What is your nonprofit organization’s personality like? Is it pretentious, or welcoming? Will potential donors, staff, and volunteers think it’s stiff and formal, or casual and fun? More importantly, does the organization’s personality align with its mission and goals?

It is important to communicate your NPO’s personality in a way that resonatess with your targeted donors and supporters. The first place to analyze this piece of your communications strategy is your website—because that’s where most people will go to learn more.

Is your website content and design friendly or pretentious? Welcoming or chilly? Serious or upbeat? Determine what “voice” best matches your organization’s goals and its mission. Does the website content match that ideal voice? Or will visitors feel a disconnect between what they perceive about your organization and what is communicated on the website? Make sure your charity’s goals and needs are clearly communicated in a voice that matches your mission.

How easy is it to donate to your organization through your website? Will potential donors be turned off by too many steps and windows? Can visitors interact through comment boxes, easily sign up for a newsletter, or learn more about the organization? Are volunteers easily able to communicate their desire to help?

Picture your website visitors in your mind: are they happy and smiling, learning what they want to know, or are they frustrated and confused? You want them to think your organization has a good personality. You can help by ensuring the website is easy to navigate, that they clearly understand your purpose and needs, and that they can interact easily with your organization.

If your organization has a bad online personality, consider revamping your website.