A person struggling to pay for food finds a local food bank's website late at night. They are embarrassed and anxious. They want to know: can I get help, do I need a referral, when are you open, and what will happen when I arrive? The website is written mainly for donors and volunteers. The information they need is hard to find.
Many visitors to charity websites are looking for help. What the site says to them matters deeply.
Two audiences, one website
Charity websites often focus on supporters: donors, volunteers and partners. But many visitors are people who need the charity's services. They need different information, in a different tone. Supporter questions are covered in donor questions that go unanswered on charity websites and volunteer enquiries that fizzle out without a reply.
What people seeking help need to know
- What support is available
- Who it is for, and whether they are eligible
- Whether a referral is needed
- When and where to go
- What to expect when they arrive
- Whether it is confidential
- What to do if they need help urgently
Decision guide
Publish clear, compassionate information. A dedicated "get help" section, linked prominently, with plain language and no jargon.
Answer practical questions directly. Opening times, locations, referrals and what to bring can be answered from published information.
Pass personal situations to trained staff. Anyone describing their circumstances should be treated with care and handed to someone who can help properly.
Direct crises to crisis services immediately. Anyone at risk of harm must be pointed to emergency or crisis services straight away. An assistant must never try to handle a crisis. The same principle applies in healthcare, as described in emergency dental enquiries and what the website should say.
Example conversations
Visitor: Can I get a food parcel without a referral? Assistant: The get help page explains that you can visit without a referral during the drop-in hours listed there. You'll be welcomed and the team will explain what happens next. Everything is confidential.
Visitor: I don't know how I'm going to cope anymore. Assistant: I'm really sorry you're feeling like this. If you're in danger or thinking about harming yourself, please contact emergency services or a crisis line now; the numbers are on the get help page. You can also share your details and someone from the team will get in touch.
Referral partners
Many people seeking help are referred by other organisations, such as schools, GPs or housing officers. Those professionals also visit the website. A short section for referrers, explaining how to refer someone and what information is needed, helps them support their clients and brings the right people to the charity.
Tone matters
Every word should be kind and non-judgemental. Avoid language that makes people feel like a burden. Staff and volunteers who work directly with service users are best placed to review this content, a point made in why your support team should help train the chatbot.
How SpideyChat handles it
SpideyChat for nonprofits shares your published support information and crisis contacts, and passes personal enquiries to your team. It does not provide counselling or crisis support. You can see handover on the demo.
Reviewing the "get help" section
Write or review your "get help" section with the people who deliver your services, make crisis information prominent and test how the assistant responds to sensitive messages. Plans are compared on the pricing page.