The Nonprofit Marketing Blog

Are You Ready for Guests? Why Your Nonprofit Website Still Matters

This weekend some friends were passing through town on their way home from vacation and we had plans meet for dinner. A few hours before they were to arrive, we agreed it might be easier for them to stop by my home first, and then we’d decide where to grab a bite to eat.

One problem: my place wasn’t exactly “guest ready.” Yikes. Of course, my friends would never judge me for a little dust or some unkempt stacks of mail, but when it comes to your nonprofit’s website, your donors or a new visitor just learning about your work might feel differently.

Whether they give online or off, supporters will look at your website to understand more about your work, how their gift will make a difference, and they will form opinions about what they find there. So, it’s in your best interest—and of those you serve—to make the most of your website and ensure that it’s creating the right environment to inspire giving. Are you putting out a welcome mat that invites visitors in, or are you presenting a hot mess that will turn them away?

Here are a few key pages on your website to spruce up (then, join my free webinar tomorrow for more help!):

Your Home Page: Home pages are notoriously tricky, but most people researching your nonprofit will hit this “front door” to your organization. You need to have a clear statement about what you do, why it matters, and how they can get involved. Don’t forget a big, bold donate button!

The Why Give? Page: Ideally any “donate” link or button will go directly to your online giving page, but you should still have a “Why Give?” page on your site that outlines where the money goes, what the impact of a gift will be, and any endorsements or ratings you may have. Donors on the fence will use this information to decide to give, or to move on.

About Us Page: People give to people, and most people want to know who’s behind the good work you do. Share information about your organization, yes, but go beyond a dry mission statement and let potential donors into the passion and personality of your staff, volunteers, and board.

Information About Your Programs and Impact: Donors want to know that their gift matters. Give them the information about your programs, the impact you offer, and stories that bring these stats to life. Include rich details about your beneficiaries when you can, and offer testimonials from other donors to illustrate that others are supporting your work.

Your Online Giving Experience: I’ve saved the best for last, because if you’ve done everything else right and still haven’t nailed your online donation page, you’re losing donors. Period. Your online donation page should reflect the emotional message you’re trying to send to your donors, and make it incredibly fast and easy to give to you without putting up roadblocks.

Need some help with your organization’s website? I’m here to help you clean it up and get it ready for visitors. Join me tomorrow for a free Speed Consulting Webinar. I’ll share some tips for optimizing your online presence for fundraising, and I’ll even review sites from selected attendees! Register now to save your seat and submit your site for consideration. (Can’t attend? Go ahead and sign up, and we’ll send you the slides and recording.)

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About This Blog

Carrie Saracini
Content Marketing Manager

We’re here to help you win hearts and minds—and donations.

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