Branding + Messaging

Flip Your Mission Statement to Craft a Better Homepage

Whenever I’m looking for great examples of nonprofit online marketing I seem to turn to “charity: water.” Their incredibly straightforward name, great design and simple mission allows them to be very effective marketers.

charity: water is a non-profit organization bringing clean
and safe drinking water to people in developing nations.

It can’t get much clearer than that can it? Their mission statement in itself is short, succinct and an example for others to emulate. But this isn’t a post on how to write a great mission statement. I understand that for many nonprofits who have been around for years with dozens of services and programs, encapsulating what they do in a simple statement is difficult. However, there is an opportunity to take your mission statement as is and use it to craft great homepage messaging.

Now that we know charity: water’s mission statement, let’s take a look at their homepage.

Screen Shot 2015-10-02 at 3.43.16 PM

There are a few images and titles that slide across the screen, including:

‘You can host a music festival for clean water.’

‘You can take photos for clean water’

‘You can celebrate your birthday for clean water’

See what they did there? They flipped their mission statement. Instead of making it about them, they put their target audience – the general public – in the shoes of charity: water. They spelled out how simple acts and campaigns run by someone/you can make a big impact. As you scroll down, the site walks you through how you can create your own campaign or simply donate to the cause.

You may be thinking, ‘but we need to speak to more than just potential volunteers and donors’, and you’re right. Be sure to prioritize the audiences that use your site. This will allow you to craft a message that’s targeted towards one audience but that resonates with many.

So what can you do today? Print out your mission statement. Where can you insert your audience. How can you paint a picture that allows your visitors to see from their own perspective how they can get involved with your organization – whether it be by receiving help or through helping others.