POSITION YOUR NONPROFIT

Nonprofit website design should answer key questions right as your target audience enters the website. These might be donors, parents, program participants. The overarching message that should be presented to visitors of a nonprofit site is that your brand deeply cares about providing the best resources, programs, with competent staff, coaches, and administrators. The copy should strive to reflect the cultural values of integrity, open communication, unity, leadership, accountability and fun. 

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ABOUT PAGES (ABOUT, HISTORY, LEADERSHIP, PARTNERS, CAREERS)

The primary goals of the About Pages are to build trust and accurately communicate the mission, vision, and values of your nonprofit. The history, accreditations, associations, and personal story of your organization and employees can be shared; this can help establish authority and trust in the abilities to provide quality programs. The About Page is typically the 2nd most popular page on a website, so care should be taken to develop quality content. On leadership and staff bios, it is a good idea to not only share the credentials and professional history of leadership and staff, but also to highlight what benefits that person provides for members and what problems they solve.

DESCRIBE THE NONPROFIT PROGRAMS & OFFERING

The goal of the program pages should be to help students and parents make an educated decision about enrolling in any of the programs offered WITHOUT having to speak to someone by phone or email. Visitors viewing these pages have an interest in your organization programs, but may not be aware of the finer points of how a nonprofit operates. It will be important to explain naming conventions (drop-in, after-school, etc,) 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?”
“How does it work?”
“Why should I trust you?

At the Bottom

“What’s next?”
“How do I get started?”

GET INVOLVED & DONATE

These pages should remind the user how they make a difference by becoming members, donating, or volunteering. 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. Not having all your questions answered, as well as not understanding what you get, are the top reasons for users bouncing on pages instead of converting. Reasonable efforts should be made to explain exactly the process and benefits of each conversion possibility.

SUCCESS STORIES

An advancement on simple, in-line testimonials or reviews would be a case study section. Case studies/success stories can be particularly powerful when a new student (or parent looking on behalf of a student) is interested in achieving similar results to what they find in a case study. The case study should focus on the needs of the student – what were they looking to achieve and where were they looking for help, and how did you deliver results. what resources were used to solve the problem (timeframe of procedure, staff involved, costs, etc.), (c) images of the end-product, (d) a description of the results, and (e) a testimonial from the client.

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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