AIDS Organization’s Site Lacks Passion, Power
Easier navigation, please
The options for visitors are varied, but what’s lacking is an audience-centric approach to help them find the right content. For example, why not create a section of the site for theater fans and put all the events and related content there? Another section might focus on content for grant-seekers, and another might focus on the organization itself. By structuring it in broader, more audience-oriented terms, the site would feel more streamlined and help people find what they’re looking for faster.
- 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).
