Writing for the Web

1. Writing for the Web Presented by: Cindy LeonardBayer Center for Nonprofit Management at Robert Morris University

2. What’s on Tap? • 9-9:30 am/Getting to know each other • 9:30-10:30 am/Principles of writing for the web & social media • 10:30-10:40 am/BREAK • 10:40 am-12 noon/Principles of writing for the web & social media (continued) • 12 noon – 1 pm/LUNCH • 1-1:50 pm/Exercise 1: writing web copy (small groups) • 1:50-2:20 pm/Peer review of Exercise 1 written work • 2:20-2:30 pm/BREAK • 2:30-3:30 pm/Exercise 2: editing web copy (small groups) • 3:30-4 pm/Peer review of Exercise 2 written work

3. Reason #1: People scan web pages instead of reading them

4. Reason #2: Building trust

5. Disclaimers • Examples included in this class have been procured from real websites whenever possible. • Agency names have been changed for nonprofits located in southwestern Pennsylvania. • If you are a poor writer, this class will not make you a better one. This class is designed to teach good writers how to adapt their work for the web. (Sorry!)

7. Principle #1 • Structure text in an inverted pyramid style

8. Inverted pyramid example • Adoption is only one in a mix of non-traditional families. Others include divorced, step, foster, multi-racial, single, gay and families headed by grandparents. All of which can complicate children's lives in the classroom and on the playground. Negative perceptions and depictions of such families can adversely affect children. This is why teaching tolerance and understanding is critically important. • Even though adoption is often misunderstood, it is also gaining a wider acceptance, making it a valuable prism through which to view not only non-traditional families, but all families. Indeed, by understanding adoption, we lay the groundwork for the understanding of all families. • We may be long past the time when adoption was shrouded in secrecy, but we have yet to rid ourselves of its baggage. While adoptive families today are proud of their families and reject a legacy of stigma and shame, the lingering impacts of past misconceptions and stereotypes remain in questions and comments, in comic strips, on television and as the butt of jokes on sitcoms. The fact remains adoption is a curiosity and, for that reason, among others, it makes good copy. However, there are serious consequences to misunderstanding and misrepresenting adoption in society and in the media.

9. Inverted pyramid example We may be long past the time when adoption was shrouded in secrecy, but we have yet to rid ourselves of its baggage. While adoptive families today are proud of their families and reject a legacy of stigma and shame, the lingering impacts of past misconceptions and stereotypes remain in questions and comments, in comic strips, on television and as the butt of jokes on sitcoms. The fact remains that adoption is a curiosity and, for that reason, among others, it makes good copy. There are, however, serious consequences to misunderstanding and misrepresenting adoption in society and in the media. Adoption is only one in a mix of non-traditional families. (Others include divorced, step, foster, multi-racial, single, gay and families headed by grandparents.) All of which can complicate children's lives in the classroom and on the playground. Negative perceptions and depictions of such families can adversely affect children. This is why teaching tolerance and understanding is critically important. Even though adoption is often misunderstood, it is also gaining a wider acceptance, making it a valuable prism through which to view not only non-traditional families, but all families. Indeed, by understanding adoption, we lay the groundwork for the understanding of all families.

10. Principle #2 • Employ a conversation but factual tone

11. Tone example • Poor: • Have you ever wondered how you can help the environment? Have you been looking for ways to be more green at home? Recycling might be for you. You can learn about recycling by visiting our “Recycling at Home page. • Better: • Visit our “Recycling at Home” page for information and tips on home recycling.

12. Principle #3 • Write using an active voice

13. Active voice example • Poor: • The children were allowed to thoroughly visit the museum’s exhibits by their teachers. • Better: • The teachers permitted the children to thoroughly explore the museum’s exhibits.

14. Principle #4 • Utilize action verbs

15. Action verbs example • Poor: • Lions Tigers & Bears is a federally and state licensed non-profit 501(c)(3) rescue facility dedicated to providing a safe haven for unwanted and abused exotic cats. We are a NO KILL facility that allows cats in our care the opportunity to live out their lives with dignity in a caring and safe environment. Our goal is to provide a safe haven to rescued cats and to educate the public about the growing population of abandoned unwanted exotic animals. • Better: • Lions Tigers & Bears, a federally and state-licensed nonprofit rescue facility, provides a safe haven for unwanted and abused exotic cats and educates the public about the growing issue of abandoned, unwanted exotic cats. Our no kill facility allows cats in our care to live out their lives with dignity in a caring, safe environment.

16. Principle #5 • Use fewer words

17. Fewer words example It is the intention of The Domestic Crisis Center to provide quality training for meaningful volunteer tasks, as well as opportunities for increased responsibility. In order to reach this goal, we will provide each volunteer with the opportunity to develop to his/her potential by teaching new skills and expanding on existing assets. It is our belief that with proper training, both men and women with varied life experiences and backgrounds can provide quality services to the agency and its clients. The volunteers of The Domestic Crisis Center are expected to reflect our philosophy of self-determination in all activities and respect the fact that each individual has the right and responsibility to make choices that are appropriate for their own lives. The Domestic Crisis Center is looking for caring and compassionate men and women of all ages to volunteer for our Agency. Volunteer opportunities are available in various areas such as our emergency crisis shelter, hotline, medical/legal advocacy, children’s programming, community education and much more.

18. Fewer words example The Domestic Crisis Center needs caring volunteers of all ages for our emergency crisis shelter, hotline, medical/legal advocacy, children’s programming, community education and much more. We provide each volunteer with quality training, personal growth opportunities, and new skills development. Our volunteers are expected to reflect our philosophy of self-determination in all activities and respect the fact that each individual has the right and responsibility to make choices that are appropriate for their own lives.

