Did you know that social media is driving more than 1/3 of all website traffic? That 51% of the time U.S. adults spend with digital media is via a smartphone? Or, that more than 25% of donors have made a donation via mobile?
Having an up-to-date, responsive website that makes it easy for donors to support your cause is mission-critical for every nonprofit. Whether your organization focuses on community outreach, legislative advocacy or is a direct service provider, making sure target audiences can easily find your organization online and take action is vital.
If you think your website may be negatively impacting people’s ability to connect with your cause, it’s time to audit your online marketing to determine if it’s time for website redesign. So, how do you know if it’s time for a new website? Start by asking yourself these four questions:
Question #1: Is my nonprofit’s website responsive?
Responsive websites automatically scale to the user’s device. This means pinching, flicking and zooming to read copy and complete forms are things of the past – which significantly improves the user’s experience on your site.
In 2015, Google’s search algorithm began penalizing websites that are not mobile optimized. What does that mean? Not having a responsive website may be hurting your organic search rankings, which means your cause may not be appearing in relevant online searches in which it previously appeared.
Question #2: Does my website content reflect my mission?
As organizations grow and evolve, so does their suite of services. Your website should accurately reflect the range of programs and services your organization provides. The value of this is two-fold: it ensures people looking for specific services can connect with them and shows donors why it is important to invest in your cause.
In order to “sell” prospective clients and donors alike on your mission, your website needs to be populated with up-to-date proof points touting your record of success. This may include bills which you helped advance to the legislature, policy changes you impacted, volume of clients served and social challenges that you have helped to address.
Question #3: Are my visuals up-to-date?
Photos and videos can begin to look outdated in the blink of an eye. If your website contains a dedicated section for annual events, ensure assets from the most recent year’s event are prominently showcased. While showing historical photos from past events can help to showcase longevity and growth, an event from 2012 shouldn’t be the most recent event users can see when they land on your website in 2016.
Question #4: Is my website generating donations?
Online donations are the core of crowdfunding campaigns and can also play a critical role in achieving fundraising goals for your annual appeal, capital campaign and the list goes on. And, with 25% of donors having pledged their support via mobile, ensuring your website is ready for social and mobile giving is imperative.
If your website isn’t generating online donations, there are a few things to consider. First, are your donation forms responsive? Unfortunately, some donor databases are not yet offering responsive forms which can cost nonprofits donations that may have come in from smartphone users. Second, how are you driving donors to your website? As we often say, if you have a “billboard in the desert” it doesn’t matter how compelling your ask is. You need to actively drive donors to your website in order to secure online donations. In addition to updating your website, an organic search engine optimization (SEO) program, online advertising campaign, social media marketing and/or email marketing can help to drive online donations.
While building a new website requires an investment of both time and resources, it is an investment in strengthening your nonprofit’s bottom line.
Considering a website redesign for your nonprofit? Download our free guide to nonprofit web essentials to learn the key elements you need for an effective nonprofit website.
