5 Ways to Pump Up Your Web Content to Attract Donors
Does your web content live in Dullsville City, population Dullsville?
Does reading your home page feel like listening to crickets chirp elevator music?
Do people leave tons of comments on your blog thanking you for putting them to sleep without medication?
Then it’s time to start juicing up your web content.
Perhaps you know your content needs a good kick in the pants, but you’ve been putting off the overhaul.
This may not be the best strategy, especially since online giving is estimated to outstrip offline giving by 2020, according to Nielsen Norman Group. And don’t forget that millennials won’t be handing over their licenses to the information superhighway once they hit 50. Or ever.
Here are five ways to create content that turns snoozing donors into energized supporters, now and in the future.
Get Out Your Laser Beam
Since your mission is the number one reason people give, web users must understand your raison d’être as soon as they hit your home page.
What you do must be clearly expressed, with no corporate verbiage, cockeyed metaphors, or clichés so overdone, they’re burnt.
On its home page, Crossroads Adaptive Athletic Alliance summarizes how it educates and trains adaptive athletes. They use a compelling photo and tagline to laser beam their purpose from the front slider to the very crevices of your brain.
Think “Halloween Candy”
When it comes to web content, the Halloween candy approach is a sure bet: keep it short, keep it sweet.
You don’t need fifteen paragraphs about a resolution your board passed five years ago. You don’t need scores of reports that no one ever downloads. Keep it to the bare minimum so people don’t have time to nod off.
Stop Hunger Now has this down cold. When you get to their site, they don’t explain who they help; they show you. Then a simple call-to-action gets you involved in just a click.
Be a Girl Guide, not a Tour Guide
Your web content must lead people on a journey. You must describe how you use donors’ money and why you’re uniquely positioned to help.
This isn’t a Sunday stroll where you point out every bird, branch and bramble.
You’re a Scout leader on a mission to keep people on the path and away from the poison oak.
Eye Am—an org that teaches photography to underprivileged kids around the world—has “What we do” right above the fold. As you scroll, you quickly find out exactly how you can help.
The content is direct: here’s what we do, here’s what you can do. As streamlined as that.
Stop the Keanu Reeves shtick
No matter how dreamy your site is to look at, people will get bored if your delivery is wooden.
Instead of Reeves in the Matrix, think Swayze in Dirty Dancing. Think Hayes from Will & Grace. Think Depp from the Pirates of the Caribbean.
A perfect example is the Canadian Cancer Society’s “Nutiquette” campaign, winner of a 2014 DoGooder Video Award. On their “Detecting testicular cancer page,” the video punches up the humour to convey simple tips about checking things out… well, down there.
Wrench a Heart or Two
Does your “Donate Now” button lead to a drab donation form with a bunch of fields?
You can do better.
Take the Ten Oaks Project: their donation page tells an uplifting story—in six short sentences—about the impact the camp had on a little girl named Rose, who from a young age felt stuck in the wrong body. They describe Rose’s struggles and how her life changed because of her camp experience.
If you don’t donate right this second, you seriously have a heart of stone.
Your website is neither tome nor encyclopedia.
Your web content can’t be an avalanche of boring text that gets people bouncing away faster than the Easter bunny on a sugar high.
Non-profit web content has to get to the point, with copy that is descriptive, succinct, bold and inspiring.
Isn’t it about time you started waking people up to all the good you do?