19. Principle #6 • Include one idea per paragraph

20. One idea per paragraph example Poor: Particle pollution is tiny drops of liquid or small particles of dust, metals, and other material that float in the air. Some particles are dark or large enough to be seen as soot or smoke. Others are so small that they can only be detected with an electron microscope. It comes from a variety of sources such as cars, diesel engines, power plants, industry, construction, forest fires, open burning, and wood combustion. Although a year round problem, particle pollution levels spike during high ground-level ozone days in the summer and during the winter and fall when woodstoves and fireplaces are in use. • Better: • Particle pollution is tiny drops of liquid or small particles of dust, metals, and other material that float in the air. • Some particles are dark or large enough to be seen as soot or smoke. Others are so small that they can only be detected with an electron microscope. • It comes from a variety of sources such as cars, diesel engines, power plants, industry, construction, forest fires, open burning, and wood combustion. • Although a year round problem, particle pollution levels spike during high ground-level ozone days in the summer and during the winter and fall when woodstoves and fireplaces are in use.

21. Principle #7 • Provide specific, useful information

22. Specific, useful info example • http://www.pressleyridge.org/index.php

23. Principle #8 • Use clear, descriptive headlines and plenty of sub-headings

24. Headlines, sub-headings example Counseling: Services provided by Families Together are both supportive and educative in nature. They are available on an individual basis either through our hotline or in person. The goal of all counseling services offered by Families Together is to empower survivors toward the recognition of their own abilities; to return to them a sense of control over their lives, and to reaffirm their personal dignity. In person, individual counseling most often occurs at one of the agency's four offices, but can be arranged at any location that is mutually agreeable to both the survivor and the agency. Care has been taken to establish in-office counseling areas that assure both accessibility and confidentiality. All of the counseling services described are fluid in nature. Although some survivors choose to utilize only one aspect, (hotline or in-person), many more choose to use these services in conjunction with one another Survivor Accompaniment: All survivors served by the agency are made aware of our accompaniment services. Trained staff and/or volunteers are available to accompany survivors to hearings, appointments, or to any agency which enables the survivor to achieve the goals of their service plan. Advocacy: Families Together has an extremely active victim advocacy component. The agency advocates for survivors with such agencies and institutions as hospitals, welfare services, housing, criminal justice/court agencies, mental health services, and legal services. Information and Referral: This is an on-going service of the agency and acts as a cornerstone for all other services. By providing survivors with information on domestic violence, sexual assault, and other violent crime issues, options available, and existing services, we increase their sense of power while decreasing their sense of isolation and helplessness.

25. Headlines, sub-headings example Counseling Services Counseling services provided by Families Together are both supportive and educative in nature. They are available on an individual basis either through our hotline or in person. The goal of all counseling services offered by Families Together is to empower survivors toward the recognition of their own abilities; to return to them a sense of control over their lives, and to reaffirm their personal dignity. In person, individual counseling most often occurs at one of the agency's four offices, but can be arranged at any location that is mutually agreeable to both the survivor and the agency. Care has been taken to establish in-office counseling areas that assure both accessibility and confidentiality. All of the counseling services described are fluid in nature. Although some survivors choose to utilize only one aspect, (hotline or in-person), many more choose to use these services in conjunction with one another. Survivor Accompaniment All survivors served by the agency are made aware of our accompaniment services. Trained staff and/or volunteers are available to accompany survivors to hearings, appointments, or to any agency which enables the survivor to achieve the goals of their service plan. Advocacy Families Together has an extremely active victim advocacy component. The agency advocates for survivors with such agencies and institutions as hospitals, welfare services, housing, criminal justice/court agencies, mental health services, and legal services. Information and Referral This is an on-going service of the agency and acts as a cornerstone for all other services. By providing survivors with information on domestic violence, sexual assault, and other violent crime issues, options available, and existing services, we increase their sense of power while decreasing their sense of isolation and helplessness.

26. Principle #9 • Format text appropriately

27. Format text example • Poor: • When writing a paragraph of text for a website, keep in mind that bold text in the middle of a paragraph draws the eye. Be careful about using it. • Better: • When writing a paragraph of text for a website, keep in mind that bold text in the middle of a paragraph draws the eye. Be careful about using it.

28. Format text example • I said I liked it. • I said I liked it. • I said I liked it. • I said I liked it. • I said I liked it.

29. Format text example • Poor: Our agency has offices in Allegheny, Beaver, Butler, Greene, Indiana, Washington, and Westmoreland Counties. • Better: • Our agency has offices in these counties: • Allegheny • Butler • Greene • Indiana • Washington • Westmoreland

30. Format text example • Poor: • WILL YOU STOP SCREAMING AT ME? IT’S SO RUDE! • Better: • Will you stop screaming at me? It’s so rude!

31. Principle #10 • Spellcheck and proofread to maintain a consistent style and to use correct grammar and punctuation

32. Spellcheck, proofread example • Animals Are People Too (AAPT) specializes in pet rescue, adoption and foster placement, and education. AAPT maintains its Smalltown facility through the help of volunteers and a small staff. • E-mail us • e-mail us • e-Mail us • Email us • Email us • eMail us

33. Social Media Guidelines • Know your audience • Be authentic and original • Be conversational, not “sales-y” • It’s okay to have an opinion

34. Social Media Guidelines • “Social media is like a cocktail party…work the room, be interesting, honest, engaging, and don’t schmooze.”