Don’t Let Moss Grow on Your Nonprofit Website

keyboard image by inhabitat.com

There’s no such thing as being “done” with your website. You can’t check it off your list. If your nonprofit is like most nonprofits, it’s been at least a couple of years since you updated or revamped your website.

But it’s been over three years since Microsoft brought its distinctive tile navigation to smart phones, and already four months since Apple transformed the look of its home screen with ios7. Out went “start” buttons and busy black backgrounds. Things got leaner and cleaner.

Website conventions change and not just to present a fresh aesthetic. They’re designed to make the user experience easier (although many of us don’t appreciate it, at least initially, when we have to think twice about what we’re doing).

An effective website is still a nonprofit’s most effective communications tool. As software advances have put user-friendly tools and templates within the financial and technical reach of all nonprofits, there’s no longer a good excuse to let a website grow moss.

That said, just slapping content into a template does not make for an effective website. It takes answering questions like the following:

1) Who is the website for? And who is it MOST for? (many organizations have volunteers or members and have to weigh whether the website is being used to attract new supporters, or meet the needs of existing constituents)

2) What are the organization’s top three goals that a website can help support?

3) What are the top three actions that we want our top priority audience members to perform easily?

4) What is the most frequently viewed content on the current website that should continue to be easily within reach?

5) What must the website communicate about us through its look and feel, its imagery and tone, to support our brand?

Most nonprofit executive directors or fundraising professionals don’t have a lot of experience with website designs. It’s hard to know where to begin.

Fortunately, Idealware (itself a nonprofit) has just begun a five-part series of webinars called “From Audit to Redesign: the Complete Nonprofit Website Kit.” I think the content is bang-on, and the price tag ($200) should more than pay for itself when you consider what a well-designed website can do for an organization. The first session, “Starting the Audit Process,” was held January 28 but it’s not too late to jump on this moving train. Upcoming on February 11 is “Defining Your Design and Content Strategy.” The third session on February 28 should be a great introduction to the “nitty gritty” of web design and cover best practices for usability and accessibility. The last two sessions get into content management systems (the tool that lets non-technical people easily update content), search engine optimization (so people find you), integration with tools like online donation systems, and an overview of a website development process.

As a former Northwesterner, I love moss. But not on websites. Get moving!

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