Are your donors welcome at your website?

One of the errors so many websites make — not just nonprofit, but all websites — is they cater to the design sensibilities and visual acuity of their young employees.

Which means they’re missing older people. And if you’re a fundraising, missing older people is kind of like an orange tree that doesn’t get sunlight.

The Engage:Boomers blog reported on this problem recently at There’s A Large Elephant In The Digital Room.

A recent study showed that while 80% of people ages 18-34 say web sites are designed for them, only 35% of those age 45-54 say that, and 20% of those 55 and older group, feel sites are designed for people their age.

Their daily and ongoing experience on the web isn’t Whoa! This is cool! It’s more like Darn it! This isn’t for me!

Don’t do this to your donors!

It’s utterly disrespectful, it makes your brand unlikeable to the very people you should be most focused on — and it costs you a bucket of lost revenue.

Here’s how you should be designing your website:

Larger, darker fonts, higher color contrast, simple design, relatable creative, storytelling, and consistent layout will encourage older visitors to stay on a site.

Speak their language — in design and in words. Welcome them with the best welcome of all: A good experience that’s not a confusing, eye-straining struggle. They’ll reward you for it.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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