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 towards 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 the person visits your website, they should see information that is attractive and valuable to THEM.
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Identify your target audience(s) and their needs
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Your home page should have your key message that speaks to the site visitor
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Have the latest updates available from the home page, which leads to specific areas of the site.
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Update your website regularly with news and changes. Assign someone to check the website regularly to make sure it reflects your current situation.
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Consider integrating social media, such as your Facebook and Twitter page, with your website
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Provide methods for two-way communications – see Calls to Action section below
Credibility
You have just a few seconds to grab and hold the attention of your website visitor. First impressions DO count. The person should see in a very short time that the website is of interest to them.
Here are some suggestions for building credibility:
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Look professional and appropriate for your target audience
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Facilitate navigation to all areas of the site
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Review your content to ensure there are no typos, misspellings, paragraph formatting errors
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Check that all internal and external links are working. Remember that in your links to EXTERNAL sites, your link may change.
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Use graphics, photos, videos, colors, fonts, layout for a professional look
Remember that the person is judging your organization and capacity by what they see on your website. You want to create a credible, professional 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 “it sounds like this organization is doing a good job.” People see hundreds and thousands of websites – how do you engage them and keep them coming back? You want to build a relationship with the person concerned. Here are some suggestions to engage the user and build trust and interest.
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Ask them to bookmark the site.
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Encourage them to sign up for your email newsletter
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Add a contact form so they can ask a question or ask for help
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Provide a link to download a report, and they will provide their email address to receive it.
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Provide a method to donate to your organization, with a variety of levels
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Engage them with information and form on how to become a volunteer
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Add an RSS feed to receive updates on pages you update frequently
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Integrate your Facebook and Twitter page and encourage people to join your social networks
So be sure to follow up by
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Sending them a newsletter and announcements.
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Provide updates on donations and how they are used.
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Add new reports and news
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Add regular updates to the website so a person will see new and updated information when they return to the site
