Westchester Land Trust
Land-use organization needs to nix the insider talk on its site and engage visitors more directly.
In fact, WLT’s Web site is most successful on pages where it puts its focus squarely on its audience. In the “Visit a Preserve” section, the language shifts and speaks to visitors directly (“If you prefer a big, wooded preserve with long trails …”). The accompanying photo features an educator and children clearly benefiting from WLT’s work. Bravo!
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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