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The power of program management in martech

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The power of program management in martech

As a supporter of the program perspective for initiatives, I recognize the value of managing related projects, products and activities as a unified entity. 

While one-off projects have their place, they often involve numerous moving parts and in my experience, using a project-based approach can lead to crucial elements being overlooked. This is particularly true when building a martech stack or developing content, for example, where a program-based approach can ensure that all aspects are considered and properly integrated. 

For many CMOs and marketing organizations, programs are becoming powerful tools for aligning diverse initiatives and driving strategic objectives. Let’s explore the essential role of programs in product management, project management and marketing operations, bridging technical details with business priorities. 

Programs in product management

Product management is a fascinating domain where programs operate as a strategic framework, coordinating related products or product lines to meet specific business objectives.

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Product managers are responsible for defining a product or product line’s strategy, roadmap and features. They work closely with program managers, who ensure alignment with market demands, customer needs and the company’s overall vision by managing offerings at a program level. 

Program managers optimize the product portfolio, make strategic decisions about resource allocation and ensure that each product contributes to the program’s goals. One key aspect of program management in product management is identifying synergies between products. 

Program managers can drive innovation and efficiency across the portfolio by leveraging shared technologies, customer insights, or market trends. This approach enables organizations to respond quickly to changing market conditions, seize emerging opportunities and maintain a competitive advantage. Product managers, in turn, use these insights to shape the direction of individual products.

Moreover, programs in product management facilitate cross-functional collaboration and knowledge sharing. Program managers foster a holistic understanding of customer needs and market dynamics by bringing together teams from various departments, such as engineering, marketing and sales.

Product managers also play a crucial role in this collaborative approach, ensuring that all stakeholders work towards common goals, ultimately leading to more successful product launches and enhanced customer satisfaction.

Dig deeper: Understanding different product roles in marketing technology acquisition

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Programs in project management

In project management, programs provide a structured approach for managing related projects as a unified entity, supporting broader strategic objectives. Project managers are responsible for planning, executing and closing individual projects within a program. They focus on specific deliverables, timelines and budgets. 

On the other hand, program managers oversee these projects’ coordination, dependencies and outcomes, ensuring they collectively deliver the desired benefits and align with the organization’s strategic goals.

A typical example of a program in project management is a martech stack optimization initiative. Such a program may involve integrating marketing technology tools and platforms, implementing customer data management systems and training employees on the updated technologies. Project managers would be responsible for the day-to-day management of each project. 

In contrast, the program manager ensures a cohesive approach, minimizes disruptions and realizes the full potential of the martech investments to improve marketing efficiency, personalization and ROI.

The benefits of program management in project management are numerous. Program managers help organizations prioritize initiatives that deliver the greatest value by aligning projects with strategic objectives. They also identify and mitigate risks that span multiple projects, ensuring that issues in one area don’t derail the entire program. Project managers, in turn, benefit from this oversight and guidance, as they can focus on successfully executing their projects.

Additionally, program management enables efficient resource allocation, as skills and expertise can be shared across projects, reducing duplication of effort and maximizing value. Project managers can leverage these resources and collaborate with other project teams to achieve their objectives more effectively.

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Dig deeper: Combining martech projects: 5 questions to ask

Programs in marketing operations

In marketing operations, programs play a vital role in integrating and managing various marketing activities to achieve overarching goals. Marketing programs encompass multiple initiatives, such as advertising, content marketing, social media and event planning. Organizations ensure consistent messaging, strategic alignment, and measurable results by managing these activities as a cohesive program.

In marketing operations, various roles, such as MOps managers, campaign managers, content managers, digital marketing managers and analytics managers, collaborate to develop and execute comprehensive marketing plans that support the organization’s business objectives. 

These professionals work closely with cross-functional teams, including creative, analytics and sales, to ensure that all marketing efforts are coordinated and optimized for maximum impact. This involves setting clear goals, defining key performance indicators (KPIs) and continuously monitoring and adjusting strategies based on data-driven insights.

