6. Information on Where the Money Goes

Where and how supporters' gifts will be spent is a topic worthy of a separate page on your website -- and it's a page that should be easy to find, perhaps as a link from your introductory giving page.

Studies have found that users rank information about how donations are spent high in importance when visiting a charity's website. This portion of your website should also include links to your annual report (if available online) and your Form 990.

7. Funder and Donor Information

If you've been scrambling to find ways to publicly thank your foundation funders and major private donors, a website can really take the pressure off. Many organizations add a simple link to "Our Funders," whether on their homepage or a deeper page within the site.

Mentioning your funders and donors online is also a way to build trust in your organization. You want Web viewers to think, "If the ABC Foundation and So-and-So support this group, they must do good work."

Some nonprofits also post profiles of individual donors, complete with photos and personal accounts of why they give. (You would, of course, have to get permission from the donors first.) Again, this is a way to inspire potential supporters.

8. Tracking Users

It doesn't take particularly advanced technology for your Web designer to add a feature allowing you to keep site traffic statistics. This information will tell you not only how many people are visiting your site but also which websites your visitors came from and where they go within your site -- which links are enticing them to click, which pages they're leaving unviewed, what they're downloading, which page they most commonly exit your website from, and the like.

Once you make a habit of collecting and interpreting your traffic statistics, they can be invaluable for measuring and enhancing your website's fundraising effectiveness. For example, over time you'll be able to evaluate the comparative success of an email campaign, the drawing power of a press release, or your best referral sources.

Advertise your Web address in all of your printed materials. After you've created a website that meets as many of the above criteria as are financially feasible, don't keep it a secret. Your website should become one of your principal communication devices. Feature the address prominently on business cards, stationary, brochures, T-shirts, and every printed document you produce. Encourage newsletter readers to check your website for further information or updates on issues they're reading about. And include links to your website within emails sent to supporters, allowing them to click for further information or to donate online.

For more information on ways to raise funds for your nonprofit, online and off, see Effective Fundraising for Nonprofits: Real-World Strategies That Work, by Ilona Bray (Nolo).