7 Reasons Why Nonprofits Should Break Web Site Rules

Nonprofits can't look at their Web sites the same way that businesses do. Let's face it, the business sector created the Web site rules. Unfortunately, many nonprofits try to set up their sites just like businesses do. This doesn't work, though. So, let's break them.

Businesses generally create a site to attract one type of visitor - prospective customers. Nonprofits have several people to please - donors/funders, volunteers, members, your community, and board of directors.

Here are 7 tips to improve your Web site.

1. Look at each page from each visitor's point of view.
Businesses don't have to worry about this because their main visitor is their prospective customer. But nonprofits have more eyes looking at their marketing materials. They need to account for the different viewpoints. Let's say you have a page talking about an upcoming program.

You might have 4 sidebars on that page:

1) seeking sponsors, 2) seeking volunteers, 3) who to contact to receive services, and 4) highlights from last year's program.

2. Provide logical paths for your visitors to follow.
Each type of visitor is going to your site for a different purpose. They like to feel special. Why not have certain pages or sections that address their needs. Have an easy way for recipients of your services or those that work with that group to download the information they need or contact the people they need.

3. Use a blog to be self-promotional
In the business world, we're often discouraged from the "me, me, me" mentality. But as a nonprofit, your Web site visitors care about what you're doing. You're all about serving the community, so why not promote the good work you're doing. Discuss results of programs. Talk about where your funders' money is going. Comment on things in the community. Do anonymous case studies on those who you've helped.

4. Avoid information overload
Businesses often want to show off everything that they do. So, they place as much as possible on the home page. Nonprofits have a lot to share also, but the worst thing you can do is spew everything on your home page. It's too easy for people to get overwhelmed and just click away to another site. Instead, place enticing bite-sized chunks on the home page that lead to other pages. Think of your site like an onion with each page peeling another layer of your story. Add PDFs of certain content if a visitor wants more detailed information.

5. Answer the who, what, where, how, and why on the home page
Businesses can get away with saving some of that information for other pages. But nonprofits can't. Visitors may be perusing the site to figure out whether they want to volunteer or to donate. They want a concise snapshot about your organization in the first 5 seconds.

Here's a generic example:

ABC Nonprofit (who) is a 24-hour center (what) devoted to providing hard-to-find resources (how) to the Albuquerque community (where) so that individuals can meet their personal goals and lead happy lives (why).

6. Message over multimedia
In business, you often see the flashy, extensive graphics that are meant to impress the visitor and show the professionalism of the business. This is overkill for most nonprofits. Focus more on the message and the content than the multimedia and the graphics. A key place to use multimedia might be when you're showing pictures or video of actual programs and events or audio recordings from those you have assisted. Make sure that each element strengthens the message and isn't just there to look pretty.

7. Don't completely outsource your Web site needs.
Not what you would expect from a company that provides Web site solutions, right? Businesses have an easier time outsourcing the process because they are sales-focused. There is a lot of research out there on how to market to all types of industries. Nonprofits are quite different - they are people-focused. You need to have one person or a group of people in your organization oversee what goes on the Web site. This is your goodwill and your brand being displayed to the community. One incorrect word, picture, dollar amount, name, etc. could make people think differently about you. If you must outsource the maintenance side, make sure that you have an approval process in place before content goes "live". Remember, it's more than just a Web site, it's an extension of your mission.