Simple Works. It Never Fails.

Recovering from a few weeks of travel and speaking engagements, I look back on the messages I delivered to nonprofit audiences.  My supposition was that the majority of us is bombarded with technology and information.  Websites, Google, Bing, Ning, Facebook, MySpace, Blogs, Twitter and so on batter and overwhelm us all.  We do not know what to do first or next to increase online fundraising.   

My advice is to simplify.  Don’t try to do too much; a trap of the mediocre majority.  Instead, pick one online fundraising goal, like setting up a blog site or developing a community of friends on Facebook.  Focus and do it very well.  When successful, add one additional goal.  Time lines be damned.   

Even more emphasis must be focused on simplifying nonprofit websites!  Data from a recent nonprofit website usability study show:

• 53% publish unclear content and use confusing terms
• 47% offer poor page design
• 17% of sites unable to find the DONATION button

In general, I see way to many sites that the homepage is overloaded with information.  It’s easy to be verbose; it’s very difficult to be brief.  But remember, brevity delivers clarity of message. 

 Donors want to see two things:

1.  Mission:  Tell them your mission in five words with a picture.

57% of sites tested did not state the mission.

2.  Donations:  How will my donation of time or money be used? Tell them where the money goes!

Only 4% of nonprofits cited use of donation money.

Build a homepage restricted to three elements: A picture and five words describing your mission, bullet points of how the money will be used and a big, simple donation button.

This example is from Yéle Haiti.

Now, go do it.

 

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