There is a natural inclination to want to talk about ourselves and the great work that we do. The problem is that when you tell your story, and not the story through the eyes of the donor, the donor has a hard time seeing themselves in the shoes of the person making a difference in the cause that they believe in.
Your donors are using your organization as a tool to fight for a cause that they believe in. They are using your organization as a conduit to solve that problem and want to be part of the solution. You are asking your donors to join as a partner to solving a problem and empower them to do something.
Your job is to engage your potential supporters’ interests and emotions, inviting them to be a part of the resolution and an active part of the solution.
That is why you need to tell the story of your cause and what you’re trying to achieve through the eyes of the donor.
At its core essence, nonprofit work is really about transformation. Your organization exists for a reason. The challenge is to boil it down and communicate this in its simplest, clearest form.
It’s easy to assume that people implicitly understand the change that happens through your work, but that’s simply not the case.
When you clearly communicate the transformation that happens through your work, donors are much more likely to want to get involved and help make the change happen.
We want the website to do 3 things:
- Clearly explain the problem
- Show how you are solving it
- Show donors the positive impact of their investment so that they are motivated to become part of the solution
The following questions are central to the website because they show the story of transformation.
WHAT PROBLEM DO YOU SOLVE?
You have a complete understanding of the problem your organization is working to solve. To you, it makes perfect sense because you are immersed in it every day.
But what about someone who is just visiting your website for the first time? Could they quickly and easily understand why the problem exists?
By breaking the problem down into simple, bite-sized pieces, donors can more easily understand it.
When donors understand the problem you’re solving, three important things happen as a result:
1) they develop trust in your organization as an expert on the issue
2) they better understand how your work makes a difference
3) they feel more empathy for your cause
QUESTION: So, what is the problem that you are trying to solve and why is it important?
WHAT SOLUTION DO YOU OFFER? WHAT IS YOUR PLAN FOR SOLVING THE PROBLEM?
No matter how complex the work you do, it’s essential that you explain it in simple terms. Donors need to know you have a solution to the problem you are trying to solve. They need to know your plan. And they need to be able to quickly understand the main pieces of that plan. When donors understand that, it sets their minds at ease. They can more easily see how their contribution/funding can make a difference.
Don’t worry about trying to explain everything you do and exactly how you do it. The objective is to make it simple and clear so that people understand and want to help.
QUESTION: How do you help solve the problem? Break your process or solution down into simple steps. Be specific and clear, but don’t try to include everything.
WHAT IMPACT DOES YOUR NONPROFIT MAKE AND WHAT IMPACT CAN A DONOR MAKE?
QUESTION: If your target/ideal donors make a significant contribution what difference is going to be made? How will their contribution impact the problem and create change?
HOW CAN YOU VISUALLY SHOW DONORS THE POSITIVE IMPACT OF THEIR CONTRIBUTION / DONATIONS?
Your donors want to know that it is possible to make a difference with their money.
QUESTION: Where is their money going to go and how are donors dollars going to get used?
QUESTION: Why should donors be inspired to give?
QUESTION: If you could be known for one thing that makes you stand out from a crowd of similar organizations what would that be?
I would love to help you tell your story with a powerful and effective website. You can reach out to me here.