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From a Comedian’s Mouth to a NPO’s Ears…
As I was sitting in the Delta Ballroom Monday night listening to comedian Michael Jr. at the National Religious Broadcasters convention, I was struck by something he said and its application to non profits. He talked of using a navigational system in his car. You know how you set out on a course, following the directions of the GPS? You’re doing well for a while, following the course to the letter. Then you go and blow it. You make a wrong turn. Then that annoying voice comes on and says, “Recalculating….” But think about it. Why are you annoyed? YOU made the wrong turn. It’s trying to get you to where you need to be based on where you are right now – after your wrong turn. Of course, the comedian was trying to make a poignant remark about how God never gives up on us – always correcting our course, even though we constantly are steering off His course and making one wrong turn after another.
And while I know it’s extremely weird to have made this leap in connection, it struck me that this analogy also translates, less spiritually, but nonetheless applicably, to the online fundraising programs of nonprofit organizations. You start out by getting in the car (you launch a website). Then you take off toward whatever destination represents your strategic plan. But along the way, you get off course. Others in the car (internal organizational voices) steer you astray. You get off course. The objectives aren’t met.
Not to take this navigation analogy too far, but let’s consider for a minute that nearly 70% of total online donations and actions online tend to originate from an organization’s homepage. Without clear navigation, direct calls to action and messaging that speaks directly to your actual and intended audiences, your organization will encounter major challenges in significantly increasing memberships and donations with acquisition efforts. is7 recommends evaluating and enhancing your organization’s homepage to capitalize on your current traffic. This process will be based on in depth analysis of current traffic, user behaviors, and review of online donation forms.
Launching a site that will never need to be touched again is like searching for the end of a rainbow. Refining your web strategy is an ongoing journey that requires paying close attention to how your users are navigating around and interacting with your site, where they are taking action, and determining what areas can be enhanced to produce greater conversions.
Information architecture combined with adherence to proven usability principles and response-focused design can lift response by 100% or more within 30 days.
The case study of HOPE International’s Site Architecture and Redesign is a perfect example that illustrates this point.
Don’t leave your site visitors roaming around your website, waiting for the annoying voice to tell them to “recalculate”. Provide clear navigational choices and solid information architecture to ensure that the signs are clear for your site visitors, steering them into the destination of engaging with your organization at just the right points of entry.
Tags: #NRB2010, acquisition, donation forms, donations, fundraising, homepage, Information Architecture, is7, is7 interactive, lift response, National Religious Broadcasters, navigation, nonprofit marketing, nonprofit usability, online donation forms, online donations, organization, strategic, strategy, usability, web strategy
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