Want Your Social Impact Website to Look Good? Start Here.

It takes about 50 MILLISECONDS (that’s 0.05 seconds) for users to form an opinion about your website that determines whether they like your site or not, whether they’ll stay or leave.

- SWEOR

Ummmmm….ok, that’s FAST (and scary!) That means your website needs to pack a visual punch in a hurry. So, let me ask you, how does your website look?

Does your nonprofit or social enterprise website look like it’s worthy of the dollars you’re asking people for, or does it look like you’re still trying to get your act together?

As a copywriter, obviously, I believe that the words on your site matter a great deal—and they do. But the first thing people will notice is the design.

And once you’ve made it past the hurdle of having a well-designed website that people stick around for, there’s something else you should consider that I see overlooked all the time, especially on DIY websites.

If you want your website to look good, you need to think about the consistency of your visual identity, or visual brand:

• It needs to be unmistakeable.

• It needs to be cohesive.

• And it needs to reflect your organization’s mission and personality.

A simple tool that will help you get there is a style guide, or brand guide. With it, your nonprofit, social enterprise, or social impact company can look like a million bucks (even if you aren’t). Without it, your organization can unknowingly communicate that you’re an amateur.

Let’s talk about how you can create your own style guide, even if you don’t have a designer on staff.

Let me give you two caveats before we jump in:

1. I think, whenever possible, you should work with a professional graphic designer or brand agency. I regularly get compliments on my logo, website, and branding, and that’s because I went to the pros. Even as a marketing consultant, I couldn’t have done this on my own. They set me up for success. And certain colors make people feel a certain way, so depending on your area of work, there may be colors they can advise you to run toward, or run away from. (It’s not always just based on what you personally like.)

2. If you weren’t aware by now, I’m not a graphic designer. I can Canva the heck out of a project, and I’ve art directed many times over the years, but it’s not my main focus. However, I keep coming across this problem with clients and friends, and felt the need to address it here on the blog.

Why DoES YouR Nonprofit or Social Enterprise NEED A STYLE GUIDE or brand guide?

Let’s do a quick refresher on what a “brand” is, in case you’re unfamiliar with the term, but nod along in a crowd like you understand, or in case someone made the mistake of telling you that a brand was a logo.

First of all, a brand is not a logo!

My designer friends really want you to know that.

This misunderstanding is where many organizations go wrong from the beginning.

In simple terms, think about your organization like a person. A person is made up of lots of characteristics, like what they look like and how they make you feel. A brand is similar. It’s all the little details, physical, emotional, and more, that make them who they are. So, it’s way more than just a logo.

Now that we’re on the same page, let’s talk about the importance of a style guide, also sometimes known as a brand guide. (I’ll distinguish the two of them for you below.)

A style guide, or brand guide, can be your best friend when you’re designing something new. This might be a website, social media posts, printed materials, or anything else that has a visual component.

Having a style guide (or brand guide) is important because it helps ensure that everything you design looks consistent and cohesive. It makes you look professional, and maybe even like you’re a bigger organization than your actual head count.

“The more cohesive and consistent you branding, the easier it will be for your audience to recognize you. Constantly switching up fonts, colors, and photography styles seems exciting, but it can actually cause you and your brand to get lost in the crowd.”

- Madison Beaulieu of Mad + Dusty

WHAT DOES A STYLE, OR BRAND, GUIDE DO FOR YOUR SOCIAL IMPACT ORGANIZATION?

Let’s think beyond social impact organizations for a moment.

• Do you have a favorite sports team? I bet you can tell me what their colors are immediately.

• FedEx and UPS? You can probably tell me their colors, too.

• The Disney font? Yep, you can see it in your mind.

• The Apple and Windows logos? They might be in front of you as you read this post!

• The shape underneath the word Amazon? You’ve seen that curved arrow a million times.

See what I mean? When you think about brands that you know and love, you can instantly recall their logo, colors, fonts, and more. Their visual identity is the same no matter where it shows up.

What if you went to the UPS website and saw neon green everywhere? It would stop you in your tracks, and you’d probably wonder if someone hacked their site.

This is why you need to think about creating a style guide for your nonprofit or social enterprise. You want people to have the same, thoughtful experience with your brand.

You should think about a website, social media posts, and collateral as all part of the same family. The design, look, and feel should be intentional and made to go together.

Brands with a consistent visual identity look more professional and trustworthy.

Don’t unintentionally send up red flags to your donors and customers with a brand that looks haphazard and amateur. You’ve worked too hard for that—even if you’re just starting your nonprofit.

Plus, it can be hard enough to keep your brand consistent when it’s just you, but add team members into the mix, and it can get out-of-hand quickly. This is especially true because, if you don’t have any guidelines, people may choose what they personally like best, whether you’d consider it in-line with your brand on not.

