10 Marketing And Web Design Experts Analyze a World-Class Non-Profit Website

by 7 02/28/2012

Cure is an outstanding non-profit organization whose mission is to provide life-changing surgery to children that have no access to this care.

Currently, Cure operates 10 hospitals in 10 countries and performs surgeries for children with bowed legs, club foot and untreated burns just to name a few.

Non-profit organizations like Cure require funding to fulfill their mission.  Cure.org is a shining example of well-executed, tasteful web design and marketing.

We asked our Crazy Egg Marketing and Design experts to provide analysis of the non-profit website from Cure.

Click image to enlarge:

Cure.org

Overall, I think the Cure.org site is a good example of an effective nonprofit website.

Here are a few points of particular strength:

1.  They make it easy to donate by putting a link that stands out in the main navigation.

2.  They personalize their story.  It’s important for donors, volunteers and supporters to be able to picture the cause they’re supporting.  Images and stories really help.

3.  They provide supporters multiple ways to get involved, whether it’s by donating or sharing Lucia’s story.  They also allow users to Follow Lucia to help maintain an ongoing relationship.

4.  They graphically represent their progress towards a fundraising goal.

And here are a few areas of potential improvement:

1.  There is a little too much competition for attention on this page.  The logo, donate button in the navigation, three action buttons and heading text all compete with one another for a user’s attention.  It can be beneficial to pick one goal for a page and optimize everything towards drawing attention towards that goal.

2.  It’s unclear what happens if a user clicks the Follow and Share buttons.  It may be beneficial to provide a very brief explanation of what will happen if each button is clicked.

3.  It’s not totally clear what the progress bar indicates.  Is it progress towards funding Lucia’s surgery?  Is it simply progress towards $1,000?  Such visuals can be really helpful, but it’s important for Cure.org to explain why that specific fundraising goal matters.

~David Hartstein, Wired Impact

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Adam Kreitman, Words That ClickOverall, I think this is a strong site that can help Cure.org spread a lot of good to kids depending on their services all over the world.
Cure.org is really doing a lot of things well on this page to help them achieve their goal of getting donations. Here are my top three…

First, the focus is squarely on a child in need. Instead of a generic appeal for donations, what they do, etc. they make it very personal by having a large photo of a child and a brief story about why she needs help.

Second, they’re very specific about how much is needed to help Lucia (shown very clearly by the bar) and when it’s needed by (surgery is schedule for April 2). Having a deadline to raise the money needed puts the pressure on people to act soon and not put off donating

Third, the large Give, Follow, and Share buttons make it very obvious what to do next.

~Adam Kreitman, Words That Click

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Robin Cannon, Shiny Toy RobotsI really like this on a number of levels. The initial design is comfortable and attractive. It feels slightly “rough”, rather than too corporate; good use of textures, the “torn paper” style division between the header and the content, and an interesting mix of typography.

The call to action is very strong. Easy to understand options which encourage engagement. That’s further backed up by a very simple and accessible elevator pitch description of the organization itself.

~ Robin Cannon, Shiny Toy Robots

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Angela Jones, Design By Ange.laWhat this website does well in terms of getting the viewer to take action is to present three options – give, follow and share. Many fundraising websites have one option – give. Whether the viewer gives or not, sharing might actually have a greater impact in raising money. Following will bring the viewer back if they want to give or give again.

Overall, I think the website is designed well. The give, follow and share buttons don’t have very much styling, which is a contrast to the rest of the design. My suggestion would be to style the buttons better and make them slightly smaller.

The Cure logo is well designed, but what I am guessing is a crutch next to one of the children, seems out of place to me. Also, at the bottom of the page the “meet CURE” type treatment should either be the actual logo with the word “meet” above it, or should be distinctly different from the logo. It’s so close as it is that it doesn’t look intentionally different.

~ Angela Jones, Design By Ange.la

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I think this page is perfect.  Their goal is to raise awareness and donations for those in need, and they do a great job by having strong calls to action.  The personal story of someone you could be helping with your donation is also a great way to tug the website visitor’s heartstrings.

~ Kristi Hines, Freelance Writer

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Sanj Sahayam, Unique ImprintsI like the color palette and the texture used. The picture of Lucia is also very nice and makes the user want to donate.The font and colors used work very well on the summary of what Cure.org is about at the bottom of the page.

I would make the donation bar larger and the Give, Follow, Share buttons smaller. The buttons  could be given three distinct colors to make them stand out from each other. Suitable icons might be more appropriate than using buttons.

The cursive font used works in some areas but not others. It tends to give serious conditions like “untreated burns” an artistic flare. I’m not sure we want to take away from how serious these conditions are. A more sombre, bold font might be better for the words “untreated burns”.

