August 03, 2012

Goodwill's Home Page: Missing a Chance to Win Supporters

Goodwill is well known for its thrift stores, but its home page could do much  to help people who don’t even know that the charity's main purpose is to help disabled people find jobs and succeed on their own.

The home page offers a link to the mission statement (which is a bit vague) but doesn’t tell me right away what the group does, as I suggested in my overview of key points for a nonprofit home page.

The main call to action is to find your local Goodwill, which might be the step the organization wants most visitors to take.  If however, donations are just as important, the ability to donate could be featured more prominently.

Like other nonprofits, Goodwill could benefit from a better presentation of dynamic content. Not only is it important to educate first-time visitors but it's just as important to persuade people to return again and again.

Goodwill does a good job of including some blog titles on the home page, but they are buried, use just plain text, and are a bit unattractive.  Using better fonts and adding images could generate a lot more repeat visits.

What do you think? What could Goodwill do better? What do you like about the home page?

More: The Secrets Behind Successful Nonprofit Home Pages

Matthew Scharpnick is the co-founder of Elefint Designs, a strategic design studio that works with good causes.