What Do Members and Donors Want From a Nonprofit Website?


What Do Members and Donors Want From a Nonprofit Website?

Social Media marketingLike any successful business, service provider or professional practice, nonprofit organizations must have a branding strategy, a search engine optimization strategy and even direct mail marketing solutions.  A professional website (not a cheap web design) is a key element in developing any branding strategy, including those of nonprofits.

But what do the viewers, the members and the donors who support NPO’s want from a web experience? To say the least, this is an important question; those members and donors are the ones who make an NPO’s existence possible. If the nonprofit or its internet marketing agency is wise, they will be aware of the wants and needs of members and donors. Nonprofit organizations need a web presence that will create interest, inform the members and donors and make the viewer confident in their integrity and ability to fulfill a mission.

The basics that apply to all web development also apply to nonprofits. A solid SEO strategy and professional SEO services are basics. All good digital marketing solutions will produce a website that is easy to navigate, user-friendly, and as visually appealing as possible. A cookie-cutter template will not do this and neither will a cheap web design. All nonprofits have a mission and their digital marketing solutions must fit and support that mission.

Here are some “musts” for a successful NPO website and a nonprofit digital marketing solution that is fruitful:

  • You Need Quality Content! Google’s ranking system recognizes a class of websites they call “Your Money or Your Life” websites. These are websites that ask the viewer to spend money (as in donate) or make a life changing decision, a commitment, an important choice. These websites are called to a higher standard of website content. They are not there to amuse or to distract, but to inform, inspire commitment and to recruit volunteers and members.

    Writing quality for a nonprofit is more important than it is for other websites. The viewers of these sites are seeking real information about an important subject. It might be a church mission, an animal rights cause, a political action committee or any other public interest topic, but it must inspire the viewer to take action, to donate or to join and volunteer. The website should be free of distractions with clear and concise writing. The graphic content (pictures, graphs, illustrations, etc.) should tell a story. The pictures should be real scenes from the NPO’s activities, not copied from other sources. The most important content should be “above the fold” when viewed on a computer or mobile device screen. Do not force the viewer to scroll down far to see the main point.

  • You Need A Social Media Focus. Social media is a perfect platform for nonprofits. The social media bring together people with common interests, even if they are widely separated on the map. “Save the Children” activists or “Free Tibet” campaigners can connect with one another and act in union. Social media has received a lot of negative attention lately (much of it deserved), but it remains a powerful tool for all nonprofits. Your website can be the center of social media activities that extend to Instagram, Facebook, Google Plus and others. The social media “Apps” you choose should be placed prominently in your homepage and throughout the subpages.
  • You Should Have An Email Sign-up. Do not make viewers search for a way to join up or volunteer. Even if they don’t have the financial resources to donate, their membership helps your circulation numbers and when they click on a link it helps your page ranking. Place a link to your newsletter in this section and encourage subscription, but do not start sending them unsolicited newsletters.
  • A Media Coverage Section. If your nonprofit is covered in any newspaper, broadcast or podcast segment, make this known to page viewers
  • A Donate Button. How could we forget this? A few nonprofits are lucky enough to have some funding source from charitable foundations or public interest groups, but many exist month to month on donations. The worthiest of causes cannot function without money, so make giving easy.

Axiom Administrative Services understands the needs of nonprofits. If your ministry, nonprofit or public advocacy group is struggling to find digital marketing solutions that work and a branding strategy that makes you stand out, turn to Axiom. Your nonprofit deserves more than a cheap web design, and Axiom is more than an internet marketing agency. Axiom Administrative Services has the professional skill and local SEO skills needed to get your web presence the ranking it deserves. Our team can combine traditional marketing tools like direct mail advertising with local SEO services to build your nonprofit branding strategy. Please visit Axiom’s services page or call Axiom at 800-888-6348.

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