AIDS Organization’s Site Lacks Passion, Power
As an organization with star power, Broadway Cares/Equity Fights AIDS should consider leveraging its celebrity connections to put stories and testimonials online (through callouts and, ideally, video). But most of all, what’s missing from this site are some obvious “warm fuzzies.” After all, an emotional connection to the cause is why we — the site’s visitors and would-be donors — will care to support it. This can be achieved through stories that remind us of the importance of fighting AIDS and connect us to this organization in a way that is as inspired and creative as its mission. FS
- 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).