“Brand guidelines are so important. You need more than just a logo, you also need a guide to using your branding across both print and digital media. Stick with the same colors, fonts, and photography styles. I know it can feel boring to you after a while, but it’s not to your customers! You're in it every day, whereas your customers or donors may only interact with you once or twice a month, or even just a few times per year.”

- Madison Beaulieu of Mad + Dusty

TWO EXAMPLES OF WHAT CAN HAPPEN WHEN YOU DON’T HAVE A STYLE GUIDE

As I mentioned above, having an inconsistent visual identity often shows up in DIY websites. And why wouldn’t it? That probably means that the site is usually create by someone who is not a professional designer, so it makes perfect sense that they wouldn’t know better.

However, it can happen even when you hire someone to design your website. Let me give you two examples:

Client #1:

One of my clients is a nonprofit who has been around for over 15 years. They do incredible work overseas, but like many nonprofits, they bootstrapped, utilized volunteers, and called in favors when it came to their website design.

I started working with them on what I think was the third iteration of their website. I was asked to audit their marketing and communications before they launched their brand new website to their donors and stakeholders.

What I immediately noticed was that their brand lacked cohesion. A lot of the same colors were used in the design, thanks to a WordPress template, but the colors in the photos were all across the board. So, they didn’t have a look and feel that I could easily identify as theirs.

In fact, in 15 years and three websites, I was the first person to suggest that they use a cohesive color scheme or color palette! They really liked the idea, but had never heard it before.

Now, they have a color palette that they intentionally chose, and use it as a guide for anything new that they create. And it’s helped them look more polished, which is a better reflection for their years of experience.

Client #2:

Another client is a for-profit social impact company, who also works on a global scale. He’s been in business for about 10 years, and is currently in the process of launching his company’s second website.

The same graphic design agency who built his first website is completing the rebrand. Not long ago, he and I sat down to discuss the changes that should be made before the site goes live.

In clicking through the pages and links, he stopped on one page in particular, which had caught his eye for a very good reason!

He said, “I don’t like the photo at the top. It just doesn’t feel right.”

And he was correct. The stock photo on this page was completely off-brand. His colors are bright blue, red, and gray, for the most part. This photo was pastel. So, he couldn’t articulate why “one of these things was not like the other,” but he knew something was wrong.

This example goes to show you that even professionals can make a mistake. And it again reinforces the importance of having a style guide. If he had been given a style guide, or if the designers had been working with one, they would have immediately been able to see that the photo didn’t make sense.

how to diy a STYLE GUIDE OR visual brand guide

When we’re talking solely about design, I prefer the term style guide. If we’re talking about the brand as a whole, down to the brand message and brand voice, I like the term brand guide. But I wanted you to be aware of both because they’re frequently used interchangeably.

So, whether you DIY’d your website and need to create a style guide, or your graphic designer didn’t provide you with one, let’s talk about how you can create your own.

Basics to Include in Your Style Guide

Here are the nonnegotiables you should include in a style guide:

• Logo colors and usage: What are the correct proportions of your logo, and what colors should it only appear in?

• Brand mark colors and usage: Do you have only a portion of your logo that gets used from time-to-time? If you look at your website tabs above, you’ll see that mine is just the lightbulb part of my logo. (This section of your style guide can also include icons that you frequently use.)

• Brand color palette: You’ll likely have two to four main colors that should be front-and-center at all times. Then you should have another two to four-ish that get used only as accent colors. As an example, my primary colors are red, yellow, and light gray. My accent colors are a teal, dark gray, and two other green-ish colors. Of course, they all have fancy names, but this gives you an idea.

• Typography: What are your fonts? You probably have a primary font and one or two secondary fonts. My primary font is Raleway and my secondary is Arvo. This gives me a sans serif font and a serif font to play with.

“Let your branding be a reflection of your values. Design trends come and go, but values rarely change. Personal values (honesty, courage, kindness) spill into your business. It's a great place to start when thinking about how you'd like to translate your business to the visual space.”

- Madison Beaulieu of Mad + Dusty

other ideas IN CASE you want to go the extra mile:

• Mood board to give examples of colors, photos, and textures

• Basic details about your organization that might affect the visual design, such as values

• Key messages to keep in mind and reinforce when sharing in different formats such as a website or social media

• Contact info in case there are any questions or decisions to be made

Want to include the entire kitchen sink?

Create a brand guide that encompasses the A to Z of your organization. One of my clients has a brand guide that’s 100 pages—no joke! But you don’t have to go that far.

Here are additional components for your brand guide:

• Examples of what was done well in the past

• Market research or details about your target audience, including words and emotions that represent them and what they’re looking for from your organization

• Goals and objectives for different mediums, such as how specific stories should be used or what is considered a win

• Brand message and brand voice, including words and sentiments that should and shouldn’t be used

Which is right for you?

