Way back when, when social media was newish—let’s say 2007—I used this classic baseball analogy to illustrate how social media fit into the communications universe.
- Your website is your nonprofit’s online home base, with email as pitcher (no hits without the pitcher).
- Core social media platforms (now Facebook, Twitter, LinkedIn, Instagram) as inside bases.
- Other social media platforms as the outfield.
Then, for many organizations, social media platforms took precedence—capturing our imaginations and anxieties, if not the impact—over more traditional online and offline marketing.
In fact, social media—or at least the dream of what social media could be—eclipsed websites and email for quite a while in terms of focus and excitement. Alas, resources were seldom part of the picture. But by now, for many of us, the role of social media has moved back to the infield, with your website sticking hard at home base.
That’s because your website remains, even after all these years, the central hub for actions—giving, registering, signing a petition, and more. Social media and, yes, even email are designed to drive people to your site to act (although mobile actions are quickly growing more common).
Here are a few reasons websites live on and remain strong. When done right, your nonprofit’s website:
- Delivers in-depth coverage of your organization’s history, work, and impact. (Multiple pages can showcase a single organization or campaign, with content that exists for the (relatively) long term vs. more ephemeral social media content.)
- Provides access to the rich, multidimensional story of your organization.
- Engages a significant yet diverse audience, which continues to grow as use of the mobile Web surges. Your website is now a see-anytime-anywhere platform.
- Generates insights into visitor behavior and campaign effectiveness via well-tested, low-cost usage analytic tools.
If you needed a reason to refocus on your organization’s website, you now have several. Your website could be your organization’s killer app!