Quality, not just quantity
Recent changes at ISPs and Gmail make it more important than ever that you segment your house file and pay attention to your subscribers' behavior. [...]
Single Channel Communication is Dead
Direct mail is dead. Email is dead. TV and radio are dead. Face to face is dead. Telegraph is dead. [...]
A Guide to Facebook Social Plugins for Nonprofits
You might have read about the recent changes Facebook made. Or maybe you’ve seen changes appearing on one of the [...]
What is your web site’s visual hierarchy?
What catches your eye when you look at your web site’s homepage? What is the first thing you see and the first thing you want to click on? These are questions we almost always ask during a usability test to ensure our visual hierarchy is coming through clearly and consistently. Think of the visual hierarchy as the pecking order of a page’s content, providing cues as to what’s most important. If your organization wants, first and foremost, to bring in donations, then a compelling ask should rank high in your list. Maybe you’d rather get visitors to take an action alert or read a new study you’ve published. Your visual hierarchy should reflect your organization’s goals, whatever those may be at the time. Take a look at the Blockbuster web site. Since Netflix arrived on the scene, one of their goals is likely to obtain subscribers to the DVD-by-mail program. From their homepage, the first thing I see is the “Try it free” button on the “Movies Delivered” promo. The “Learn More” for Blockbuster On Demand also stands out, which is likely reflective of another one of Blockbuster’s goals. The Jewish National Fund site also demonstrates a good visual hierarchy. My eyes are drawn to the “Donate” button in the top navigation bar and the graphic in the “Plant a Tree” promotional box, both of which are major goals for the organization. Many of you may be so used to looking at your web site that you may not see a visual hierarchy anymore. Or, the one you do see may be artificially influenced by what you know is most important. In that case, have a friend take a look at your site and tell you what they see first. You could try a “5-second test” where you display the homepage for 5 seconds, then close it and ask your friend to write down what they remember. If their list does not correspond to your organizational goals, then consider rearranging the page or redesigning certain elements. You’re likely to see more clicks and actions taken as a result. [...]
Spring Cleaning Your Website
Getting a handle on your website clutter can be a lot like spring cleaning your closet. And sometimes, you have to throw some pieces out. [...]
7 Tips for Successful Online Fundraising
The folks at Epic Change continue to do great things using the web as their medium. On mothers day 2010 [...]
From 10NTC: 7 Key Lessons for Integrated Multichannel Fundraising
Multichannel is the word du jour during the NTC conference in Atlanta @10NTC, but what considerations should nonprofits make before [...]
Do You Know Your Supporters?
Nonprofits have an interesting challenge facing them. The ever growing social networking landscape makes it difficult to know if an [...]
5 Tips for Reconnecting with Donors
While writing about multi-channel engagement, I couldn’t help but to think that each lesson learned applied mainly to supporters who [...]
Online Giving and Rapid Response Trends
The recent Haiti earthquake disaster has once again brought to the forefront the role that new giving channels play in [...]
