There is an unwritten rule in writing that distinguishes good authors from great storytellers. It is called “show, don’t tell,” and it is the crucial technique for delivering real drama in your books.
We bring this rule up because the same idea can be applied to showcasing your successes and community impact. As an Australian not-for-profit organisation, a big part of your marketing won’t be soliciting new clients or donors but demonstrating what you do and how well you do it.
Instead of putting out a few numbers on an annual report for the NDIS or stakeholders, try reimagining how you deliver the news of your impact.
Your NFP website is ground zero. This is the best tool for funnelling interest in what you do and delivering fantastic content that can be marketed through other channels like social media, email marketing campaigns, and donor interest.
Let’s look at five of the more innovative ways to deliver impact about your nonprofit organisation and how well you deliver on the mission and goals you set.
Why You Need an NFP Website
Around 96% of the Australian public are internet users, and 81% use social media. These are hardworking individuals with friends, family, and coworkers likely in your target demographic. Instead of going door to door or trying to unlock the mystery of physical mailers, meeting this audience in the digital space is your best bet for a thriving NFP.
You want a website to be your central hub of information. It should answer the fundamental questions of who you are, what you do, and whom you serve, but also be where you drive all the traffic of your marketing efforts.
Think of your nonprofit website as a physical office space. Each page represents a different desk. People land on the home page, just like they may meet an office assistant directing them to different stations.
When leveraged correctly, your website offers a modern, mobile-responsive home for donors, potential clients, collaborators, and stakeholders.
We at Web 105 work hard to develop and design websites for Australian nonprofits, healthcare providers, and government organisations. This is a unique niche because your needs and goals are different from those of someone in e-commerce or industrial machinery.
Enough about us. Let’s explore how you can leverage your NFP’s website to deliver reports about your community impact.
5 Crucial Ways to Deliver Your Impact
#1 – Start with Navigation
First, let’s take a look at your navigation. The structure of your website makes a significant difference in how interested parties learn about your Australian nonprofit organisation. In most cases, you’ll have a basic structure of:
- Home Page
- About Us
- Our Services
- Donations
- Contact Us
You may want to restructure things a bit when thinking about your impact statements. Remember you want to make your progress toward long-term objectives as clear as your overall purpose.
You should dedicate a page of your site to documenting your impact. This can be anything from a single paragraph with a graph to a timeline progression.
When you put it in your navigation, list it as “Community Impact” or “Mission Progress.” Put that page in your top-level navigation so it is clear as day. That way, when news media outlets or potential donors want to learn more, they know where to find it.
#2 – Make Impact Interactive
People like websites with interactive features. These don’t need to be overly complex. They just need to immerse the visitor in the experience, making your brand more memorable.
To assess your nonprofit’s impact, why not develop an interactive map that displays your reach or a movable demographic chart that showcases your clientele?
The goal here is to give your audience a fun way of learning more about how you do what it is you do while also entertaining them with easy-to-understand factoids.
An excellent example of this is Action on Poverty. They have an interactive map of Australia and surrounding countries where funds and resources are being directed to inform the audience in an interactive way.
#3 – Infuse UGC into Your Website
If you want to be relatable to your target audience, you need to share stories about your NFP’s impact – in the voice of those you help the most.
Millennials and younger generations trust user-generated content (UGC) more because it is more memorable. These are the same demographics most likely to use social media, websites, and other digital platforms.
To tug at their proverbial heartstrings, you want to showcase the stories of your impact. Have a letter or video about a recent client discussing your achievements.
Need an example? Head over to the US-based nonprofit organisation Habitat for Humanity. This is a group that does nothing else but build homes for those experiencing homelessness or having difficulty finding reliable housing.
Their website has an entire section called “Stories.” Here, they feature firsthand testimonials of families finding stability, relief, and security in a brand-new home built by volunteers. You could turn any of these stories into a full feature because they are dramatic, heartwarming, and directly represent the nonprofit’s impact on its community.
#4 – Use Infographics
Over 65% of major brands leverage infographics for marketing purposes. Infographics are visual elements used to communicate information or data.
Many companies and nonprofits use infographics with charts about their fundraising goals, diagrams of their services, maps about their impact, and even the number of hours their volunteers provide.
An excellent version of an NFP infographic is a recent post about fire safety by the American Red Cross. This is a simple graphic that delivers crucial information about the causes of fires and has a call to action at the end to learn more, leading back to the organisation’s website.
This visual can be used on all kinds of other marketing materials, even a placard at a conference or donor gala.
#5 – Your Impact in Audio/Video Form
The average video retention rate for that form of content is 54%. That is a wonderful statistic representing strong ROI, considering you can record a simple video about your NFP’s impact with nothing more than a smartphone.
If you want donors or local media to pick up how well you progress toward your nonprofit’s goals, you need video content. This could be a testimonial from a previous client, a “behind the scenes” with volunteers, or a quick in-person interview with your CEO.
Putting that video content in strategic places on your website ensures visitors have the crucial video content they need instead of forcing them to read through endless pages. It is the most effective form of communication in the digital era.
Final Thoughts
Your Australian NFP does good work. You’ve spent years cultivating a client base, securing NDIS funding, and building a community. Why wouldn’t you want to celebrate those successes while also soliciting more interest in your organisation?
Try infusing these tips into your nonprofit organisation’s website and watch as more and more interest builds around your mission and daily activities.
A great place to start is by contacting our team at Web 105. We are an Australian website design and development company focused on organisations just like yours. Our streamlined websites are mobile responsive and integrate many of the techniques discussed above to ensure you have a vital resource for gaining donors, volunteers, clients, and acclaim.
Reach out today, and let’s schedule a time to discuss the unique needs of your Australian NFP.
FAQs
How do nonprofits measure impact?
Surveys, case studies, and interviews are good, but real hard data about the number of people you serve or amount of money you fundraise are excellent ways to demonstrate your impact.
What is an example of a nonprofit impact?
Try to use a fact or figure that pulls on the emotional connection with your target audience. For example, if you feed those in food insecurity situations, talk about how many meals you’ve given to families and those with young children.
How do nonprofits impact society?
Every NFP will have a different mission, but in general, nonprofits are crucial to our community. They cultivate strong civil engagement while performing a critical role that improves or supports the lives of others.