Nonprofit Websites and the Nonlinear User Journey: Build a Multi-Faceted Conversion Strategy

As nonprofit leaders, we know you wear multiple hats. Planning fundraising events, speaking to the media, and managing volunteers can leave little room for developing creative nonprofit marketing strategies for your website. What if there was a clear framework that could encourage supporter engagement, nurture relationships, and drive sustainable growth? Enter the nonlinear journey-based marketing funnel.

Traditionally, conversions for nonprofit website designs have been viewed through a short, linear lens that looks like this:

• Marketing channel (email, social, etc.) directs someone to your website
• They see a call to action on your site
• They click the button, fill out a form, and submit it
• Now they’re a supporter and you send them new email campaigns!

Of course, that “classic” user journey is very important and must be planned well. But if you’re focused on growth, there’s an opportunity to broaden your strategy and consider today’s user more closely:

• They likely engage with multiple nonprofits across multiple channels
• They see call to action pitches for donations everywhere
• Not just that, they are bombarded with all kinds of advertising pitches for ways to spend their money
• They want to have an impact in the areas that they feel passionate about
• Many want to use their skills to help in ways that go beyond money

Multi-path Marketing Journey

From our perspective, today’s user journey to action and donation should not be looked at as a straight line, a linear engagement journey with a defined start, middle, and end.

This is where a multi-path journey with a multi-faceted strategy comes in. Unlike traditional funnels that focus solely on conversions, this approach maps the entire supporter journey, from initial awareness to loyal advocacy. It’s about building bridges at each stage, connecting with your audience in meaningful ways, and cultivating lasting relationships.

We’ve found that it’s important to create multiple paths in your overall journey strategy that provide easy on ramps with different engagement endpoints in mind that your potential constituents can choose based on their current interest and frame of mind. Once a constituent user is engaging with real people around your organization, you stop being “another nonprofit that needs money.” When they trust and feel a personal connection, they’re more likely to become a long term supporter.

Key Stages in the Nonprofit User Journey

1. Brand Building: Craft Your Narrative

Your brand is your story, your values, your impact. It’s what resonates with potential supporters and differentiates you from the crowd. Invest in crafting a compelling brand identity that reflects your mission and speaks directly to your target audience.

2. Awareness: Spark Curiosity, Ignite Passion

Share your story! Utilize social media, targeted ads, and engaging content to raise awareness about your cause. Don’t just tell, show the impact you make through written stories, photography, and video. Highlight real beneficiaries, showcase inspiring stories, and tap into the emotions that drive action.

3. Consideration: Dive Deeper, Build Trust

Answer their questions. Offer compelling content like infographics, webinars, or impact reports that delve deeper into your work. Address common concerns and showcase transparency. This builds trust and positions you as an authority in your field.

4. Evaluation: Encourage exploration

Don’t shy away from providing multiple engagement options. Offer volunteer opportunities, petitions to sign, or educational resources to educate. Let people explore how they can contribute, empowering them to choose the path that resonates most where they are at right now.

5. Conversion: Present a Spectrum of Engagement Opportunities

When it comes to conversions in the nonprofit user journey, thinking beyond just donations unlocks a world of possibilities. Remember, not everyone is ready to donate at first, and offering alternative paths to their initial engagement can nurture deeper connections and ultimately lead to more diverse forms of support.

• Volunteering: Create a compelling volunteer center showcasing different opportunities, skills needed, and the impact volunteers make. Offer flexible options like virtual volunteering or micro-volunteering tasks if possible with your type of activities.

• Advocacy & Action: Empower your audience to be your voice. Offer opportunities to sign petitions, contact legislators, or share your cause on social media. Provide tools and resources to make advocacy easy and impactful.

• Resource Downloads: Share valuable educational resources like infographics, ebooks, or research reports related to your cause. Require email signups for access, building your database for future engagement. A Resource Center that allows the user to search and filter to find exactly the content and resource that spark them can be a great way to engage your audience.

• Information Sign-ups: Offer newsletters, blogs, or updates to keep your audience informed and connected. Make sign-up forms simple and highlight the benefits of staying informed.

• Membership: Develop a membership program offering exclusive benefits like early access to events, online community to plan advocacy, or special cohorts that help in providing ideas for making a greater impact. This fosters deeper commitment and recurring support.

• Donations: Of course, donations remain crucial. Ensure a seamless donation process with user-friendly interfaces, multiple methods of payment, and clear communication around the impact of a donation. And make sure you highlight recurring donation options for sustained support.

6. Action: Nurture Lifelong Champions

Don’t stop at the first engagement transaction or donation! Thank your supporters, share updates on the impact they helped create, and invite them to stay involved. Encourage advocacy by providing shareable content, hosting events, and offering volunteer opportunities.

Three Things to Keep in Mind in Developing your User Journey

• Personalization is key. Tailor your messaging and engagement opportunities to different segments of your audience. Add questions to engagement transaction points that help you segment your audience.
• Data is your friend. Track engagement metrics and adjust your strategies based on insights and results.
• Authenticity matters. Be genuine, transparent, and passionate about your mission.

By embracing this journey-based approach, you’ll build meaningful relationships with your supporters, fostering a community around your cause and securing lasting impact. As a website design and strategy agency, we’re here to help you every step of the way. Let’s build a digital journey with multiple entry points that connects you to the hearts and minds of your potential donors, volunteers, and constituents.

Send an email to support or Contact Us and we will be happy to help!