More and more non-profit organizations are developing websites to help share information about their mission and programs. This involves strategic planning about the best way to present your image and message online. Once your site is up, your organization also has to be ready to keep information current and to maintain consistent outreach activities. If your group is planning a Web site, consider:
1. How does your organization plan to use your site? Is it for marketing your organization, raising funds, providing information, announcing events, attracting volunteers, starting a discussion group, or something else? Answering this question will help you to develop a site that best suits your group's needs.
2. Who is your group trying to reach? Think strategically about the audience you are trying to target. Are they current or potential clients? Are they donors? Volunteers? A particular group in the community? Tailor your website to speak to that audience.
3. What information do you want to include? Some of the components you can incorporate on your site include: your mission, a list of programs and goals, contact information (staff list, e-mail addresses, mailing address, phone and fax numbers, and directions to your organization), list of special events and dates, organizational history, links to other websites, volunteer opportunities, and press releases.
4. If your NPO wants to engage in online fundraising (and you should!), then carefully consider the following: How will online giving be managed internally? What online forms will you use to gather donor information? How will you ensure security for donor information and credit cards? What offline options will donors have who do not want to give online? Which giving options will be included on the site (ex: planned giving, current campaigns, future projects, etc.)?
Once you've decided on your content, speak to a web designer about the "look" of the piece. The impression that you give offline should be carried into your online presence. Your website is an important tool to reinforce your identity, image, and credibility. In addition to text, you can include full-color photography, your logo, and graphic images. Keep the copy simple and include interesting visual images that show the work you are doing in the community and the audiences you serve.
Marketing your site is as important as designing it. There are many ways to promote your website, both online and offline. Most people who visit your site learn about it from printed material, not from looking it up on a search engine.
For offline marketing, add your URL address to business cards, stationery, newsletters, brochures, fax cover sheets, and so on. List your website on any materials that you hand out at conferences, seminars, and workshops. Put it next to your organization's mailing address and phone number. Send out a card or letter to announce the launch of your site and include an article about it in your newsletter. Send press releases to the local newspapers and to professional publications announcing your website. Make sure that your staff, Board, and volunteers know the site address and can discuss the content.
Online, you can register your home page with Web announce sites, directories, and search engines. Send e-mails to other related websites asking for a link. Send an e-mail to your clients, donors, partner organizations, and volunteers with a link to your URL address. Have staff and board members include this link at the end of the e-mails they send. Announce your site on relevant Internet newsgroups and lists - if you participate in these groups on a regular basis, you will help build an online reputation for your organization.
Another important online marketing strategy for non-profits is to list your organization with Internet charity portals. These websites offer a directory of non-profit organizations. Charity portals include CharityNavigator.com, GreaterGood.com, FreeDonation.com, NetworkForGood.org, 4charity.com, and WorkingForChange. Donors often peruse these sites to help them with their research, so it's important to keep your listing up to date.
Internet marketing is a never-ending process. It requires a commitment to send out regular e-mails, keep your site information timely and accurate, update your staff on the latest Internet technologies, and learn about other Internet resources that can benefit your staff and clients. There are countless ways to use your website to bring in and send out new information. As you learn more, you can also use your website as a means to recruit volunteers, raise funds for your current campaign, and encourage activism.
Wendy Gray Maynard is the co-owner of Kinesis. Kinesis specializes in marketing, graphic design, and business writing. Visit http://www.kinesisinc.com for more articles and free marketing wisdom.
Want to harness the power of kinetic marketing? Sign up for Kinesis Quickies, a free bi-monthly marketing e-newsletter: http://www.news.kinesisinc.com
2 Golden Rules for an Engaging Website35% of visitors fail... Read More
A lot of people these days are interested in getting... Read More
Many executives and investors are skeptical that software products can... Read More
Although CSS layouts have been around for years, they haven't... Read More
In this example I have used the map of the... Read More
Analyzing traffic to a site is a key factor in... Read More
What to put your the website if you are an... Read More
In the region where my company is located, South Bend,... Read More
You work hard to build traffic to your web page.... Read More
1. SiteSpinner V2 - On Sale www.deprice.com/sitespinner.htmSiteSpinner is a user-friendly... Read More
If you are looking for creating your online presence you... Read More
So you've decided to start an online work at home... Read More
Most people know they need a website in order to... Read More
Customer service questionnaires can help your clients better understand their... Read More
Globalize Your WebsiteThe Internet has unlocked a wide array of... Read More
I can't think of any business alive today that couldn't... Read More
A system development process can follow a number of standard... Read More
An accessible Web site is easily approached, easily understood, and... Read More
Huge Mistake #1: Creating a Website with Flash -- Did... Read More
I've heard several prominent web marketers mention in their classes... Read More
It may seem like the publishing industry's equivalent of Beanie... Read More
The definition of the phrase "Content Management" depends on what... Read More
1. As the first step, "Hire a web designer."First create... Read More
In about the Time it takes to Watch a Reality... Read More
When visitors add your web site to their Favorites or... Read More
Some left shoes are in isle 5, while the right... Read More
SummaryHere's the scoop on what you must know when designing... Read More
If you are developing your website on a host that... Read More
Are you, like many other website owners, frustrated at the... Read More
It may come as some surprise to a traditionally off-line... Read More
There are lots of HTML editors on the market, however,... Read More
1) Word of Mouth The single most powerful form of... Read More
An additional benefit of website accessibility is an improved performance... Read More
Many web developers today are starting to KISS their website,... Read More
Designing and creating your own website does not have to... Read More
Succeeding with an eCommerce website is a dream for many... Read More
"What's in it for me?" you ask. "Why should I... Read More
Q1.Why would I need a web site? A1.- Improve my... Read More
Why do some sites succeed while the vast majority of... Read More
There's been widespread speculation about the new legislation being introduced... Read More
There have been many significant changes to the face of... Read More
1. SiteSpinner V2 - On Sale www.deprice.com/sitespinner.htmSiteSpinner is a user-friendly... Read More
Customer service questionnaires can help your clients better understand their... Read More
Your web site will be your window to the world.... Read More
If you are looking for creating your online presence you... Read More
Creating and maintaining an effective presence on the Web has... Read More
Some left shoes are in isle 5, while the right... Read More
Are bloated images slowing down your web site and causing... Read More
Web sites are an Ongoing Part of Business.All too many... Read More
When you publish a content site there are times when... Read More
cPanel is a control panel for your website and allows... Read More
1) A marketing necessityI still hear it said from time... Read More
I'm one of those people that always wanted a website,... Read More
A while ago one of my clients approached me and... Read More
So what do you do if need to get a... Read More
2 Golden Rules for an Engaging Website35% of visitors fail... Read More
The following is a list of patterns that many visitors... Read More
Designing an E-commerce Web site is not as simple as... Read More
What is CSS?CSS is a simple file which controls the... Read More
A simple website stats counter is not enough if you... Read More
Think up a name and check if yourname.com is available.... Read More
You don't believe in astrology but you check your horoscope... Read More
If you're anything like most small business owners, you probably... Read More
RIVERSIDE, CA August 4, 2004 ?- "Historically, small business owners... Read More
Does My Web Site Require A Web Database?If your web... Read More
Looks like every client wants a Flash site these days... Read More
Web Development |