I think just starting with a basic style guide is a terrific idea, especially if you’re a small nonprofit, social enterprise, or social impact company. If you’re a little larger, or frequently utilize contractors and freelancers, I think you should expand your guide to ensure that your brand stays tight, even as it grows.

SIGNIFY’S Brand Guide As An Example

Want to see what a brand guide looks like? Here’s mine!

Click the image below to see the full, nine-page PDF.

3 PRO TIPS to Help You Keep Your Brand Consistent

1) Pinterest

What do you do if you don’t have a graphic designer handy, don’t know what your colors are outside of “green” and “blue", or don’t consider yourself a style guru?

You turn to Pinterest!

And you thought it was only for recipes and hair styles . . .

Head on over to Pinterest, and type in some variation of “color scheme", such as “light green color scheme”, for example. There are thousands of color palettes already put together by professional designers that you can use!

Just type in one or two colors plus “color scheme” or “color palette” and you’ll be amazed at what you see. This is exactly what I suggested to my nonprofit client above, and they quickly found one that worked for them.

2) Canva

I can’t believe how many people still don’t know about Canva! This amazing (and free) website lets anyone become a competent graphic designer. There are hundreds of templates for social media posts, presentations, flyers, and much more. You can even pre-set a couple of your main brand colors so that they’re always handy.

But use responsibly!

Just because you have so many templates at your disposal doesn’t mean you have to use them all! The idea is to create consistency, right? Find a template that can be used over and over again for social media posts, brochures, flyers, presentations, and more.

My Canva account is set up for my social media posts, Pinterest posts, and more. So, when I or my interns log in to create new ones, all we have to do is make a copy of a previous design. This keeps the same look and feel intact each and every time. Remember, you want a brand that is recognizable.

3) Professional Photography

Of course, we can’t talk about a style guide or brand identity and leave out photography. But if you don’t have a photographer on staff or aren’t planning a photo shoot anytime soon, you want to find photos that both look good and also fit within your color scheme.

For this purpose, I like Unsplash. But other great options include Pexels, Pixabay, and Pikwizard. These are all royalty-free sites, meaning you don’t have to pay to use the photos. Choose whichever site has the best options for your brand.

In Unsplash, I have an account so that I can earmark photos that work well for my brand as I come across them. Because I post on this blog twice per month, I’m always searching for new photos, or looking to see what I’ve already saved. This not only makes them easy to find in the future, but again, my interns can choose from photos I’ve already approved.

Before I go, let me reiterate: I still suggest working with a professional designer whenever possible. They can help you set up colors and templates to use on your own when you can’t afford them, or are capable of creating something in-house. I never would have achieved the consistency that I have no without help from the pros in the beginning.

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

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Why Your Social Impact Mission Isn't Enough

• Have you ever read an entire nonprofit or social enterprise website, only to find yourself still wondering what they actually do?

• Have you ever had a fantastic conversation with someone about their mission, only to find that their website lacked the same passion?

• Have you ever seen an organization use different styles and tones across their social media, website, blog, and even when they speak in person?

If you’ve seen any of these issues in action, you’re witnessing a lack of clarity and consistency in the nonprofit or social enterprise’s brand message or brand voice.

They probably know internally what they do, but it may not be translating well outside of their walls. And, as you can imagine, that’s a big problem, especially when trying to find new customers, donors, and partners.

For your mission to not only engage the right people, but compel them to act, you need a clearly defined brand message and brand voice. You may think of your “brand” as only part of your marketing, but your brand informs what you say, how you say it, and what your mission looks like visually. It’s essential to every aspect of your organization.

With a strong brand message and brand voice, people will know what you do, why it matters, and how they can be a part of it. Without it, people could be left confused or even apathetic to the incredible work that you’re trying to do.

Let’s talk about how you can make your effort more effective.

Why Is knowing your brand message Important to Your Nonprofit or Social Enterprise?

I’ve already mentioned how having a strong brand message and brand voice contributes to your bottom line, but before we move on, I want give you a couple of other reasons why this subject should be on your radar.

Do you ever write about your nonprofit or social enterprise? Do you have employees, board members, volunteers, or other key stakeholders that talk about your mission? Have you ever hired a third-party contractor, freelancer, or intern that communicates on your behalf in person or online? If any of these situations apply to you, so does this topic.

Having a clear and consistent brand message and brand voice ensures that everyone (including you) is talking about your organization in the same way.

It helps everyone communicate the right message in the right way. To put it simply, it gives every person a common language to use, and a template to work from. One of my clients even called it her compass because it guides her in the right direction, and steers her back when she gets off track.

Wouldn’t it be great if everybody used the same playbook?

Even if your nonprofit or social impact company is just you right now (hi, fellow solopreneur!), a solid brand voice allows you to talk about your work in a way that resonates with the people you want to reach. Meaning, people get excited when you talk about your mission! No more difficulty trying to explain what you do, watching someone’s eyes glaze over as you struggle to reach your point, or your message falling flat when you simply recite your mission statement.

