Web Watch: Anxiety-Free Interaction
A fundraising boost, too
There’s also a lot of strong content driven by ADAA’s fundraising department. I was most interested in its “advertising packet,” downloadable as a PDF, which outlines advertising rates for the Web site, e-newsletter and conference program, among other things. In addition to making a secure donation online, visitors can become individual or professional members of ADAA (but these pages aren’t processing secure donations, so be sure you don’t give them your credit card information).
ADAA should be commended on the professional look and feel of this site. It uses a simple but unique color palette and easy-to-use navigational standards, and it appears to be consistently branded. I’m always a big fan of taglines; they can clarify the organization’s name and communicate volumes about its vision and mission.
ADAA’s next step probably will be to plug in or build an ASP that allows for greater interactivity. For instance, the feature that allows you to register for its conference currently takes you to the hotel’s Web site. A back-end tool such as Convio would allow visitors to register and pay for events online, and would sync this data with other offline databases (such as Raiser’s Edge). It also could provide a layered solution that would allow ADAA to offer content uniquely tailored and accessible to target audiences (for example, special access to publications for members only). It also could be used to require someone who’s downloading that neat advertising packet to supply his or her name, title and e-mail address first, which would help ADAA keep track of its would-be sponsors.
Sarah Durham is founder and principal of Big Duck, a company specializing in smart communications for nonprofits. Contact: email@example.com.