Posted by Jay Wilkinson

Several years ago, I took my daughter to see The Frick, a museum in New York City. I used to live in Manhattan and I wanted to share my passion for art and museums with her.

Before our trip, I went online to visit the museum’s website, and I was pleasantly surprised. The front page included a dated list of four or five current or upcoming events, including a link to the details highlighting an exhibit I knew she’d love.

It’s a simple thing, to include fresh, updated content like that on your nonprofit website—but it’s crucial. Current content is what gives your website vitality, an important characteristic of a viable nonprofit website.

Vitality is about creating the perception that your nonprofit website is constantly evolving and changing. Obviously you’re not going to change all of your site’s content every day. But regularly updating the content on your homepage is a great way to ensure vitality and keep your website engaging and interesting.

One of the best ways to do this is by creating a team blog for your organization—it’s the single most effective way to regularly add new content, important for both vitality and SEO. I recommend assembling a team and rotating contributors by asking five or six key staff members to write a new post once a month. Just updating the content on the front page is enough to give visitors the sense that your organization is alive and active, not static and disconnected.

Did you know that the average person will subconsciously decide in less than five seconds if they’re going to click past your front page and/or bookmark your site? This decision is based almost entirely upon the end-user’s perception of the site’s freshness of content.

Posting dated content a minimum of once per week is the silver bullet to vitality. Even if you can’t pull-off a blog, at the very least put together a database of 52 inspirational “thoughts of the week” or practical tips and have them automatically post every Monday. Even the most novice of web developers can make that happen.

A nonprofit website that feels fresh will cover up many other mistakes. Implementing a strategy to increase your site’s vitality has a huge ROI. Get on it today.