I always tell my clients to think of their website as more than just a digital communication channel; it’s the heart of an organization’s online identity. A website is, quite literally, your digital front door. It is most likely the first place people will go when they want to learn more about a nonprofit. If they don’t find what they are looking for, they most likely will stop searching and move on. They’ll never actually walk in the physical front door.
Multiple Goals and Target Audiences, One Website
For every nonprofit, a well-crafted website is essential for raising awareness, engaging supporters, and driving positive change. That means every nonprofit website must speak to multiple target audiences. Unlike most businesses’ websites, where the target audiences are customers, nonprofit websites target donors, volunteers, clients, community leaders, employees, and more. It’s a distinction that makes creating content for a nonprofit website even more important. Without considering how the website is built and what it says, a nonprofit’s website will fall short and waste already tight resources. In this blog, I’ll explore the essential elements of creating an engaging nonprofit website.
Web Content for Donors
When crafting content for a nonprofit website that resonates with multiple audiences, employ a strategic approach that recognizes donors as key financial stakeholders. The content should not only express gratitude but also highlight the impact of their investment. Donors want to know that their money is making a difference in the cause they care about. Where for-profit websites focus on how their products or services enhance a customer’s life, nonprofit websites drill down on how donors improve other people’s lives. We emphasize the profound impact of their contributions, employing marketing content to showcase how their support drives tangible, positive change. Donors’ content should highlight the individual stories of people affected by their support. Emotional resonance through storytelling is key. Donors seek personal connection, emotional engagement, and tangible impact through giving. Donor testimonials or video messages emphasizing the positive experiences and satisfaction of contributing to the cause are always compelling storytelling.
It’s important to be transparent about how donations are used. Clearly communicate where donor funds go, how they support the mission, and the tangible outcomes of their contributions. Provide financial reports and impact updates. Use data and metrics to demonstrate the organization’s effectiveness. Highlight key performance indicators that reflect the impact of donor contributions. Visualize these metrics through infographics, charts, and reports.
One of the most crucial web pages for a nonprofit website is the donation page. The page should be visually engaging and easy to use. Make it easy for donors to contribute by providing various donation options. This can include one-time gifts, monthly pledges, and choosing to designate funds for specific programs or projects. Minimize the clicks donors must take to complete a donation.
The calls to action should tell a simple story about how the donor’s gift is used. The best CTAs are very specific. For example, “your $50 donation will feed one child for a day.” The donor should be able to visualize their money making a difference in someone’s life. Photos of people receiving the support are essential to make that easier for the donor. The best donation pages let images do the storytelling and keep the copy to the most compelling CTAs. For more information on how to write engaging content for donors, check out this blog.
Web Content for Volunteers
A nonprofit’s website must also engage volunteers. To many nonprofits, volunteers are essential to their day-to-day operations, so recruiting and retaining them is a vital marketing function. The website must have an easy-to-use and engaging volunteer section highlighting volunteers as critical assets, emphasizing their dedication, passion, and contributions to the nonprofit’s success. While the CTAs are not to donate money, they are asking for volunteers to give them something that may be even more valuable: their time.
The focus should be on how volunteers can make a difference by investing their time in the nonprofit. Share real stories of current volunteers who have already made a difference. Use testimonials, blog posts, or videos to showcase the meaningful work volunteers are doing and the impact they’ve had.
Volunteer pages should clearly display available volunteer opportunities, categorized by skills required, time commitments, and locations. Make it easy for potential volunteers to find roles that match their interests and availability. It’s essential to keep the volunteer section updated with the latest news, upcoming events, and success stories related to volunteer efforts. Regularly refresh content to maintain volunteer interest.
I also suggest dedicating a webpage to recognize and celebrate the contributions of volunteers. Highlight the Volunteer of the Month, share photos of volunteers in action, and express thanks for their hard work.
The CTAs should encourage website visitors to take action immediately. Place them on every volunteer-related page and on the donation pages. Use compelling language and visuals to inspire them to get involved. Include contact details for questions or assistance.
