There are a couple of things that I ´╗┐know you know:

  1. If you have a nonprofit organization (or any business whatsoever), you've got to have a website. 
  2. If you have a website, it needs to have a "donate" button/page.

And here's something you probably know but might not want to admit: simply having a website with the ability to take donations doesn't mean you actually will. Unfortunately, "if you build it, they will come" does not apply here. (Sad face, sad face.)

An effective website, that draws people into your story and explains the importance of your mission, is a combination of great design and expert copy writing. Admittedly, there's a lot that goes into both of these elements and, if you're like most maxed-out nonprofit leaders, you don't have time to sit around pondering word choices and effective turns of phrase. I get it.  

So here are the top three pages you should spend some of your very limited bandwidth improving so that your website will do more of what you need it to:

  1. About - this is the second-most viewed page (behind the homepage) and is a prime opportunity to present a compelling story about how and why your organization was created, the reason(s) your mission is important, and the real-live people who make it happen. This page can hook visitors with your most relatable and clear messaging and can inspire readers to take the next step toward engaging with your mission (like subscribing to your emails/newsletter and heading over to your donation page). Don't treat this page as an afterthought. 
  2. Contact - seems simple, but the way you invite visitors to interact with your organization can do a lot to build (or break) connections and rapport. Give the name and details of an actual person who can be reached - bonus points if you include a photo. And, unless your organization fields hundreds of inquiries per week, get rid of the generic contact form. They are impersonal, low-trust (is anyone going to actually get this and reply back?) and largely unnecessary for small to medium nonprofits. Direct contact is invaluable - keep it personal.
  3. Donation - phrases like "Support our mission!" or "Help us build this foundation!" are not enough to convert website visitors into donors. The donation page must be more than a form and a few imploring statements. Even if you've made the case in other areas of your website, the text on your donation page must reinforce those ideas and affirm the prospective donor's choice to give - in the place where the transaction occurs. Studies show that more is more when it comes to donation page copy.Use this space to clearly explain why your org and why now.

If you want more, I'm including this video, below, from a recent "website hot seat" where I teamed up with expert website designer, Jenny Belanger, to give three nonprofit organizations actionable tips to improve their sites. Go ahead and watch it on double speed if you need to. 

If you'd appreciate your own customized website copy review, I'm all yours. Just click the link to see what's included. Subscribers to B-mail (that's you) can save 50% on the review by using code LOYALREADER. 

P.S. I also offer a similar service for email. Check out the details on the Custom Email Strategy Audit (your coupon code will work for this offer, too). Have questions about either service? Drop me a line any time. 

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