Tuesday, June 19, 2012

Content Strategies for Nonprofit Websites

Is your nonprofit looking for ways to improve your website and increase traffic? Tech4Good Denver hosted an excellent and extremely informative group panel who shared true and tested content strategies when designing or managing your nonprofit’s website. Here are the key takeaways from the session:
1.    Leverage that expertise…in ways they understand.
  • Be sure to convey your passion & expertise in a language your audience will understand. Don’t get too technical.
  • Use visuals and graphics to turn complex data into easy-to-understand pictures.
2.    Don’t be afraid to ask your audience for help
  • Having trouble figuring out your audience’s language? Survey your friends and family to see how they describe all the wonderful things your nonprofit does.
  • Don’t know how to reach out to your audience? Ask them what they prefer…while some may like Facebook, others may be better with email.
3.    Find a key message that will truly stick
  • Create a key message that closes the gap between what your audience knows and what you want them to know.
  • Good messaging is
    • Concise
    • Memorable
    • Consistent
    • Repeated Often
4.    Make every page a home page
  • You never know where people will end up, so say who you are and what you stand for on EVERY page.
  • Try to keep the number of pages to a minimum.
5.    Share stories
  • Storytelling will bring your website and your cause to life.
  • Don’t talk about what your nonprofit does for others; let them tell their own story!
6.    Measure, measure, measure! (hyperlinks to all these sites)
  • Tools like Google Analytics, hootsuite.com, and crowdbooster.com can help you analyze what is working and what is not.
  • Choose keywords that you can use on ALL pages by testing them out on Google Adwords.
7.    If you fail, try try again!
  • Remember, creating the most valuable website content takes time.
Here at VisionLink, as we plan to improve our own website content, we will use these techniques to reach out to all of our favorite nonprofit partners…you! To discover how we add these tips to our own website, sign up HERE to receive a website release notification.
Georgina Douglas
Marketing Associate
VisionLink, Inc.