Is Your Website the “Where’s Waldo” of Nonprofits?
Remember the Where’s Waldo book series? I used to have hours of fun trying to find Waldo and his obscure friends by staring intently at a crowded scene filled with hundreds (if not thousands) of people.
I recently came across a Where’s Waldo book while at a bookstore and quickly realized that I no longer have the time or the patience to search for Waldo anymore.
Are people saying the same thing about information on your website? Many nonprofit websites are overflowing with so much information that they are forcing visitors, donors and volunteers to play a game of Where’s Waldo. Visitors don’t want to hunt for information. When they can’t find what they are looking for, they’re gone!
It’s up to you to make sure that people can quickly and easily find the most important “Waldos” on your site!
Waldo #1 – Mission Statement
People want to know who you are and what you do. Your mission statement is a concise message about your organization’s purpose, its value to society and the driving force behind the people who provide those services.
The easier it is to find the mission statement, the better the level of engagement you will have both online and offline with your constituents. Keep this in mind when designing your nonprofit’s website.
Waldo #2 – Success Stories
People rally behind a cause that is making progress. The best way for you to show your progress is for you to frequently highlight how your organization has made an impact using images, videos and statistics.
Bonus: highlight volunteers or donors when discussing the success of your organization’s efforts. After all, without their generous help, where would your organization be?
Waldo #3 – Ways to Donate/Volunteer
People want to get involved. Every organization should have an easy-to-find donate button (and/or a volunteer button) visible on their site at all times. Most organizations do this very well, but often overlook the power of a gentle reminder for action at the end of a success story, donor story or a news article.
A compelling call-to-action should be utilized with a link to your on-site donation page (don’t scare them off by sending them to a 3rd party donation service!) whenever possible, such as after a donor / success / impact story – “You can help make an impact too! <donate/volunteer here>”
The call-to-action helps people make the mental link between the donations/volunteering and the impact that arises from these acts.
If you make these “Waldos” easier to find, your site visitors will get more from your website and you’ll get more from your visitors. And you can leave the game of Where’s Waldo to the books, where they belong!
As the Chief Operating Officer of Forte Interactive, Slade leads marketing, operations, human resources, and product development, while overseeing a staff of Millennial employees.
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