What Do People Say About You?

Jeff Bezos is often quoted as saying, “Your brand is what other people say about you when you’re not in the room.” And while I think there is a lot of truth to that, I also like how my friend, Jaci Lund of Treebird Branding, states it, “A brand is an expectation.”

No matter how you look at it, though, a brand isn’t just a logo, an elevator pitch, a mission statement, a color palette, or even a website. Your brand is the culmination of all of these things and more.

If your organization were a person, your brand would be all the little characteristics that make that person who they are.

It’s a lot, I know.

For now, we’re going to talk about your brand message and brand voice, which are two of my favorite characteristics. And, without clearly defining these two pieces, your brand’s puzzle is incomplete. Without them, it could mean that donors and customers don’t connect with your mission, resulting in stagnant sales or donations. It’s that important.

Brand Message and Brand Voice Defined

Think about the companies or nonprofits that you love most. One of the reasons you probably love them is because you know some of their background, what they stand for, what problems they solve for you, and where they’re headed in the future. You know their story, and you know how you fit into it. In that way, they’re a little like a friend you’ve gotten to know over time. 

You’ve had these ongoing conversations with them internally and externally via their brand voice. Whatever they said, and however they said it, made you a fan out of you. And we want that same thing for your audience.

Your brand message is what you want people to understand about your organization.

Your brand voice is how you communicate your organization’s message to others. 

Essentially, your brand message is your mission, and your brand voice is your mission in motion. You can’t have a clear and compelling brand voice without first defining a strong brand message.

Your brand voice is the specific mix of words and tone that you use—not just what you say and do, but how you say it. A great brand voice is easy-to-understand, consistent, repetitive, and uniform no matter where it shows up. And it always reflects your organization’s core message.

That means the words on your website, your social media posts, the conversations you have with people, anything you say from a stage, emails, printed materials, packaging, advertising, and more should all be using the same language and emotion to describe your work, mission, and vision. Think of it like your unique vocabulary and personality rolled into one.

You want people to hear your “voice” and know it’s you, with or without your logo or photo present. Like your own distinct personality, your brand message and voice is what will help authentically attract others to you.

Having a firm grasp of how to communicate your story, mission, and vision in all your marketing and communications will help you attract the right (and more) donors, customers, sponsors, and partners.

A Brand Message in Action

Not long ago, I was out with my friend, Katrell, who owns Dr. Bombay’s Underwater Tea Party here in Atlanta, and also founded the charity project, The Learning Tea. While I was waiting for her at the tea shop, a guy sat near me at the community table. He was looking around wide-eyed like it was his first time there. In fact, when he caught my eye, he gushed, “This place is awesome! I’ve never been here before.”

We chatted for a minute, and I told him that the proceeds from the tea shop put girls through college in India. Turns out, he was at the tea shop waiting for an event to start just a few blocks away. It was a social impact arts show, so he was thrilled to know of the store’s greater purpose.

After Katrell and I left the tea shop, we went to a nearby restaurant and sat at the bar. While chatting with the bartender, we found out even though he’d been in the Atlanta area for a while, he was only recently taking the time to discover the local haunts. And he actually mentioned going to Dr. Bombay’s recently. As the unofficial brand ambassador, I mentioned that Katrell was the owner. He got so excited, threw his head back and his arms up, and said, “That place is like a warm hug!” He loved the unique, but cozy vibe.

A couple of hours later, Katrell and I were about a block away from Dr. Bombay’s, peeking in the glass windows of a store that was yet to open, trying to figure out who her new neighbor would be. A man rode by on his bike and struck up a conversation with us. We all noted that the architecture of this building looked very out of place on that street, so we were curious about it. The guy said, “I wonder what Dr. Bombay will think about this building?” To which I replied, “This is Dr. Bombay!” while pointing at Katrell. He laughed, smiled, and said, “I love your shop! It’s one of the only places I let my kids ride their bikes to in the neighborhood.” (And then proceeded to tell her which ice cream flavors she should swap out, ha!)

True story—all three of those conversations happened in a matter of hours. It was a marketer’s dream come true!

So, out of these three men, which one nailed the brand message?

The answer: All of them. Each of them found something about Katrell’s tea shop that resonated with them. And, for that reason, each of them was going to come back.

How to Define Your Brand Message and Brand Voice

Okay, so now that we’ve talked about how utterly important it is to have a clear and consistent brand message and voice, as well as who it benefits, let’s talk about how to get you there.

Here are a few questions to think about regarding your brand message:

• What are the two or three top things someone should know about your work?

• Why does your work matter?

• What makes you different from your competitors?

• What problem do people have that you solve?

• What is the transformation you provide?

Here are a few questions to think about regarding your brand voice:

• How do you want people to feel when they think about your organization?

• How does your audience describe themselves?

