Not-For-Profits Lose Out Online
Many not-for-profit organisations are missing out on vital marketing and fund-raising opportunities by failing to utilise their Web sites effectively. Erik Aeyelts Averink discusses what can be done to attract would-be and existing donors to an organisation’s online offering.
For some years now Web sites have ceased to be merely online brochures. No longer are companies constrained to providing a ‘who we are, what we do’ layout – with the advent of Web 2.0, Web sites are becoming increasingly interactive, enabling two-way communication between a company and its target audience.
Numerous industry sectors including retail and travel, not to mention the YouTubes of this world, have leapt upon this concept. However, others are still missing out, namely not-for-profit organisations. This sector could reap considerable benefits by harnessing their Web sites as a key element in their marketing strategy.
The Internet is the perfect tool for both raising funds and overall awareness of a cause. The potential to reach huge audiences is far higher than it would be through simple magazine distribution or tin rattling. Yet surprisingly few charities utilise online marketing to an optimum level.
Modern not-for-profit organisations must compete for audience attention in much the same way as big consumer brands and it is vital that their Web sites reflect this. It is no use trying to attract donors or volunteers with a Web site that is difficult to use, out-dated and uninformative. Internet users demand slick, professional Web sites that tell them what they need to know quickly and attractively. A charity’s Web site needs to communicate with and inform donors, but it also needs to inspire brand loyalty by providing up-to-date information on ongoing activities.
Some not-for-profit organisations have recognised the potential for Internet marketing and are blazing a trail in the sector. One such concern is Christian Aid who has recently revamped its Web site to make it make it more user-friendly and more interactive.
Christian Aid’s Web site grew rapidly to over 7,000 pages, covering every aspect of the charity’s work including research, campaigns and fund raising activity. The problem was that it had grown too unwieldy and was not a unified and effective face for the organisation or its activities. The charity realised the key to bringing more visitors to the site and keeping their loyalty was to look at what the potential donor would want to see, rather than displaying a vast mass of haphazard information.
The Christian Aid Web site still contains vital information about the organisation and its work, but there are now more interactive features. Visitors can set up personalised accounts, access their own donation history and will be able to comment on campaigns in an online discussion forum. In addition to this, the Web site allows users to personally lobby on key issues and help raise awareness – they can send templated emails out as a direct call-to-action.
From the charity’s point of view, Christian Aid now use its Web site to gain invaluable insights into the behaviour and preferences of its donors. The organisation can monitor which sections of the site users visit most, and in doing so can determine whether certain pages covering key issues need to be moved to make them more visible. Donation histories and patron feedback can be accessed and marketing teams can use this information to tailor campaign material to individuals and groups. Another benefit for Christian Aid is that adding information to the Web site does not require specialist IT skills, meaning that updates are not controlled solely by the technology department.
Christian Aid is a prime example of how charities can use their Web sites as an effective marketing tool, but it is not the only organisation aware of the benefits. The Youth Hostel Association is a not-for-profit organisation that has taken steps to ensure people are enthused by its Web site. By introducing accessibility features such as optional larger font size and changeable colour display the YHA has ensured its Web site does not alienate any potential customers.
The steps these two organisations have taken require a comparatively small amount of effort and funds, but have proved to be vastly effective. Web content management solutions can help not-for-profit organisations to make the most of their online marketing capabilities. A Web site with thousands of pages can present a consistent brand identity while at the same time ensuring users can navigate with ease. Not only that but it can help charities gain a clearer picture of just who their donors are and help them to engage directly with target audiences.
It is rare that charities and not-for-profit organisations choose to follow in the footsteps of the corporate giants, but this is one situation where it is worth doing so. By providing users with a professional, user-friendly website that allows them to interact with the cause they are supporting, charities make donating a simpler and more rewarding experience. This will inspire loyalty as well as encouraging new donors to become involved. Building an effective Web site is a trend no charity can afford to miss.