Nonprofit Consulting Blog

How to Create Killer Nonprofit Website Content

How to Advance Your Website Content
Great content can mean the difference between a disposable, inconsequential website and a vibrant, mission-critical web presence that increase donors, volunteers, and talented team members. Learn how to make sure your website's content is doing the job it's designed to do.

You’ve got a nonprofit website that you worked super hard to complete. You want the world to visit it, be compelled by your mission and vision, and respond by getting involved, contributing, or even asking for help from your nonprofit organization. To do that, you need to convince them with your words, images, and media. This takes time, effort, and sometimes money. But, we’re going to talk you through a few tips that will help cut to the chase and create compelling, targeted, and efficient content donors, volunteers, potential team members, and even clients will love.

Define Your Goals. Don’t Be Aimless.

Start off by determining what you want a website visitor to do once they read your content. Do you want them to download a PDF? Do you want them to fill out a form? Do you want them to submit a donation through your website? Knowing the answers to these questions allows you to craft your content in a way that persuades them to do exactly what you want them to do.

Be Passionate. Don’t Be Clinical.

A mistake that many nonprofits make with their website is being too dispassionate about what they are saying. Boring mission statements, stoic history timelines, and no attention to the donation appeal text are costing nonprofit organizations millions, and they don’t even know it. Start off the right way by making your content passionate, exciting, and inviting. Talk as you would on a stage or in person. Develop a voice to your content that relates to your audience. Don’t put your visitors to sleep with clinical, monotone information that doesn’t inspire them. Think about what inspires you and infect them with that same level of motivation.

Be Personal. Don’t Be Formal.

People want to be spoken to by people, not websites. Address your audience as if they were right in front of you. Think about how you would relate to them. If they are donors, think about the reasons your current donors give and what personal attachment they have to your mission. If your audience is potential clients (people to help), think about the situations they find themselves in and what concerns they have when they come to you for assistance. Talk to them at their level, not above it. Don’t create artificial barriers by formalizing your language.

Talk in Sections. Don’t Ramble On.

People most definitely read on the internet. After all, that’s what you’re doing right now. But, like this post, you will want to divide what you write into digestible sections that a website visitor can quickly scan before deciding that he or she intends to read the information in that section. Be as long winded with your page as you need to be. But, remember to break your content up using section headers and stick to your talking points under each header.

Final Thoughts

The idea behind adding content to your website is to convince someone who is reading it without the benefit of your personal interaction to take some sort of action. Being clear about what you are trying to get them to do in a passionate, personal, and easy to digest way will go a long way in spurring up a response.

Bonus Action Point: Write down all the things you want website visitors to do before they leave your website. Assess whether that is happening or not as well as what you need to change in your content to convince them to do it more.

Jose Gomez, Jr., CEO of Nonprofit Websites and NetMinistry
Jose Gomez is the CEO of Nonprofit Websites and NetMinistry. Since the 90s, Jose has worked with over 60,000 clients from around the globe to establish a web presence and market their message. His accomplishments include building several large online communities, building a niche career website in the top of its market and selling it to a large advertising network, and creating the 3nity Web Presence Platform which powers his companies' client websites. Jose is the author of The Church Internet Marketing Manual, The Nonprofit Success Blueprint, the host of The Smart Nonprofit Master Class podcast. He is one of the foremost experts in nonprofit web presence strategy and is highly sought after by top churches and nonprofits around the world.

Need help to create killer content for your nonprofit website? Learn from The Killer Nonprofit Website Strategy.

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