Here are a few takeaways from nonprofit marketing expert Jay Wilkinson’s Firespring webinar, “How to Captivate and Engage Your Constituents with Your Website.”

Problem: 75% of nonprofit web sites are designed in-house or donated by volunteers: Just don’t do this, because it will lead to stagnant web sites that reflect poorly on your organization and frustrated leadership (see below). Think cost-effective, not cheap (see below) and abolish scarcity thinking (see even belower).

Use a content management system to prevent executive director/CEO frustration with slow web site updates: I’ve seen this with several clients; they have a volunteer with the only “keys to the kingdom” and have to email her/him just to fix a typo—and then see results three days later. As Jay said, and I agree with him: Give at least your marketing director an easy tool to update the site her or himself.

Include your constituents/stakeholders designing your site and your web strategy: Wondering what people want out of your web site? Ask them! My One-Day Consensus Conference can help. Or, you could invite some of your key constituents and stakeholders to your board retreat.

Lack of research and planning leads to web site problems: Web strategy should be part of your strategic thinking and strategic planning. My experience with clients shows that involving the entire organization in strategic thinking (PDF link) helps nonprofits keep their external communications fresh and effective.

Nonprofits neglect return on investment (ROI) in web design, thinking cheap instead of cost-effective: Agreed, with regrets. Follow nonprofit author/blogger/fount of wisdom Beth Kanter’s advice and abolish scarcity thinking.

Did you listen in on Jay’s webinar? What were your takeaways?