Transmission Failure: Some Signs That Your Web Presence May Be in the Wrong Gear

We've been discussing Spring Cleaning for the last few weeks on the CLC blog. One place we've seen organizations can usually use a bit of sprucing up is their web presence.

You know how every home has a junk drawer, an unkempt closet, and a funky corner of an attic or basement? You know how you're always promising that you'll do a better job keeping your funky corner organized? Well, working with small- and medium-sized nonprofits, we've found some things to be similarly universal - and forgotten web clutter is among them. Here are some good indicators that your web presence needs attention. 

1. Your social media has become stale.

Let's be honest, it can be easy to forget that social media is about the now. If you aren't sharing regularly, you're missing the major strength of the medium - the connection. Your Facebook and Twitter are not newsletters. Instead, they are a pathway to connect to your supporters -current and potential - reminding them of your values and commitments.

Social media posts don't necessarily need to list accomplishments. For example, suppose your organization rescues dogs from euthanasia. In that case, share news stories about dogs' valuable role in our society. Heartwarming stories of animals overcoming adversity always warm hearts. Those stories will remind your supporters of your organization's important work and encourage them to share content from your page, helping you spread the word.

2. Your website is out-of-date or doesn't exist.

"I don't have a website. Do people even use those anymore?" We hear this question about every two weeks. It's true that people don't use websites the way they used to. Most brand interactions will come through social media and email marketing platforms, but that doesn't mean you can get away without one. A website gives your organization critical opportunities that you may have yet to consider, the most important of which is that it legitimizes you.

In a world where more and more small businesses are opting to forgo websites, having a website can give your work more credibility and ease apprehension from clients and donors. It also means you are the first thing that pops up when people search for your organization. Not Facebook, not Twitter, but you!

Another benefit is it allows you to sort information in an accessible manner for your clients and donors. It also helps build brand recognition in an environment you control, where clients get to recognize your logo and colors while they get to know you. It may seem silly, but this will be critical to establishing your organization's identity in a world lacking face-to-face contact.

3. No one looks forward to your newsletter.

If you're using an email tool like MailChimp, you can quickly check and see what percent of your base is opening your emails. As a general rule, if your email is opened less than 25% of the time, something needs to be fixed. There are three areas of improvement, and they are all in order.

First, examine your subject line. If it says something like "Newsletter Volume 8" or "April Newsletter," there's your answer. By sending an email by edition or date, you are essentially saying, "I am obligated to post this because of the date - there's nothing exciting to report." This is an insufficient way to remind your clients how many incredible things you are doing or how great your needs may be. Instead, post something celebratory or intriguing as your subject and watch the number of opens climb. Why not have a title that speaks to your accomplishments, like "25 Domestic Violence Victims Found Shelter," or that talks about your needs, like "What We Could Do with 100 Blankets"?

Also, ensure that your newsletter is attractive and that your articles are the correct length for the forum. In general, email newsletters should not need much scrolling to be read. Knowing your newsletter may be hard to read or incredibly long may prevent your readers from opening the next one.