Like a business card, a website reflects its nonprofit and gives information, but it does more. While your business card is as static as the next time you're going to print more - a website can be updated, redesigned, rebuilt, or added to.
Nonprofits, like any other business, have either had a website for X number of years (if they can afford to) or have done what they can (free options such as blogs, social networking, listing your organization on donation portals, etc. are great). Getting onto the web requires knowledge (what options exist on the web, today; what can we do with limited resources; who do we hire to help us create what we need; who can tell us what works and what doesn't, etc.). As I've argued, in this blog before, grassroots organizations are hit the hardest - they have the fewest resources and yet need to grow in order to achieve their goals.
As grant writers, it is important to know 'what information do we give on our website?'. Why? Any presence on the web is yet another marketing opportunity for a nonprofit, if nothing else; and marketing opportunities create new donors, new board members, new volunteers, new partners in work, etc. Grant donors look at our websites, just as other users do.
There are questions as to what is effective and what is not working, (e.g. social networking has existed, arguably since list serves began ten years ago; and no one has really figured out how to make money off of social networking). The best way to determine if your organization is spending money wisely on your web presence (if it costs your organization money) is to track results and costs; and conduct cost/benefit ratio studies in regular intervals (e.g. every fiscal quarter, etc.) and see if your web goals are being met or are showing signs of beginning to get met.
Having said that, we do know that websites are viable presences for nonprofits. They're great information and referral tools, they are wonderful at disseminating information, and as I said - they're marketing opportunities. On the fundraising side of operations; they can increase volunteers, donors, accept donations, provide online shopping or affiliate link revenue, and disseminate information (e.g. achieve marketing goals, etc.).
Marketing and grant writing are highly linked. Excellent marketing is without a doubt one of the most productive and effective methods to increase your organization's fundraising revenue. It takes time (e.g. from the beginning/launch of a researched, planned out, and professional marketing campaign it can take months or even a year to begin to reap the benefits - but they do come, when done well, and they typically do not dissipate if your organization simply maintains its marketing work). If your board of directors each share that they volunteer with your organization and why they do, each time they meet new colleagues or friends; they are marketing. If your organization launches a public service message or advertises your programs - your group is partly marketing. All of this (and other 'outward facing' modes of communication to the community, at large) is marketing and should be integrated to send the same message, reach the intended target populations, and should take all aspects of your organization's work into account (e.g. programs, fundraising, recruiting excellent talent (volunteers and staff), etc.); and not just be aimed at "getting your name out there". Websites do that but that isn't all your organization needs from its site.
When a grant donor receives your organization's grant proposal (application), if they are interested in granting to your group, but aren't familiar with it - they will very likely go to your website. As a grant writer, there are a few resources, etc. that you will want to work with your tech manager to be sure are there:
10. Your organization's name, mission statement, and a short positive sentence about your group's successes, achievements, and track record should be front and center and easy to see.
9. It should not be difficult for anyone using your site to locate your organization's contact information. Make sure this is easy to locate (e.g. put it in the footer of each web page and on a 'contact us' page of its own).
8. Remember that the fastest growing age group in this country is the Baby Boomer generation (e.g. born during World War II). It is very wise to include a widget or tool onto your website that allows any user to increase the font size, if they need to. Don't make it tough for anyone interested in your organization to learn more about it, volunteer with it, or donate to it!
7. Have a section or at least a web page devoted to your organization's fundraising (which includes grant writing) and call it something like "How We Spend Our Money" or "Fiscal Information". Provide the user with your organization's: most recent 990 tax return, most recent independent professional financial audit, a breakdown of where your organization spends its money and include "Overhead" (e.g. Programs, Direct Services, Fundraising, Administration, etc.). Provide the most recent service (or product) statistics - show what donors' money is doing. Organizations who are transparent (meaning they provide potential donors or volunteers, or anyone with their financials, etc. and demonstrate that they are managing their resources, are planning growth, and are viable/sustainable, etc.).
6. Create many places on any given web page that allows the user to donate. Create "How To Donate" or "Donate Here", tabs or buttons and place them in the site menu, also in the footer, also in the header, and in the middle of appropriate pages. Make sure it is clear where anyone could click on your site to give. Do not just place one button in one place on your site. Repeat this formula for volunteer sign up, too.
5. Have a page devoted to staff and board members, and do not simply list names under departments. Share each person's credentials, professional experience relevant to your mission, and list where each board member either works, or retired from. Connections are very helpful in raising grants.
4. Do not overwhelm the web user. Offer all kinds of information (how to get your organization's assistance, how to donate, how to reach your group) without turning people off from the web pages themselves. Use a professional graphic designer if need be. It is worth the investment.
3. Clearly state in more than one place how a viewer can follow up with your organization (on everything from your services/products, to volunteering with your organization, etc.) AND be sure that it is going to actually work for them and your staff/volunteers. Really give some thought to this. It is staggering how many website users try to reach an organization, per the directions on the site, and never hear back - that is poor customer service and the name of the game, here, is to increase your organization's effectiveness and transparency (to raise good grant money).
2. Be honest on your site. Be honest in everything you disseminate about your organization.
1. Follow up on your site's effectiveness for all goals associated with it (for all departments). Provide users with surveys, or email your constituents and ask 'have you used our site', 'if you have what did you like', 'what did you dislike', 'what could we improve', 'what was missing', etc.
Marketing, websites, and grant writing are tied together. Be proactive and follow through and your group's web presence will pay off.
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