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Are you ready for a new Web site?
Over the last few decades, the internet has become one of the primary ways that people connect with each other, learn information and become involved with issues they support. In this last presidential campaign, we also learned that online fundraising can be a major force in generating resources. Many nonprofits are now looking to their Web sites to become the online “face” of the organization and are turning to a complete Web redesign. This can be a worthwhile endeavor and can enhance your organization’s branding, constituent experience and, of course, fundraising. However, there are some things to consider before you begin.
Plan before you begin.
Although this could be viewed as common sense, many Web sites are created with little consideration for what they are supposed to accomplish. The most beautiful and expensive Web sites are of little value if they don’t accurately reflect your mission and work. Here are some suggestions to think about:
Look Around
There are many sites out there that may be perfect examples of what you are trying to do. Study them and look for what you really like and dislike. You should never try to copy another organization’s site, but there is no need to reinvent the wheel either.
Who are you trying to reach?
Who are your constituents and what kind of experience would you like them to have? Who do you want to use your Web site: donors, clients, vendors, collaborators, competition, government officials, etc . . . the list can go on and on. Make sure that you take your audience into account every step of the way. After all, the site is a tool for them to use to interact with your work.
What are you trying to accomplish?
Is the redesign intended to update your current look, acquire new donors or clients, or better share your vision with the world? You should essentially create a mission for the site before you begin. At the end of the day, you may even realize that what you hope to accomplish may not be able to be achieved through a new Web site. Resources can then be redirected to other goal-driven initiatives.
Understand the Technology
For those of us without the resources for a full time Web developer and graphic designer on staff, there are many contract Web design firms out there for us to use. However, you do not want to completely rely on them. You need to understand some of the technology involved in Web design yourself. It helps to know what Flash and HTML are as well as how to use a Content Management System (CMS). Many organizations are now choosing to upkeep their sites internally after the redesign to maintain greater control over content and save the money and time it takes with an offsite Web master. Although there are many applications that make this relatively easy, it is important to know what you are signing up for ahead of time.
Understand your vision and who you are.
The best Web sites reflect the organization’s mission and vision on every page. Your choice of colors, text, photos and other content could become what defines your organization to hordes of individuals. In then end, a great Web site is great because it accurately represents all aspects of what you do.
Content, Content, Content . . .
The best Web sites are also exercises in balancing what you would like to say and personal restraint. You are tasked with presenting all of the important facets of your work and keeping this information accessible to the viewing public. Some things to think about:
The Site Map Is Key
The site map is the basic building block for how your information is organized on the Web site. You should define and list every separate page you would like on your site before you begin.
Keep it Current
Every page of your site should offer the viewer current information. Most people are not going to stay interested in (and thus keep visiting) your Web site if the information is not current. You would be amazed by how many organizations continue to keep old content online! Most people are not interested in how your 2003 gala reached its goals. It is imperative to update the site as information changes.
Offer Substance
Just as old information will produce negative results, so will information that lacks substance. People are looking for insight into your mission and work. Although inner pages will always be more detailed than the home page, every bit of text on the site should have some weight to it and remain fresh.
Beware the Attention Span
As fundraisers and non profit professionals, we are heavily invested in our work and often want to tell people every aspect of what our organizations do. Just as you will skim a newspaper article that is eight columns and two pages, your audience will skim your site if there is too much information on a page. There is almost never a reason to have three feet of text on your page. Remember, there is a huge amount of content on the Web, chances are if someone is bored with yours, they will move on.
Think about What People See
An attractive Web site can give people a certain impression of your organization. The same can be said for an unsightly Web site. Use photos, color and, on occasion, Flash and other media to make your information more appealing without going overboard.
Exude Functionality
In addition your site’s appearance and content, make it easy to use. We have all gone to a site for information and found ourselves in an endless loop of links and redundant pages. Make sure your site is functional and easy to use. This will help people to keep coming back to learn more about your good work.
For more information see:
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