3 Actions You Can Take if Your Nonprofit Website Looks Like a Brochure and Acts Like a File Cabinet

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Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

does your nonprofit website look like a filing cabinet?Most nonprofit websites really stink! 
 
There, I said it.
 
Why? Because they are simply online brochures or, worse, filing cabinets of stuff you think is important.
 
Realize this:

  • Your supporters don’t read your website. They skim it.
  • The long-winded, bloviating copy about how great your organization is and about all the stuff you do (your brochure website) is hard to skim because it’s not designed to be skimmed. It’s designed to be read. Big mistake! Re-read the first bullet-point above.
  • When you jam-pack your nonprofit website with way too many documents and links, it becomes a file cabinet of brochures. Your supporters are not interested in rummaging through your junk!

In other words, your supporters don’t want to read self-congratulatory brochures and they don’t want to sort through messy file cabinets….they want to:

  • ENGAGE WITH YOUR MISSION,
  • BECOME INVOLVED IN IT,
  • AND HAVE REALTIME INTERACTIVE CONVERSATIONS FROM THE CONVENIENCE OF THEIR LAPTOPS, PHONES OR TABLETS.

 
So what do you do? Here are 3 options for actions you can take:  
 
1. You or your staff can create an engaging website filled with valuable offers that satisfy donor needs.
2. Hire someone to create an engagement fundraising site for you.
3. Hire someone to create a thoughtful, “engagement fundraising” micro-site that matches your brand but exists outside of your current website infrastructure. It should focus on the 80/20 rule and be tailored just for your legacy and major donor efforts. This way you don’t have to deal with your communications department or other silos since your aim is to generate major and legacy gifts… not to increase membership or mess up the annual fund director’s efforts.
What actions have you taken to improve your website? Share below!
 

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