Westchester Land Trust
Land-use organization needs to nix the insider talk on its site and engage visitors more directly.
Similarly, the language on WLT’s Web site could be more outsider or audience-centric. Right now, it’s a lot of “we do this” and “we do that.” Instead of telling visitors (donors, residents, farmers, neighbors) what it does, WLT should consider language that demonstrates how they can benefit from its work — for example, by enjoying the parks it’s helped create.
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).
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