• What words and phrases do you find yourself repeating over and over again?

• What words or phrases would you never use to describe your organization or work?

• What tone should your organization communicate in? (ex: serious, playful, authoritative, compassionate, etc?)

Hopefully, these questions will get you started, but if you get stuck or need help, I’m here.

I can guide you through my own five-part framework for defining your brand message and brand voice.

I’d love to help you communicate more effectively, so that your work gets the attention it deserves.

Here’s what one of my clients said:

Kristi’s Brand Message Consultation serves as a "compass" for everything from communications to fundraising to partnerships and more. It really lays out the language you can use in your website, newsletters, presentations, and social media to stay true to the organization’s mission and values. You can reflect on anything that you are working on, and quickly see if it aligns with the current narrative.

During the consult, we really dug deep into who we are, why we do what we do, what makes us different, and more. Afterward, it's spelled out in a document right in front of you that you can always refer back to! It’s so helpful.

The Brand Message and narrative that we worked on really boosted my confidence in being able to explain what we do and what makes us different. And I think having that solid foundation really helped me to secure early grants.

- Jaycina Almond, The Tender Foundation

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

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Should You Invest in a Copywriter For Your Nonprofit Website?

Do you actually need a copywriter for your nonprofit website? If you’re creating your first site, or relaunching a new one, this question may have already popped into your head. And just because I’m a copywriter that specializes in nonprofits, social enterprises, and social impact companies, my answer is not going to be an automatic, “Yes.”

I’m here to serve my clients, and that means doing what is best for them. So, I’m going to lay out the benefits as I see them, and you can decide for yourself. And if the answer is, “No,” or “Not right now,” I’m also going to give you some options for writing your website on a budget without a copywriter. Sound good?

7 Reasons Why Hiring a Copywriter for Your Website Is a Good Idea

If you’re on the fence about hiring a website copywriter for your nonprofit, here are a few reasons it might be the right move.

1) You have lost perspective.

When you’re in the weeds of your mission each day, it’s easy to lose perspective. This could mean that you forget to include much-needed website content, use jargon that others don’t understand, or can’t see your work as a perspective donor or partner would.

Additionally, many nonprofit websites I read are written for “insiders,” or the people who already understand what you’re up to and have supported you for years. You want people to find your website and become engaged, but your site isn’t written for those who aren’t familiar with you and your work.

Sometimes it takes an “outsider” to spot this issue, and then write it in such a way that will draw in website visitors.

2) You aren’t a good writer.

Let’s face it: Not everyone is a good writer. And not everyone enjoys writing.

If this is you, that’s okay. (I probably can’t do what you do either!) However, when people are in this position, I find that they’re continually trying to force a square peg in a round hole—and it’s exhausting.

You’ll also likely keep putting off writing your website because it’s not something you enjoy. At that point, you find yourself frantic and desperate, trying to cobble together a site that you don’t love and aren’t happy with. And that’s probably not the outcome you’re looking for.

These are also issues that website visitors could pick up on, which doesn’t serve your mission at all.

3) It takes you a long time to write.

One of my amazing clients, Anne Kerr, once told me that she hired me to write for her because it’s a task that simply takes a long time. She’s actually a really good writer, and can communicate her mission very well, but it might take her days to write something that I can knock out in a fraction of the time.

With what feels like a hundred other items on your To Do List, you have to assess where you should spend your time.

4) You don’t know how to write a website.

Just because you write well, doesn’t mean you can (or should) write your website. Your website is a powerful marketing, sales, and fundraising tool, which means the copy (<— the words) should not just be informative, but persuasive.

It might take a different skill set to tell your story and talk about your work in way that pulls the reader in, and makes them want to take action.

5) Your team is maxed out.

Even if you have a team of people that you work alongside, it’s likely that they’re all at capacity. It’s hard to find anyone anywhere that doesn’t have a full plate of tasks to complete each day. So, you have to ask yourself if one or more people really need to juggle this one as well.

By hiring someone to write your nonprofit website, you are freeing up your team to do what they do best.

At many small nonprofits, employees are already wearing multiple hats, so adding something large and substantial like writing a website could easily overwhelm them. Do your team a favor, and bring in a professional who can guide them through the process, and get it done quickly and efficiently.

6) YouR time is better spent elsewhere.

I spoke a little about this in #3, but it’s quite possible that you may have other items on your agenda that need your attention more. As a founder or key leader, you probably have responsibilities that need your personal attention, and if that’s the case, you should leave the copywriting to someone else.

For example, let’s say it’s a busy season for your nonprofit (I know, when isn’t it!), and you really need to be getting in front of large donors. Well, you can’t show up to meetings, schedule coffees, or attend high-profile events if you also need to sit down and write a website.

There are some things only you can do. Is writing your website one of them?

7) Words Matter.

