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How Nonprofit Brand Strategy Improves the Website Design Process

For many nonprofits, a website is the biggest window into their work and values, helping audiences understand a nonprofit’s mission, what it does, and how its work makes a difference. In short, a nonprofit’s website is a platform for brand storytelling. Websites are about more than just nonprofit communications though. They are also essential to operations, connected to systems that facilitate fundraising, publish research, or manage events, or provide services. And the quality of the experiences that a nonprofit’s website creates when carrying out the operations that are core to the mission say as much about a nonprofit’s brand as the words and images on its pages.

Nonprofits have a lot riding on the success of their websites (and so do people and the planet). No surprise, then, that at Constructive we believe that nonprofits should be as strategic in their approach to designing their websites as they are when developing the impact strategies that advance their missions. After all, their websites play a central role in both telling their brand’s story and in connecting people to their organization. Unfortunately, many organizations with inspiring missions too often end up with websites that fall short of their important work—and as a result leave audiences more confused than committed, more exhausted than energized.

Why is this?

The Discontent of Our Disconnect

When organizations set out to redesign a website, the problems in need of solving on every organization’s list inevitably include things like: “confusing; not user friendly,” “content and resources hard to find,” “not engaging or visually appealing,” “difficult to update,” and, most telling of all, “fails to clearly communicate our mission and work.”

It is baffling how so many organizations can go through a lengthy website design engagement and still wind up with something that fails not only in website-specific areas like usability, visual design, and technology, but also in terms of the most important strategic goal of all — clearly communicating an organization’s mission. The reason, I believe, is actually quite simple.

Clearly communicating something as complex as an organization’s mission, strategies, and impact requires both the client and the design firm to have a clear, shared understanding of all those things — as well as a simplified way of communicating them to different audiences. That said, it’s asking a lot of a website redesign to carry the burden of distilling all the complexity of a social change organization and its work, and to translate it into an online experience that is easily understood by anyone.

Not that you can’t learn a lot through a website design process. It’s just that, as with most things, execution follows strategy. When we try to solve a problem as fundamental as an organization’s failure to clearly communicate its mission and work, the answers we will get — if the lens we use to arrive at them is website design — are almost certainly going to be website specific. And while we might end up with a better looking, better functioning, more “user-friendly” website, what remains is the underlying brand confusion that caused many of the problems in the first place.

Forget User Experience!

The commercial Web is only a few years past its twentieth birthday. And as it has matured, we’ve learned a lot of valuable things about designing online user experiences. But it’s time we move beyond UX design’s limiting definitions of success (e.g., “user-friendliness,” “aligning user and business goals”) and take a broader view.

If we are working to address a significant social and environmental challenge and hope to create significant impact, we need to see the people who visit our website as more than just “users”. In other words, we must define success as something more meaningful than the nature of the user’s experience.

Now, I’m not saying that designing an effective user experience isn’t a worthwhile goal; it definitely is. It just happens to be a limiting one that fails to take into account the bigger picture.

When we design and develop a website, we aren’t simply creating an online user experience, we’re creating something much more meaningful for our audiences; we’re creating a brand experience. Consumer brands have focused on the principles of customer experience design for some time. For social change organizations, it means creating an experience that is more ambitious than the “buying cycle”; it means creating experiences with the specific objectives of educating our audiences, deepening their engagement with our cause, and, ultimately, helping people from different backgrounds and with different skills and resources to contribute to solving a serious problem — often one that requires a willingness to give us support despite the difficulty inherent in measuring progress toward our goal.

Because while it’s easy to see how a website designed to meet “user needs” and “business needs” can help us more effectively order our groceries online or find the best airfare on flights to Florida, it is less clear whether such a mindset contributes much to the task of tackling climate change or ending intergenerational poverty.

Build Brand Experiences

In other words, if your organization is looking to redesign its website and has never taken the time to develop a brand strategy, now would be a good time to do so. Yes, it will require time, money, and patience. But it is an investment well worth making — and one that will pay you back many times over. What’s more, not only will your team be energized by the process, you’ll be amazed by how much easier decision making about things like website structure, navigation, content strategy, and design is when it’s clear to all what the real value of your organization to its audiences is.

Now, some of you may be wondering what you should do if your organization already has a website redesign in the works and, for whatever reason, simply can’t commit to developing a focused brand strategy.

In that situation, my advice is to find ways to bake elements of the brand strategy process into the research and planning stage of the website redesign. You won’t gain the organization-wide benefits that follow from developing an effective brand strategy, but at least one of your organization’s most valuable communications tools, your website, will be positioned to do a better job of advancing your organizational strategy. When clients turn to Constructive to design and develop websites as standalone projects, we walk them through a brand process that helps them answer three simple but essential questions: “Who are you? What do you do? Why does it matter?”

Whichever approach you take, before you jump into the website redesign, be sure to pull your key stakeholders together and engage them in the kind of no-holds-barred brainstorming that should inform every branding process. Doing so will enable you to build your website — and a compelling brand experience — around the deeper, underlying values that do so much to energize staff, volunteers, and donors in support of your mission.

A version of this article originally appeared on Philanthropy News Digest in the column, Cause-Driven Design®

About the Author

Matthew Schwartz

Matthew Schwartz

Matt believes in servant leadership, working with Constructive’s clients and teams to make sure that we stay focused on what matters, and that both our partnerships and the work we produce meets our shared expectations and the highest standards. With 25 years of experience as a designer, brand strategist, and writer for the social impact sector, Matt helps Constructive’s teams design processes and practices that create brand value for nonprofits and social impact businesses—elevating how mission and purpose are translated into brand-aligned strategy, messaging, and designed experiences.

Matt contributes to the field of nonprofit design, serving on the Leadership Team for the NY chapter of The Communications Network, writing, speaking, mentoring, and conducting workshops. His work has been recognized for excellence by numerous organizations such as The Webbys, Communication Arts, Print Magazine, The Case Awards, Graphic Design USA, The W3 Awards, The Communicator Awards, and others. Matt earned his BA from Sarah Lawrence College in Writing & Visual Studies, and then conducted post-graduate design studies at the School of Visual Arts, Rhode Island School of Design, and Parsons.

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