Functionality refers to the online tools that make it possible, and in some cases even necessary, for constituents to connect with nonprofits via their website. Providing effective online tools is a challenge for many nonprofits, but is one of the most important aspects of creating an engaging web presence.
Nonprofit websites have tools built into them that allow constituents, donors, volunteers, board members and prospects to interact with the organization. These tools give end-users the ability to make donations, view an event calendar, register for an event, sign up to volunteer or maybe even access a private area available only to key people. All of these tools comprise a website’s functionality, and it’s crucial that a site provides functionality for all different types of end-users.
Let’s say I’m on the board of directors of an organization, and I’m traveling during an important board meeting. No matter where I am, I should be able to connect to the Internet and access a web page that includes the minutes from that day’s meeting—maybe even chat with other board members. I’m a much more effective board member when I can stay engaged and connected with the organization I’m serving. Proper functionality is crucial that way.
One example of an important online tool that every nonprofit should have is email marketing. The third party tools on the market today are easy to use, inexpensive, and have a high rate of return. Plus, it’s so easy to measure results. If you don’t have a “Subscribe” button on your homepage and the ability to capture visitors’ email addresses, you’re missing out on an important opportunity.
Evaluate your site’s tools and be sure the functionality is meeting the needs of your users. Your website can look great and serve up interesting content—but if it doesn’t provide engaging tools, your visitors won’t stay long and are less likely to come back.