One of the primary benefits of a programmatic approach in marketing operations is maintaining a consistent brand voice and message across all channels. By establishing guidelines and standards for content creation, visual design and customer interactions, marketing teams ensure that the brand’s identity remains cohesive and recognizable. This consistency builds customer trust, reinforces brand loyalty and drives business growth.

Programs in marketing operations enable organizations to take a holistic approach to customer engagement. By analyzing customer data and feedback across various touchpoints, marketing professionals can identify opportunities for improvement and develop targeted strategies to enhance the customer experience. This customer-centric approach leads to increased satisfaction, higher retention rates and more effective marketing investments.

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Dig deeper: Mastering the art of goal setting in marketing operations

Embracing the power of programs for long-term success

We’ve explored how programs enable marketing organizations to drive strategic success and create lasting impact by aligning diverse initiatives across product management, project management and marketing operations. 

  • Product management programs facilitate cross-functional collaboration and ensure alignment with market demands. 
  • In project management, they provide a structured approach for managing related projects and mitigating risks. 
  • In marketing operations, programs enable consistent messaging and a customer-centric approach to engagement.

Program managers play a vital role in maintaining strategic alignment, continuously assessing progress and adapting to changes in the business environment. Keeping programs aligned with long-term objectives maximizes ROI and drives sustainable growth.

Organizations that invest in developing strong program management capabilities will be better positioned to optimize resources, foster innovation and achieve their long-term goals.



As a CMO or marketing leader, it is important to recognize the strategic value of programs and champion their adoption across your organization. By aligning efforts across various domains, you can unlock the full potential of your initiatives and drive meaningful results. Try it, you’ll like it.

Fuel for your marketing strategy.

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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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2 Ways to Take Back the Power in Your Business: Part 2

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2 Ways to Take Back the Power in Your Business: Part 2

2 Ways to Take Back the Power in Your Business

Before we dive into the second way to assume power in your business, let’s revisit Part 1. 

Who informs your marketing strategy? 

YOU, with your carefully curated strategy informed by data and deep knowledge of your brand and audience? Or any of the 3 Cs below? 

  • Competitors: Their advertising and digital presence and seemingly never-ending budgets consume the landscape.
  • Colleagues: Their tried-and-true proven tactics or lessons learned.
  • Customers: Their calls, requests, and ideas. 

Considering any of the above is not bad, in fact, it can be very wise! However, listening quickly becomes devastating if it lends to their running our business or marketing department. 

It’s time we move from defense to offense, sitting in the driver’s seat rather than allowing any of the 3 Cs to control. 

It is one thing to learn from and entirely another to be controlled by. 

In Part 1, we explored how knowing what we want is critical to regaining power.

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1) Knowing what you want protects the bottom line.

2) Knowing what you want protects you from the 3 Cs. 

3) Knowing what you want protects you from running on auto-pilot.

You can read Part 1 here; in the meantime, let’s dive in! 

How to Regain Control of Your Business: Knowing Who You Are

Vertical alignment is a favorite concept of mine, coined over the last two years throughout my personal journey of knowing self. 

Consider the diagram below.

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Vertical alignment is the state of internal being centered with who you are at your core. 

Horizontal alignment is the state of external doing engaged with the world around you.

In a state of vertical alignment, your business operates from its core center, predicated on its mission, values, and brand. It is authentic and confident and cuts through the noise because it is entirely unique from every competitor in the market. 

From this vertical alignment, your business is positioned for horizontal alignment to fulfill the integrity of its intended services, instituted processes, and promised results. 

A strong brand is not only differentiated in the market by its vertical alignment but delivers consistently and reliably in terms of its products, offerings, and services and also in terms of the customer experience by its horizontal alignment. 

Let’s examine what knowing who you are looks like in application, as well as some habits to implement with your team to strengthen vertical alignment. 

1) Knowing who You are Protects You from Horizontal Voices. 

The strength of “Who We Are” predicates the ability to maintain vertical alignment when something threatens your stability. When a colleague proposes a tactic that is not aligned with your values. When the customer comes calling with ideas that will knock you off course as bandwidth is limited or the budget is tight. 

