How to Attract More Traffic to Your Nonprofit Website

Nonprofits are more focused on having a positive impact than making a profit. That means that for nonprofits to be efficient, budgets for marketing may be smaller than that of a general corporation. This can make it harder for nonprofits who want their mission to be seen by as many people as possible. While most nonprofits have a website, they feel challenged when it comes to optimizing it for traffic and visibility.

The answer can be broken down into six easy steps. In this blog post, GrantWatch will be walking your nonprofit through these specific steps, so that your nonprofit can stay on the path to success.

1. Include a Blog on Your Website

Taking advantage of the blog option on your website can be useful for gaining an audience. Writing blog content on relevant topics builds interest and drives conversations, which is definitely time well spent.

So, what should you write about? Well, that depends. You can use some of your blogs as a way to introduce your organization and the work involved. This can mean:

• Articles on the type of work you’re doing and why it’s so important
• Blogs on events you’ve held or are going to hold
• Pieces by leaders in your organization addressing issues in the field in which you operate

You can also use blogs as a way to answer common customer/client questions by explaining complicated concepts in more simple terms. It’s up to you. Well-written blogs with a clear focus can go a very long way in connecting with the audience you’re looking to reach.

2. Utilize Social Media

Social media is a very helpful tool when it comes to directing people to your nonprofit’s website. Most people check social media daily, so it’s a great platform to present your cause. There are lots of different types of social media, but the four big platforms are Facebook, Twitter, Instagram, and Linkedin. All of these sites allow you to add a website URL to your page that people will see when they view your profile. You can also make a special post on your social media to announce your website to your followers.

Here are two other ways you can use social media:

Educate your audience: Utilize social media by sharing infographics with good copywriting and a single-use message to educate your audience. For example, if you’re an environmental nonprofit, you could use one with facts about climate change.

Engage with the community: This is critical. Whatever work you’re doing, you need to be having conversations. Connect with the people involved in the work you’re doing. If you’re helping the unhoused, strike up a Twitter thread on homelessness in communities. Write a Facebook post on how much your volunteers have done for your organization. Post photos (if allowed) of the work being done out in the field. Ask your audience questions. Start socializing on your social media and watch your audience grow organically.

3. Add More Visual Appeal to Your Website

One part of driving traffic to your nonprofit website is having visuals that will catch people’s eyes. While the copy is incredibly important, it is important that the design of the website itself stands out. Specifically, websites that have videos and photos on their website do better overall.

Try to include:

• Introductory videos that allow your team to discuss the critical work you’re doing.
• Photo galleries of your team during events or recent projects.
• Videos that capture the types of problems your organization is solving.
• Interviews with the community you serve.
• Educational videos that teach people about the issues.

4. Be Clear With Your Message

Clarity is everything when it comes to directing traffic to your website. As a nonprofit, your team is probably busy wearing a million different hats. However, you want to ensure that everyone understands your nonprofit’s mission. That means being clear on your “why” and ensuring your voice and tone are consistent throughout your website and social media. People trust organizations that are transparent about their purpose and their priorities. Keeping this consistency when it comes to your nonprofit’s mission, can make all the difference.

Here are some examples of how you can do this:

• Put together a brand guide: This lists all the essentials relevant to your nonprofit. This includes voice and tone, brand values, and any messages, words, or images that your organization may want to keep consistent or choose to avoid.
• Have a dedicated copywriter on your team or someone who is familiar with copy that does all the marketing. This staff member can help ensure that all of your brand messaging is on point.
• Spend time discussing messaging and communication with your whole team. Make sure everyone is on the same page.

5. Spend Time Advertising Offline

This may be more relevant to some organizations than others. But offline marketing can be just as relevant to helping drive traffic to your website as other online efforts. This can include printing an ad or an article in a newspaper, mailing out a newsletter, or setting up a booth in a public place. In addition, you can also practice this form of marketing by building relationships with influencers in your area and getting them to repost your content. You might also consider submitting articles to industry-relevant organizations to link back to your organization.

We hope these steps help you grow your online presence and get you closer to meeting all of your goals as an organization! Check back for more articles like this one, as well as other articles that might be helpful to your nonprofit.

6. Google Ad Grants

With a Google Ad Grant, 501(c)(3) organizations can leverage a large ad budget to take their online initiatives to the next level. The Google Ad Grant gives $10,000 per month in free advertising credit to approved nonprofits and charities for them to spend on their Google ads campaign(s). It serves as a unique opportunity for most nonprofits looking to expand their fundraising and marketing efforts. 

This monthly credit is automatically renewed each month under the condition that organizations maintain compliance with the Google Ad Grant’s strict requirement rules and regulations. For more information, read this past GrantNews article about how you can be eligible for this grant.

There are also grants available to nonprofits for Media-Related Work and Web Design on GrantWatch.com.