Is your website doing all it could to explain your mission, galvanize members and generate support? I addressed this issue at a seminar at the Support Center for Nonprofit Management yesterday. We reviewed the participants’ websites and looked at common cause of homepage failure for nonprofits:
1. The site is unclear about what the organization does. It is important to clearly describe your mission on the homepage, particularly your organization’s uniqueness. Complete this sentence: “Our organization is the ONLY organization that does____ better than anyone else.” If this demonstrates a meaningful benefit in society, then you are in a strong position to appeal to donors. If not, then you need to work on your distinguishing strengths.
2. Cluttered, unfocused design. The world has shifted to receiving information through images rather than words, so make your homepage visual. Provide a main focal point – preferably an image that conveys the impact you have. Use a grid structure that emphasizes your most important points to your key audiences and keep the main information “above the fold” – the part visible in the browser window without scrolling.
3. Written from an institutional point of view. A common mistake is to organize the site around the organization’s structure rather than your user’s needs. Understand what audience you are appealing to, what their concerns are, and organize and write the content to address those needs. Also, take advantage of the opportunity to convey your organization’s personality through the language used on the site, whether portraying the passionate dedication of your staff or your organization’s rigorous standards of excellence.
4. Lack of impact. To attract funders, you need to show the relevance of your mission to a broad population and the impact that you achieve. Tell this story through images as well as statistics to demonstrate that you are essential to the health of the communities you serve.
5. Lack of interaction. Once visitors get to your site, involve them by asking them to take an action – whether signing a petition, attending an event or signing up for a newsletter. These are all good ways to capture information and engage people in your organization’s mission.
6. Donate Now! What you don’t have a donate feature on your site? I don’t think I need to say more.
