Are you Losing Prospective Donors in 7 Seconds? 

Your website is often the first introduction potential donors and key audiences have to your organization. It is where they learn who you are and what you do. It’s also where they decide if they want to engage in your work.

According to studies, the average web user has an attention span of 60 seconds, and will decide within 7 seconds whether or not to stay on a website. That doesn’t give you much time to make an impression!

That means your organization’s website must not only effectively communicate your mission, goals and programs, but it must be easy for users to navigate and understand. It is well worth the effort to review your website regularly with fresh eyes and consider how it looks to an outsider.

Network for Good’s eBook, Online Fundraiser’s Checklist poses some questions for evaluating your site:

• Can a stranger identify what your organization does and why they should care within two seconds of opening the page?
• Do you have a big, emotionally affecting image or statement on the home page that connects on a personal level?
• Do you have links to events and other opportunities for engagement?
• Does your website give your potential donor the opportunity to take the first step in forming a relationship with you if they aren’t ready to give now?
• Can you find the donate button in 1-2 seconds?
• Is there a sense of immediacy around your donate button? A reason to give right now?

In addition, it is important to review the overall design and function of your site. Consider the following:

• Ease of use. How easy is it to navigate your website? Can visitors quickly find what they are looking for? Ensure your site is not too overwhelming by categorizing your content under different headers on your homepage.

• Search feature. If your site is large, include a search feature and provide a link to this on every page.

• Social Media links. Maximize the distribution potential of your information by linking to your Facebook, Twitter or YouTube accounts.

• Email sign-up. Ensure your email sign-up option is easily found and simple to use. Then be sure to communicate with those users who do sign up.

• Impact. Does your website’s content, design and photos communicate the impact and effectiveness of your organization? If possible, find ways to outline not only what you do but also the impact you are having through your programs and work. This might include listing how many students have participated in your programs along with pictures of those students or highlighting your media visibility and including images of a staff member on a TV show.

Don’t lose out on potential donors or new members because of a clunky or outdated website. Take the time to review your website and ask yourself if it effectively communicates your mission and is appealing to visitors. If not, it is probably time to make some changes.