Nonprofit Bridge

No one knows more about usability than Jakob Nielsen;  he recently tested nonprofit web sites and found that much can be done to optimize online giving.  Major points:

1. nonprofit web sites are good at attracting new donations but less so in ’sustaining long term donor relationships’
2. potential donors primarily want information on the organization’s mission, objectives and work as well as how it uses donations but few nonprofits provide this information prominently on their home page, where many constituents begin (and may end) their research
3. donations are discouraged by usability problems relating to page /site design and by poor content not optimized for the web

Not to my surprise, Jakob also mentioned how poorly large affiliate based organizations integrate national web sites with local chapter sites, saying that most looked ‘completely different’ from the main web pages.  At my organization, we provide templates to insure some level of consistency, but there still isn’t enough coordination to insure consistency with our national site.

This report shows the value of doing actual user testing, not just asking others in your nonprofit what they think users want.  Don’t wait until you’re ready to do a full web site redesign, which for many of us may not happen very often.  Use inexpensive tools such as 4Q and SurveyMonkey to learn how your web site can be improved.

Jakob’s full report is available here.

A recent Chronicle of Philanthropy article mentions that not only have many nonprofit organizations (including my own) already had to cut staff, but that worse times are ahead.   A Foundation Center forecast describes how foundations are dealing with the economic crisis.  According to this New York Times article, rising unemployment is threatening worldwide stability.  Is there any good news left?

In a recent enewsletter, usability guru Jakob Nielsen recommends email newsletters and search engine marketing as the two most cost effective Internet marketing techniques.  Network for Good’s Katye Andresen offers 5 Keys to Pulling out of the Economic Nosedive.   Commenting on Donor Digital’s recent findings, Sue Woodward recommends that despite a slight drop in average gifts, the number of donations has so far remained steady and that nonprofits should continue to use the tools, strategies and techniques that have made your your fundraising plans successful in the past.

Fund-It offers a way to raise funds every time constituents search, adding functionality over past tools of this type such as GoodSearch and Freelanthropy.

John Kenyon offers tips for creating your 2009 online fundraising plan.  Network for Good advises on a simple way to make donating easier for donors.  Heather Mansfield offers Five Things Your Nonprofit Needs to Know About Web 2.0 Donors.

With our resources so constrained, is social media still worth the investment?  Social Velocity thinks so but this Non-Profit Tech Blog post seems to indicate that other priorities must come first.

Finally, Internet Strategy Forum founder Steve Gehlen offers the State of the Internet Executive, a synposis of a recently completed study on how differently online strategies are managed in a wide range of for-profit and not-for-profit organizations.  The updated study is now available.

Meanwhile, at my organization, while I feel fortunate to still have my job, I’m busier than ever trying to keep up.  What ways have you found to stay upbeat while so many nonprofits are struggling?