August 19, 2008
Making Charity Web Sites More Informative
Nonprofit organizations that want to tell the public more about their work— and solidify the trust they have earned from donors, clients, and others — should include more information about their inner workings on their Web sites, writes Ken Goldstein on the Nonprofit Consultant Blog.
“I’m not just talking about your programs and the great deeds that your organization performs,” writes Mr. Goldstein. “I’m talking about your finances, your governance, and your management of the public trust. Because that’s what a nonprofit is: A public trust.”
In exchange for the tax-exempt status charities have been granted by the Internal Revenue Service, he writes, they owe the public a certain amount of information.
“Lack of trust in nonprofits leads to lack of donations, and restrictions on what we can ultimately accomplish,” he writes.
Among Mr. Goldstein’s suggestions for what should be included on a charity’s Web site: the group’s most recent Form 990, the informational tax return filed with the IRS; the results of recent financial audits; monthly summaries of board meetings; and contact information for staff members that includes e-mail addresses. Blogs that detail staff changes and new donations that have been received can help supporters feel included in an organization’s work, he writes.
“These are just a few ideas to get you going, “ Mr. Goldstein concludes. “I’m sure you can come up with many more once you start thinking about your organization, and how you communicate with your community.”
What elements should be included on a charity’s Web site to inspire supporters’ confidence? Click on the “comments” link below to offer suggestions.
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Interesting discussion – we just asked readers for input on the ways nonprofits can best show “transparency” and shared some of the responses at our blog:
http://ionnonprofits.wordpress.com/2008/08/13/nonprofit-transparency-part-ii/
— Liz Aug 21, 11:00 AM #