Don't Shrug

“When we were re-designing our site in 2004, we decided to add a specific link for ‘memorial donations’ in the bottom navigation footer,” ADA National Associate Director Cheryl Edwards says. “We found out that it made a huge difference in online giving — and memorial donations — in 2004.”

The ADA uses its Web-analytics software to track the source of each of its Web donations by navigation link. In 2004, the link to “memorial donations” on the navigation footer of each Web page generated 15 percent to 20 percent of online donations each month. The memorial-donation link is in addition to three other links for donations on ADA’s global navigation: “donate,” “support the cause” and a themed campaign feature that changes every month.