Four Tips to Improve Your Nonprofit’s Website Today

By Ryan McGrath

Here are great tips from web development and design experts, Ben Thomas and Matt Curtin, on how you can make some simple changes today to improve your nonprofit’s website. These tips are designed to be easy and fast to implement and will also improve your ability to engage with your audience online and off.

Tip 1 — Streamline messaging so that your mission is easily understood. On a nonprofit website, it’s very important to define exactly what your organization does and what its purpose is so that potential donors, volunteers, and participants can understand it. One way to do this is to add two or three bullet points to the home page that succinctly describe the mission of your organization. If people are going to participate, they need to understand why. If you streamline the message on the home page, you should be able to get more people to join you.

Tip 2 — Add pictures and video to your site. Pictures and videos add impact to your site’s content and engage users. If your site doesn’t support adding images and videos easily, social media tools like Facebook, Twitter, YouTube, and Pinterest are all available to help you add this content online.

Tip 3 — Write a blog post. A blog is a great tool for any site to get the word out, engage users, and keep content fresh. A blog is also very helpful for SEO. Search engines thrive off of fresh content, and a blog is a great way to get your site noticed.

Tip 4 — Optimize your donation form. On a nonprofit website, the donation form is an extremely important piece of functionality. It must be quick and easy for donors to make a contribution. In addition to the payment information on your donation form, if there are any more fields than the amount that a person can decide to donate or a bucket for the type of donation they want to make or where they want the donation to go, then you have too many fields on the form. Take out any unnecessary fields on the donation form — which will take 15 to 30 minutes — and you should see your conversion rate go up.

Ryan McGrath is director of marketing at Unleashed Technologies, a member of Association Media & Publishing.

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