Avoid Web Site Stagnation
Lastly, given the nature of its work, Peckham might have a terrific opportunity to shift the site’s language and design away from “what we are/what we do” toward “what supporting our organization can do for you.” By using more audience-centric navigation, copy and visuals, Peckham can allow its donors and other visitors to experience the organization more intimately, rather than as outsiders looking in.
Sarah Durham is founder and principal of New York City-based communica-
tions firm Big Duck. Contact: sarah@bigducknyc.com.
- 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).
