AIDS Organization’s Site Lacks Passion, Power

When BC/EFA is ready to redesign its site (an exercise many nonprofits are undertaking every three years or so due to the rapid changes in technology), it should start by asking, “Who are our target audiences, and what do they want from us?” rather than, “What do we want from them?”

For an organization with a strong, highly visible logo, this site’s design drops the ball. Black and red are the dominant colors, which makes it feel heavy and, oddly, somewhat reminiscent of an “adult” Web site. Copy on the homepage is topical, which is great, but the type is too small and varies between all caps, and upper and lower case, which makes it feel hastily executed at best. The homepage is dominated by a large image that rotates, displaying items such as signage with its logo or a snow globe you can buy, rather than images of, say, grantees or meaningful programs in action.