Mark Morris Dance Group
One big form-over-function faux pas this site makes, from a fundraiser’s perspective, is burying the list-generating and online-giving tools too far below the fold. The Mailing List and Donate Now buttons on the homepage reside in the very bottom, right-hand corner — the area eye-scanning studies have shown gets the least attention from visitors. Why not move them up? I suggest these critical buttons reside on the top of every page so MMDG can maximize all opportunities to convert its Web site visitors to e-mail list subscribers and/or donors. (For a good example of this, check out the Buy Tickets button on the New York City Ballet’s Web site.)
- 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).