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I was on a call with a gal from my Mastermind when I mentioned a retreat I am excited to launch in the coming months. 

I shared that I was considering its positioning, given its curriculum is rooted in emotional intelligence (EQ) to inform personal brand development. The retreat serves C-Suite, but as EQ is not a common conversation among this audience, I was considering the best positioning. 

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She advised, “Sell them solely on the business aspects, and then sneak attack with the EQ when they’re at the retreat!” 

At first blush, it sounds reasonable. After all, there’s a reason why the phrase, “Sell the people what they want, give them what they need,” is popular.

Horizontal advice and counsel can produce a wealth of knowledge. However, we must always approach the horizontal landscape – the external – powered by vertical alignment – centered internally with the core of who we are. 

Upon considering my values of who I am and the vision of what I want for this event, I realized the lack of transparency is not in alignment with my values nor setting the right expectations for the experience.

Sure, maybe I would get more sales; however, my bottom line — what I want — is not just sales. I want transformation on an emotional level. I want C-Suite execs to leave powered from a place of emotional intelligence to decrease decisions made out of alignment with who they are or executing tactics rooted in guilt, not vision. 

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Ultimately, one of my core values is authenticity, and I must make business decisions accordingly. 

2) Knowing who You are Protects You from Reactivity.

Operating from vertical alignment maintains focus on the bottom line and the strategy to achieve it. From this position, you are protected from reacting to the horizontal pressures of the 3 Cs: Competitors, Colleagues, and Customers. 

This does not mean you do not adjust tactics or learn. 

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However, your approach to adjustments is proactive direction, not reactive deviations. To do this, consider the following questions:

First: How does their (any one of the 3 Cs) tactic measure against my proven track record of success?

If your colleague promotes adding newsletters to your strategy, lean in and ask, “Why?” 

  • What are their outcomes? 
  • What metrics are they tracking for success? 
  • What is their bottom line against yours? 
  • How do newsletters fit into their strategy and stage(s) of the customer journey? 

Always consider your historical track record of success first and foremost. 

Have you tried newsletters in the past? Is their audience different from yours? Why are newsletters good for them when they did not prove profitable for you? 

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Operate with your head up and your eyes open. 

Maintain focus on your bottom line and ask questions. Revisit your data, and don’t just take their word for it. 

2. Am I allocating time in my schedule?

I had coffee with the former CEO of Jiffy Lube, who built the empire that it is today. 

He could not emphasize more how critical it is to allocate time for thinking. Just being — not doing — and thinking about your business or department. 

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Especially for senior leaders or business owners, but even still for junior staff. 

The time and space to be fosters creative thinking, new ideas, and energy. Some of my best campaigns are conjured on a walk or in the shower. 

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Kasim Aslam, founder of the world’s #1 Google Ads agency and a dear friend of mine, is a machine when it comes to hacks and habits. He encouraged me to take an audit of my calendar over the last 30 days to assess how I spend time. 

“Create three buckets,” he said. “Organize them by the following:

  • Tasks that Generate Revenue
  • Tasks that Cost Me Money
  • Tasks that Didn’t Earn Anything”

He and I chatted after I completed this exercise, and I added one to the list: Tasks that are Life-Giving. 

Friends — if we are running empty, exhausted, or emotionally depleted, our creative and strategic wherewithal will be significantly diminished. We are holistic creatures and, therefore, must nurture our mind, body, soul, and spirit to maintain optimum capacity for impact. 

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I shared this hack with a friend of mine. Not only did she identify meetings that were costing her money and thus needed to be eliminated, but she also identified that particular meetings could actually turn revenue-generating! She spent a good amount of time each month facilitating introductions; now, she is adding Strategic Partnerships to her suite of services. 


ACTION: Analyze your calendar’s last 30-60 days against the list above. 

Include what is life-giving! 

How are you spending your time? What is the data showing you? Are you on the path to achieving what you want and living in alignment with who you want to be?

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Share with your team or business partner for the purpose of accountability, and implement practical changes accordingly. 


Finally, remember: If you will not protect your time, no one else will. 

3) Knowing who You are Protects You from Lack. 

