Reaching Donors, One Click at a Time

More and more, donors and potential volunteers are using the internet to gather information about nonprofit organizations. But to reach those audiences, it's no longer enough for nonprofits to have a mediocre or lack-luster web presence. It is essential that the website of any nonprofit organization is well designed and easy to navigate, with clear calls to actions.

Some nonprofits have been more successful at achieving these goals than others; one such organization is the Coalition for the Homeless. Well-planned and comprehensive, the website caters to all of the organizations' main audiences, provides essential information, and manages to look good in the process. With a regularly updated blog, relevant videos and a rotating flash banner with news about upcoming philanthropic events, the Coalition for the Homeless website is a great example of the “right” way to connect with donors.

For nonprofit organizations, keeping volunteers and potential donors well informed is essential to success and growth. A visit to an organization's website should reveal a visually appealing site and a clear, cohesive and well-branded design – all elements that are essential in creating a effective website that is easy to navigate. It is also a good idea to ensure that your website provides visitors and donors with easy options to get involved through direct calls to action (such as the Coalition for the Homeless’ site, which urges visitors to "sign-up"; "take action"; "donate" through links at the top of the page).

If you’re looking for more ideas, there are many different national and international nonprofits that have excellent website, such as the American Red Cross and Women for Women International. Another great resource we recommend is the article Nonprofit messaging: Keys to reaching your audience from the Philanthropy Journal, which has insight particularly relevant for nonprofits.

What other elements do you think are essential to developing a strong website for a nonprofit organization? We’d love to hear from you!