The warning icon on the “LOGIN VIA FACEBOOK OR CURE.ORG” seems out of place. It would be nicer to have the cure header go all the way to the top of page.

~ Sanj Sahayam, Unique Imprints

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Econeve Design AgencyThe first thing many would recognize with Cure.org’s homepage is that it is made very welcoming, through it’s use of texture, color and copy.

“Meet” Lucia, “meet” Cure – allows visitors to feel as though they are engaging in something real rather than simply viewing information.

The earthy colors and textures is a contrast from the clean, corporate and polished feel you get with many other charity websites and instead, adds more depth.

This homepage is doing very little wrong.  The branding is clear, strong use of call to actions, confidence is given to visitors as to how donations are used and it instantly grabs attention.

~ Econeve

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Sherice JacobI love how the website makes giving and healing personal, by introducing you to someone who truly needs the comfort and help of medical personnel.  Even if they’re miles away, including a photo and giving people the opportunity to donate/share/follow can expand Cure’s social reach exponentially while letting would-be donors stay in-the-loop on how the children profiled here are recovering.

Color palette-wise, I would increase the color near the bottom (since 1998…) to make it a bit easier to read.  It’s an exemplary showcase of a site that puts the most important information above the fold, and then backs it up with social proof.

~ Sherice Jacob, iElectrify

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Naomi Niles, ShiftFWDThis photo is compelling. I feel directly connected with the child and want to help her. The bar beneath the text that shows how much she has been given is great for social proof.

The main issue with this page is the visual hierarchy. There are too many things competing for attention to the point where the main thing that should stand out (the call-to-action), isn’t.

First of all, the green words in a handwritten font make it confusing and are distracting. They break up the flow of reading. There are better ways to add emphasis on particular words and still keep the readability intact, like only changing the color, or just bolding the words you’d like to stand out.

Also, the “give” button needs to be given greater importance than the other buttons. It should have a different color than the others or be placed apart from them in order to bring more focus to giving.

~ Naomi Niles

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This page does a great job of drawing attention to the “Donate Now” menu link. As a non-profit organization, donations are key for the organization to continue functioning, so it’s important to draw attention to this link. Cure does a great job of highlighting the link by accenting it with a green background that makes sure it stands out from the other menu links.

As far as what I don’t like, the main text underneath “meet Lucia” isn’t very easy to read. There’s too much extra visual stimulation going on that makes it difficult to read the text. I would recommend not enlarging some of the text in green, and instead, I would recommend making the font large enough so that all of the text is easy to read. The copy can also be written in a concise and appealing way that makes it easy for people to read.

~ Joseph Putnam, BlogTweaks

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What about you? What analysis would you provide for the non-profit website from Cure?

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7 COMMENTS

Matt Shandera

Wow, we are humbled by all your positive comments and equally grateful for the areas in which we can improve. Thanks for supporting our mission and investing your time!

From our team at CURE to you we are deeply thankful.

Matt Shandera, Director of Marketing @ CURE

February 28, 2012 Reply

    Russ Henneberry

    @Matt Shandera — It’s a great website Matt. And a great organization. Thanks for stopping by.

    February 29, 2012 Reply

Joel Glovier

Thank you so much for the affirmation and constructive criticism of our site! It means a lot to have such positive recognition, as well as thoughtful critiques. I’m looking forward to making some adjustments based on the input.

Thanks again!!!

Joel Glovier | Principal Designer at CURE

March 1, 2012 Reply

Niall Mackenzie

Overall a very strong, good looking page. I like it a lot.

I would however, make a couple of suggestions.

I would add a line that clearly explains the nature of the progress bar, and that $1000 is needed for Lucia’s operation. You might think this is obvious to people, but it’s not. Clarity trumps persuasion.

There are three calls to action, all given equal weighting. I would focus on the primary goal (donation), and ask for the ‘Follow’ and ‘Share’ on a subsequent screen, perhaps after donation. It is highly unlikely someone would follow or share without donating. Seems strange to me anyway. By the way, both the ‘follow’ and the ‘share’ need a short explanation as to what exactly is being followed and shared, and where.

I would move the ‘Find out more about Lucia here’ down next to the ‘Give’ button to make it a secondary CTA for those not ready to donate. I would also change the wording of the ‘Give’ CTA to communicate value rather than issue a command e.g ‘Help Lucia now’, or ‘Help Lucia reach her target’, or ‘Help Lucia get her life back’. As always you should be testing multiple variations of these. It’s impossible to guess which will be most successful.

Hope that helps.

March 5, 2012 Reply

Joel Glovier

Hey just wanted to say thanks again for all the great input. I just made some tweaks to the child child funding slide on the homepage based on the input that we pushed live today.

March 7, 2012 Reply


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