The document provides tips for writing content for websites, including structuring text in an inverted pyramid style, employing a conversational tone, using active voice, utilizing action verbs, writing with fewer words, including one idea per paragraph, providing specific useful information, using clear headings and subheadings, formatting text appropriately, and proofreading for consistent style and correct grammar. The tips are intended to help writers adapt their work for the web in a way that is engaging, concise and easy for readers to understand and navigate.

1. Presented by: Cindy Leonard
Bayer Center for Nonprofit
Management at Robert
Morris University
2012 DonorPro
Users Conference

2.  http://writingforweb.wikispaces.com/

3. Total words on page
Total words actually
read

5.  Examples included in this session have been
procured from real websites whenever possible.
 Agency names have been changed for nonprofits
located in southwestern Pennsylvania.
 If you are a poor writer, this session will not
make you a better one. This session is designed
to teach good writers how to adapt their work for
the web. (Sorry!)

7.  Structure text in an inverted
pyramid style

8. Adoption is only one in a mix of non-traditional families. Others include
divorced, step, foster, multi-racial, single, gay and families headed by
grandparents. All of which can complicate children's lives in the classroom
and on the playground. Negative perceptions and depictions of such families
can adversely affect children. This is why teaching tolerance and
understanding is critically important.
Even though adoption is often misunderstood, it is also gaining a wider
acceptance, making it a valuable prism through which to view not only non-
traditional families, but all families. Indeed, by understanding adoption, we
lay the groundwork for the understanding of all families.
We may be long past the time when adoption was shrouded in secrecy, but
we have yet to rid ourselves of its baggage. While adoptive families today are
proud of their families and reject a legacy of stigma and shame, the lingering
impacts of past misconceptions and stereotypes remain in questions and
comments, in comic strips, on television and as the butt of jokes on sitcoms.
The fact remains adoption is a curiosity and, for that reason, among others,
it makes good copy. However, there are serious consequences to
misunderstanding and misrepresenting adoption in society and in the media.

9. We may be long past the time when adoption was shrouded in secrecy, but we
have yet to rid ourselves of its baggage.
While adoptive families today are proud of their families and reject a legacy of
stigma and shame, the lingering impacts of past misconceptions and
stereotypes remain in questions and comments, in comic strips, on television
and as the butt of jokes on sitcoms. The fact remains that adoption is a
curiosity and, for that reason, among others, it makes good copy.
There are, however, serious consequences to misunderstanding and
misrepresenting adoption in society and in the media. Adoption is only one in
a mix of non-traditional families. (Others include divorced, step, foster, multi-
racial, single, gay and families headed by grandparents.) All of which can
complicate children's lives in the classroom and on the playground.
Negative perceptions and depictions of such families can adversely affect
children. This is why teaching tolerance and understanding is critically
important. Even though adoption is often misunderstood, it is also gaining a
wider acceptance, making it a valuable prism through which to view not only
non-traditional families, but all families. Indeed, by understanding adoption,
we lay the groundwork for the understanding of all families.

10.  Employ a conversation but
factual tone

11.  Poor:
◦ Have you ever wondered how you can help the
environment? Have you been looking for ways to
be more green at home? Recycling might be for
you. You can learn about recycling by visiting our
“Recycling at Home page.
 Better:
◦ Visit our “Recycling at Home” page for information
and tips on home recycling.

12.  Write using an active voice

13.  Poor:
◦ The children were allowed to thoroughly visit the
museum’s exhibits by their teachers.
 Better:
◦ The teachers permitted the children to thoroughly
explore the museum’s exhibits.

14.  Utilize action verbs

15.  Poor:
◦ Lions Tigers & Bears is a federally and state licensed non-
profit 501(c)(3) rescue facility dedicated to providing a safe
haven for unwanted and abused exotic cats. We are a NO
KILL facility that allows cats in our care the opportunity to
live out their lives with dignity in a caring and safe
environment. Our goal is to provide a safe haven to rescued
cats and to educate the public about the growing
population of abandoned unwanted exotic animals.
 Better:
◦ Lions Tigers & Bears, a federally and state-licensed
nonprofit rescue facility, provides a safe haven for
unwanted and abused exotic cats and educates the public
about the growing issue of abandoned, unwanted exotic
cats. Our no kill facility allows cats in our care to live out
their lives with dignity in a caring, safe environment.

16.  Use fewer words

17. It is the intention of The Domestic Crisis Center to provide quality training
for meaningful volunteer tasks, as well as opportunities for increased
responsibility. In order to reach this goal, we will provide each volunteer
with the opportunity to develop to his/her potential by teaching new skills
and expanding on existing assets.
It is our belief that with proper training, both men and women with varied
life experiences and backgrounds can provide quality services to the agency
and its clients. The volunteers of The Domestic Crisis Center are expected
to reflect our philosophy of self-determination in all activities and respect
the fact that each individual has the right and responsibility to make choices
that are appropriate for their own lives.
The Domestic Crisis Center is looking for caring and compassionate men
and women of all ages to volunteer for our Agency. Volunteer opportunities
are available in various areas such as our emergency crisis shelter, hotline,
medical/legal advocacy, children’s programming, community education and
much more.

18. The Domestic Crisis Center needs caring volunteers
of all ages for our emergency crisis shelter, hotline,
medical/legal advocacy, children’s programming,
community education and much more. We provide
each volunteer with quality training, personal
growth opportunities, and new skills development.
Our volunteers are expected to reflect our
philosophy of self-determination in all activities
and respect the fact that each individual has the
right and responsibility to make choices that are
appropriate for their own lives.

