One Word: Streamline
More is less?
My high-school art teacher used to proclaim, “less is more.” The folks at PCRF seem to have the opposite philosophy. They’ve invested in posting content (a whole lot of content), rather than creating information architecture or design that’s user-driven. There are 17 (yep — 17!) items in the main navigation structure on the home page, of which about half are program-specific. Content that typically would go in an About Us area for most organizations is broken out in detail here. The Child Sponsorship Program area of the site might receive more traffic (and, probably, more donations) if it were renamed, “Children you can help today.” Similarly, a less acronym-y Web address might help, too.
- Companies:
- Big Duck Studio
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
