Smart web design for older donors is smart web design, period

One of the most important things to keep in mind in fundraising is the age of donors.

Which, for almost everyone, is older than you!

The National Institute on Aging has a great tip sheet called Making Your Website Senior Friendly (PDF).
It’ll help you get digital right for older users: copy, design, and information architecture. Here are a couple of examples:

  • Be direct. Instead of, Restaurants that offer senior discounts may be a good choice for older adults who like to eat out. say, If you like to eat out, go to restaurants that offer senior discounts.
  • Use action words (verbs) when the link is about taking an action. Instead of My account, say Go to my account.

There’s a lot more like that on the tip sheet. Some of it obvious, some will surprise you. And here’s the secret: If you make it work better for older people, you make it better for everyone!

Thanks to Engage:Boomers for the tip.


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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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