Online media such as websites, e-newsletters, electronic direct mail and social media are high-impact, low-cost ways that not-for-profit (NFP) organisations can use to communicate with current and potential members, donors and stakeholders.

Online readers actively seek content they are looking for and generally scan text as opposed to reading every word. This makes writing content for online vastly different to writing content for print media, such as magazines, reports, brochures, flyers and billboards.

Producers of web content need to tailor messages to suit users of the web, who are typically time and attention poor.

How to increase the readability of online content and successfully communicate your NFP’s key messages:

1. Use the inverted pyramid concept – organise content so that the must-know information is at the beginning, and nice-to-know information is at the end
2. Write ‘tight’ – use simple vocabulary and keep content succinct by using short sentences
3. Make use of sub-headings, lists and dot points – break content up to ensure it is easy to read
4. Insert appropriate keywords throughout the content – optimise your chance of being the top result in a search on a web engine (this is called ‘search engine optimisation’ or ‘SEO’)
5. Include hyperlinks and enable comments – keep readers engaged with the content and provide them with extra information where possible
6. Ensure content is tested before it goes online – ask a colleague to proofread the content before publishing so that any errors are picked up before the content goes public.

Jacinta Hannaford
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