Selling a product or service can be hard, but at least the customer gets something out of it. They walk away with a new, tangible item in hand or a visible service that can be tracked and witnessed. It’s hard but doable. Now, think about selling something that can never be held or used. That’s what nonprofits have to do every day. Fantastic organizations have to gather donations, find volunteers and spread awareness all while knowing these generous people likely get nothing tangible from them.
Oof… that’s a tough gig.
Yet, there are thousands of nonprofits taking on this feat every day to benefit the greater good. In a previous article, I talked about nonprofit marketing tips and tricks to maximize their efforts; and now, it’s time we talk about websites.
Why have a nonprofit website?
Every nonprofit organization should have a website that serves as a digital home base for their organization. These sites include critical information such as what they stand for and how visitors can participate, donate or get help. They also house important assets such as a blog, event information, videos, links to social media channels and more. Lastly, this website serves as a way to intrigue, inspire and engage their audience.
Let’s look at a local example. Rooted Web recently redesigned the website for Southeast Missouri Food Bank, an organization offering nutritional assistance and education to people in Southeast Missouri. Every donation helps feed struggling families in our area. Like most nonprofits, their website includes key sections such as a donation portal, a spot to get help, a spot to get involved, their social media platforms and more.
Best Practices = Larger Donations
Best Practices = Larger Donations
Like I said before, nonprofits don’t have it easy. There are so many things working against them, yet these organizations still thrive. We recently passed the one-year anniversary of COVID-19 striking the US, and there are millions of people who continue to suffer from the financial struggles placed on our country.
Yet, donations still come in.
Volunteers still show up.
Nonprofits still thrive.
There are a few website and email marketing best practices to keep in mind when adjusting to the post-COVID world we will remain in for years to come.
- Include social media links. This may seem like a no-brainer, but we have to talk about it. Not only do these need to be listed on your website, they should also be in your email signatures and newsletters. You want existing and potential supporters to know exactly where to find your information to learn more about, and more importantly, to share with others.
- Go mobile responsive. Responsive design allows your website to adjust to fit any screen, and with the major increase of mobile devices, this is key. It is also very important for Google’s search algorithm as it prioritized websites that are responsive for users on mobile devices.
- Branded donation pages make a difference. Branding matters in nonprofit marketing more than you could imagine, and that more than includes the donation pages. On average, a nonprofit with a branded donation page collects five times more gifts and raises nearly $15,000 more than a nonprofit with a generic donation page. These pages should be branded to your specific campaigns or nonprofit in general so people feel more comfortable when donating. No one wants to second-guess where their money is going and who it’s supporting.
- Be financially transparent. When most people make the decision to donate to an organization, they want to make sure they know where their money is going. Being perfectly clear about this helps foster trust with your existing and potential supporters.
- Don’t ignore new email subscribers. When someone signs up for your emails, they are basically opening their door to you. With this small act, they not only showed an interest in your organization, but they provided you with rather personal information to get to know you better. Do a happy dance and engage with them! According to MailChimp, people are most engaged with your organization right after they sign up. Take advantage of this window by sending them a personalized email and a little more about your organization.
- If you want to build donor relationships, segment your email lists. This is super important because not every supporter has the same connection with your organization. Some want to donate money, some want to donate time. Some want to help while others need help. That’s why segmentation is a pillar of great nonprofit marketing. Break up these individuals into smaller lists so you can send the right message to the right people.
You don’t have to do this alone. If you have a nonprofit in need of website design and development, Rooted Web is here for you. Our dedicated web development team is constantly reading up on new tips and tricks to put your best foot forward. Let’s chat!
Like what you're reading?
Subscribe to the blog for insightful posts delivered via email. We respect your privacy and won't spam your inbox.