Today, social enterprises, nonprofits, and foundations spend more and more time investing, tracking, and experimenting with digital marketing to further their mission. They engage in digital fundraising, online campaigns, and leverage social media to tell impact stories, connect with audiences, and spread the word.
Although we’ve seen our clients have success with a variety of different channels and strategies, we believe your website is the single most important arrow in your marketing quiver. But with a complex and ever-evolving digital footprint for your brand, exactly where and how does your website fit into the larger marketing picture?
Think of all your marketing efforts as a wheel. Your website is the hub, connecting everything in your digital and real-world channels into a unified machine.
We see a lot of organizations invest considerable time and energy into their newsletters, social media, and fundraising campaigns only to miss the mark on getting the most value out of their website.
In this article, we’ll explore the difference between a modern, conversion-focused website that drives results, and a “digital brochure” that falls flat and underdelivers.
Beyond a Digital Brochure
If you think of your website as nothing more than a “digital brochure” with a donate button, you’re missing out on a huge opportunity. Your website is most effective when it moves your visitors through a conversion funnel towards positive actions that you can track, measure, and influence.
But for this to work well, you must ensure that some core components of your website strategy, design, and implementation are in place.