You've seen those nonprofit websites that don't know what they're for. They seem to be aimed at the news media, with lots of links to press releases. Or maybe it's researchers, because of all the links to detailed information about the cause. Possibly it's just a branding vehicle, because it's full of abstract phrases and images but no calls to action. Oh, is it supposed to raise funds? There's a DONATE button.
Websites turn out that way because the process used to create them never forces clarity. It encourages everyone to say everything -- and end up saying little at all.
The MarketingProfs Daily Fix Blog has some thoughts for avoiding this mess, at Six Steps to a Nonprofit Website That Works:
- Include stakeholders at appropriate times and contexts, but focus them on what's actually important.
- Clarify exactly how the website will become an expression of the organization's offerings, priorities, and target audiences.
- Identify who the website is really for.
- Take actual data into account.
- Articulate how the organization is positioned within the "nonprofit marketplace."
- Recognize that a website will need consistent care and feeding after its launch.
Like any "publication," websites need to start with a clear purpose. Don't let the fact that it costs nothing to add stuff confuse you into throwing everything out with equal weight.
