Charities must diversify their fundraising strategy, raise their digital profile, increase their supporter base and generate online donations – an out of date website and ignoring social media is not an option.
Your website should be the centre of your communications. Visitors to your site are interested in the people you help, how you help them and how they can get involved.
Please remember that donors fund people not organisations.
You have 15 seconds to capture a visitor’s attention – this is called the 15 second bounce. In those 15 seconds you must stir emotion, empathy and invite engagement.
Menu Options: You should have no more than 5 menu options with short, call to action words:
About Get Help Get Involved Contact Us Donate
Mission statement: The message on your home page must be simple and immediate ‘We’re ending homelessness and rebuilding lives’
Fundraising: It must be obvious to the donor who you are fundraising for. Donors and funders will check your site to see what you do with your money. Tell beneficiary stories and have project pages with images and totals raised. Keep pages and interest fresh by updating regularly.
Donations: Your donate button should be in the top right of your website and visible on every page. The button should be a different colour from other menu options. No more than 3 clicks to donate from anywhere on your site. Where possible offer different donation values and tell the donor what their money buys.
Tell Stories and Use Images: Site visitors want to hear about real people and their lives. They want to hear stories and quotes from volunteers and beneficiaries about how your intervention improves lives and makes a difference. If you have vulnerable beneficiaries, try copying the image creativity of larger charities to get around the problem of showing faces. Don’t bury your stories deep in the website – they should be easy to find.
Calls to Action: Every web page, email, Tweet, Facebook post should have a call to action – donate, volunteer, contact, support, sign up, share.
Mobile Friendly: Google penalises websites which don’t display well on mobiles or tablets. In 2018 25% of all online donations were made on a mobile.
What are you for? Who do you benefit? Where are they? Show faces and tell stories. You have 15 seconds before I bounce.