You may also be wondering about the role of design when it comes to your nonprofit’s website. The truth is that it’s important. How your website looks is the first thing people will see, so I definitely believe your website should look good.

However, you have to back up your visual brand identity with compelling words. The copy informs and enhances the photos, heightens the way colors make you feel, and encourages people to take action. They complement each other—and when they work together, you have a fantastic online experience for donors and partners.

Can’t Afford to Hire a Copywriter For Your Nonprofit Website?

I get it. You can’t squeeze blood from a stone, as they say. If this is your first website, or you’re still in startup mode, you may not yet be able to invest in a copywriter. I don’t fault you for that, since I know the DIY feeling.

However, I do have some suggestions if you need to bootstrap the words on your website.

• Get an audit.

  Before you dive head-long into creating your new site, hire someone to audit your current one. For example, my friends at New American Pathways are about to redesign and rewrite their current site, which they’ve had for five years. But before they begin, they hired me to assess what works and doesn’t work from a marketing perspective.

  I went through the website as a visitor would, and took note of everything that could be improved, from photos and colors to the writing and brand messaging. This allowed them to have a more informed direction as they approached a website designer, and for the team member who will handle most of the writing in-house.

• Hire an editor.

  Even if you’re a good writer, I suggest hiring someone to edit your website. That person can not only look at grammar and punctuation errors, but sentence structure and continuity. He or she might even be able to help you cut any clutter and make suggestions for improvement.

• Barter.

  Bartering isn’t talked about much, but I’m a big fan. If you’ve got something someone else needs or wants, it’s possible you can swap. For example, one of my friends does some copywriting for her accountant, and gets her taxes done for free in exchange. Get creative!

• Get more opinions.

  Remember when we talked about perspective above? Well, you only have one. Whether you’re the only employee at your nonprofit, or you have a whole team, it’s good to get the opinions of others. Putting your heads together can lead to significant improvements all-around, especially if you need to rewrite your website quickly.

• Invest in a copywriting Course or coach.

  Want to improve your skills? Maybe a copywriting course or writing coach is the best move for you. However, the investment may not be all that different than hiring a copywriter, and it will also require more of your time. So, take a hard look and see if this is something you should pursue. If so, it can also serve you well in the long-run.

• Find a mentor.

  I’m a big fan of finding a mentor, and it’s advice I give out often. Of course, having a mentor can be a huge benefit in many ways, and this is certainly one of them.

  The downside of simply getting outside opinions, as I talked about earlier, is that they still may not know any more about writing for websites than you do. However, a mentor may have an expert opinion, if you’ve sought one out that has that skill set.

• HIRE AN Intern.

  Though they don’t have years of experience under their belt yet, students and interns who are majoring in marketing or journalism do have a lot of value. And, obviously, you can be a terrific resource for them, too. The first project I give any new intern is to audit my website, and tell me what doesn’t make sense, what links are broken, and what could be made better. I get complements on my site all the time, and I know that is in part due to my interns’ contributions.

One Thing You ABSOLUTELY Must Consider

Have you thought about the ROI of hiring a copywriter for your nonprofit website? If not, the return on investment may help you make a decision.

It’s not just the cost of investing in a copywriter, it’s what could happen as a result:

• Copy that makes you look and sound more professional to your potential partners and donors

• Copy that’s more engaging than what you could write yourself, which results in more donations and sponsorships

• An experience that teaches you how to think about your overall marketing strategy

Additionally, they cost less than you might think because it’s a short-term cost with long-term benefits.

• You likely won’t rewrite your website but every few years.

• You don’t have to pay for their taxes or other benefits like insurance.

• You don’t even have to buy them pizza at the next office party.
  
  

YOUR NEXT NONPROFIT WEBSITE

You may not be able to hire a nonprofit copywriter for your current project, but I suggest adding them into your budget for the next one (or your Phase 2 upgrades). You’ve seen the benefits above, and they aren’t to be overlooked.

You’ve no doubt spent years getting better at your job, and copywriters like me have as well. So, when it comes to something as important as your website, make sure it’s in the best possible hands.

Having someone else handle the writing can bring new perspective, streamline your process, and free you up for what you do best. Plus, having their expertise can help you create a website that is more compelling, more engaging, and brings in more dollars.

Isn’t that worth the investment?

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

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The Ultimate Guide to Social Impact Websites

Outside of your people, your website is your nonprofit or social enterprise’s greatest marketing asset. It’s also one of the most important tools you have to help you make a bigger social impact. In fact, it’s so important that we’re going to look at it from just about every angle.

From what you should do before you create or update your website, to writing and designing it, to how to promote it after going live, this is your ultimate guide to social impact websites.

It’s time to build and engage a larger audience, increase your sales or donations, and do more good. This is one tool to help you do just that.

Programming note: Because this is such an important topic, we’ll be talking about social enterprise and nonprofit websites for the next couple of months. As the blog gets updated, this post will be expanded as well.

