Important Questions About Your Web Site
QUESTION: Is your branding consistently represented through all sections of your Web site?
RESPONSES: Yes: 79 percent. No: 21 percent.
It can take hundreds of impressions to cement a logo or other iconic impression into people’s minds. If your logo already is known, take advantage of that fact by displaying it consistently. And if your logo isn’t well known yet, that’s all the more reason to include it. Plus, applying a consistent look and feel makes your organization appear more professional and trustworthy.
QUESTION: Can the person responsible for offline functions (e.g., events, memberships, alumni relations) add or update corresponding content on your Web site?
RESPONSES: Yes: 49 percent. No: 51 percent.
Keeping your Web site content fresh can be almost impossible for a single person, even if that is all he or she does. Because one person can’t possibly be the expert on everything in the organization, by the time information is collected and posted, it could very well be stale again. Consider investing in a tool that makes it easy for the person closest to the information to do the updating — it’s the most efficient way to keep your site up-to-date.
QUESTION: Do you send an e-mail newsletter to supporters?
RESPONSES: Yes: 47 percent. No: 53 percent.
Every organization of every type and size should prepare an e-mail version of the news it distributes to constituents. It’s a convenience donors expect and appreciate; it’s easy and inexpensive; and it’s perhaps the single most effective way to attract new supporters, thanks to the viral marketing or “pass-along” phenomenon.
QUESTION: Has your e-mail subscription list grown over the past 12 months?
RESPONSES: Yes: 59 percent. No: 41 percent.
If your e-mail subscription list hasn’t grown in the last 12 months, it’s likely that you’re preventing it from doing so. Older constituencies don’t count as a reason for lack of growth. According to the Pew Internet and American Life Project, the fastest-growing group of Internet users is the 50-to-64 age group. These days, growing your e-mail list is as simple as providing the option to receive communication via e-mail, but you also might consider offering anonymous electronic news subscriptions that allow marginally interested parties to learn more about you before providing a great deal of personal information.