Tips for Creating a Donor-Centric Web Site

November 10, 2009 By Abny Santicola

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Create donor-centric content
The first three seconds on a site is all about visual impressions. If the page is what visitors are looking for and if they find it appealing, they'll stay. The next eight seconds, they take in their initial impression of the content on the site. If the content is relevant to what they’re interested in, they'll stay longer. Following that, the next 60 seconds is when visitors engage with the content, Gonzalez said, determining if enough content is available for them to make a decision whether or not to stay on the site. If it is, then they look for their desired next step on the site. The question then is whether that next step displayed clearly and is easy to get to within two clicks.

1. Content-rich. Gonzalez recommended nonprofits aim to have content-rich sites, full of relevant information that attracts and holds the target audiences' attention. Key to this is maintaining and updating content on a regular basis, though the update frequency can vary. Know what your audience expects from the content on your site.
2. Clear message. Despite what you might be hearing, Gonzalez stressed organizations should write for people, not search engines. "Content should help educate, engage and compel potential donors to act," he said, "and [it should be] be clean, concise and scannable."
3. Keep it simple. This goes for content, navigation and calls to action. Don't try to tackle everything at once.
4. Create interlinking pages. This helps donors find what they're looking for quickly and easily. Linking pages improves usability and helps with search engine rankings. Including a site map for visitors also makes your site easier to use.

Gonzalez recommended following these content and design musts:

• Clear navigation, hierarchy and links
• Site map
• Clear, scannable, informative content
• Relevant and updated
• Text, not images, to display names, content or links
• Descriptive title elements and alt tags

He also stressed organizations continually check their sites for broken links and correct HTML.

Eliminate obstacles and distractions
Gonzalez stressed organizations remember they have only about three seconds to get visitors' attention, and less than 60 seconds to get a donor to take an action on your site. An action should be no more than two clicks away.

If you're trying to get a visitor to fill out a sign-up form, Gonzalez stressed communicating the value proposition of the sign-up clearly to help visitors decide to give their information. Some other best practices he noted: Remove as much navigational distractions as possible so visitors can focus on the form; if you're giving away a premium in exchange for sign-up, show a thumbnail image of the premium; and tell prospects how they'll receive your e-newsletter or whatever it is they're signing up for, and how long it will take for them to receive it.

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