5 non-profit websites which provide a great user experience
If you want to attract maximum user engagement and increase the chances of meeting your non-profit goals, you need to focus on user experience. Your website should include content that is eye-catching, well-organised and considerate of the viewer's time.
Eyes Down have scoured the internet for examples of non-profit websites which tick all of these boxes. To follow are five of the best.
What's more, some of the examples below are clearly using behavioural economics to attract donor support. Techniques such as anchoring, progress bars, providing specific information and using the human connection are clearly in evidence.
Habitat for Humanity
The Habitat for Humanity website creates an immediate impact with its use of expressive images of human faces, a simple, modern layout and vibrant design.
The website features bold, monotone panels, large fonts, clear buttons and icons and a nice hover style which underlines headings, identifying them clearly as links.
The website for the Wikimedia Foundation features a clean, well-structured design with a simple yet powerful message of inclusion and the value of diversity.
The focus of the home page is a gently scrolling illustration depicting various environments (space, jungle, sea, science lab, soccer pitch, etc.) populated by people of all nationalities and from all walks of life. Many people are pictured with an iconic Wikimedia jigsaw piece, highlighting the message of unity through diversity.
Another familiar stylistic element, Wikimedia's yellow highlighted panel, picks out the main headline (presented in different languages) while CTAs jump out in rich royal blue and magenta.
One of the challenges facing a huge global charity like Oxfam is to cover the breadth of its activities in a single website.
Oxfam achieves this by presenting very different options on each of its pages. Click on the 'Bees for Nepal' link and you arrive at a crowdfunding page complete with progress bar and donation buttons.
Select the 'Beat Poverty' feature and you are presented with a simple regular or one-off donation button and information on what your donation will deliver (e.g. £100 for fresh food vouchers for 16 families).
Choose to look at how Oxfam delivered fresh water to the Democratic Republic of Congo and you will see a dropdown menu of all the countries the charity are involved in.
Even the front page gives a selection of articles and videos to click, giving the consumer the option to interact in whichever way they prefer.
While using animal photos to engage with potential donors is clearly a no-brainer for the WWF, their use of photography, colour and design is simply stunning. The iconic black and white panda logo lends itself perfectly to an underlying black and white design, allowing the large, vibrantly coloured images to jump out in all their glory.
This is paired with stark, provocative language that cannot fail to make an impression. 'The trouble is we think we have time' and 'Not making a choice is a choice,' are statements designed to live long in the memory and provoke action.
The WWF also make good use of the technique of anchoring, pre-filling suggested donation amounts in order to encourage a higher donation. Specific information is also presented in bold text. There are only 90 Amur leopards and 1,000 gorillas left in the wild. £10 could buy 40 seedlings for Tanzanian forests while £100 could pay for technology to map turtle nests.
Make a Wish Foundation
If there's one non-profit website which brings everything together into one powerful package, it's the site for the Make a Wish Foundation. On this site, you will find CTAs highlighted in big, bold colours; anchored donation amounts with specific details; a prominently placed text number for mobile donations and video backgrounds showing children enjoying their experiences.
What the Make a Wish Foundation site excels at is creating that human connection. The children's names are revealed together with their dreams and the fundraising progress bar doesn't focus on the monetary amount but on making those dreams come true.
All of the above websites place the user at the heart of their website and any charity or non-profit looking to make an impact with their website won't go far wrong if they draw inspiration from them.
Topic: Charity web design