This post is based on a webinar hosted by Ryan Vandecasteyen of NationBuilder partner Van City Studios and me, where we shared practical strategies for turning website visitors into committed advocates. If you’d prefer to watch the webinar, you can find it here.
Your website isn’t just a digital brochure. It’s your most powerful tool for building lasting relationships with supporters. In a recent session, Ryan from Van City Studios and I explored how to transform casual visitors into committed advocates using strategic website design and ActionButton.
While social media platforms grab headlines, they also subject you to ever-changing algorithms and policies. Your website is different. It’s the one channel you truly control, where you shape the narrative, build credibility, and guide supporters through meaningful actions on their own terms.
Ryan and I broke down the tools and strategies that move people from curiosity to action, using real examples of organizations walking supporters up the ladder of engagement: from first awareness all the way to leadership and ownership of the mission.
Why your website is essential for advocacy
Ryan framed websites around two essential goals that often get overlooked as organizations chase social media trends.
First, your website serves as your digital front porch. It’s accessible from anywhere, always open, and welcoming. Unlike a social media profile that lives on someone else’s platform, your website is your space to tell your story the way you want, building trust and credibility without interference.
Second, your website acts as an engine for growth and engagement. With the right tools, it moves people from curious observers to engaged supporters to committed advocates.
The ladder of engagement gives us a framework for this journey. At the bottom are prospects and observers. Moving up are followers and subscribers, then participants, advocates, and volunteers. At the top sit your leaders and core supporters—donors, organizers, and champions fully invested in your mission.
Every tool should be evaluated against one question: Does this move someone up the ladder?
Advocacy tools to attract and engage supporters
These two categories of tools serve different purposes:
-
Attraction tools are designed for first-touch moments. They’re eye-catching, low-commitment, and focused on growing your base. ActionButton excels here, capturing attention without heavy asks.
- Relationship management tools handle the long game. These include CRM systems, automated email workflows, audience segmentation, and integrated platforms that connect fundraising, events, and communication. NationBuilder’s platform shines here, tracking every interaction and helping you respond based on where someone sits on the ladder.
The real impact comes when these two work together, creating seamless pathways from curiosity to commitment.
How to capture first-time supporters
ActionButton “Awareness” buttons are built for those early steps of the supporter journey. These interactions don’t collect personal data, making them the lowest-commitment step.
For example, a campaign to create dog parks in the city asked only for a quick poll slider interaction, no email or signup required. This type of ActionButton builds brand awareness and gets people thinking about your mission.
The button types in this category include Poll, Sentiment poll (binary choice, shown above), Quiz, or Dial. These are free and unlimited for anyone to try out on their website, through social media, email, or texting.
Because ActionButton embeds easily into any NationBuilder page, you can meet supporters wherever they are on your site.
Tools to turn subscribers into active supporters
Once someone knows who you are, NationBuilder’s page templates deepen that relationship.
-
Signup pages collect contact info for future outreach.
-
Event pages mobilize supporters locally and nationally.
- Petition pages capture signatures and commitment at higher levels.
On the ActionButton side, Opinion, Signup, and Check Registration (or simply "Community" buttons) fit well here, inviting deeper input without requiring full advocacy yet.
Advocacy tools to influence decision makers
ActionButton also provides buttons for high-tier engagement. We call these Advocacy buttons, because they transform supporters into advocates.
-
Custom email target connects people with decision-makers. Beagle Freedom Project used this to shut down a lab and rescue a dog, generating more than 3,000 personalized supporter emails. (Please note: the button below is a live example.)
- Contact your lawmaker automatically matches supporters with their representatives. Mobilize Recovery uses these effectively to drive hyper-local campaigns.
Each action provides rich data: tags, behavior tracking, and automated follow-ups if your ActionButton account is connected to a NationBuilder nation. Learn more about ActionButton advocacy buttons.
How to empower donors and leaders online
At the highest level, NationBuilder makes it easy for your most engaged supporters to lead.
-
Donation pages for one-time or recurring gifts.
-
Personal fundraising pages that let supporters raise money in their own networks.
- User-generated events where supporters create and run their own gatherings.
These tools empower your champions not just to give, but to lead.
Case study: Fix City Hall advocacy funnel
Theory is helpful, but seeing these tools in action makes the strategy real. Fix City Hall in British Columbia uses a seamless funnel:
- Homepage sign-up →
- Petition →
- Contact your elected official via ActionButton →
- Donation ask.
Each step builds on the last, moving supporters naturally up the ladder.
How automation powers supporter journeys
Your website and ActionButtons can also act as the “trigger” to start other engagement pathways that happen behind the scenes. For example, with NationBuilder's autoresponse and Automation tools, new supporters can receive a thank-you email and then enter a drip campaign tailored to their actions. Each person’s journey adapts to their behavior, whether they signed up, signed the petition, or contacted their elected official.
How to improve your supporter funnel today
Your website and ActionButton aren’t competing tools. They’re complementary. Generally speaking, ActionButton handles first impressions, while NationBuilder manages relationships and scales engagement.
Start by auditing your site with the engagement ladder in mind. Find the weakest rung and focus there. Maybe you need more first-touch interactions, stronger advocacy asks, or leadership opportunities for your champions.
The tools are ready. Your supporters are waiting. Make every visit count.
Helpful resources
🌐 NationBuilder website builder info
🎯 ActionButton.org
📊 Ladder of engagement framework PDF
🎥 Van City Studios case studies
Want to dive deeper? Check out the full webinar recording and explore NationBuilder's comprehensive tools for website and ActionButton strategy at nationbuilder.com, or vancitystudios.com.
Start a 14-day free trial
NationBuilder powers nonprofits, movements, and campaigns as they build the future. Scale your impact with our all-in-one platform that includes tools for fundraising, website, communication, supporter management, and more.
Start a free trial