How to choose the right web strategy for your nonprofit
You have a mission that matters. You have a vision that inspires. You have a story that needs to be told. But how do you tell it online? How do you capture the attention, interest and action of your audience? How do you make sure your website is not just a digital brochure but a powerful tool for advancing your cause?
At Fervor, we understand the challenges and opportunities that nonprofit and faith-based organizations face when it comes to web strategy. We have over 15 years of experience in helping clients choose the right web projects and strategies that communicate their message, connect with their audience and convert them into supporters. We know that there is no one-size-fits-all solution for web strategy. Every organization has different goals, needs and resources. That’s why it’s vital to work with a strategy and implementation partner that understands the nonprofit space and can recommend web projects that align with an organization’s goals, needs and budgets.
What’s possible: Common nonprofit web projects
Depending on your situation, you may need a full web redesign, a microsite, a landing page, a web refresh or a website maintenance project. Here’s a brief overview of what each of these projects entails and how they can benefit your organization.
- Full web redesign: This is the most comprehensive and in-depth web project we offer. It involves three phases: user experience and strategy, content and design and development and testing.
- Microsite: This is a smaller and more focused web project that usually targets a specific audience or campaign. A microsite is a separate website that has its own domain name, design and content. It can have multiple pages, but not as many as a full website. A microsite is great for organizations that need to launch a time-bound campaign or initiative, promote a special event or highlight a specific aspect of their work.
- Landing page: This is the simplest and most focused web project we offer. A landing page is a single web page that has a clear and specific goal. It usually has a form, a button or a call to action that invites the user to take the next step. A landing page is perfect for organizations that need to drive traffic, generate leads or raise funds for a time-bound campaign.
- Web refresh: This is a web project that involves updating certain pages or sections of your existing website. It can include changes in content, design or functionality. A web refresh is suitable for organizations that need to improve their user experience, optimize their performance or align their website with their current strategy.
- Website maintenance: This is a web project that involves keeping your website up-to-date and secure. It can include tasks such as updating plugins, publishing content, fixing bugs or making minor changes. A website maintenance project is essential for organizations that need to ensure their website is always running smoothly and safely.
What’s right: Picking the right project for a specific goal
How do you know which web project is right for your organization? The answer primarily depends on your goals and how you want to serve your Ideal Advocates. To a lesser but undeniable extent, picking a web project depends on your timeline and budget as well. We sat down with Fervor’s Creative Director Sarah Cook and picked her brain about how Fervor partners with clients to determine which projects best meet their needs. She shared three goals and ways in which Fervor has matched impactful web strategy to them.
Enhance user engagement: Onboarding a new client, we discovered that they were struggling with low user engagement despite a recent website redesign. Our solution was what we call a homepage refresh. “Homepages are crucial for connecting with and moving visitors deeper into your site to take action,” explained Sarah, “if visitors are frustrated or get lost right at your home page, they’ll bounce before they take the actions you need them to take.” To keep users engaged, we reordered the content blocks, infused more color and contrast to create visual interest and differentiation and we optimized the calls to action to guide the users to the next step. The homepage refresh was the best fit for the client because it addressed their budgetary restrictions while also allowing them to enhance their users’ experience on the site which increased the rate of engagement and conversions.
Highlight a big campaign: Another client needed a focused campaign for a food crisis initiative that involved collaborations with athletes, artists and their spouses. We created a dedicated campaign microsite—with a URL distinct from the organization’s home site—dedicated to the campaign. Featuring just three pages, it showcased videos that explained the crisis, shared inspiring testimonials and updates in a clear, engaging manner, and presented visitors with calls to action. “Microsites are excellent strategies for time-bound campaigns. They are excellent ways to increase donations or support for a cause without losing your target audience to other areas of your main website,” explained Sarah.
Boost a time-bound campaign: Last year, a client shared that their end-of-year campaign was going to be crucial to their meeting their budgetary goals for the year. They needed a strategy that would make their end-of-year campaign appeal to donors more than it had in years past. We presented an online gift catalog strategy that offered giving options that would resonate with multiple facets of the audience. To accommodate their timeline, we designed the catalog as a single, high-impact landing page featuring different items that donors could choose to support, testimonials and videos to inspire, and CTAs that eventually drove donors to the client’s existing give page on their homesite. “A landing page like this provides context, giving options, and credibility that donors need,” elaborated Sarah. “Even direct mail pieces contained a QR code that drove donors to find extra information and give via the landing page.”
3 questions to ask when deciding on the right web project
When strategizing a web project for your nonprofit, we always guide our clients through three essential questions:
- Who are the people coming to your website and why? Understanding which of your Ideal Advocates™ seek out your website and what their goals are when they visit is crucial. They might be looking to volunteer, donate, register or gather information—whatever the case may be, ensure your website is designed to facilitate these actions clearly and efficiently.
- What is the main action you want your users to take on the site? Aligning your website’s design with your primary objectives, such as boosting donations or increasing volunteer sign-ups, is crucial. If your current site doesn’t support these goals, it might be time for a redesign to enhance user engagement and meet your organization’s objectives.
- What do you need your website to do to meet your organizational goals? This question helps you prioritize the features and functionalities your site needs. Whether it’s a blog, calendar, newsletter, donation platform, or contact form, ensure these elements align with both your goals and your users’ needs, rather than being added just for the sake of it.
By asking these three questions, you can begin your next web project planning with confidence and clarity. You can also avoid common pitfalls such as scope creep, user frustration and wasted resources. As Sarah Cook says, “Websites should function as an extension of your team. Especially when you’re a nonprofit, you want to be able to think of them almost as if they’re another full-time employee … because they should be doing a big lift for you.”
Ready to make your website earn its keep and work for you the way it should? Let’s talk!