Your website is the face of your organization—what people see online should reflect who your nonprofit is offline. Think of it as a window into the soul of your organization. That’s why it’s important that everything on your website speaks to your mission and your cause. This is called positioning or the “voice” of your site.
You want your mission to come across loud and clear and permeate every page of your website so that each one of your online visitors leaves with a clear understanding of who you are and what you do. If you fail to create a website with a voice that’s clear and cohesive, then you leave people wondering, “What are they all about?” Visitors get confused, lose interest, and you never see them again.
For more on finding your voice and sticking with it, check out Firespring.org >>