It’s likely that you are involved with your organization because of a passion for the cause and a desire to make a difference in the lives of individuals and communities. Sometimes our passion diminishes as we work through the mundane everyday tasks that fill our days. However, it is important for the health of the organization that we rediscover this passion (click to read more about rediscovering your passion) and share it with as many people and is as many ways, as we possibly can. This month we begin exploring strategies to leverage your website and share your passion online. 

If you are like me, you will wonder where the time has gone when I tell you that it has now been almost 20 years since Internet access was first made available to the general public. We’ve been through the Internet bubble, seen substantial decreases in costs, and dramatic increases in availability and speed over the years. This accessibility and affordability have compelled many nonprofit organizations, regardless of size and expertise, to develop websites. Unfortunately, many of these sites aren’t effectively sharing their stories and compelling people to get involved. 

Mahatma Gandhi said, “Freedom is not worth having if it does not include the freedom to make mistakes.” As one who has made a few (okay maybe more than a few) missteps along the way, I’m awfully glad that they are typically accompanied by the opportunity to learn and grow. Perhaps your site has been one of these mistakes or ‘learning experiences’. Regardless of where you’ve been or where you are currently, there are some key changes you can make in 2010 to more effectively share your passion and engage your audience online. We begin this month by discussing two of the top six strategies: 

Prioritize Your Content

Denis Watley tells his readers and clients, “The reason most people never reach their goals is that they don’t define them.” If you want your website to work for you, you must first be clear on what you want to accomplish. We recommend that you start by writing out the top three goals of your site. 



For example:


• Generate online, recurring donations
• Build our contact list through email subscriptions
• Provide resources on (disaster relief, abstinence, substance abuse, adoption, etc.) 

Once you’ve defined your top three goals, you can make sure your site is designed with these in mind. Visitors to your home page should quickly be able to tell what you want them to do. The site should lead a visitors eyes along the path you have already developed. If promoting an upcoming banquet or gala is your top priority, the first thing a visitor should see on the home page should be a banner or image promoting the event. This information should also be easily accessible from all interior pages. In the example list above, site visitors should be able to easily make a donation, subscribe to a newsletter, or find the resources and support they need. 

Identifying your top three website goals is a worthwhile exercise for all nonprofit leaders - even those that are satisfied their current site. It will allow them to review what is currently in place and note any changes need to be made. 

Promote Online Donations


Online donations are soaring as more and more people turn to the web to make charitable contributions. According to Steve MacLaughlin of Blackbaud, online giving grew 46% in 2009 compared to 2008 with the average online gift for 2009 totaling $144.72. (2009 Online Giving Trends) Additionally, Network for Good reports processing 58% more online donations in 2009 than 2008. That is an incredible growth for one year! Another survey reports that 39% of online consumers report making an online donation after visiting a charity site. (North American Technographics® Omnibus Online Survey, Q4 2009)



These statistics reinforce the importance of having a website that not only accepts donations, but makes it easy for donors to take that step. This can be done by prominently featuring the Donate Now option throughout the site. Look at the Red Cross site below. Notice that the Donate Now button is bright red and located on top of the site. It is easily viewable and accessible to anyone who wants to make a donation. 

Another donor friendly strategy employed by Red Cross is posting how donations are being used on the home page. Research indicates that this information is very important to donors but only 4% of nonprofit sites are placing it on the home page and making it easy to find. These are two fairly simple items that could make a big difference to your online giving. 

You can also promote online donations by using video and images to share your passion and generate emotions. As we’ve discussed in past articles, a picture is worth 1,000 words and a video can be priceless. Cherish Kids (www.cherishkids.org), the site below is an organization that began in 2009 and is already using video to compel people to get involved and donate to the organization. The effect of the images, music, and words contained within the video is much more effective than text at capturing the message and passion of those leading the organization.

Many nonprofits are also effectively using YouTube to publish and share videos for little to no cost. The Next Door, a Nashville-based nonprofit has used this technique several times to powerfully convey the work they are doing and they impact they are making on the lives and local community. (Read our September article on ways nonprofits can use YouTube to learn more about this tool.)

Nonprofits that seek to become and/or remain sustainable can no longer work under the premise of ‘if we build it, they will come’. We must take a strategic approach when designing our sites, making our passion and our priorities clear. Additionally, we have to make it easy for donors to support us once they are on-board with our mission and the impact being made. 

Next month, we will continue looking at strategies for moving our passion online and compelling more people to become involved during 2010.

Would you like to win a FREE review of your website?

Register below for your chance to win a free website review. Registrations must be submitted by March 3rd. The winner will be announced in the March Marketing Matters newsletter. This review will include: 

• An initial meeting to garner an understanding of your goals and priorities for your site
• A review of up to 10 pages on your website
• A report, complete with summaries and recommendations

Tiffany Applegate is a Senior Partner of X Factor Consulting, a consulting firm that makes the world a better place by equipping leaders and strengthening organizations. Through active partnerships with businesses, foundations, government agencies, nonprofits, and others that share this commitment, X Factor is strengthening individuals, families, neighborhoods, and communities around the world. 

Tiffany has a wealth of experience working with corporations and nonprofits. She has provided numerous organizations guidance and expertise in marketing, branding, strategic messaging, organizational development, and more. Contact X Factor at 800-883-7196 or by email to learn how she can help you today. 

Copyright - 2010. Text may not be printed or reproduced without written permission from X Factor Consulting. Contact us at impact@xfactorllc.com