Too often, nonprofits either don’t have a website or rely on outdated platforms that don’t fit their needs. Depending on the size of your organization, it may feel like a luxury to spend resources on your digital footprint when you’re so focused on meeting your constituents’ needs.
A modern website isn’t just a “nice-to-have” — these days, a strong online presence is essential. It impacts all aspects of a nonprofit’s marketing, fundraising, volunteer recruitment, and brand management.
Tips To Get More Out Of Your Nonprofit’s Website
Speak Directly to your Supporters
Any effective digital marketing strategy involves creating content that speaks to your current and potential supporters.
Most nonprofits have multiple key stakeholders including volunteers, donors, service users, referring agencies, people who may attend events, local media, and the general public. Create content that speaks to your different audiences and helps build an online community that extends your offline community.
Create a Consistent Web Presence
As a nonprofit, one of the best communication strategies you can use is to maintain an on-brand, consistent web presence. This means creating a unified user experience across your website, emails, Facebook page, Instagram account, and all other social media channels. This strategy makes it easier for potential supporters to find you and understand your message.
Consider the time you may already spend on your newsletters and media outreach. Spending time on your website, email, and social media further expands that message whether you need more support, event attendees or donations.
In 2020, Forbes reported that 30% of nonprofit website traffic originates from their social media channels. This data point hints at two different takeaways.
- Your social media presence is an extension of your website and your online brand. Give it the attention it deserves so it can effectively drive traffic to your website.
- Other websites tend to see a higher proportion of search engine-referred traffic. This may indicate that many nonprofits overlook optimizing their content for Google and Bing discovery. Nonprofits who do optimize have an advantage when it comes to fundraising, volunteer recruitment, media coverage, and promoting their mission.
Creating a consistent web presence doesn’t mean posting the exact same message to each platform. Just include common elements such as integrating your organization’s branding, website link, and contact information. The overall look and messaging should be on-brand and represent your nonprofit authentically. However, you may still have a different tone in an Instagram post than you would if you were posting on LinkedIn.
Professional Web Design & Easy Navigation
Professional web design is one of the best investments you could make in your nonprofit. The website should be easy to navigate on both desktop and mobile.
If you’re also accepting donations, registrations, or collecting contact information, then make sure it is secure. Use an SSL certificate and other security measures to protect your supporters and your nonprofit.
Website navigation should be simple so it’s easy for visitors to find relevant content such as impact stories, newsletters, and fundraising opportunities.
Also, keep in mind how people consume information and media today. Over half of the internet users browse the web and check their social media feeds using their mobile phones so make sure your website is mobile-friendly!
Amplify Your Events & Fundraising Campaigns
Don’t forget to integrate your web presence into your nonprofit fundraising strategies, informational campaigns, and event planning. Anything that involves reaching out to the public should be on your website and even potentially your social media.
Whether your fundraising involves planning an event or collecting donations, make it easy for your supporters to donate through your website and learn more about your mission.
Keep Your Nonprofit Website Fresh
Sometimes nonprofit staff use their website as a static brochure. Keeping content fresh, interactive, and relevant improves visitor retention and search engine rankings. It also saves your team members or volunteers time since some basic information sharing and admin tasks might be done through a website or integrated tool.
For example, using a platform for event registration may save hours of staffing a phone and answering emails. If your donors, volunteers, and other stakeholders have a pleasant experience, then this increases loyalty.
Integrate Other Tools
You don’t have to reinvent the wheel. Many large enterprise companies integrate other tools and online platforms into their website. For example, if you use a donor database, chances are there are ways to integrate leads and information requests from your website into the platform.
Integrating the tools you already use provides a more seamless experience for your volunteers and supporters. Whether you use a third-party platform for event registration or to collect donations, most major platforms allow you to link, integrate, or embed content within your website.
Following these tips will make it easier to reach your nonprofit’s supporters and accomplish your core mission. Want to learn more from UncommonGood? Download our brand & marketing guide today!
