Your homepage navigation will be how a vast majority of your users get around your site.
In the navigation, include links to the pages on your site that your users most likely came for, so it’s easy for them to navigate your site and find the content they want.
To pinpoint the most relevant navigation structure, consider your visitors and why they’re coming to your site. What information are most of them looking for? What information do you want them to see?
Feature the most relevant pages (e.g. “About Us,” “Ways to Give,” etc.) in the primary navigation, which is usually a bar across the top of the page. Leave less important content for the secondary navigation.
Including the most pertinent content in your navigation will make it straightforward for users to find the information they want, increasing the likelihood they’ll stay on your website for longer.
Not all visitors will approach your website the same way, and different methods of navigation will be intuitive to different visitors.
By including multiple ways to get to key content on your site, users are more likely to find and land on the content they want.
Furthermore, providing multiple pathways to the same content subtly lets browsers know which pages are most important to your organization.
Determine which pages users are most likely coming to your site for and which you’d like to highlight (hint: it’s probably similar to your top navigation!). Then, think about where else you can link to these pages logically and organically.
Consider adding a search bar so that visitors who come looking for certain pages can find them without searching through a menu.
Providing multiple pathways to key pages highlights the most important content and increases traffic to those pages.
Your website is the digital face of your nonprofit’s brand. When people land on your site, you want them to know immediately what it is you’re all about.
The design will be the first thing that users notice and have a reaction to, so it’s important to make both the fact that you’re a nonprofit and your specific mission apparent from the outset.
Design your website with the cause at the forefront of your mind.
Make sure to include a concise but vivid blurb about your mission and to feature a compelling, cause-related image (ideally one that’s original to your organization) at the top of your page.
Make sure visitors know exactly who you are by incorporating language and images about your cause and mission into the design of your homepage.
The design of your website is the first thing your supporters will notice, so it plays a huge role in how they perceive your organization and whether or not they trust you.
A poorly designed and out-of-date website can cause you to seem less credible and authoritative.
Every 2-4 years, evaluate your website to make sure it’s in keeping with the current trends. It can be helpful to look at other nonprofit websites to get an idea of what’s modern in the sector.
Additionally, it’s best to design as proactively as possible. While website design trends will naturally change, try to stick with what’s tried and true to avoid having to update as frequently or make as many major changes.
Updating your organization’s website every few years means it will always appear fresh, modern, and authoritative to your supporters.
Chances are, many visitors are coming to your website to make a donation. Having to search around for a donation button can frustrate potential donors and deter them from actually submitting their contributions.
Feature your donation button in a prominent place, so there’s never any uncertainty (or missed donations)!
When placing your button in spots around your site, always display it prominently and title it clearly. Don’t forget to include it in the top navigation, too, so that it’s accessible from all pages.
To make your button even more eye-catching, use a standout color and consider changing the language from the generic “Donate Now!” to something more specific to your organization.
When you feature your donation button in prominent spots on your website, you’ll never miss out on an online donation again!
Calls-to-action (CTAs) help you to build relationships with your supporters by letting them know how they can interact with your organization further.
Featuring multiple CTAs throughout your website provides current donors with additional engagement opportunities. It also enables those supporters who might not be ready to donate but still want to support you to get involved with your organization.
The first step to creating calls-to-action is to figure out which actions you should request from your supporters. While asking for donations is probably the most popular option, you should include various opportunities to account for different supporters’ preferences.
When placing CTAs on your website, make sure to feature them prominently and use concise, clear, and urgent language so they’re as compelling as possible.
CTAs play a crucial role in the online stewardship process and allow your supporters to choose their own involvement.
Frequently updating your website is important to maintaining your credibility, and one of the easiest ways to do this with your content is by posting about current events within your organization.
Not only will posting about events let donors know what’s going on at your nonprofit, but consistently featuring new content also makes your organization appear more relevant. If you’re not updating, supporters might misinterpret it to mean you aren’t interested in communicating or even that you’re inactive.
Promote upcoming events by maintaining an events calendar, and document past events so you can share current organizational news with your supporters.
For example, soon after an event is over, you could have one of your staff members or volunteers write a short article about it that includes photos of your team and attendees enjoying themselves.
Keep your content current by posting about events. When prospective donors see all of the fun times you’re having, they’re sure to join in on your good work!