The Thing About Websites...

is that they're extremely important! In today's world, a website that is not both interesting and user-friendly will undoubtedly have negative affects on an organization. Our society is all about finding what we want when we want it. On top of that, we have short attention spans and won't get interested in something unless it's eye-catching. Now, instead of going into a whole spiel about what makes a website effective, I'm going to show a few examples and point out what's wrong with each. I'll also explain how each can be improved in order to make the overall site stronger. These examples are from non-profits in the Boston area:

1) Greater Boston Food Bank


Let's say I'm interested in attending a GBFB event. First, I visit the homepage and search around for events. I click on the events link on the "Events" link at the top and it brings me to the frame below. I only see four events listed and I'm not free for any of them. There isn't a calendar for me to click on to see future events, so I'm not really sure what to do.  I decide to click on the Nov. 13th event just to see what GBFB events are all about because I'm still super interested.

Okay, well this event sounds like fun. I decide to click on the link to get even more information. 

Wait. Now I just opened up a whole new window. Oh, and I'm not 21 so I can't even enter this other site. It's whatever, I can't even make the event anyway.  I'll check back later.

After clicking on just a few links, the organization loses a future participant because of this not so user-friendly process.  First, the site should have a calendar of all future events, not just the next four.  Moreover, the events should be categorized according to different interests.  Also, in this case, the event  should be labeled "Over 21 Only" to not confuse interested participants. The biggest issue I had with this whole set-up was that the link redirected me to a website that I am not even technically allowed to visit.  For all events, I should be able to get all of the information I need from the host organization's site.  If I had to buy a ticket, for example, it would be frustrating to have to go and search through an entire new website for information I  on the same event.  Lastly, even though you may think that interested participants may check back, they often forget. You need to make the call to action clear and easy to actually act on.

2) Haley House

As I mentioned above, having a site that is eye-catching is necessary. However, you have to be careful to not let the focus be entirely on how good the site looks. The focus always has to be on what you want the visitor to get out of each and every page of the site. The above is the homepage for the Haley House and all I really get out of it is the image of someone cooking. Since this is a non-profit there are, in my opinion, two important things that must displayed on the homepage. First, how to donate--whether it be of time or money. Non-profts can only survive through its supporters, so their sites have to make it easy for people to help. Second, a non-profit should absolutely include its mission statement on the homepage. What's the do or die? Why is this organization so important? The non-profit's cause and purpose must be clear.   

3) Back on My Feet

Now this example combines issues form the two examples above. Let's say I'm feeling extra charitable today and decide that I'd like to give a donation to BoMF. First, I visit the homepage and find the "Support/Donate" link at the top. It's nowhere close to being the largest link nor is it the easiest to find.  When I do click on the link it takes me to the page to donate.  However, this page looks more like an "About Us" section with the organization's mission statement, philosophy, and vision.  I continue to read through the top contributors and other information until I find the "Make a Contribution" tool after scrolling down to the bottom of the page.  My options are either limited to say the least. At this point I've kind of lost my motivation and decide to go to the site of another non-profit to check out its donation section. This is a combination of the other two examples because 1) the donation tool is not one of the focuses on the homepage and 2) the process to act and actually make the donation is not simple and user-friendly. The "Support/Donate" page definitely needs a makeover in order to attract more donors.

What Works

So, as I said in my last post, no one likes the in-your-face guerilla marketing.  I also mentioned that even though I consider myself to be a philanthropist, I still rarely make a donation to someone representing an organization out on the street.  Of course it makes sense for non-profits to seek support on college campuses, especially in the Boston area with so many college students, but the correct tactics must be used.  I, for one, as a broke college student, prefer to give my time rather than money to help out a local non-profit.

I recommend that organizations spend less time begging out on the streets and more time working to form relationships with colleges and their community service centers, greek systems, and other student-run clubs in order to generate the support desired.  I suggest creating a presence on the college campus you're trying to connect with.  Take the time to show that your organization cares about making a long-lasting relationship with the school instead of just a single donation and the students will actually WANT to help out.  Students are always looking for volunteer opportunities.  Make sure it's easy for them to get involved, and do this without shoving pamphlets and other garbage down their throats.  If you don't annoy them, they won't ignore you. 

It's a matter of knowing your audience and what appeals to them. It doesn't matter how noble your cause is — if you go about things the wrong way, your efforts are essentially worthless. Now, here's a video on that very subject from a great organization committed to spreading outstanding ideas called Technology Entertainment and Design, otherwise known as TED.  TED has many inspirational talks, and I think this one illustrates the importance of knowing your audience in a simple, yet brilliant way. Check it out!

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Don't Be Annoying

As a BU student living in an urban setting, I have had my share of annoying persons stopping me on my walk to class in attempt to get me to donate to one cause or another.  Only once has it ever worked—and I consider myself to be a philanthropist. When I think back as to why I've said no to those who've approached me about what seem to be worthy causes, this what I've come up with (which I think can be applied to the greater public):

1. I don't like to feel forced or pressured into anything.  As a potential donor (whether it be of my time or money), I need time to think it over.

2. Will this donation actually go towards the cause or will it just pay for more annoying street campaigners? In other words, is my donation helping to pay the salaries of the people that bother me so much? If so, do not expect me to sign up.

3. Bad timing.  Most times I'm in a rush to get to class or work and actually don't have time to listen to a pitch.  It could be my favorite non-profit asking for a donation, but I just honestly can't afford to be late.

4.  Obnoxious street campaigners.  I don't respond well to someone yelling, "WHY DON'T YOU CARE ABOUT THE EARTH?!!"  Nor do I appreciate it when binders, pamphlets, flyers, etc. get shoved in my face.  The few bad experiences that I've had have caused me to almost always pretend to be on the phone or sending a text when walking past.

In my next post I will make several suggestions for better campaigns that will improve— rather than destroy—an organization's relations with the public.  For now, please just:

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