Digital marketing for NGOs is slightly different from digital marketing for for-profit businesses or organizations. Unlike for-profit companies that ask for monetary value in exchange for services or goods, non-profit organizations basically encourage consumers to give something for nothing—or at least nothing physical. It could be a donation for a charitable cause, a local animal shelter, civic leagues, or more. It's about appealing to the emotions or ethics of consumers, rather than enticing them to buy a particular product for their benefit. If someone donates to, say, an animal shelter, what they'll gain is the joy knowing that they were able to contribute to a worthwhile cause.
If you're running an NGO, one of the most important digital marketing tactics you should be prioritizing is your website. You should make it a point to maintain an excellent user experience and keep it at the forefront of your web design strategy. Remember, the goal is to appeal to the consumers' emotions, and you can do that by ensuring that they can navigate your website without trouble.
To accomplish this, here are some of the non-negotiable web design elements your non-profit website should have:
First impressions matter—and you want to captivate the user the moment your website loads. Striking imagery is a vital part of any effective non-profit website. Beyond web copy, images are a surefire way to show supporters the impact that they're going to make. Strategically placed visuals contribute to furthering your mission by eliciting emotions in readers, so you have to make sure that they're spread across your website.
No one wants to browse a clunky website. Users shouldn't have to dig through your site to find the information they need to know. Your navigation should be intuitive, helping them find what they're looking for with barely any effort on their part. Ensure that you have a visible navigation part, as well as a hierarchical structure to indicate which pages take precedence.
More and more users are using their mobile devices to find information online. Therefore, it's all the more vital that you make your website browsable from any device, may it be a desktop, laptop, smartphone, or tablet. Otherwise, when visitors chance upon your site using their mobile device, they'll be forced to zoom in, or they may not be even able to access any of your content at all. They can get frustrated and leave your website right away.
Fast loading time
You also want to minimize the waiting time the user spends when loading your website. You can do this by eliminating elements that are weighing your site down. The more features you have, the likely it is that your page will take longer to load, leading to a higher bounce rate.
Search engine optimization
Lastly, you also want your website to be easily searchable and visible online. You can easily do this by incorporating the best search engine optimization (SEO) practices. You must continuously create valuable content, prioritize keyword research, link internally whenever possible, and more.
Building or redesigning your non-profit website doesn't have to be daunting. As long as you make the user experience as the priority, then you're likely going to achieve success.
If you need help with digital marketing for NGOs in Westchester, or marketing for non-profits, get in touch with our experts at Envision WC today.