Hi friends ๐๐ป
This week I want to focus in on one specific detail in my website content planning list: trust signals.
Read on to see how many of these website features your organization is using to build trust and credibility with website visitors and (potential) donors.
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Building trust and credibility through your website
When I'm working with a client on a website refresh or restructure, there's a section in my internal workbook to remind us to explore what the organization is doing to build trust with visitors and (potential) donors.
Think about why building trust might be important for different types of website visitors:
- Donors need to trust that their dollars are being spent wisely.
- Foundations and grant makers need reassurance that their grantees are well managed and delivering impact.
- Program or service users need to trust nonprofit providers before reaching out for support.
- Journalists seeking expert information about your issue area need to verify your credibility before reaching out for an interview.
You can do a deep dive into trust building through your communications strategy, but there are some easy wins for trust-building that you can add to your website.
These are included in this guide on my website, so bookmark that link to come back to later.
Here's a quick checklist for you to review:
- Provide a secure and responsive website
- Display your IRS EIN number clearly
- Include information about staff members
- Include accurate contact information
- Make financial documents and reports accessible
- Share reviews and testimonials, using platforms like Google Business Profiles, GreatNonprofits, or simple text testimonials with attribution to a real person
- Certify your nonprofit with Candid (formerly GuideStar), Charity Navigator, or the Better Business Bureau and display the badge they provide
- Provide proof of impact
- Clean up the search results for your organization name
On a recent project that launched last week, we added a Charity Navigator badge, clear statements about charitable status, the org's EIN number, and basic contact information to a website that had none of these items in its previous iteration.
All of these items were added in the sitewide footer, so they make a subtle appearance on every page, reminding visitors that the org is established, trustworthy, and will be a good steward of their donations.
Here's the link to that guide again:
Do you have a website project coming up this year that you want to discuss?
I offer free consultations for nonprofit org staff considering a website rebuild or redesign, or who need help answering questions like these.
I'm currently booking new projects to start in May and beyond.
If you want to chat, use this link to find a time for us to talk.
Until next time โจ
โ Ed Harris (your digital strategy guide)
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