Asking for money is not easy. Even the most seasoned professionals get spooked. Even more so when pitching to the Board! It might feel like you’re in an episode of Dragon’s Den, but your Trustees have a legal duty to make sure your charity manages its resources effectively. Yes, you need a new website. But costs can creep up. It would be irresponsible of your Board not to ask questions – especially with the Charity Digital Code setting such investments as a strategic and governance issue.
Your job is to give the Board all the information they need to make an informed decision. This means building a strong business case, and that starts with understanding the need. So take a look at your analytics and consider the following:
- How many people visit your site every month and what are the trends?
- What devices are people using, and is your site responsive?
- How much money do you raise in online donations?
- What’s your conversion rate? How many people are you losing and where?
If you can, ask individuals to give feedback on their user experience. Ask them how long it takes to find specific information, if they feel comfortable making an online donation, and for their overall impression of your site. Engage stakeholders across departments and find out if your current website meets their needs. Don’t forget to talk to those responsible for managing your site. Can you work out how much time they spend on it and how much it costs?
Next you need to benchmark against industry and peer standards. This will help you understand how your website compares to others, shine a light on priority developments and set realistic targets. Whether you’re looking to outsource the project or buy a website builder, you can use this information to engage with providers and create a detailed budget (with contingency!). Split the quote so your Board know what they’re buying, and be sure to highlight key project outcomes, such as:
- Increased traffic: raising brand profile and creating opportunity to engage new supporters.
- Improved user experience: leading to lower bounce rates and more online donations.
- Better handling: a good CMS and integrated charity CRM will save time and give your team easy access to powerful data.
- Future-proofing: will help your charity respond to emerging digital trends.
- Consent management: supports GDPR compliance and puts your donors back in control.
Finally, take some time to consider the long-term financial benefits of redeveloping your website, including:
- New money raised through online donations and transactions.
- Direct savings through reduced reliance on fee-based third parties.
- Staff time and the associated cost-benefit.
- Overall return on investment.
This is your bottom line. So get to know your numbers, practice your pitch and prepare supporting documentation. Don’t shy away from the risks. Detail them. Mitigate them. Your Board has the charity’s best interests at heart. If you present a considered business case that offers true value for money, then there is no reason you can’t emerge from the Den triumphant.