Websites: Tell Your Story In a Second

Posted on Tuesday, July 10th, 2012 at 9:11 am

Again, from The Millenial Impact Report which is hot off the press…

While this may seem like a no-brainer, our focus group respondents echoed these feelings when shown examples of 4 different nonprofit websites. Participants in all 3 cities repeatedly said they wanted to be able to understand exactly what the organization did in a split-second. Mission statements should show the purpose and value of the organization without being lengthy.

During that split-second judgment, the overall look of the site also plays a role in determining if your website is worthy of their time. One focus group participant said, “Even if you are a small, scrappy nonprofit, your website should look professional. I judge the character of the organization with its presence on the web.” Vivid imagery was also a compelling factor in understanding what your cause was about without having to do a lot of reading or digging.

What Millenials look for when they visit a nonprofit’s website:
1. About Us (88%)
2. How donations are used; how they make an impact (43%)
3. Volunteer opportunities (41%)
4. Event Calendar (41%)
5. Videos and photos (30%)

So what are the takeaways? Nonprofit websites should show:
1. A unique, purposeful and concise mission
2. Easy to use navigation – don’t make users dig for information
3. Clear call to action
4. Photos that help show what you do; show instead of tell

Seconds count. Like the old adage says: you don’t get a second chance to make a first impression. (Sorry, I couldn’t help myself).

Download the report for free:…/TheMillennialImpactReport2012.pdf

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