“What are you proud of?” someone asked me last year. 

“Nothing!” I reply too quickly. “I know I’m not living up to my potential or operating in the full capacity I could be.” 

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They looked at me in shock. “You need to read The Gap And The Gain.”

I silently rolled my eyes.

I already knew the premise of the book, or I thought I did. I mused: My vision is so big, and I have so much to accomplish. The thought of solely focusing on “my wins” sounded like an excuse to abdicate personal responsibility. 

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But I acquiesced. 

The premise of this book is to measure one’s self from where they started and the success from that place to where they are today — the gains — rather than from where they hope to get and the seemingly never-ending distance — the gap.

Ultimately, Dr. Benjamin Hardy and Dan Sullivan encourage changing perspectives to assign success, considering the starting point rather than the destination.

The book opens with the following story:

Dan Jensen was an Olympic speed skater, notably the fastest in the world. But in each game spanning a decade, Jansen could not catch a break. “Flukes” — even tragedy with the death of his sister in the early morning of the 1988 Olympics — continued to disrupt the prediction of him being favored as the winner. 

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The 1994 Olympics were the last of his career. He had one more shot.

Preceding his last Olympics in 1994, Jansen adjusted his mindset. He focused on every single person who invested in him, leading to this moment. He considered just how very lucky he was to even participate in the first place. He thought about his love for the sport itself, all of which led to an overwhelming realization of just how much he had gained throughout his life.

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He raced the 1994 Olympic games differently, as his mindset powering every stride was one of confidence and gratitude — predicated on the gains rather than the gap in his life. 

This race secured him his first and only gold medal and broke a world record, simultaneously proving one of the most emotional wins in Olympic history. 

Friends, knowing who we are on the personal and professional level, can protect us from those voices of shame or guilt that creep in. 


PERSONAL ACTION: Create two columns. On one side, create a list of where you were when you started your business or your position at your company. Include skills and networks and even feelings about where you were in life. On the other side, outline where you are today. 

Look at how far you’ve come. 

COMPANY ACTION: Implement a quarterly meeting to review the past three months. Where did you start? Where are you now? 

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Celebrate the gain!

Only from this place of gain mindset, can you create goals for the next quarter predicated on where you are today.


Ultimately, my hope for you is that you deliver exceptional and memorable experiences laced with empathy toward the customer (horizontally aligned) yet powered by the authenticity of the brand (vertically aligned). 

Aligning vertically maintains our focus on the bottom line and powers horizontal fulfillment. 

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Granted, there will be strategic times and seasons for adjustment; however, these changes are to be made on the heels of consulting who we are as a brand — not in reaction to the horizontal landscape of what is the latest and greatest in the industry. 

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In Conclusion…

Taking back control of your business and marketing strategies requires a conscious effort to resist external pressures and realign with what you want and who you are.

Final thoughts as we wrap up: 

First, identify the root issue(s).

Consider which of the 3 Cs holds the most power: be it competition, colleagues, or customers.

Second, align vertically.

Vertical alignment facilitates individuality in the market and ensures you — and I — stand out and shine while serving our customers well. 

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Third, keep the bottom line in view.

Implement a routine that keeps you and your team focused on what matters most, and then create the cascading strategy necessary to accomplish it. 

Fourth, maintain your mindsets.

Who You Are includes values for the internal culture. Guide your team in acknowledging the progress made along the way and embracing the gains to operate from a position of strength and confidence.

Fifth, maintain humility.

I cannot emphasize enough the importance of humility and being open to what others are doing. However, horizontal alignment must come after vertical alignment. Otherwise, we will be at the mercy of the whims and fads of everyone around us. Humility allows us to be open to external inputs and vertically aligned at the same time.

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Buckle up, friends! It’s time to take back the wheel and drive our businesses forward. 

The power lies with you and me.


Disruptive Design Raising the Bar of Content Marketing with Graphic

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Roundel Media Studio: What to Expect From Target’s New Self-Service Platform

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Roundel-media-studio-featured-image

Commerce


By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.

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But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
Image Source: Target.com

This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

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  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

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  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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