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legacy website pages a rant

I am at my wits end to find a good legacy pages on a charity  website. I have looked at over 400 websites (small and large charities covering every causal area) in the last 18 months so that in my courses I can give some great examples. But I REALLY struggle. Amnesty has a great structure and is really simple. The Save the Children website ensures the legacy tab is there in one click (truly rare). There are some great legacy videos but also some terrible ones.

What I find so interesting is that when I meet donors (btw – reviewing the last 6 months focus groups fewer than 15% of those committed donors I have met, have LOOKED at their charity websitte) and ask “what do you think of the charity’s website?”  they response I get is “Why should I look at it?”.

But when we get round to asking what information, text, images they would like to see the charity then ignores their views. Why? Because websites are often run by  non-fundraisers who do not understand the legacy information needs of legacy prospects – dare I say many communication depts. (if you are big enough to merit one)  do not understand fundraising let alone legacies.

So who is the website aimed at and what is the objective of the legacy content?  I believe the answer is  that“it is different for each cause. A website for Alumni would be very different (I hope) to a hospice which again should be different to a campaigning organisation. But when I look at most legacy pages there are seemingly no clear objectives whatsoever

Most legacy website pages are as dull as …. OK I better stop there before the rant gets out of control

Please let’s debate this because it is such FUN and so challenging.  Andp lease let me know if you think your legacy webpages are GREAT

Richard Radcliffe

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