We presented on non-profit web and tech with Jenni Schwartz at NYU a while back. She brings a wealth of experience in website design and best practices. We often get questions about enhancing non-profit websites, so we asked her to share a few tips with you.
Jenni is the owner of Jenni Schwartz Design LLC, a boutique design studio in New York City specializing in branding, website design and development, and social media marketing.
You can view Jenni’s work at www.jennischwartz.com and follow her on Twitter @jschwartzdesign.
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What is the importance of good visual design?
Good visual design is important because website visitors will judge the quality of a nonprofit based on the expertise of the design. Good site design also dictates content organization and the ability to communicate ideas effectively. If the website content is poorly organized; the viewer may immediately become overwhelmed and exit the site. This results in lost support and potential donations.
Some people have a hard time getting started in a design project. How should non-profits approach design?
I am a firm believer that everyone should stick to what they do best. Don’t attempt a design project if you aren’t skilled in design – invest in a professional. A good way to find a design specialist is by investigating the creator of a specific website you like. We usually credit ourselves in the footer. Once you hire a web designer, let them know any specific needs you may have, and be organized and detailed with your feedback. Our goal is to make you happy without losing sight of our unique style and skill.
What are some of the things that non-profits are doing wrong with their websites? How can they improve?
Many non-profits have stale and static websites. Modern and well-developed sites include a content management system (CMS) for administrators to manage the subject matter themselves. Keeping your website content fresh and up to date will entice visitors to continue coming back. In addition, some non-profit websites include too much information. Web users’ attention spans have decreased significantly in the past few years. Instead of using big chunks of content, include a brief synopsis with the option to “read more” if desired.
What are three things that non-profits can do today with their web presence?
- Be Social! For example, integrate a blog where visitors can comment and share posts on social media platforms, put your Twitter feed on your website and have the ability to “Like” your Facebook page directly from your site.
- Make sure your website is compatible for mobile devices. Studies say that within 5 years mobile web users will surpass desktop web users. With fast-growing mobile technology (ie: iPads and smart phones), it’s important that your organization’s website is suitable for mobile viewing.
- Design for delight. Surprise visitors by giving them something pleasant, attractive and unexpected to keep their attention.
