Episode 003: Your Website Is More Than A Donor Deposit Box

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In this episode

Oy vey! My head is pounding.

There’s a highly respected contingent of industry folks out there spreading the notion that your website has one job, and one job only: to raise money.

No, no, no. Hell no!

Listen to this episode to learn why.

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Show notes

Oy vey! My head is pounding.

There’s a highly respected contingent of industry folks out there spreading the notion that your website has one job, and one job only: to raise money.

No, no, no. F_ _ _ no!

Of course, you need donors to fund operations and programs. To keep your doors open. To provide affordable, if not free, supports and services.

But, here’s the thing: You also need qualified staff to manage and properly steward those funds to ensure your doors stay open. An expert team to manage specialized programs and deliver critical services to those you serve. And recipients of those services.

Well, I’ll be damned! Websites have more than one audience, one purpose. Who’d a thunk it?

Consider this harsh reality —

It’s 3 A.M. on a long, rainy weeknight. A distraught mom is frantically searching for help on the internet. You see, she has a beautiful 9-year-old daughter. Doesn’t get along well with others. Can’t stay focused in school. Her grades have bottomed out. And mom has tried everything within her power to help her princess.

While searching, mom stumbles upon a local organization whose name suggests it might be able to help her daughter. She clicks on the link and waits with great anticipation. Her hopes are quickly dashed as the page loads and she encounters big, bold messaging and photos that scream DONATE. In fact, the entire home page is speaking directly to an audience of one: the donor. There’s nothing that tells this scared mother who’s at her wit’s end, “You’re in the right place; we can help your little girl. Your search is over.”

Truth is that organization has the specialized staff and services to drastically change her baby girl’s life. The mother’s search could have ended right then and there. But, that’s not what the website said. Sadly, her search continues.

You already know that your organization serves multiple audiences, including donors. While your website must provide a compelling case for support and a clear and easy path for donors to make a gift, it should work just as hard for the rest of your audiences. All of them.

In addition to raising funds, your website should also be used to recruit the right kind of talent for hard-to-fill positions. Attract community partners who can help increase your capacity and extend your reach. Volunteers who want to share their connections and expertise with your organization. Media partners who are looking for an organization to lift up. Your website can be the answer to the prayers of the many who have yet to walk through your front door. Desperately in need of your services.

Hey, I’m all in for using your website as a strategic fundraising tool. But, it needs to be more than just a deposit box for donors.

 

Thanks for listening to the BADASSFORGOOD podcast!

If you like the BADASSFORGOOD podcast, please download it, tweet it, Facebook it, and share it with everyone!

If you have a brand or marketing question, or an idea for a show topic, shoot me an email at trent@rtrentthompson.com or tweet me @badassforgood.

And, if you haven’t already, subscribe to the BADASSFORGOOD podcast today so you don’t miss a single episode!

My name is R. Trent Thompson. Thank you for stopping by!

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