3 Ways to Keep Constituents Emotionally Glued to Your Nonprofit Website

You may not believe this story. In 2006 (which coincidentally is also the same year BackOffice Thinking was founded) there was this single guy, who wanted a wife and a family. He goes to eHarmony.com and signs up for 1 free month. Within the first 2 weeks, he meets a girl. Within 18 months they get married and within 16 years they bring 9 wonderful kids into this world. I love telling this story, because it’s an excellent ice breaker and it brings people into my life. What does this have to do with keeping constituents on your nonprofit website?

It probably took more than a website promotion call-to-action to make the above story work out! Imagine this story in light of your nonprofit. All good stories have a foundation built around truth and shared goals. There’s an “emotional glue” that keeps the story going, and obviously much more beyond that.

Do you have the glue needed to keep your constituents attached to your mission?

Let’s look at 3 top ways you can keep your constituents “emotionally glued” to your mission.

1) A Story to Believe In

One day, I was shopping on several websites for a product that many different companies sell. Finally, my decision came down to two companies. The first company barely had a description about the product. The second company gave a brief, but elaborate description of why the product was great.

Even though the first company was a little cheaper. The second company won my business, simply because they gave me a compelling reason. This is what your constituents expect. They need a story to believe in.

Every Organization Has a Story

What story does your organization tell that gets an emotional reaction? And no, it’s not about writing a love novel or a stand-up comedy script. Tell the most truthful, and powerful story people can relate to no matter their past experiences.

Craft Unique Words

Craft unique descriptions about each section, idea, or product on your website.

Keep Your Words Short, but Powerful

Remove the fluff. Substitute creative and unique words. Find someone to give you honest opinions about your website copy. As a general rule, a visitor should be able to read your headlines for a quick overview of the current page topic and conclusions.

Match your words to your images and videos

Translate your message through video, words, and images. If the messaging in your video, words, and images start to sound redundant on the same page, that’s exactly what you want. This reinforces your message across all media types.

2) Make the Call-to-Action Memorable

Your call-to-action should naturally blend into a complementary conclusion. Try to make your constituents feel they are part of the solution and fulfillment of your story.

Lead Their Emotions, Not Their Compulsions.

Too often the call-to-action, “Get Involved”, results in unread email newsletters or just a 15 minute social media feed distraction. Why is that? It’s because a relationship has not been established yet. They have been signed up under the pretense of their own compulsions. Without a strong relationship with you, subscribers and followers will leave.

Send Me an Invitation

So how do we capture the long-term followers and advocates? We do this by creating an inviting relationship at their first interaction with us. Think of your best friends. Why are you friends with them? Chances are, it’s because they were relevant to your interests and welcomed you into their life. We tend to like people who show interest in ourselves.

When designing a nonprofit website, take a story-first approach that puts visitors interests first.

Let’s Be Friends

That then turns our request from “Get Involved” to, “Let’s Be Friends”. As a team member of a nonprofit organization, your cause is on the line. Reach out and make friends with the hope they will be compelled to help your organization by means such as volunteering, donating, spreading the word, and becoming a sincere advocate.

3) Imagery and Video That Moves the Soul

So how do you present imagery and video that moves the soul? Pretend you’re preparing photography and images as a gift for someone you care deeply about. Imagine how they will feel when they see the context surrounding the presentation and the journey that led to it. When you design your nonprofit website for constituents and donors, you take a story-first approach that puts their interests first.

Make Your Nonprofit Website’s Story Short and Memorable

Ok start up your imagination. When you start to brainstorm about how to present your story in a short, yet emotional way, think Pixar. Such as the short love story from the Pixar movie Up (If you have 4 minutes to watch it).

Let’s say that clip was about a fictional nonprofit whose mission is to heal the broken hearts of widows and widowers. Then, the only part this clip would lack is an opportunity at the end offering how people can be part of the healing story. In this case, my imaginary opportunity offer would be along the lines of “Bring healing to those who have loved and lost, by joining our mission as a bereavement volunteer”.

Make your constituents feel they are part of the solution and fulfillment of your story.

Use That “Emotional Glue”

There you have it. That’s the “emotional glue” I am referring to. Show them you care, with images and video. Be a friend by being interested. Tell them you care, with carefully crafted words of truth. Share your nonprofit website story so they can become part of the solution. Just as my wife became my best friend and solution to my story, our constituents can really become friends and solutions to our nonprofit stories and initiatives.

Make sure your website is capable of presenting high-quality content in a compelling format. If you need help with the presentation of your website or integration of tools, contact us. We’re here to help.