Is Your Website a Tool for Doing?

As the first step in a complete overhaul of my nonprofit employer’s website, I’ve engaged the services of Brain Traffic to help us develop a content strategy for the site. BT President Kristina Halvorson literally wrote the book on the subject. (Or one of the books on it. Anyway, I got a lot out of it.)

Here’s a presentation Kristina did on the subject at the Web 2.0 Expo in New York City. One of the most compelling statements contained herein is this:

Online, we don’t just see or read about your brand. We use it.

That should be one of your big takeaways. If your mission as a nonprofit is to get people to do something, then your website should be a tool for doing. No doubt you give visitors the “opportunity” to make a donation or volunteer their time. Good for you. But what else? Does it also offer less self-serving tools that help them advance the cause? Are you enabling your employees and volunteers to do their work more effectively?

If joining your mailing list and giving you money are the only things your website makes easy, you might want to take another look at the tool delivery opportunities available to you.

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Tagged as: brain traffic, content strategy, kristina halvorson, nonprofits, websites