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What is the Purpose of Your Nonprofit's Website?

What is the purpose of having a website? Creating a great website is a crucial element of your nonprofit’s communication strategy

It should share your mission statement, but also encourage website visitors to be curious about how to participate or join your organization. If your website does a good job of communicating its goals, visitors would be inspired to join as a donor, member, or volunteer. 

Setting the right goals and saying the right message on your nonprofit’s website is super important. You should also consider your website design and website structure, but first: What should your website say about your organization?

We’ll go over how your website should lay out clearly:


Define the Mission for Your Nonprofit

If you are the founder of the organization, you probably know its mission statement like the back of your hand. It needs to be crystal clear for your website visitors too!

The website should clearly say your nonprofit’s mission statement. You should make it visible on the home page, so that visitors see it immediately. However, you can also add it to other pages, especially the “About” page that explains the history and current status of your organization.

You can also share your nonprofit’s values in the mission statement. For example, we at AssoConnect focus on 3 values: simplicity, benevolence, and excellence. These values guide our priorities, collaborations, and next steps. 

What values are central to your nonprofit’s mission? 

Double check if your mission statement answers these 3 questions: 

  1. What is your nonprofit’s mission? What existing problem is your nonprofit working on?
  2. What are your nonprofit’s core values?
  3. What differentiates you from similar nonprofits? 

Let’s take a look at Amnesty International’s website, as an example: 

Amnesty International’s mission statement is clear at first glance: “We campaign for a world where human rights are enjoyed by all.”

To find out more, visitors click on “Who We Are” to read:


Its values and mission are emphasized on the website through powerful text and images. Based on their clear mission statement, anyone who visits the website understands that Amnesty International advocates for justice and activism.


After your mission statement is shared on the website, you also need to make sure everyone on your team knows it equally well.

This shared knowledge and understanding of the mission statement will unite your website’s style, design, tone and content. Anyone managing other aspects of your nonprofit will also be able to stick with the mission statement.


Who is Your Target Audience?

Your website is published for anyone in the world to view. That is the beauty of the internet -- it can reach anyone.

However, you’d need to target your mission statement and website content to certain audiences. Otherwise, your message could be too diluted, when you try to reach everyone at once.

Some possible target audiences include: 

  • Current members
  • Potential new members
  • Donors
  • Corporate sponsors
    Government agencies

Once you’ve investigated who is visiting your website, you can rank the type of visitor in order of priority. When you’re deciding what kind of content to post on your website, you can dedicate the appropriate number of pages to each type of visitor.

For each type of visitor, you should define: 

  • General demographic information (age, location, profession)
  • Why the visitor clicked on the website link
  • Goals for visiting the website
  • “Call to Action” (what your website wants its visitors to do)

Your website is the window into your nonprofit’s mission and work. For anyone visiting your website, the mission statement must be clear and consistent.

Now that your mission statement is clear on your website, you can dive into developing your nonprofit’s communication strategy.

AssoConnect is trusted by 10,000+ nonprofits to easily build a website, manage a database, and manage fundraising campaigns.

Request a demo today, to start your 30-day free trial! 

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