Friday, July 22, 2011

Non-Profit Spotlight: Children International

What they are doing well on the page:

Take a look at the screenshot of the homepage - notice to the right a photo of a child with her profile (age, family relations etc) and a short bio. That personalizes the plight children face around the world, better than statistics can convey.

From a potential donor/sponsor perspective, she can see exactly who she can help - appealing to the sense of empathy - as well as what the gift of $22 will do - a sense of empowerment. There is also a clear, and big, "sponsor" button for her to commit to action - no confusion as to where to go next.

What I would advise they should test to increase the number of sponsorships:

To the left of the page you see a video of a celebrity sponsor. I would advise that they instead use a video to show success stories so that potential sponsors can be confident that their hard earned money is being used properly.

I would also test reducing the size of the "send me a free information kit" button so that it doesn't distract from the sponsor button. I want to make sure that people who are ready to take the next step, do so immediately. The info kit button can still be there for those that are scanning the whole page wanting to learn more.


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