- Mon, January 23 2012
- Filed under: Marketing essentials
Today, I want to share two causes that are doing a great job turning their issues into stories. It’s so important to bring a human face to our organizations and our work. Without stories, we are simply abstract words and ideas. With stories, we become a part of our audience’s lives.
The first example comes from Crisis Control Ministry. They wrote me a little while ago asking for input on their website, which they are about to revamp. They also sent along an example of some of their new materials. What an improvement! They are absolutely moving in the right direction.
Old website home page:
Sample new collateral:
Here’s what I’d change about the website:
-Choose a picture and tagline that tells a story - the photo of the boy looking down and the generic language could represent any nonprofit
-Remove the mission statement and replace it with a great quote from a fan or beneficiary instead - mission statements belong on About Us pages
-Make a clear case for giving
What I like about the current site is the big Donate button, the email signup and the endorsement by Charity Navigator. You always want a prominent way to give, a way to get in touch and a third-party endorsement. However, the Donate button has dollars on it - bad idea. Images of money typically prime people to be selfish. If you use imagery, use a picture of a person being helped or other generous image. Also, the email signup could be stronger - “sign up for updates” is not extremely compelling, though it’s better than “join our mailing list!”
I love the look and feel of the new collateral - I imagine this is a flyer - and can’t wait to see that take shape on the website. That photo and tagline instantly engage me and inspire me to help. Lutricia will take the new home page by storm. So will the vastly improved tagline: Strengthening Our Community – One Neighbor at a time.
Now on to my second example - an incredibly moving take on those with special needs, via Joe Pulizzi’s Junta 42 blog. Go HERE on the below story - you will be moved and experience the issue in an incredible way.