Nonprofit Websites:
Getting Yours to Work for You
Nonprofit websites are essential. People seek information online. That's a fact. If you want people to become involved (volunteer, give you money) you need a good online presence. Your site is a service, a convenience and a tool for you and your site visitors. It can also be an extension of your work; you can use your website to further your mission.
You are not going to get a flood of donations just because you have a website and that shouldn't be your goal. Start by providing a useful marketing communications tool for all your constituencies and you will benefit in many ways. Then explore how your site can help you fulfill your mission.
 Let's first go over the basic rules of website success, these are the same proven guidelines a for-profit company should use. Then we can look at the specifics for you as a nonprofit. This article does not go into the technical aspects of web production; it focuses on who will use the site and what their experience will be. Ready?- Determine who your site is for and what you want visitors to do when they get there. This can be several different groups including active volunteers, potential volunteers, clients or visitors, donors and potential donors... Everything about your site design and content should be driven by this.
- Make sure your homepage clearly communicates to the visitor: What you do, Who you do it for, How you do it better. Without learning that in the first few seconds, they aren't staying; they'll hit the back button.
- Provide an easy eye path. Make the site is clean and clear so they know where to look. Avoid obstacles that confuse or draw attention away from the key message or action you would like the visitor to take on each page.
- Show your credibility. Include quotes, awards, associations - anything that gives you instant status.
- Build your brand. You website is one element of your identity, be sure the design reflects your vision and the image you have created. As with all communication, use the best design and photography you can afford. Make sure it is well written and error-free.
OK, with that in mind let's look specifically at what makes good nonprofit websites. Take a few minutes today and surf the web, looking at sites for nonprofits of all sizes and types. Begin to get a sense of what you like and what works well. Keep in mind the audiences you want to serve and see how others manage (or don't) the navigation for specific group or purposes. Observe these to understand how your needs might be met. Keep in mind the five points listed above that relate to all sites. This basic education is a good investment of your time before you spend a penny creating or rebuilding a website. To keep your website working for you round the clock it should help you capture names of visitors. This is usually done by offering a subscription to a newsletter or some other communication. Capturing names and email addresses will help you build your database of friends. Make sure the form is simple and easy to use. Don't ask for too much information or people will not complete it; you can always ask for more information later, after you have begun a relationship. You will also offer visitors the option of making a donation. When someone donates you can ask for additional information. You may also choose to offer visitors the option of signing up to volunteer or register for an event. As a marketing tool your website is one piece of your communications and fundraising package. It will help you: - Build your brand
- Share news
- Announce events and training
- Collect donations
- Provide directions, hours
Your website can also further your mission.
Look at your site not just as a marketing tool but also as a service. Can you provide a list and links that would be helpful to your clients? Information on your community that may serve the residents? The results of research that might benefit students? Make your site a part of your work. It helps justify the expense (not that you should do it for that reason alone) when it becomes a service to your constituents. The more useful and informative you make your website, the more people will visit and recommend it to others. How you use your site to advance your mission will depend on your goals; make the exploration of how to use your site a part of every discussion on planning and reaching goals. Make sure your site is up-to-date. It is unprofessional and off-putting when a website lists training opportunities that have already passed or "news" that is two years old. Be sure that someone has responsibility for keeping the site current; with that charge he/she should know who to turn to for information and enter updates on a regular schedule.
Nonprofit websites are one part of a nonprofit marketing strategy.
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