You’ve worked hard to build your charity into a robust organisation. You have an army of passionate patrons, a great events team and your hard work is paying off. Meanwhile the gateway to your organisation, your website, lacks the impetus needed to turn new visitors into supporters.
So what is needed to make your charity website design engaging for visitors? At Oyster we’ve been working with not-for-profit organisations for years and have developed a winning formula to raise profile, create a positive user experience and ultimately increase donations.
1. Off-site communications
Keep your visitors and supporters engaged with your brand once they have left your website. A call to action for a monthly newsletter sign up or postal newsletter membership will give you direct access to your supporters both on and offline. Social media immersion is also crucial in communicating your brand messages and providing frequent content on a social platform.
2. Engaging copy
Copywriting is an important part of your charity website design, it can reflect your charity as a thought leader whilst communicating donor benefits. Strategically constructed copy will also improve your SEO results. Your key messaging should be outlined with powerful copy to give the reader a reason to invest time and raise funds for your charity.
3. Real life photos
It’s the age old cliché, ‘a picture tells a thousand words’ but it couldn’t be more true as far as the design of your charity website is concerned. It is important that users see where their donation is or is prospectively going and what better way to show this than real life photos? A sliding banner and an image gallery will allow you to demonstrate the impact that your work has had. However, it is essential you use a professional photographer to take good quality images.
4. Less is more
Compelling copy and images are crucial, nevertheless it is important not to fill your site with clutter. You must consider the user experience and their often short attention spans; page layout is vital and can dramatically effect how long a visitor spends on the site.
5. Tell a story
Your website is the perfect space to creatively tell your story; where you have come from, what you have achieved and what your future mission is. Tell the reader your story through engaging content: images, text, infographics or video, choose the tools that allow you to best express your journey and position them appropriately on the website.
Sticking to these five pointers will greatly improve your visitor to supporter conversion rate whilst reflecting your charity in a more positive light to stakeholders and existing patrons. You should ensure that the above tips are discussed and considered when working with your marketing agency.
Read more about charity website design.