In the web agency space, we’re always juggling various projects at any given time. The primary person at the helm managing traffic flow is the project manager. They manage communication between clients and internal team members, plot Gantt charts to help space out different milestones from start to finish, and keep teams on track to ensure we hit project checkpoints on time and on budget.
But what about a nonprofit organization? This responsibility typically falls to the communications director, marketing manager, or development manager. Does your team member have everything prepared for website development from start to finish? Do they have what is essentially a flight plan?
What is a flight plan? We’re borrowing the definition from air traffic controllers. It’s essentially a list of tasks that’s needed to be checked off before flight. That may sound simple, but there is a lot of work that goes underneath before the plane is even allowed to take off.
Flight plans are documents filed by a pilot or flight dispatcher with the local Air Navigation Service Provider (e.g., the FAA in the United States) prior to departure which indicate the plane’s planned route or flight path.
When we work with clients we make sure there is a flight plan setup so that the project will hit the time and budget goals as stated in our initial proposal.
Let’s go over some of these tasks in detail.
Website Project Planning: Essential Setup Tasks
Discovery, Requirements Gathering and Market Research
At the beginning of every project, we need to conduct a discovery phase that encompasses interviews and workshops with organization members. This includes executive directors, board members, perhaps some people from the development team to help us better understand the organization’s brand, mission and vision, and targeted beneficiaries.
Gather stories, documentation, photos, videos, and other written content. We have to then allocation for budget, timeline, and technical requirements before we can hand off the work to our project manager.
Simultaneously, research competitors’ websites and industry best practices to identify opportunities for differentiation and understand user expectations within the market context. This ensures requirements are informed by both internal stakeholder needs and external market realities.
Site Architecture & Information Architecture (IA)
Create a sitemap that outlines the website’s structure, including all pages, sections, and their hierarchical relationships. Develop a content taxonomy and navigation structure that ensures users can easily find information. This often includes card sorting exercises and user flow diagrams.
Technical Specification & Platform Selection
Define the technical stack, hosting requirements, CMS selection, third-party integrations, security requirements, and scalability needs. Document technical constraints, browser/device support requirements, and any legacy system integrations needed.
Project Scope & Timeline Definition
Create a detailed project plan with clear milestones, deliverables, and deadlines. Define what’s in scope and out of scope to prevent scope creep. Establish the project phases (design, development, testing, launch) with realistic timelines for each.
Budget & Resource Allocation
Determine the project budget and allocate resources accordingly. Identify team members needed (designers, developers, content writers, QA testers) and their availability. Account for contingency budget for unexpected challenges.
Content Strategy & Planning
Develop a content plan that identifies what content is needed, who will create it, and when it’s due. This includes copywriting, imagery, video, downloadable resources, and any migrated content from existing sites. Create a content matrix mapping content to pages.
Wireframing & Prototyping
Create low-fidelity wireframes that establish layout, content hierarchy, and functionality before investing in visual design. This allows for early feedback on user experience and site structure without the distraction of colors and imagery.
Success Metrics & Analytics Planning
Define key performance indicators (KPIs) and how they’ll be measured. Set up analytics tracking requirements, conversion goals, and establish baseline metrics if redesigning an existing site. This ensures you can measure ROI post-launch.
Risk Assessment & Mitigation Planning
Identify potential risks (technical challenges, resource availability, third-party dependencies, content delays) and develop mitigation strategies. This proactive approach helps avoid project delays and budget overruns.
Let’s Build Something Meaningful!
Your community deserves to understand your work. If your nonprofit’s website isn’t reaching the people you serve—whether due to language barriers, outdated design, or unclear messaging—let’s talk about closing that gap.
Reach out at hello@smallactionsstudio.com or from our contact page to start a conversation about your organization’s digital presence.
Do you have a new project idea or feature that you’d like to implement for your organizations website?