Dusting Off Your Online Clutter
One of the hardest things for many copywriters (in my opinion) is proofreading their own copy. We see what we believe is there — and sometimes that's not what really is on the page. But even if you did all the website writing yourself, enough time has probably lapsed that you will pick up the small typos that spellcheck missed.
In addition to looking for typos, check for factual information that is out-of-date. "We are going to" may need to be changed to "We did." "For five years" may now be six years. Freshen up the details, and when possible write copy so it won't be out-of-date in a few weeks or months.
Week 4: Dissect 'Donate Now'
Go ahead — make an online donation just like you are hoping hundreds … thousands … will do in the next few months. Is it an easy process? Was it quick to get from "Donate Now" to actually giving the gift? If not, now is the time to look into streamlining the process.
Is information on the donation form asked for in a way that seems logical? If you have fixed giving amounts listed, are you showing what that amount can do? Is the online acknowledgment warm and oozing with gratitude, or does it read like an IRS document?
Yes, there's so much more you can — and probably should — do to be sure your website is "holiday-ready." But it's August, so you deserve a break. Try to fit these four things in, and you'll have a head start before the post-Labor Day marathon that leads up to the end-of-year sprint.
But here's one more bit of advice from this old dog — take some time to relax, too. That can be the best preparation for the busy weeks ahead.
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.