The Planned Giving Blogger

The art and science of planned giving.

PG Website Tip #3

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I’ve previously written about how hard it is to find contact information on many nonprofit websites.  Now I’m taking my rant to the next logical place:  how hard it is to understand the contact information once you find it.  No kidding.

Take a look at your gift planning web pages.  You probably have a “Contact Us” or “Meet our Gift Planning Team” link.  But once there, if you’re an organization of any size, you have a laundry list of staff names, titles and contact info.  What’s a donor to do?  Who are they supposed to call?  You could add a note to each listing indicating the type of inquiry this person should receive (Call Tom for questions about gift annuities, for example) or you could just keep it simple and prominently note the person who will handle all inquiries.  Separated graphically on the page you can list the rest of the team.  But make it a 5 second effort for the donor to find the information he or she is seeking.

You may also have a “Request Information” page on your site.  There again, simplicity is key, as I’ve said previously.  Don’t make the donor read through lots of esoteric and rare options (bargain sale, anyone?) to try to request information on bequests and or gift annuities, the things we market most often.  Think of your information request page as an online version of a reply card you might send with a newsletter.  The simplicity you achieve on your reply cards should be copied online.



Written by Phyllis Freedman

March 30, 2010 at 6:50 am

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