Seven pieces of content you must include in your nonprofit website
First things first:
Does your nonprofit need a website?
The short answer is, yes. Your nonprofit absolutely needs a website, and not just any website, but a good website. (Expect a blog post on what makes a “good” website in the future!). Think of your website as your digital headquarters. Your website is where you donors, volunteers, and beneficiaries can come see you to learn more and interact. Your audience should be able to easily find what they need on your website, and have a great experience doing so.
Without a website - or, without a good website - you could be leaving money and opportunity on the table.
The first thing many people do when they hear about a new-to-them brand, business, nonprofit, or service is check out that organization’s website, quickly followed by a search for their social media accounts. The assumption is that this nonprofit has a website, so if they aren’t able to easily find it, and therefore interact with your organization, that’s a big red flag. The second assumption is that when they land on your website, the experience will be very easy for them, since the information will be presented in a nice clear way. If that’s not the case, it can be a bit of a turn-off. You don’t want to make your audience work to find out what you do or how they can get involved. If the website isn’t up to date or if it’s complicated for the visitor to find what they need, it poorly reflects the organization as a whole, and you risk your website visitor going elsewhere, which is the last thing you want.
This is why just having a website isn’t always enough.
What should you include in your nonprofit website?
Websites are not a one-size fit all. Every industry and specific business or organization has its own needs, its own audience, and therefore its own website priorities when it comes to the content and design.
While the specific content may vary for each nonprofit, there are a few elements that every successful nonprofit website has. From my years of working with nonprofits and as a nonprofit website designer, these are the top pieces of content I’ve found that you should always include.
Seven elements to include in your nonprofit website:
Your mission
This may seem obvious, but you want people to understand exactly what you do, who you serve, and how you’re different as soon as they land on your website. Try to avoid being too vague with a phrase such as, “we support the community,” which doesn’t tell visitors how your organization is different from another local nonprofit. At the same time, don’t worry about listing all your services and programs just yet.
Why you exist
What’s the issue your mission is addressing? What are some stories or statistics that outline why someone should either donate to your organization or seek your support? Is there a personal related story from the founder? Keep in mind that while you understand why your work is so important, someone a little more removed from the mission may need more information.
Your impact
What has your organization accomplished so far? How many people have you served? Again, through stories or statistics, share how you have been able to make a difference. A successful track record will build trust with potential donors and beneficiaries, making them feel more comfortable getting involved with your nonprofit.
Donate button
It’s not enough to have a donate page; your donate button should be extremely obvious for people to find as soon as they land on your website. The first place it should be, without a doubt, is in the navigation bar of your nonprofit website. Squarespace web design makes it very simple to include a button in your navigation bar that matches your organization’s brand colors. A nonprofit website designer will help you make sure this is a main part of your navigation so it’s one of the first items visitors see.
Photos
The best way to showcase what your programs are and who you serve is through images throughout your website. Your images should be clear, high-quality, and related to your mission. It’s best to avoid stock images that look too unrealistic and images where you can’t see the subject’s face.
Photos are often a challenge for nonprofits who want to maintain confidentiality for their clients. Luckily, there are many free, quality stock photos available. If you’re not sure the best ones for your site, your nonprofit website designer can help you select the right ones.
How to get involved
Depending on the goal of your website, the specific calls to action may vary, but typically nonprofit websites are targeting two primary audiences - supporters and beneficiaries. Your website should be extremely easy for visitors to find what they’re there for, with obvious calls to action on the homepage that then take the visitor deeper into your site with more detailed information specific to them.
What are the ways that supporters can get involved with your organization? We’ve already talked about the donate button; are there multiple options for completing their donation, such as check, credit card, or donor-advised fund? Include helpful information on all of these to make it very easy for a donor to give. Perhaps you have unique opportunities that include Amazon Smile or in-kind donations; again, make this information very clear so you don’t risk missing out on a potential donation.
Is your website one way in which beneficiaries are looking for more information on your services? If so, make it clear what your services are, where they’re located, who they’re for, eligibility requirements, and the next steps for receiving support. Keep in mind who you’re serving and eliminate any barriers to entry by providing more than one way to reach out to your team.
Privacy Policy
By law, you must have a Privacy Policy on your website to explain what information you’re capturing from visitors (such as email address and credit card information) and what you’re doing with it.
Keep these important website content elements in mind and you’re on your way to a great nonprofit web design!
