One of the things I love about working at Dux is when an enquiry from a Not-for-profit (NFP) organisation comes through.
Our passion is for impactful work and when we have the opportunity to work with an aligned organisation, with a clear social, environmental or cultural mission, everyone is invested in ensuring we put our best foot forward in our response. Some personal favourite projects include Luma, Child Australia, WA Wildlife and seeing fundraising from a different perspective with Change&Co.
There has been a sharp increase in enquiries for new websites and digital marketing in the NFP sector over the last 12 months, and no matter the size or reputation of the organisation, the challenges driving this work are surprisingly consistent.
While the list discussed below isn’t exhaustive (and there are plenty more consistencies that can be discussed) the following three are key in the briefs we receive –
- Increased pressure on fundraising due to cost of living and increased competition (Donations are being impacted by a variety of factors in and out of their control) ; or increased pressure on resources provided and increased cost of delivering services (Budgets aren’t as large as they were)
- Outgrowing the current solution(s)
- Brand messaging isn’t as impactful as it once was
Even in isolation each of the above is a big challenge. What’s been fascinating to see is the perfect storm surrounding these prospective clients where two or more of these challenges apply to them.
A drop in donations / Increased financial pressures
This is a more complex challenge to overcome but so much can be done to mitigate a drop off in donations or investment from core stakeholders regardless of what’s happening in the world –
- Streamline the process and give users the ability to donate once or regularly, via a function that is responsive and optimised for mobile users.
- Tell the story of how that money is going to be invested, don’t simply point them towards a form and hope they convert without reinforcing the “why”.
- Help users connect with your purpose and they’ll always be able to dig deep and find a little bit of extra cash to help make a difference.
- Don’t ask for Donations on every page, be tactical with how and when you ask. You can’t assume that everyone is at the same point in their decision-making process, some may only be in the learning phase.
NFP organisation’s current solution is not adequate anymore
There are several reasons an organisation might outgrow their solution and usually, it is a mix of the following –
- Not investing funds back into the CMS that fixes problems for both the End User and the team managing the website.
- Becoming overly reliant on plugins that are suddenly no longer supported or compatible with newer versions of the CMS.
- Wanting to produce better landing pages but not having the flexibility in their page builder to allow it.
- Investing in other complimentary technologies that don’t integrate with their current solution.
The last point is crucial, as this tends to drive patchwork solutions that are typically “Almost but not quite right” and tend to create more problems than they solve. Doing that due diligence in advance can be the difference between an investment that provides a real return versus outcomes that don’t help support the organisation.
The need to refresh brand messaging
Most of the NFPs we’ve dealt with on paper have incredibly clear and compelling stories to tell their audience, but that messaging gets lost over time on their website. Some contributing factors are –
- Change in Marketing Managers, which in turn changes how the website is updated from a tone of voice or consistency perspective.
- Content blocks not being flexible, resulting in content being stuffed into a space that isn’t appropriate for the message.
- Information Architecture designed for in-house resources and not considering what the Client wants/needs.
- Homepages that are trying to say too much when less genuinely is more.
The moment you’ve lost sight of the main message or purpose of the website, it is evident to your users and they start to look for information elsewhere.
With everything highlighted above, you can avoid those pitfalls through planning and a clear strategy over a three to five year period, without the need for drastic changes.
If we are being honest, when you’re working hard in an organisation that’s operating with limited budgets or staff, and has an evolving offering or service, starting fresh becomes inevitable.
Is it time for you to reach out to the experts?
In a digital world, NFPs have to navigate many potential pitfalls that could drastically affect your efforts. At Dux, we’ve helped a variety of not-for-profit organisations achieve their goals, from a brand new website to excite potential users, to full-service digital marketing campaigns to help achieve their goals. Reach out to us today and we can help you achieve your goals and elevate your impact.