Did you know that most donors check out your web site before they make a gift? – whether they are giving on line or through the mail.
A Kellogg Foundation study found that potentially up to 50% of your donors are going to want to check you out before they give, whether they give online or not. Here are questions you should ask about your site to see if it is hurting or helping your fudnraising campagin.
First, “your web site is now your front door,” advises Ted Hart in the 09 Year-End Strategies Telesummit. I interviewed Ted last week as part of the Telesummit and he shared a long list of things donors are looking for on your web site.
1. Does your web site represent you well? Does it tell a compelling, moving story? (i.e., photos of people helped by your organization)
2. When someone comes to your site, can they find out what they want easily?
3. What’s the call-to-action on your site? What do you want visitors to do?
4. Does it convey legitimacy and credibility?
Do you post info on your website that proves your nonprofit status? Do you post the names of your board members, i.e., members of the community who stand behind your organization? Does it say how is accountable for this organization?
5. Are you offering people the ability to give online safely (through encryption technology).
6. Is there also a way to download a form that a donor can mail in or fax to you if they don’t want to contribute on line?
7. Are you offering people the ability to have a dialog with you? Is there some sort of interaction, such as a survey or a place to post comments? Donors want the ability to comment, to discuss, to learn more about you.
8. Do you have a physical address and phone number prominently displayed for easy access?
9. Does your web site share how past donations have been used? (This is where you can share your good news, terrific stories of what you’ve done with your funding.
10. Are you telling visitors how they can volunteer? (you certainly don’t want to give the impression that you don’t want volunteers! But this topic is sometimes completely missing from a web site.)