Three C’s for a Nonprofit Website Strategy

Your nonprofit website is a key component to your communication strategy. Use the Three C’s to assess your current website and as part of the planning process as you move forward in maximizing the value of the Internet to build your organization.

Communications

Your website is a hub for your Internet communications. In your newsletter, social media, email signatures, link to your website to drive people to your website. Once a person visits your website, they should see information that is engaging and valuable to THEM.

  • Identify your target audience(s) and their needs

  • Your home page should have your key message that speaks to the site visitor

  • Have the latest updates available from the home page, which leads to specific areas of the site.

  • Update your website regularly with news and changes. Assign someone to check the website regularly to make sure it reflects your current situation.

  • Consider integrating social media, like your Facebook and Twitter page, with your website

  • Provide methods for two-way communications – see the Calls to Action section below

Credibility

You have only a few seconds to grab and hold the attention of the person visiting your website. First impressions DO count. The person should see in a very short time that the website is of interest to him.

Here are some suggestions for building credibility:

  • Look professional and appropriate for your target audience

  • Facilitate navigation to all areas of the site

  • Check your content to make sure there are no typos, misspellings, paragraph formatting errors

  • Check that all internal and external links work. Remember that in your links to EXTERNAL sites, your link may change.

  • Use graphics, photos, videos, colors, fonts, design for a professional look

Remember that the person is judging your organization and ability by what they see on your website. You want to create a professional and credible presence that encourages them to spend their time and engage with you in some way.

call to action

What do you want people to DO when they see and like your website? You want the person to not just say “this organization seems to be doing a good job”. People view hundreds and thousands of websites – how do you engage them and keep them coming back? You want to build a relationship with the interested person. Here are some suggestions to engage the user and build trust and interest.

  • Ask them to bookmark the site.

  • Encourage them to sign up for your email newsletter

  • Add a contact form so they can ask a question or ask for help

  • Provide a link to download a report, and they’ll give you their email address to receive it.

  • Provide a method to donate to your organization, with a variety of levels

  • Engage them with information and form on how to become a volunteer

  • Add an RSS feed to receive updates on pages you update frequently

  • Integrate your Facebook and Twitter page and encourage people to join your social networks

Then be sure to follow up

  • Sending them a newsletter and announcements.

  • Provide updates on donations and how they are used.

  • Add new reports and news

  • Add regular updates to the website so that a person sees new and updated information when they return to the site

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