Web Content for Clients
The recipients of the services that nonprofits provide often rely on a website to schedule appointments, look up phone numbers, or get information on eligibility for services. They may be in the middle of a crisis or not feeling well. It’s critical that the website content be clear, concise, and informative that directly addresses their needs. Client-centric content should provide practical information, resources, and quick access to support services. It’s more transactional and solution-oriented but must also be respectful and accessible. Use clear language and concise descriptions to explain how the services will assist them.
Share real-life stories and testimonials from clients who have benefited from the services. These personal accounts help potential clients relate and understand the impact of your organization. Offer as much content as you can online. Create a comprehensive resource library with guides, handbooks, and educational materials that clients can access. Categorize content for easy navigation. Develop self-help guides or FAQs to address common questions and concerns. Provide step-by-step instructions, tips, and advice that clients can follow independently. Clearly outline the rights and responsibilities of clients when using your services. This transparency fosters trust and understanding.
The CTA’s in this part of a nonprofit website should focus on how the client will benefit from the nonprofit’s services. Emphasize ease of access and the timeline for support. Share contact information for case managers or support staff, along with their roles and responsibilities. Clients should know who to reach out to for assistance.
Other Audiences
In addition to donors, volunteers, and clients, nonprofit websites can target several other important audiences, depending on their specific goals and programs, including:
- Community Partners and Collaborators: Nonprofits often collaborate with other organizations, government agencies, or community partners. A website should provide information on these partnerships, share success stories, and explain how these collaborations benefit the community.
- Staff: Besides recruiting volunteers, it’s crucial to provide resources for staff. This can include training materials, schedules, internal communications, and tools for collaboration. Most nonprofits are always hiring, so it’s important to include a recruiting section.
- Board Members and Leadership: Board members play a vital role in guiding a nonprofit. Share information about board meetings, governance, strategic planning, and financial reports. Ensure they have easy access to documents and resources for informed decision-making.
- Advocates and Activists: Nonprofits often advocate for social change. Engage advocates by providing resources for lobbying, updates on policy changes, and opportunities to participate in advocacy campaigns. Encourage them to spread the word about the organization’s mission.
- Beneficiaries’ Families: For nonprofits serving specific groups, it’s essential to engage the families of beneficiaries. Provide resources, support, and information to help them understand how to best support their loved ones.
- Government and Funders: If a nonprofit receives government funding or grants from foundations, provide the necessary reporting and compliance information. Transparency is key to maintain these relationships.
- Media and Journalists: Make it easy for journalists and media outlets to access press releases, media kits, and contact information. Share stories and impact to increase media coverage.
- Educational Institutions: If a nonprofit has educational programs or partnerships with schools, engage with educators, students, and parents. Offer curriculum resources, educational content, and information on school programs.
- Members: If a nonprofit operates on a membership basis, ensure members can easily access their benefits, renewal information, and exclusive content. Highlight the value of membership.
- Sponsors and Corporate Partners: Acknowledge corporate sponsors and partners on a website. Showcase the impact of their support and how they align with the mission.
- General Public and Supporters: Beyond donors, many website visitors may want to learn more about your work. Provide educational content, updates on the mission, and ways for the public to get involved, even if they aren’t donors.
To effectively engage these diverse audiences, nonprofit websites should provide tailored content, clear calls to action, and easy navigation. Dedicated sections or landing pages on the site can address each group’s unique needs and interests.
An engaging and successful website is a challenge with so many target audiences. Choosing one audience as the priority is best. Use the home page to highlight that content. Then, build “microsites” accessed from the top navigation menu for the other audiences. Integrate messaging and CTA’s whenever possible. Nonprofit audiences often overlap, so ensuring they get a consistent message no matter where they are on the site is important.
Consistent web content is the backbone of a nonprofit’s digital presence. It serves as a powerful tool to engage multiple audiences effectively. Whether targeting donors, volunteers, clients, or other stakeholders, a nonprofit’s website should deliver a unified and engaging message to all. A consistent approach to web content also reinforces the nonprofit’s commitment to transparency, accountability, and communication. It helps foster a sense of community and shared purpose among all stakeholders, creating a stronger foundation for achieving the organization’s goals. When done right, it creates an inviting and welcoming digital front door.
To read more about writing content for nonprofits, please check out this blog or contact me directly.
