Recently, I had a conversation with a nonprofit manager who was adamant about including national news links and partner websites in their newsletter and on their organization’s website. Their reasoning? They wanted to show support for important causes and collaborate with other organizations.
It’s a sentiment I’ve encountered time and time again in the nonprofit sector. Many leaders feel that by featuring external links, they’re being inclusive and generous, rather than focusing too much on their own work.
But here’s the problem: These well-intended actions can significantly dilute your marketing efforts and reduce your return on investment (ROI).
The Real Purpose of Nonprofit Marketing
Marketing isn’t just about information-sharing—it’s about awareness, engagement, and conversion. Your website, emails, and newsletters should be strategically designed to:
✅ Drive traffic to key areas (donation pages, program sign-ups, volunteer forms)
✅ Keep your audience engaged with compelling stories and calls to action (CTAs)
✅ Strengthen your brand identity and reinforce your nonprofit’s credibility
✅ Convert visitors into supporters (donors, volunteers, advocates)
By directing your audience away from your website or newsletter with external links, you risk losing their attention and engagement at the exact moment they’re considering taking action.
How External Links Can Hurt Your Nonprofit’s Marketing
Audience Distraction & Drop-Off
Your readers might click on an external link and never return to your site.
They may get distracted by other content and forget why they were engaging with your organization in the first place.
Lower CTA Conversion Rates
Every email and webpage should have a clear call to action (Donate, Sign Up, Learn More).
Sending people elsewhere interrupts that journey, lowering the chances they’ll complete a meaningful action.
It may increase your open rate on an email, but lure them away from important CTA.
SEO & Traffic Loss
When you link out to other websites, you’re giving away valuable traffic that could boost your own site’s engagement and search rankings.
The goal should be driving people to your content—not someone else’s.
Reduced Brand Awareness
Your nonprofit should be the authority on your mission and impact.
Too many external links make your brand feel secondary rather than the leader in your space.
What to Do Instead: Keep Your Audience Engaged with Your Brand
If you want to support partners and share external resources, there are better ways to do it without sacrificing marketing effectiveness:
Final Thoughts: Own Your Message, Drive Your Impact
There’s no shame in keeping your audience engaged with your mission. Nonprofit marketing isn’t about competing with others—it’s about maximizing your impact.
Instead of sending people away, use your website and newsletters as a hub of engagement where visitors can learn, connect, and take action.
So next time you feel the urge to add external links to your nonprofit’s content, ask yourself: “Am I guiding my audience toward impact—or sending them away from it?”
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