Over the years of the existence of the Internet, we have become so accustomed to receiving information from it that we go to a search engine with questions for almost any reason. At the same time, we, users, have certain expectations from sites. For example, they should be convenient, with clear navigation, informative and modern. Few people will calmly accept the fact that they will have to wade through the jungle of an outdated interface. And, if many longreads have already been written about creating websites for businesses, the development of websites for foundations still remains in the shadows. But many people interact with the websites of foundations and government organizations on the most important issues.
Hello! My name is Natalya Kalmykova, SSO Redigitra. We have been creating websites and services for state-owned companies and funds for 16 years now, and over the years we have accumulated considerable experience, which I hope will be useful to you. In this article I will tell you what, in our opinion, should be on foundation websites, as well as what mandatory requirements the law dictates for government websites. We also give you a checklist with an analysis of basic SEO settings.
Why the fund’s website is not just “another website”
First, let's define what a fund is. This is important to understand what we are actually dealing with.
It's like a good superhero team: different goals, but the importance of achieving them is undeniable.
Now let’s talk about why it is so important for a fund to have a presence on the Internet, namely a website.
Give information. The modern user is a person who is looking for information. According to the Digital 2024 Global Overview Report (yes, I know, it sounds like a boring report, but trust me, it matters), searching for information and reading news is the number one most popular use of the Internet. And no, users don’t just want to read - they want to act: submit applications, consult, transfer money. Moreover, preferably with one left hand while holding a cup of coffee with the right.
Slide from the Digital 2024 Global Overview Report. More than 60% of users use the Internet to search for information
Ensure transparency. The foundation's website is not only a place for communication with users, but also a space for honesty and openness. Since the fund is obliged to show reports and provide all the necessary documents about its activities.
Support digitalization. In recent years, the state has been actively supporting digitalization not only in business, but also in social spheres. For example, at the “Technologies for Good” conference, held on November 29, 2024, they discussed what digital tools are available to charities and how they can help develop the sector.
Information. This is one of the main goals of the foundation website. The user should know what support measures are available, when a charity project starts, and how someone in need can receive help. But not only that. In an ideal world, a fund's website is not just a database, but a living space where information is easily perceived and each user finds exactly what he needs without wasting time.
Accumulation of information in one place. The site becomes a “center of power” for all content related to the fund. For example, if an article is published about how one entrepreneur, with the help of the fund, received a subsidy and developed a business, then it must be published on the website. Video interview with a successful support recipient? Let's publish! Everything that may be useful and interesting to users should be collected on one resource. And so that information is not lost, it is important to organize all the blocks so that a site visitor can easily find the necessary materials.
Advertising and media. This is the key goal: to attract users, help them get the service. It is important that the site not only provides the user with information, but also be an active tool for attracting and engaging. It is important to “ignite” interest, be it through social proof, bright cases, or simple and clear ways to help.
Technical points (or why designers and developers don't sleep)
- Site responsiveness. Most people access the site from mobile devices. If your website looks like a printout of a tax return on mobile, we have a problem. Strive to ensure that your website is user-friendly on any device, be it a phone or a tablet. It is important that not only the functionality, but also the appearance is adapted.
- Navigation. We all remember how we played “Find the way out of the maze” as children. But your site shouldn't be like that. If it takes more than a few clicks to find the information you need, consider that you have lost the user. Key rule: maximum simplicity and convenience.
- Scenario of user actions. The process of interaction with the site must be thought out to the smallest detail. For example, a “sign up” button shouldn’t just be on the page, it should be strategically placed and designed. You need to understand in advance what will happen when the user clicks on it. This approach helps reduce the number of accidental clicks and increase the efficiency of the site. For example, like this: “registered” - receive a bonus link to a video interview with a successful entrepreneur who, thanks to the fund, was able to open business branches in other cities and increase profits.
- Accessible contact information.Easy access to contacts is the key to a good user experience. Contact information should not be somewhere at the bottom of the footer so that the user is sure to scroll down the page. It should be in the header and footer, in plain sight, as a line for communicating with clients in any company. It is best to make phones and email clickable - the user will not have to copy them manually, everything will be simple and convenient, especially for mobile users. There are some nuances here too. Mail should be made clickable both on the full version and on the mobile version, but the phone only with the mobile version. Another option is to place a “copy” option on your email and phone, since this is the scenario that most often comes from users, judging by the analytics of their behavior.