19.  Include one idea per
paragraph

20. Poor:
Particle pollution is tiny drops of
liquid or small particles of dust,
metals, and other material that float
in the air. Some particles are dark or
large enough to be seen as soot or
smoke. Others are so small that they
can only be detected with an electron
microscope. It comes from a variety
of sources such as cars, diesel
engines, power plants, industry,
construction, forest fires, open
burning, and wood combustion.
Although a year round problem,
particle pollution levels spike during
high ground-level ozone days in the
summer and during the winter and
fall when woodstoves and fireplaces
are in use.
Better:
Particle pollution is tiny drops of liquid or
small particles of dust, metals, and other
material that float in the air.
Some particles are dark or large enough to
be seen as soot or smoke. Others are so
small that they can only be detected with an
electron microscope.
It comes from a variety of sources such as
cars, diesel engines, power plants, industry,
construction, forest fires, open burning, and
wood combustion.
Although a year round problem, particle
pollution levels spike during high ground-
level ozone days in the summer and during
the winter and fall when woodstoves and
fireplaces are in use.

21.  Provide specific, useful
information

22.  http://www.pressleyridge.org/index.php

23.  Use clear, descriptive
headlines and plenty of sub-
headings

24. Counseling: Services provided by Families Together are both supportive and educative in nature.
They are available on an individual basis either through our hotline or in person. The goal of all
counseling services offered by Families Together is to empower survivors toward the recognition of
their own abilities; to return to them a sense of control over their lives, and to reaffirm their
personal dignity.
In person, individual counseling most often occurs at one of the agency's four offices, but can be
arranged at any location that is mutually agreeable to both the survivor and the agency. Care has
been taken to establish in-office counseling areas that assure both accessibility and confidentiality.
All of the counseling services described are fluid in nature. Although some survivors choose to
utilize only one aspect, (hotline or in-person), many more choose to use these services in
conjunction with one another
Survivor Accompaniment: All survivors served by the agency are made aware of our accompaniment
services. Trained staff and/or volunteers are available to accompany survivors to hearings,
appointments, or to any agency which enables the survivor to achieve the goals of their service
plan.
Advocacy: Families Together has an extremely active victim advocacy component. The agency
advocates for survivors with such agencies and institutions as hospitals, welfare services, housing,
criminal justice/court agencies, mental health services, and legal services.
Information and Referral: This is an on-going service of the agency and acts as a cornerstone for all
other services. By providing survivors with information on domestic violence, sexual assault, and
other violent crime issues, options available, and existing services, we increase their sense of power
while decreasing their sense of isolation and helplessness.

25. Counseling Services
Counseling services provided by Families Together are both supportive and educative in nature.
They are available on an individual basis either through our hotline or in person. The goal of all
counseling services offered by Families Together is to empower survivors toward the recognition of
their own abilities; to return to them a sense of control over their lives, and to reaffirm their
personal dignity.
In person, individual counseling most often occurs at one of the agency's four offices, but can be
arranged at any location that is mutually agreeable to both the survivor and the agency. Care has
been taken to establish in-office counseling areas that assure both accessibility and confidentiality.
All of the counseling services described are fluid in nature. Although some survivors choose to
utilize only one aspect, (hotline or in-person), many more choose to use these services in
conjunction with one another.
Survivor Accompaniment
All survivors served by the agency are made aware of our accompaniment services. Trained staff
and/or volunteers are available to accompany survivors to hearings, appointments, or to any
agency which enables the survivor to achieve the goals of their service plan.
Advocacy
Families Together has an extremely active victim advocacy component. The agency advocates for
survivors with such agencies and institutions as hospitals, welfare services, housing, criminal
justice/court agencies, mental health services, and legal services.
Information and Referral
This is an on-going service of the agency and acts as a cornerstone for all other services. By
providing survivors with information on domestic violence, sexual assault, and other violent crime
issues, options available, and existing services, we increase their sense of power while decreasing
their sense of isolation and helplessness.

26.  Format text appropriately

27.  Poor:
◦ When writing a paragraph of text for a website,
keep in mind that bold text in the middle of a
paragraph draws the eye. Be careful about using it.
 Better:
◦ When writing a paragraph of text for a website,
keep in mind that bold text in the middle of a
paragraph draws the eye. Be careful about using it.

28.  I said I liked it.
 I said I liked it.
 I said I liked it.
 I said I liked it.
 I said I liked it.

29.  Poor:
Our agency has offices
in Allegheny, Beaver,
Butler, Greene,
Indiana, Washington,
and Westmoreland
Counties.
 Better:
Our agency has offices
in these counties:
• Allegheny
• Butler
• Greene
• Indiana
• Washington
• Westmoreland

30.  Poor:
◦ WILL YOU STOP SCREAMING AT ME? IT’S SO RUDE!
 Better:
◦ Will you stop screaming at me? It’s so rude!

31.  Spellcheck and proofread to
maintain a consistent style and
to use correct grammar and
punctuation

32.  E-mail us
 e-mail us
 e-Mail us
 Email us
 Email us
 eMail us
 Animals Are People Too
(AAPT) specializes in pet
rescue, adoption and
foster placement, and
education. AAPT
maintains its Smalltown
facility through the help of
volunteers and a small
staff.

33.  Know your audience
 Be authentic and original
 Be conversational,
not “sales-y”
 It’s okay to have an opinion

34.  “Social media is like a cocktail
party…work the room, be
interesting, honest, engaging,
and don’t schmooze.”