Nonprofits: “What role does our website play in our marketing?”
My answer:
Your site is like the center of your org’s marketing solar system.
It’s the sun that everything pivots around.
Like our solar system, your org’s marketing has planets orbiting around.
These planets exist to generate awareness for your nonprofit.
Word of mouth. Social media. Direct mail. Search engine optimization. Newsletters. Virtual events. Flyers. Partners. Paid ads.
Each planet works to get your org on somebody’s radar.
And if those marketing activities are effective, your website’s gravitational field will pull those people in.
Then the real interaction begins.
Once someone’s on your site, it’s time to move that visitor from wherever they currently are to a place where they’re ready to take some kind of meaningful action.
Donate, sign up, join, volunteer, learn, subscribe, fill out, share, sponsor, or register… these are the goals of your website’s visitor journey.
Your planets (marketing channels) are there to generate awareness.
But your sun (website) exists to generate action.