Navigating the Digital Landscape: Nonprofit Website Management
Picture this scenario: You're engaged in a conversation with someone, discussing an intriguing company or organization. During the conversation, you highlight just how revolutionary this organization is. At this point, your conversation partner instinctively reaches for their cellphone, launches a web browser, and proceeds to “google” the name of the organization you've been raving about. When the website of the organization loads, it’s clear that it hasn’t been updated some time. What message does that send to the viewer?
When clients or donors consider engaging with a nonprofit, often their first or second impressions will be formed whale viewing the organizations website. That is why it is critical for a website to be managed and updated to ensure relevancy to their target market. Aside from critical information that needs to be on a website, items like event dates and organizational leadership information, there is another reason your website should be kept up to date even for the information that is less critical. Imagine visiting a website of an organization you know, only to find that the information is out of date. For many customers, this can convey a lack of unprofessionalism and organizational stagnation. For this reason, it is highly encouraged that organizations designate a staff member or third-party vendor to ensure their website is well-maintained and updated.
What are the most common functions of a nonprofit website?
Nonprofit websites have a number of key functions, and while the website for a nonprofit will never fulfill all of these, it is likely they fulfill at least 1-2 of them:
Digital Brochure/Marketing
A Digital Brochure/Marketing focused website is essentially an online storefront, designed to captivate visitors with information and visuals about your nonprofit. It is designed to showcase what you offer and entice potential funders or beneficiaries.
Advocacy/Education
Advocacy/Education websites are designed to spread knowledge and champion a cause. These types of websites are most commonly associated with organizations focused on solving large scale social issues affecting a population, and aim to inform and inspire action by website viewers.
Fundraising Platform
Fundraising platforms are designed to collect donations for a nonprofit. They often incorporate some form of payment processing system and information to inspire donors to fund the organization.
Online Portal
Nonprofit websites with online portals are often designed for users that benefit from the organization's exempt purpose. These are often custom-made for the organization or are built for specific sectors, like hospitals, churches and synagogues, to name a few. They are essentially digital gateways, offering access to multiple services or resources in one place.
How do you maintain and update a website?
Keeping a website up to date is no simple task, and is highly dependent on the functions the website performs. Plug-ins, Content Management Systems, and website code must be kept up to date alongside photo/video content, calendars, and written content. To start, take a look at your website and make a list of the key functions and content areas that need to be kept up to date. From there, you can either break apart the updating functions amongst your team or look into vendors that are capable of taking over your website management.
If you choose to break up the work within your team, it is advisable to ensure there is a project plan that is reviewed monthly/quarterly that details future updates and planned maintenance. If however, you choose to work with an outside vendor, ensure that they’re the right partner to work with and have the expertise and qualities you value in a partnership. No matter the direction you choose, your website will be headed in a better direction to set your nonprofit organization up for long-term success!
Executive Arm is a full-service management outsourcing firm for nonprofit organizations. Our mission is to help non-profit organizations achieve greater heights through internal capacity development, executive coaching, and strategic program design. Looking to level-up your nonprofit organization? Contact Executive Arm for a free consultation at https://www.executivearm.org/
