Nonprofit websites should answer key questions right as your target audience enters the website. These might be donors, volunteers, or potential partner organizations. The overarching message that should be presented to visitors of a nonprofit site is that your organization is driven by honest altruism, has a mission worth investing time and money in, and has the competence to see its vision carried out. The copy should strive to reflect your nonprofit’s cultural values, leadership in its cause, and accountability in its execution.
The primary goals of the About Pages are to build trust and accurately communicate the mission, vision, and values of your nonprofit. As the 2nd most popular page of a website, it’s important to develop quality content for it. Share its history, accreditations, associations, and personal story with all interested visitors.But a nonprofit is nothing without its people, so be sure to highlight the stories of employees and leadership to establish authority and trust in your ability to run high-quality programs. For each staff member, provide consistent headshots, their contributions to the cause, and bios that highlight their passions and skills.
DRIVE INTEREST IN YOUR NONPROFIT PROGRAMS
The goal of the program pages should be to help potential participants make an educated decision about enrolling WITHOUT having to speak to someone by phone or email. At the same time, it should demonstrate value and merit to potential donors who want to feel they’re putting their money in the right place. Visitors viewing these pages have an interest in your organization programs, but may not be aware of the finer points of how your nonprofit operates. It will be important to explain naming conventions and compare one to the other. This will help visitors find exactly what they are looking for.
Above the fold
“Why should I care?” “What is it?” “Who’s it for?”
In the Body
“How will it improve my life, and the lives of others?” “How does it work?” “Why should I trust you with my donation?”
At the Bottom
“What’s next?” “How do I get started?”
GET VISITORS INVOLVED & DONATING
These pages should remind visitors how they make a difference by becoming members, donating, or volunteering. They’re at the evaluation stage, and just need a little push and some final information to make their choice. Instructions and FAQs on how to get involved should be abundant. The FAQ page can capture any secondary objections that are not addressed on the primary “Get Involved” pages, as not fully understanding what one gets for signing up is the top reason for users bounces from a page instead of converting. Reasonable efforts should be made to explain exactly the process and benefits of each conversion possibility.
OVERCOME OBJECTIONS WITH SUCCESS STORIES
Case studies and success stories are powerful for potential participants and partner organizations, because they can see what outcomes you’ve already achieved and want the same thing for themselves. The case study should focus on the needs of the communities or causes you server. Break it down into what the goal of a project or program was, what was done to meet that goal, and the final results—complete with testimonials and pictures of smiling faces, hopefully. For donors and partner orgs, break down costs and staff activity in a transparent way so they feel confident contributing to the nonprofit.
WHAT OUR NONPROFIT CLIENTS ARE SAYING
“We’ve seen a huge improvement. We have integrations with search engines and with digital marketing, as well as the ability to build landing pages for content and various campaigns throughout the year. I can foresee all the benefits that the site will bring. It’s a lot easier to manage and I’m sure it will increase and drive our revenue in 2018.”
~ Chris Brown, Boys & Girls Club of King County, Marketing & Communications Director
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