Managing website improvement effectively

Building a strong website, with informative and engaging landing pages as well as effective calls to action, is an important part of running a nonprofit in today's society. As more organizations invest in payment processing solutions, it is essential that they spend time perfecting their Web presence. A recent study by Dunham and Company, named the Online Fundraising Scorecard, noted a few areas in which nonprofits face challenges and difficulties with their online efforts. The overall score of organizations' Internet strategies is currently low. But the good news is that understanding these deficiencies is simple and improving them is entirely possible.

What nonprofit websites lack
The study looked closely at the format and design of nonprofit webpages as well as an array of other online marketing efforts, finding that there are a few areas of improvement that will make a big difference in the donor experience. To start with, 17 percent of landing pages had conflicting calls to action. Confusing or difficult-to-navigate sites are a big deterrent for visitors and will ultimately lead people away from donation forms. Twenty percent of websites lacked a call to action on their landing pages all together. More than 80 percent of landing pages are also not mobile optimized and less than 50 percent of pages studied did not give readers a reason to donate to the cause. These are just a few of the issues researchers found with organizations' sites.

Having a clear vision
Recognizing the need for an optimized and well-crafted website is the first step to improving the overall functionality of online efforts. There is a lot of things that nonprofits could start off with when reworking their Internet presence, but having a set plan of attack can be the most beneficial in the long run. If organizations begin with assessing the maturity and potential of a site, they will be able to devise a smart plan moving forward. The following are key elements to determining the effectiveness of a website:

  • Define necessary measurements: The Nonprofit Technology Network mentioned key performance indicators as important measurements for nonprofits. This is especially important when looking online to determine the use and function of the site.
  • Set benchmarks: Pull out a calendar and name different dates to measure the effectiveness of the website and assess the progresses or failures of the online presence.
  • See the difference: After each benchmark has come and gone, measure the difference of activity from the beginning to that date. This will give a concrete idea of how the website is doing. Use this information to fill in the gaps and make the website as effective as possible.
  • Start anew: For the next campaign and the coming months, nonprofits can take the new information they have and re-target their efforts to donors who are going to listen and benefit from what the organization has to offer.
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