3 Ways Your Nonprofit is Underutilizing its Online Presence
C’mon, is that all you got?
It’s a simple question, really. And maybe with your nonprofit’s online presence (website, social media, etc.), that is “all you got.” But it begs the question—“Could I be doing more?”
The answer is yes. And it’s always going to be a resounding ‘YES.’ We could all be doing so much more online. And it’ll make a world of difference in our online fundraising efforts.
Just building your website and social media pages is a great first step. But that alone won’t magically send donations flooding in.
So, what exactly could you be doing more of? So glad you asked.
The “My ‘Donate Now’ Button Must Be Broken” Syndrome
Yes—it’s glaring at us from here. Shiny and beautiful in plain site, your ‘donate now’ button will surely send the cash rolling in.
But then *gasp* nothing happens. Crickets chirp. You scratch your head. What happened? Hm, must be broken.
But oh, contraire. It’s there, and it is beautiful. But you’ve got to earn your donors’ trust through things like:
- Emotionally captivating storytelling
- Donor and volunteer testimonials
- Consistent communication
- Thanking them, thanking them (and thanking some more)
So get out there and direct them to your website. Whether it be through that shiny new direct mail piece, an email marketing campaign that’s sure to win over their trust or a phone call that proves you’re a real human being trying to make your mission happen. You can build your website, but you’ve got to get people there.
The “Social When I Have Time” Syndrome
If you’re in the nonprofit sector, you know what it’s like to constantly have a clock ticking in the back of your mind. From the email ask that needs to go out today at 10 a.m. to the unexpected volunteer meltdown that happens in your office at 9:50 a.m., you’ve got tons of shoes to fill (and it never goes according to plan).
No time? You could tell us about it, but there’s no time. And nobody else has the time either.
So what’s a person to do with that utterly time-consuming social media?
1. Don’t try to take it all on yourself. That’s the fastest way to burn out. Instead, you could split the duties among your staff members. Put different people in charge of making posts for your organization on different days or occasions.
2. Although many will advise against it, it’s OK to put an intern in charge. We’re not saying any old intern. But you’d be surprised at the social-savvy millennials out there who could teach you a thing or two. As long as you guide them and give them a set of rules, it could make your life ten times easier.
3. Pre-schedule tweets and posts by using a social CRM tool. That way, you don’t have to do everything in real time. But make sure you’re monitoring so things don’t go awry.
The “My Site is Just There Because I Need One” Syndrome
Isn’t it the way of the world? I bet if we took a poll, there are many nonprofits out there who would say they have a website “because they know they need one.” But that’s it. Just because the world is moving one direction, people jump in because they don’t want to be left behind.
It’s great that you have a website, but it’s honestly better not to have one if you’re going to just let it sit there. People want to see that you’re an active organization. One way to make sure that happens is through website vitality or a beautiful design.
Don’t do your nonprofit a disservice by letting your site sit. Update it. Use it to reach out to constituents. Do something. Anything.
After reading these points, what do you think your nonprofit could be doing better with its online presence?