Put Your Web Site to Work

Nonprofit organizations are facing more competition for support every day. Many are turning to the Internet to better differentiate their organizations, increase fundraising and operate more efficiently. By leveraging their Web sites, organizations will have the opportunity to build stronger relationships with their constituent communities — including donors, members, volunteers and employees — to support their missions today and in the future.

Your Web site is an extension of your organization, so it should convey the same professional image and level of attention that you give supporters in person. It’s one of the most important tools you can use to help build and foster strong constituent relationships. If potential supporters don’t feel involved with your organization when they visit your site, there’s an opportunity for your competition — whose Web site delivers those qualities — to gain their support, donations and loyalty.

There’s no such thing as an “online donor” or “offline donor.” Your constituents interact with your organization in a number of different ways, and each person expects to receive personalized attention that conveys your understanding of why he or she values your organization. By providing a personalized online experience for your supporters, you’ll keep them engaged and connected.

Defining ‘personalized’
More and more, constituents are seeking ways to share information, interact with each other, stay current on news and register for upcoming events. The Web offers solid opportunities for nonprofits to build communities among donors, members, volunteers, students, parents and more. Your organization can grow a strong online community by offering constituents targeted Web content based on their history and preferences.

Your Web site offers a convenient way for stakeholders to communicate with each other and with your organization. By building and establishing an online community, you make it easier to stay connected with your supporters, interact with them more frequently, generate opportunities to ask for donations and reduce fundraising costs. An effective Web site also can help streamline your processes with self-service features for your supporters, such as profile updates, online event registration and donations, and sponsorships, giving them the power and convenience to help themselves at any time.