- Search. It's no secret that a good search is like a good barista: he knows what you need before you say it. But if the search doesn’t work, then the chances of finding the information you need drops sharply. Ideally, the site should be so well thought out that searching will not be necessary. But if it exists, then let it work 100%. Make sure that the keywords find their results and the user is not left without answers. Auxiliary navigation is also important, for example, if the site has a news section, then it is logical that 90% of the results will consist of them; it is important to highlight key pages in the overall results.
- A basic set of SEO settings. Yes, SEO promotion requires well-developed tactics and strategy, which can be expensive and very time-consuming. But at least basic setup needs to be done. If a foundation's website is not configured for search engines, users simply won't find it. And this, you see, is not what is needed when publishing a site on the Internet.
We offer you a checklist with basic SEO settings. Take it and check whether they are configured on your website.
Fast site loading. Don't forget about speed. Loading pages quickly is vital. If the user is faced with loading for more than a minute, he will definitely not wait. And if the page is heavy, for example, with pictures and videos, then make sure that it all loads as quickly as possible.
If the site is technically complex, then pay attention to optimizing requests to the server. Imagine that on the main page of the site there is a news feed, an entrance to your client portal, links to videos and other resources. A lot of users come to the site, and everyone starts following links, trying to log into their client portal and watch the video. These are thousands of requests in a very short time. With such activity, there is a risk that the site will refuse to process all these requests and go offline. But this can be provided for by competent assembly of the inside of the site at the development stage.
The site is assembled in such a way that these thousands of requests from users are correctly distributed and do not overload the site. This way it will always be available to users and will load quickly.
Presentation material on the main page. As soon as the user enters the site, he should immediately understand what kind of organization it is and how it can help him. The home page should have clear signals (buttons) for targeted actions, be it “donate” or “apply for support.”
What else do we recommend adding to the foundation’s website?
User Agreement. This is not just a formality. The User Agreement helps resolve possible disputes with users. The agreement specifies all aspects related to the use of the site, the rights and obligations of the parties.
Processing of personal data. The document describes how the organization uses the information received from the user. The placement of this document is regulated by Federal Law 07.27.2006 N 152-FZ (as amended on 08.08.2024) “On Personal Data”. It is necessary for every website, since during a visit the user already leaves some information and the organization can use it, for example, for advertising campaigns. A link to the personal data processing policy can be added to the footer of the site, as well as under all forms of personal data collection. This also includes a warning about Cookies, which notify the user about the collection of information. By accepting Cookies, the user consents to the use and storage of their data in accordance with the policy, which they can read if desired.
- organization details;
- charter;
- certificate of registration of a non-profit organization;
- composition of the board of trustees;
- reporting for each year;
- procurement information, etc.
Site structure or how not to get lost in three pines
First example. The Yugra Entrepreneur Support Fund “My Business” is an organization that provides support measures to businesses and helps the development of entrepreneurship in the region. The main goal of the “My Business” fund is to attract as many commercial companies as possible that will take advantage of government support. A similar goal will be true for another fund that deals with subsidies - the Ugra Development Fund.
For example, this is the structure of the fund website, which we completely modernized in 2023, before modernization. We went through all the pages and compiled a detailed report on the current state of affairs. We talked about this case here.
The main task of an online resource for such funds is to fully disclose on the website all support measures available to businesses. Imagine a Swiss Army knife, but instead of blades there are sections about the foundation, support measures and successful cases. These are the basic blocks that should be visible. Therefore, when developing the structure, special attention will be paid to support measures and their presentation on the site.
- creating a convenient and accentuated structure for collecting donations - the most striking buttons on the site are “donate” and “enter your client portal”, plus connecting several payment systems;
- coverage of the promotion in the media - the website is the hub where all advertising campaigns are conducted, so it should contain the maximum amount of information to attract and immerse users in the topic of the promotion.
Final Thoughts
The foundation's website is not just a collection of pages on the Internet. It is a bridge between those who want to help and those who need help. And our task is to make this bridge as reliable, convenient and understandable as possible. After this, you can rest easy knowing that you didn’t just create a website, but provided a platform for change.
P.S. If you read to the end, congratulations! You officially know more about foundation websites than 99% of the population. Use this power wisely! :)