Podcast Summary: Nonprofit Nation with Julia Campbell
Episode Title: How to Nail Your Nonprofit Website with David Hartstein
Release Date: March 5, 2025
Guest: David Hartstein, Co-founder of Wired Impact
Introduction
In this enlightening episode of Nonprofit Nation, host Julia Campbell engages in a comprehensive discussion with David Hartstein, co-founder of Wired Impact, a website software company dedicated exclusively to nonprofits. With over 15 years of experience, David shares his expertise on building effective nonprofit websites, emphasizing the foundational role a website plays amidst the evolving landscape of digital marketing and social media.
The Evolving Role of Nonprofit Websites
Understanding the Purpose
David initiates the conversation by addressing the fundamental role a nonprofit website should play. He breaks it down into three critical areas:
- Driving Traffic: Raising awareness and connecting with a broader audience.
- Driving Conversions: Encouraging meaningful actions that align with organizational goals.
- Saving Time: Streamlining processes to allow nonprofits to focus more on their mission rather than administrative tasks.
“A website should really be a force multiplier. It should be a capacity builder.”
– David Hartstein [08:25]
Impact of Social Media and Short-Form Content
Julia raises a pertinent question about the influence of social media and platforms like TikTok on the role of nonprofit websites. David offers a balanced perspective:
“In some ways yes, and in a lot of ways no... attention spans are what they are, and we're not going to be able to change that.”
– David Hartstein [08:38]
He emphasizes that while attention spans may be shorter, authentic and clear messaging on websites can effectively engage visitors who find causes meaningful.
Designing an Effective Homepage
Simplicity and Clarity
David underscores the importance of a homepage that doesn't overwhelm visitors. He dispels the myth that every user journey starts at the homepage, noting that many landing pages are also popular entry points. The key is to ensure the homepage answers three essential questions:
- Is this for me?
- Can you solve my problem or a problem I care about?
- What's the next step?
“Your homepage really doesn't need to do as much as you may think it does. It needs to answer three questions.”
– David Hartstein [13:09]
Targeting the Right Audience
When faced with multiple audiences, David advises nonprofits to prioritize clarity over breadth. Instead of trying to cater to everyone, organizations should identify one or two primary audiences and tailor the homepage to resonate specifically with them.
“Most organizations end up in this position where they're trying to speak to everyone, and they're actually resonating with no one.”
– David Hartstein [16:46]
Optimizing Conversion Rates and Donation Pages
Understanding Conversion Rates
Conversion rates represent the percentage of website visitors who take meaningful actions, such as donating or signing up for newsletters. David highlights common pitfalls that can hinder these rates, primarily stemming from unclear messaging and targeting too broad an audience.
“A confused mind never converts.”
– David Hartstein [15:33]
Best Practices for Donation Pages
David provides actionable advice for optimizing donation pages:
- Visibility of Donate Buttons: Place donate buttons in primary or secondary navigation headers to meet visitor expectations.
- Simplicity of Forms: Streamline donation forms by minimizing required fields to reduce friction.
- Post-Donation Experience: Enhancing the thank-you experience can significantly impact donor retention.
“Just reminding them of the value, sort of the why behind joining your movement...”
– David Hartstein [22:35]
Enhancing Website Accessibility
Importance of Accessibility
David passionately discusses the critical importance of making nonprofit websites accessible to everyone, citing that “1 in 6 people worldwide have a significant disability” (WHO statistics). He debunks the misconception that accessibility is only relevant to organizations focused on disability rights, emphasizing its universal benefits.
“Accessibility just isn't a primary focus for us. And we're hearing that less and less...”
– David Hartstein [25:27]
Practical Accessibility Tips
He offers practical steps to enhance website accessibility:
- Add Captions to Videos: Beneficial for both the deaf and those in noisy environments.
- Avoid Text in Images: Use actual text instead of embedding text within images to aid screen readers.
- Proper Use of Headings: Maintain a hierarchical order (H1, H2, H3) to structure content effectively.
- Descriptive Link Text: Replace generic “click here” links with descriptive alternatives for better navigation and SEO.
“If you're not thinking about accessibility, you're effectively excluding from using your website.”
– David Hartstein [28:04]
Navigating SEO and Driving Traffic
SEO as a Long-Term Strategy
When addressing SEO, David emphasizes its role as a long-term investment rather than a quick fix for driving traffic. He advises nonprofits, especially new ones, to focus initially on community engagement and traditional outreach methods before relying heavily on SEO.
“SEO is much more of a marathon, not a sprint.”
– David Hartstein [31:42]
Effective SEO Practices
For those committed to enhancing their SEO, David recommends:
- Keyword-Rich Content: Create valuable, informative content tailored to the audience’s search intent.
- Inbound Links: Generate quality backlinks to improve site authority and search rankings.
“Creating really valuable keyword-rich content... and generating a lot of inbound links.”
– David Hartstein [31:42]
Ensuring Smooth Website Projects
Project Management Tips
To ensure successful website projects, David shares several strategies:
- Appoint a Single Point Person: Centralize decision-making to prevent delays.
- Simplify the Initial Launch: Focus on essential features first, allowing for future enhancements.
- Limit Stakeholder Involvement: Avoid too many opinions bogging down the process.
- Secure Credentials Early: Obtain necessary login details upfront to prevent launch delays.
- Avoid Perfectionism: Prioritize progress over perfection to keep the project on track.
“Great and done is better than perfect and planned.”
– David Hartstein [36:51]
Cost Management Strategies
David advises nonprofits to:
- Start with Goals, Not Features: Define what the website needs to achieve before adding functionalities.
- Implement Minimum Viable Products (MVPs): Launch simple versions of features to gauge interest before full-scale development.
“Start with your goals, not your features.”
– David Hartstein [36:51]
Conclusion
The episode concludes with Julia and David reflecting on the invaluable insights shared, encouraging listeners to implement these strategies to enhance their nonprofit websites. David invites listeners to connect via LinkedIn and participate in Wired Impact’s online events for ongoing support and resources.
“We answer website questions all the time, so don't hesitate to send questions in.”
– David Hartstein [38:22]
Key Takeaways:
- Focus on Core Purposes: Ensure your website drives awareness, conversions, and saves time.
- Design with Clarity: A simple, targeted homepage that addresses the primary audience’s needs is crucial.
- Optimize for Conversions: Streamlined donation processes and thoughtful post-donation experiences enhance donor engagement.
- Prioritize Accessibility: Making your website accessible broadens your reach and demonstrates inclusivity.
- Strategize SEO Wisely: Treat SEO as a long-term effort and complement it with community engagement.
- Manage Projects Effectively: Clear roles, simplified launches, and goal-oriented features ensure successful website projects.
By implementing these strategies, nonprofits can build robust, engaging websites that effectively support their missions and foster meaningful connections with their audiences.