Most often, a non-profit has to create a unique site, dedicated to a specific action and goals that it wants to achieve. This provides clarity, as visitors and interests are able to visit and experience it individually.
A microsite is a web page(s), devoted to a specific campaign or initiative.
If you think of your online presence as a book, a microsite is like a chapter dedicated to a specific fundraising campaign. It’s a smaller website, completely separate from your main website, usually with it’s own URL, dedicated to a specific campaign or marketing call to action. Here, you can organize all your content in the best possible way, and people can find everything on the campaign running on it.
It helps you to organize your information and make it easy for people to find what they need without it being cluttered by other messaging and (or) campaigns your organization might have.
The good news is this doesn’t have to be a huge undertaking that requires a lot of time.
Why have a microsite? When you have a campaign on your main site, it tends to get lost in the action—after all, you have features, products, services, and other things that you want you want your audiences to follow through with. Having a separate, smaller site gives you the chance to get more creative, creating a snazzier, clear and more focused pathway to your campaign’s specific call to action.
Setting up a microsite creates clarity for your campaign. Especially if you are running multiple campaigns at the same time. Because the details of your campaign are separate from the day to day work you do, focus is intensified, and meaning, or certain details, are not lost.
Also remember that a key part of a marketing campaign is to have potential interests follow through, and eventually engage, whether by donating , or signing up. You are, as any campaign requires, in a position to keep the steps from interest to action as short as possible, for higher turnover; you make the most of the call to action. A microsite also allows you to fully take advantage of implementing a creative direction most effective and suitable with the campaign’s strategy.
A campaign microsite is therefore best set up independently, and used only for, and during the campaign period. This is where all the specific content developed is uploaded and where suitable, predetermined elements of the campaign strategy are executed.Everything you do on your microsite should help support three main goals:
- Gain supporters’ trust.
- Tell a great story.
- Activate donors and fundraisers.
Other reasons you should have a microsite for your campaign are:
A chance to attract new members
Campaigns are usually ‘loud’ and fun. If successful they also spread fast in a short period of time. This ‘buzz’ may reach people who have never heard about your non-profit before.
Focus on the Call To Action
The urgency, which is a key characteristic of any CTA may in itself attract new people to your campaign, who may be immediately inspired to act. You thus gain support for your campaign and a wider audience all at once.
Your Brand Story grows.
For the period during which your campaign runs, it is also representative of your brand itself. Any unique selling points of creativity become part of the general opinion of your non-profit. You might find that the news of your non-profit and the campaign itself is covered and shared in different outlets.
People who share and comment on your campaign end up becoming a part of the ecosystem. They add more interest to the campaign, which pulls more people and creates an more powerful story that keeps people around.
Easy to get specific analytics
You can generally track and keep count of the number of people looking at your microsite as the campaign runs. This is an important way of finding out how interested people are in your brand, in addition to the entire campaign.
Opportunities to get creative
Creativity can make the most of emotional appeal, whether you decide to leverage colour or clever design for your campaign. You can design your microsite how you like, unlike existing websites, which already have structure and design guidelines that may limit you. You can make it quite different from your standard website for greater shock value, or ‘noise’. You may also choose to maintain similarities that you feel would give your campaign a bigger voice. The choices are endless if you set up a separate microsite.
Quick Set Up
Microsites are easy to set up. You can make any changes or improvements that come up without affecting your website and you can take them down easily after the campaign is over.
Make it as Detailed as you want.
If you were to run your campaign on your main site, you would not take advantage of any details you wanted to add, as the existing data and design would be affected. Microsites allow you to be as detailed as you like, if this is the overall direction chosen for the campaign. Use can use your imagination for great effect.
Nonprofits try to make the most of all resources, including money. Microsites are budget friendly, as you can do quite a lot on a single platform. They also retain a professional look, regardless of budget.
Boosts your SEO
Like any other website the URL for your microsite is unique. It comes up if anyone does a search on your Nonprofit, and people can have a look at your digital presence across the board. This in itself tells a story, and provides important history on your Nonprofit, which will interest different people in many ways.