Event Microsites: What Are They and Do You Need One?
Microsites give tech nonprofits a new way to promote and run events and online fundraisers. However, despite their many uses, microsites are often misunderstood, and some nonprofits even consider them to be too complicated to be worth the hassle of setting up. But nonprofits ready to do the research will quickly find that microsites are actually a straightforward virtual tool with numerous benefits.
Connecting with donors online is more important than ever, and a well designed microsite can help your nonprofit stand out from the crowd. Online fundraising has made great strides in just a few short years, and staying on top of current digital trends gives your nonprofit more opportunities to host modern, dynamic events.
To help your nonprofit understand the ins and outs of microsites and to get started setting up your own, this article will explore:
- What are microsites?
- What are the benefits of using a microsite?
- Microsites: 3 Examples
If your nonprofit needs technical help setting up your microsite or if your team still has questions about whether or not a microsite is right for your fundraising event, don’t hesitate to seek out a consultant.
What are microsites?
Microsites are websites that exist separately from your main website and host content specific to a focused topic like an event or fundraising campaign. Many microsites are still connected to their nonprofit’s main website through subdomains. For example, your main website would have the URL “yournonprofit.com” and your event microsite would have the URL “event.yournonprofit.com.”
Microsites can can support a variety of functions, and nonprofits might consider using a microsite for hosting events, fundraisers, and other gatherings, including:
Conferences. For many nonprofits, conferences and workshops are useful events to host but can be tangentially related to their main fundraising efforts. Microsites for these events allows your nonprofit to keep content organized and dedicate the entire website to a few specific functions rather than forcing attendees to navigate their entire main website.
Campaigns. Creating a dedicated website for a long running campaign can provide supporters with a centralized location for updates on your fundraising progress, campaign specific events, and activities related to your campaign. For example, a microsite for a crowdfunding campaign might include a fundraising thermometer, leaderboards, and other gamification tools that are relevant to that specific campaign.
Webinars. Webinars allow nonprofits to demonstrate their knowledge to a wide field of supporters and to interact with them through live streaming and chat features. These microsites tend to host the live stream for the webinar, registration information, and some nonprofits also include an accessible library of past webinars.
Nonprofits can host these events on their main website, but microsites give them the freedom to really focus and highlight the specifics of their event or fundraiser.
What are the benefits of using a microsite?
Virtual events have increased in popularity, and standing out from the crowd can be a challenge. With strategic use, microsites can help drive attendance and assist your fundraising team in seamlessly interacting with your audience for the entirety of your virtual event.
Like any fundraising tool, microsites come with their pros and cons, so there are times when it’s more appropriate to use your main website to host your content. However, for many nonprofits, microsites offer a variety of advantages that are well worth the investment including:
Organized content. Hosting everything on one website can be overwhelming for your webmaster and confusing for your site visitors. Guides like this one demonstrate the sheer number of virtual fundraisers a nonprofit can host, and adding them all to one website can quickly become unwieldy. Distinct microsites ensure all information for each event stays grouped together and won’t be mistaken with another event’s.
Data collection. Microsites have highly focused content and purposes, meaning that your key performance indicators can provide highly specific information. For example, tracking click through rates to determine how successful your marketing campaign was for an event hosted on your website may get confused by other unrelated clicks. By contrast, those visiting your microsite are likely there for only one or two purposes.
Increased brand visibility. A new website means supporters have more chances to discover your nonprofit. Plus, while your nonprofit’s brand should maintain consistency, microsites give your outreach team a chance to show off a different side of your brand that departs slightly from the image you present on your main website.
Remember, just setting up a microsite alone doesn’t make your event automatically successful, so make sure your nonprofit puts in the necessary effort to reap the rewards of these benefits. You can research how to design and use your microsite effectively by referring to examples of well made and run microsites.
Microsites: 3 Examples
1. Oregon Zoo Foundation
The Oregon Zoo Foundation’s microsite effectively incorporates multiple elements for event oriented microsites without being visually overwhelming. For example, the raffle winner information positioned next to the live-stream feed lets raffle participants simultaneously tune into the event while also being immediately updated on their winnings.
This microsite is also strategic about what it chooses to showcase on its front page. The buttons at the top take guests to separate pages for the event’s auction catalogue, donation page, and registration information. Given the amount of content for this event, a microsite lets the Oregon Zoo Foundation’s team create a dedicated space for each element rather than hosting everything on their website.
2. The Children’s Book Bank Virtual Gala
Microsites are also a great place to collect donations specifically related to your event instead of directing visitors back to your main website’s donation page. The Children’s Book Bank Virtual Gala features an optimized donation form integrated right into the homepage of their microsite. Consider syncing data from your event-specific donation forms and text-to-give donation options to your live-stream, so donors watching your event can see you raise funds in real time.
Event-specific donation forms like this one can be optimized just as well as the forms on your main website. The Children’s Book Bank’s donation form features a fundraising thermometer at the top of the page, suggested giving amounts, and a monthly giving option.
As CharityEngine’s guide to recurring donations advises, incorporating recurring giving options as naturally as possible without lengthening the form beyond a single page can help increase monthly gifts. The Children’s Book Bank keeps their initial donation as short as possible, striking a balance between creating prominent recurring donation options that can’t be missed while still providing approachable and easy-to-use giving options.
3. Mercury
Mercury’s event microsite demonstrates the power of minimalist design. This microsite avoids cluttering the main page, directing focus to the live stream and donation form. The event’s background information can easily be accessed by visitors from the links at the top of page, making it available without being intrusive or distracting.
Mercury makes effective use of color, as well. The yellow-orange of the navigation links contrasts with the live stream’s blue waiting screen, and the colors combine to reflect Mercury’s brand in the header.
Minimalist designs like this are often appropriate for microsites with limited content. Even if your fundraising team lacks a web design expert, you can still create an effective microsite design by finding a web design nonprofit consultant or conducting further research on highly effective microsites like this one. Take note of elements that attract your attention or conversely detract from your experience to create effective benchmarks you can compare your own microsite to.
Microsites may seem complex at first. However, once your nonprofit is familiar with the basics, microsites are ultimately a straightforward tool for effective online fundraising and event hosting. Microsites with strong designs that help users navigate a selection of content curated to your event can help your nonprofit improve its outreach and expand its brand identity.
If you find your nonprofit is in need of more help setting up your first microsites, seek out a consultant to ask specific questions about how a microsite can transform your next event.
About the Author
De’Yonté Wilkinson, Director of Site Builds, Cornershop Creative
De’Yonté’s a late-80s baby who found his passion for web design and development during MySpace’s heyday, when he helped his friends create awesome profiles. He’s spent the last three years specializing in WordPress and conversion optimization, and is an active proponent of coding guidelines. In his off time he enjoys cooking, Rugby, and hanging out with his wife.
