Analyzing The Top 15 Nonprofit Websites
The foundation started by Bill & Melinda Gates has a persuasive impact statement to trumpet and they know how to do it. They use white, an easy background color, and black to focus your attention on the report.
See a photo of people in a crisis with red highlighted text that says you can make a difference. Doctors Without Borders gets right to the point.
Appointments and donations are the first actions that the American Red Cross highlights. People know this organization helps, what’s most important in that case is to drive a well of interest to action.
A doctor with a smiling child? That’s St. Jude’s, with the correct tone of bright colors and white.
If you wanted to preserve natural wonders, resources, and beauty, what might attract your attention? The Nature Conservancy prominently does so with a lush, rich image of a butterfly on a flower.
This nonprofit reminds people they get a tax deduction for donating to a cause worth many contributions.
Connect your cause to others and show people the panoply of community problems they help heal when they contribute to you. The World Wildlife Fund connects protecting endangered species with Native Americans’ sovereignties and cultures.
A clean top menu with crisp sequences of black, powder blue, and white frames a mission-centered photo. UNICEF USA had its visual web design done well.
Hit the home page and your eyes go straight to a child’s eyes, then persuasive writing next to a donate button. It just so happens that the child’s shirt is red and so is the button.
A carousel on the DAV Charitable Service Trust home page shows interesting information about the mission and a clean white bar above the top menu stacks the visuals nicely.
The Y provides healthy recreation, socializing opportunities, and community bonding. A group of children smiling in the bright sunshine is a sign of the unique community service value of the Y. It takes up a large amount of space, and the rest of the page isn’t cluttered.
A content-rich but not too-long video is a good way to break apart reading of text, and is a harder leap in content creation than images in general. Notice how the video (with individual stories in it) pops out crisply and loads quickly.
They use white space generously to guide attention. This helps emphasize certain critical facts, including ones that would look tremendous in an impact statement, like how many people they have helped.
The website makes it clear from the get-go that this nonprofit helps supply shelter to families. The service is clear, the emotional impact is immediate.
Make-A-Wish uses one primary color, a darker blue with white as the safe background color. On the home page, a smiling adorable child is the first thing your eyes snap toward.