Although a website is a great vehicle for raising awareness as well as funds, just having a website is no guarantee of success.
Dwight Davis, director of inbound marketing for Salsa Labs, emphasizes the idea of organizing a website to gain the most effectiveness out of a site, of optimizing awareness, evaluation and engagement.
Davis suggests the following organizational strategy:
- The Blog. It attracts visitors and is the beginning of an organization’s relationship with its supporters.
- Premium content. Newsletters and case studies are effective for turning casual visitors into supporters while providing them with valuable information.
- Information about the cause or mission. This is the opportunity to tell the “what” of a nonprofit and provide as much information as supporters might need without overwhelming them with too much content.
- Testimonials. These are the heartfelt stories of struggle and triumph. They should provide results that visually demonstrate the successes the nonprofit has had over the years.
- The “About” page. This is often the most visited page of a Website. It is critical for the consideration and evaluation phase of the supporter cycle.
- People. Visitors want to know whom they will be helping and to see the names and faces that represent what the organization supports.
- The process. Visitors who are considering supporting a cause want to know the “how.” Show them specifics on how their donation or time will help.