Have you ever heard of a microsite? How about a branded content site? If you’ve heard of one, you’ve heard of the other because they’re virtually the same thing. A microsite is used by companies to advertise their brand on a completely separate URL address. Unlike a company’s main site, a microsite usually doesn’t display the company’s brand or logo. Microsites are generally used to advertise a campaign but can also be used to advertise the same services and products a company has to offered, but just geared towards a specific group of people.
Nonprofit organizations can benefit from a microsite the same way a business can. A nonprofit geared towards HIV prevention can have a microsite that speaks specifically to women. Another nonprofit who specializes in healthy eating may have a microsite dedicated to healthy dinner recipes that takes under 30 minutes to make. They don’t specifically advertise for the nonprofit but they get people talking about their cause- such as eating healthy or preventing HIV.
Ovrture is a cloud based digital platform that specializes in microsites that users can personalize. Offering different templates, users can select the template and colors that coincides with their organization and edit the content to display their mission. Ovrture is used by numerous colleges such as Lehigh University and Emory University and nonprofits such as The Cleveland Circle. Pertaining to colleges, Ovrture allows universities to reach a specific group of people such as alumni, or faculty without advertising on the college’s main page.
In Use: Users work with Ovrture staff to create a custom microsite that aligns with the organization’s branding. The university has the ability to then change the content and personalize it with pictures, colors and messaging giving it a unique look. To date, Ovrture has worked with over 90 campaigns and have helped raise over $25 billion dollars.
The price to use Ovrture is $2,000 per month. The microsite can be sent to an infinitive number of donors at no extra cost but each organization can only have 10 users. Additional users are $50 each.
ROI or return on investment is always an important indicator as to whether a campaign is doing well. While the site does not offer analytics just yet, they hope to start offering reports by mid-2017.
Technology Used: There is no specific technology required to use Ovrture. The microsites themselves are responsive with either a tablet, phone, or desktop ensuring that the site looks crisp no matter what device it is being viewed on.
Ease of Use: Ovrture’s template is customizable and users can change the content, color, or pictures with ease. This makes it easy for nonprofits to update the microsite with little hassle- something that is helpful if the user is not tech-savvy.
Recap: Ovrture, is a digital platform that helps colleges and nonprofits create personalized microsites. Users have the ability to personalize the microsite with different colors, pictures, and content and then can send to donors or constituents.
Great for colleges and universities who want to communicate to a specific group of people
Environmentally friendly- eliminating the need for paper based mailings
Can personalize and edit- user face to make it unique and cohesive to the nonprofit’s brand
Too expensive for small to medium nonprofits and even some large nonprofits
Users are not able to access analytics yet, so they won’t know how well their campaign is doing, or how many people they are reaching
My Opinion: Ovrture is a great platform for colleges and universities to use, but I think it’s too expensive for nonprofits and charities. Furthermore, because there’s no access to analytics, nonprofits won’t know if their campaign is successful. But if a nonprofit does have the money and they are doing a branding campaign Ovrture is a good tool to use when creating a microsite. I would just wait until reporting is available as that will let a nonprofit know if the campaign is actually working.
Danielle Vitali got her B.F.A. in
Creative Writing from Emerson College. She is now a freelance writer and works
as the social media manager at a busy Irish pub in Boston. She's is also the
author of a comic book entitled, "The Superhighs"
and writes a blog called, "Sir I Think
You've Had Too Much." In her spare time she loves reading
graphic novels, writing, and playing with her dog Guinness.