Below you’ll find some of our favorite topics to think about when it comes to social impact websites. Whether you’re starting from scratch or updating your site, this information will help you take the next, right step.

Before You Begin Working on Your Social Impact Website

Why Your Social Impact Mission Isn't Enough

For your mission to not only engage the right people, but compel them to act, you need to ensure that you have a clearly defined brand message and brand voice. You may think of your “brand” as only part of your marketing, but your brand informs what you say, how you say it, and what your mission looks like visually. It’s essential to every aspect of your organization.

Read the post . . .

Benefits of a Nonprofit Brand Voice Guide

Wouldn’t it be great if your donors gave you more money? And new donors were easier to attract and engage? There will certainly be times when donors change their giving priorities, don’t connect with the mission, or the timing is just off, but there are other times when it’s possible that we confuse them with our message or don’t give them a clear plan to act. So, what’s the best way to help donors understand and respond to your needs?

Read the post . . .

Know Your Audience

Knowing your audience determines how you communicate your message. Whether you’re talking about your website overall, or individual pages, it’s important to think about the reader first. Consider both the “who” and the “how”.

Read the post . . .

3 Exercises for Evaluating Your Brand Story

Your brand story is the narrative that you use to describe your organization and how it came to be, who you serve and how you serve them, goals for the future, what you stand for, and even the emotions that your mission makes people feel. Your brand story is what helps people decide if they want to take the next step with you.

Read the post . . .

WEBSITE PLATFORM ADVICE

Squarespace: The Pros and Cons

No website platform is perfect, but I’ve been very happy with Squarespace. Madison Beaulieu, half of the dynamic duo that created Signify’s website, breaks down the most important things you need to know about this option.

Read the post . . .

WordPress: The Pros and Cons

Alison Chandler is one of my go-to designers. In this post, she highlights why about 30% of the websites in world are hosted on Wordpress, and why it may be a good option for you.

Read the post . . .

OVERALL TWEAKS For Your Nonprofit website

The Small Nonprofit Podcast: 10 Steps to Upgrading Your Website

Listen to my friend, Cindy Wagman, and I discuss the importance of nonprofit websites, how they contribute to your nonprofit’s marketing, and some tweaks you can make to improve your site quickly and efficiently.

Listen in . . .

DESIGN AND VISUAL BRANDING

Ask the Experts: Design and Branding for Social Impact Organizations

As a copywriter, I love talking words. But, in order to serve you well, I can’t ignore the visual side of your marketing and communications. So, when it comes to design and branding for social impact organizations, I can dish out some pretty good advice, but my secret weapon is the company I keep—including Jaci Lund of Treebird Branding.

Read the post . . .

Ask the Experts: Branding and Design for Nonprofits and Social Enterprises

I get complements on my website and visual branding all the time, and that’s thanks to Madison and Dusty Beaulieu. Madison wrote this post, and I love how she breaks down some important design topics that often trip people up.

Read the post . . .

Want Your Social Impact Website to Look Good? Start Here.

Does your nonprofit or social enterprise website look like it’s worthy of the dollars you’re asking people for, or does it look like you’re still trying to get your act together? Let’s talk about a simple tool that will help you look like a million bucks (even if you aren’t). Without it, your organization can unknowingly communicate that you’re an amateur.

Read the post . . .

Copywriting FOR NONPROFITS AND SOCIAL ENTERPRISES

4 Tips for How to Become a Better Writer

As a copywriter with almost two decades of experience, one of the questions I get asked a lot is how to become a better writer. From grant proposals to product descriptions to blog posts to websites and more, you have a lot to say, and it needs to be said well in order to gain more support for your nonprofit or social enterprise. Learning how to convince and compel with the written word is not just an essential skill, but one that stands the test of time.

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Advice From The Editors: Avoid These Writing Mistakes

I asked a few of my favorite editors to explain some common writing mistakes, which will allow you to spot any weaknesses you may have, and improve them. (Basically, here's how you can up your writing game in just a few minutes!) Any corrections you can catch now may cause you to not only improve your marketing, but retain customers and donors in the future.

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7 Tips You Need to Know to Write a Better Website

Designing and writing content for your website can seem challenging, but my former intern, Megan Westbrook, is going to walk you through the most important, and sometimes overlooked, aspects that will make your website effective, navigable, and memorable.

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How to Rewrite Your Website in One Week

In this guest post for Candid (formerly Foundation Center and Grantspace), I outlined a simple process for rewriting your website in one week. Though written to nonprofits, anyone can make good use of this process. It’s an audacious goal, I know, but if you’re short on time and highly determined, you can make it happen!

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Why The Words On Your Site Matter As Much As the Design

In this guest post, I emphasize why you should not only consider the look of your website, but what it says. I also give you a few tips on how to make the copy (<— the words on your site) even better. And, yes, there are some budget-friendly options!

