Who is your website’s audience?

We are inundated with images and menus from websites focused on getting us to buy or sign up for something. Every website, even websites for nonprofit organizations, appear to be competing against each other for my dollar, my time, and my email address. But what if I come to your site with nothing to give. What if I come looking for help?

Look at your website and ask for which audience is it written… the people you serve or those who support your mission?

The people you serve. Do you have a prominent section of your website dedicated to assisting those who use your nonprofit’s services? If you are a food bank, does your website make it easy for those who are hungry to locate a nearby food distribution site? If you are a local League of Women Voters group, do you offer everything a new voter needs for the next upcoming election in one spot? Having your website function as a resource for those you serve puts your mission in action 24/7.

The people who support your mission. Do you have a section of your website focused on your volunteers and your donors? Donors and volunteers give you their money, time, and talent when they feel they can make a difference. If you are a hospital, do you have a section for new people to learn about volunteering as well as for current volunteers to log in and sign up for shifts? If you are a local Parent Teacher Association, do you highlight photos showing students and teachers with the new books your PTA helped purchase for the library? Showing the impact on the lives of those you serve is the best message to send your supporters.

The people you serve are looking for what time it is; they are not asking how to build the clock. Check out these two sites that balance serving the public and asking the public for help.

Feeding America’s website addresses those they serve and those who support the mission in a balanced manner. The main menu item “Find a Food Bank” brings together resources for people who are hungry and seeking help. “Take Action” provides volunteers and donors a way to help. Feeding America speaks to both audiences - people who need help and people who want to help - on every page.

4Dwn Project’s website prioritizes inviting the community they serve before describing the details of how the organization supports the community. The top of their home page is all about fun: skateboarding.

As website visitors scroll, they learn about the food pantry, art gallery, urban farm, and cooking area available at the location. 4Dwn Project prioritized those who use their services and then on the next layer, shares the full story and asks for donations and volunteers.

Are you ready to step forward in reaching all of your organization's audiences? Contact Step Forward Tech, LLC. We’re here to help.