One of the things I really love about working with non-profit organizations is their passion. Very few people, if any, get into the non-profit sector because of the big paychecks or the lavish lifestyle. More often than not, the people who are involved in these organizations are there because they really believe in the cause and mission that their organization supports and promotes.

That being said, one thing that often disappoints me with nonprofit organizations is the lack of that passion and conviction in the content on their websites. I have to admit that I am pretty ardent about content, so maybe I'm a harsh critic. However, websites are a visual medium. Not unlike their print-based brethren, they rely heavily on a combination of visual design and content to convey the voice of the organization. When the combination of these two components doesn't accurately represent the organization, the purpose of the website and the mission of the organization is often lost.

Remember that, just like those of you that work for nonprofit organizations, people who donate to and advocate for these organizations are passionate about what the organization is doing, too. So highlight the great things your organization does that differentiates it from other organizations in the same vertical. Talk about who donations help, not just how they are allocated. Share volunteer experiences. Get excited about what you are doing, and spread that excitement all over the content on your site. Get a content strategy together to make sure that what you say on your site represents your organization, not just another website. Your passion and your dedication are important and inspirational - you've got a lot to say, and we want to hear it!

Additional Links
Check out the following links for more information about this topic:
Winning Content Persuades, Not Manipulates
Turn Usable Content into Winning Content