One of the keys to building a viable web presence is to make sure that everything on your nonprofit website speaks to your mission and your cause. This is called positioning, or the “voice” of your nonprofit website. It’s all about the look, feel and tone—not just on the front page, but the entire website.
Here’s where some nonprofits struggle: They don’t create a voice that’s consistent throughout their whole website. Consistency is huge. You need to find your voice and stick with it.