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Marketing Must-Haves

8 Creative Ways to Gain More Email Subscribers

Between all the blogs, online shops, and websites, all of our inboxes are already crowded with marketing emails asking for sales and donations, and the old classic “Sign up for my newsletter!” call to action just isn’t cutting it anymore. Here are eight creative alternative ways to get new email subscribers and not get sent to spam.

Read the post . . .

NONPROFIT CONTENT MUST-HAVES

5 Donor Communication Essentials

No matter what type of donor you are talking to, nonprofits need to consistently communicate with donors, while at the same time targeting the specific message that prompted the donor to initially become engaged. Keeping everyone informed may very well graduate them from one level of supporter to another. Thanks to Amy Crowell for this post!

Read the post . . .

BLOGGING FOR SOCIAL IMPACT ORGANIZATIONS

4 Ways to Help Donors and Customers Find Your Social Impact Mission on Google

Now that the initial excitement of your nonprofit or social enterprise launch has worn off, your website isn't getting as many clicks as you’d like and it seems that all your marketing efforts are falling flat. You know that you have the power to change lives, but people just aren’t finding you. What if I told you there’s a way to help more people find your amazing cause online?

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5+ Reasons Why No One is Reading Your Blog

Does this sound familiar: Someone lands on your little labor of love, maybe skims a little, and then promptly leaves. Here you find yourself with a blog post that took precious time and energy, but didn't actually get the job done. It's finished, but it's not effective. Here are a few blog writing tips that will help ensure your post gets read, and better yet, acted on. 

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How to Generate and Organize Content for Your Blog

Blogging is the “meat and potatoes” of the internet right now and, if it’s not already, it should be an important tool in your content marketing tool belt. Blogging builds your audience, brand image, and increases your visibility on the internet. It’s also a very easy and practical way to show off your expertise. Check out this advice from former intern, Michael Banks, on how to revamp your organization’s blog, and make it a regular part of your social enterprise or nonprofit marketing strategy.

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Should Your Nonprofit Have a Blog?

Blogs seem to be a particular pain point for nonprofits. There is either pressure to create the content (and resentment when it doesn’t happen), or so much overwhelm with regular responsibilities that a blog never gets off the ground. So, what are you to do?

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12 Questions That Inspire Content Creation

You know you should be reaching out to your audience on a regular basis, but you’re just not sure what to say. It’s a common problem, and one I get asked about a lot. Coming up with a constant stream of topics can be daunting, especially with everything else on your plate. So, where can you find inspiration at any given moment—especially when you’re not feeling it?

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Outsourcing Your Website COPYWRITING OR DESIGN

Should You Invest in a Copywriter For Your Nonprofit Website?

Do you actually need a copywriter for your nonprofit website? If you’re creating your first site, or relaunching a new one, this question may have already popped into your head. And just because I’m a copywriter that specializes in nonprofits, social enterprises, and social impact companies, my answer is not going to be an automatic, “Yes.”

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Why Free Help Isn't Always the Best Option

Just because someone offers to help you write or design your website for free doesn’t mean you should take them up on the offer. Let me explain why.

Read the post . . .

Want to Grow Your Nonprofit or Social Enterprise? You Need Help.

It's not easy to decide to spend the money, allocate your resources differently, or bring someone new into your process. But I believe this one decision can make all the difference. And guess what? It may not even require hiring more staff.

Read the post . . .

Legal Considerations For Your Website

2 Simple Ways to Keep Your Website and Work Protected

While this may not be the most exciting topic to discuss, it’s super important! You need to protect the time, money, and effort you’ve put into your website. Besides, you have your mission to think about, not to mention the secret sauce of the way you work. There’s also any proprietary photography and other assets. It’s all those details that add up to your beautiful and unique brand. Let attorney Christina Scalera explain why you shouldn’t leave your website unprotected.

Read the post . . .

Promoting Your New Social Impact Website

Signify’s Launch Marketing Checklist

Having a beautiful, new website isn’t the final step. At the end of the process, you should promote the gorgeous thing to your donors, customers, and key stakeholders. This checklist has pages of marketing ideas for exactly how you can share your big news.

Get the checklist . . .

How to Make Time for Marketing

Need to promote your new website, but always find that something else takes priority? Here are four of my favorite ways to make your marketing actually happen.

Read the post . . .

Get Found on Google

My friend, Meg Casebolt, can teach your nonprofit or social impact company how to get found on Google through SEO (Search Engine Optimization). Though SEO can get pretty complicated, Meg is a patient and caring teacher, and shows beginners how to become pros through simple and strategic steps. I want you to have a terrific website, but I also want your website to get found by the right customers and donors.

Learn about Attract & Activate . . .

We’ll be posting a lot more about nonprofit, social enterprise, and social impact websites over the next few months, and will update this post along the way. Stay tuned!

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

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