Non-profits often have websites that look good and are
designed by family and friends. But what about the user experience? How are
these sites being used as an effective tool for the non-profit? What are the
goals of these sites and are they accomplishing the desired result for the
non-profit? These are just a few questions to ponder when reviewing your
website. Whether you are just starting out or considering revamping your
website, the user experience should be front and center. Let’s look at a few of
these questions more deeply.
What about the user experience?
As your non-profit begins to attract traffic to your
website, you will want to maximize their time on the site and hopefully the
end-game is to either create a donor registration or keep an existing donor. To
that end, ensuring the donor user experience is thoughtful, well flowed out and
easy to use is key. Sometimes we think skimping on the cost of a website and
doing it ourselves is the way out. But, if you truly want your site to drive
results, then teaming with a company that knows non-profit and technology is a
key element to your strategy.
What are the goals of your non-profit site?
This may sound like common sense, but saying you want new
donors is not enough. You need to thoroughly examine your user flows and how
this will impact conversion. To do this, it is often helpful to have a third
party walk you through potential outcomes as witnessed by other non-profit
sites. Understanding the goals of your site and closely watching the user flows
can support you in a website that works. Remember, it’s not enough just to
throw up a page and think you will start attracting donors. There is both a
science and an art to an effective non-profit website. You wouldn’t hire a
ballet dancer to do a science project. Neither should you hire just a graphic
designer to design your website. Consider the science behind it as well and
hire the right team.
Remember, the success or failure of your non-profit is
largely tied to the decisions you make early on. Thus, choosing the right
partners for your front and back office decisions is a key element to success.
Make this choice wisely.
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