Your Online Presence

Does your organization have a website?  Is it up-to-date or does it have last year’s board members still listed? 

Having an updated website is important to your organization’s success.  It is a key tool in spreading the word about your mission and programs, engaging volunteers and donors, and attracting new supporters.

There are important items that every nonprofit organization should have.

Mission.  Your mission, why you exist, should be one of the very first things a visitor sees when visiting your website.  Make sure it is clearly stated on your homepage. 

History.  Share your founding story.  What got you to where you are now?

Programs.  Now that visitors know why you exist, share with them how you are addressing the issue and what types of programs they can support.  What are your programs?  Who benefits?  Where do your programs exist?  When do they exist?  Be sure to include images and stories of actual people.

Impact.  What impact has your organization made in the community?  Share real stories of the lives your organization has impacted.  Tie your programs to what has been accomplished and future goals.

Donations.  Provide an opportunity for visitors to make a donation, not only online, but share how donors can make a donation via check or from their IRA.  Not all individuals are comfortable with making online donations.  You don’t want to lose a potential donation just because a visitor doesn’t know where to send a check.  Provide suggested amounts to give and what the specific amount can accomplish but also allow an option for another amount of their choosing.

Financials.  To show your commitment to transparency provide your annual report, financials, Form 990, and other policies.  Nonprofit organizations are not required to share their financial statements but they are required to make available a copy of their Form 990 for the last 3 years.  This is one way to do that.   Many organizations do make more than just their Form 990 available on their website to build trust with donors and the public.

Social Buttons.  Social share buttons connect your website to other social media sites, such as Facebook, Instagram, or LinkedIn, that your organization has.  It’s an easy way for visitors to access other areas of your online presence.

In addition to your own website, information about your organization is included on websites of third parties.  Some of these include the following.

IRS 

The IRS has available on its website, Tax Exempt Organization Search, that lists all organizations that are registered as tax-exempt with the IRS.  Basic information about each organization is available such as contact name, address, year-end, and IRS code section.  The IRS Determination letter is available for some organizations depending on when it was issued and most recently the organization’s Form 990 filed with the IRS was added.  

GuideStar 

In 2019 GuideStar’s tools for nonprofits was combined with the Foundation Center to create Candid.  To help demonstrate transparency to potential funders and donors, Candid has created Seals of Transparency – bronze, silver, gold, and platinum.  Each level of the seal provides additional information on an organization.  The information must be uploaded by the organization.

Better Business Bureau 

The Better Business Bureau also has Standards for Charity Accountability.  There are 20 Standards covering governance and oversight, measuring effectiveness, finances, solicitations, and informational materials. 

Make sure you review your organization’s listing on each of these websites to ensure the information is correct.  It is possible that information has been reported incorrectly or needs to be updated.  Also, continue to monitor your own website and make updates as needed.  Your website may be the only communication that some people get about your organization so you want to ensure it is accurate. 

Contributed by: Carrie Minnich, MAcct, CPA | Partner | DWD CPAs & Advisors