Does your Website Content make the cut?

A good website revolves around great content. Great content is the tool that inspires action online and creating content that engages your audience is critical to being successful online. It is very important to know what content you should include in your website and what is going to entice and engage your visitors. Here are key points to remember about your website content.

1. Your Purpose Should Take Center Stage

Too often organizations assume that people already know what their nonprofit does. When visiting a website, users want to know what that website is about, whether they have previous knowledge or not. There is no telling how much or little visitors actually know, so it is important to make your organization’s purpose plain and clear. To do this, include an abbreviated mission statement directly on the homepage or insert a prominent link on the homepage linking visitors to an “about” page that offers concise information about what the organization does.

2. Know your Audience and Be Relevant!

Your content should be relevant and compelling to your target market and should address their interests, concerns, and problems. Make sure you understand who your supporters are and provide information that benefits them.  It is vital to constantly update your content with new and relevant information. Donors want to be updated on a regular basis on what is going on, who needs help, where an event is taking place, when you need their help, and why they should care. It is all about your target and how your content can help them.

3. Be Friends with the Media

As a nonprofit, it is very important to attract media attention. This attention can bring in more donations, visitors, or even raise the profile of the organization.  To assist journalists, bloggers, and anyone else with an audience, make it easy for them to find information about your organization.
The below information should be included somewhere on your site.

• Profiles of board of directors, founders, and other key personnel with contact information for each.
• Downloadable images from your site and press-ready quotes, both from members and directors.
• Videos that show your cause, motivate people, and show the power of your message.

Make it clear that journalists and other organizations may use these items in coverage without contacting the organization for prior permissions.

4. Solicit Donations

Your website is a crucial place to solicit donations from both old and new donors. Online donation forms make donating quick and easy especially for recurring donors. A donation call to action should be large and visible on your homepage, linking visitors to your donation page. Make the donation process as simple as possible (go to donation section for more on this).

5. Calling all Volunteers

Volunteer opportunities should be easy to find. While not everyone has the means to donate money, many people may still be interested and passionate about what your organization is doing. Make sure to include detailed information about volunteering opportunities, steps people can take on their own, or just contact information for your volunteer organizers on your site. You want to ensure that anyone who wants to volunteer with your organization does not have trouble finding information on how to do it.

6. Keep visitors in the know

Make sure to include a news section or blog on your site. News and blogs about your organization keep visitors engaged in your organization and gives them a reason to come back to your site. This keeps your site visible and up to date and makes it more likely that visitors will become more involved in the future. Additionally, blogs and news sites are often quoted by other blogs and news sites. This increases the exposure for your site and will likely bring you more traffic.

7. Leverage video to tell your story

Nonprofits do amazing work and it is important to share that with the public. An easy way to show the world what your organization is about is to tell your story through quality video and publish it to your site or talk about it on your Facebook page. Figure out how to turn the unique ways your organization is changing the world into content that can be used online. A great way to do this is to allow the people you impact to tell their story and post it to your site.

S. Slade Sundar

S. Slade Sundar is a senior executive, strategist, and international speaker on topics including fundraising, endurance registration, millennial management, performance culture, and online technology.

As the Chief Operating Officer of Forte Interactive, Slade leads marketing, operations, human resources, and product development, while overseeing a staff of Millennial employees.
S. Slade Sundar
S. Slade Sundar
S. Slade Sundar is a senior executive, strategist, and international speaker on topics including fundraising, endurance registration, millennial management, performance culture, and online technology. As the Chief Operating Officer of Forte Interactive, Slade leads marketing, operations, human resources, and product development, while overseeing a staff of Millennial employees.
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