Neglecting online communication can undermine your goals as your target audience reaches far beyond the individuals that your organization serves. If your nonprofit supports an elderly population, your audience isn’t just those individuals. While it may be true that the majority of the people that your programs directly benefit may not be active in digital space, their children or caregivers are often looking for information online. If your nonprofit is working with a low-income or transient population that usually lacks consistent access to the internet, it doesn’t decrease the potential impact of your website or social media. Some individuals are looking for information on a phone or at a library while others may have family members researching programs and services.
When you evaluate your organization’s digital content and website design, you should ask yourself the same questions you ask before writing any communication piece. Who is your intended audience? What do you want them to get from this content? Who is going to read this? Who is our potential audience one year from today?
Your website can also help achieve other organizational goals. Are you looking to increase income from sponsorships or grants? Those institutions will view your website and social media to understand why you deserve their funds. If education, advocacy, or community awareness are essential to your mission, having up-to-date website content available is critical. How many people reach your website from a mobile device? How easy is your mobile site to read? A cursory review of your analytics will help you understand how people are getting to your organization and what they are searching for to reach you.
While lack of time and budget is always an issue, don’t neglect your digital communications due to a false assumption. It doesn’t just set you up to fail; it hurts the constituents you’re serving.
Justin (he, him) is a Principal and Co-Founder of Social Change Consulting. He has over fifteen years of nonprofit experience, with expertise in online fundraising, digital communications, and data management. Justin helps organizations connect their communication strategy to their income development needs. When he’s not on the clock, Justin is exploring Berlin, running, listening to too many podcasts, and drinking too much coffee.