Monetizing Museum Websites

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Presentation given at the California Association of Museums (CAM) 2009 in San Francisco featuring online revenue generation strategies, what museums need to learn about monetizing websites and where to look for strategies.

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  • 1. Monetizing Museum Websites Allyson Lazar [email_address] February 27, 2009 California Association of Museums

2. Online Revenue Strategies 3.

  • Museums need a comprehensive and systematic set of strategies and procedures that can form the basis for a best practices approach for monetizing websites.

4.

  • 224 out of 260 websites reviewed required significant work before they would be adequately prepared to provide a positive and fruitful online giving experience to their visitors.
    • Amanda Fredrickson-Banks, 2007 unpublished thesis

5.

  • What do museums need to learn to successfully monetize their websites?
  • From whom can museums learn?

6. Museums Need to Learn the Process of Monetization

  • Drive visitors to your website
  • Encourage visitors to stay on your website and make purchases, become members or donate money
  • Encourage visitors to return

7. Museums Need to Learn how to Address Specific Website Issues

  • Getting Visitors
    • Visibility
  • Keeping Visitors
    • Accessibility
    • Financial Transactions
    • Security
    • Privacy
  • Repeat Visitors
    • Visitor Experience
    • Maintenance

8. Where to Look for Strategies

  • SEO Practices
  • Web Standards and Practices
  • ePhilanthropy Standards and Practices
  • Museum/Nonprofit Standards and Practices
  • Other Websites

9. SEO Standards and Practices

  • SEO = Search Engine Optimization
  • Methods for improving the number of visitors to your website.
  • Proper Website Coding
  • Links, Crosslinks, Trackbacks, Mentions
  • Google Adwords Grants for Nonprofits
  • SEO Consultants

10. Web Standards and Practices

  • Security
  • SSL: Secure Sockets Layer
  • TLS: Transport Layer Security
  • Protocols that provide security and data integrity for information exchanged over a website
  • Accessibility
  • Web Content Accessibility Guidelines:
  • http://www.w3.org/TR/WAI-WEBCONTENT/
  • Testing
  • Analytics
  • Maintenance and Review

11. ePhilanthropy Standards and Practices

  • ePhilanthropy Code of Ethics
  • http://www.fundraising123.org/article/ephilanthropy-code-ethics
  • Visibility
  • Transparency
  • Communication
  • Financial Transactions
  • Acknowledgment

12. Museum/Nonprofit Standards and Practices

  • Visitor Feedback
  • Evaluation
  • Cross-marketing
  • Partnerships and Reciprocal Programs
  • Visitor Service
  • Strategic Planning
  • Mission

13. Other Websites

  • What are they doing that works?
  • What are they doing that doesnt work?
  • Borrow
  • Exchange
  • Share

14. FaceBook and Visitor Experience

  • Cross-generational
  • Inter-generational dialogue
  • Multiple points of entry and engagement
  • Fosters, promotes and facilitates discussion

15. Resources