Graphic design is a major influencer for charitable organizations who strive to deploy websites that achieve a challenging goal: stir human emotion, and motivate involvement in the form of activism or donations. In many ways, charity marketing on the web is very similar to business marketing on the web; however, charities are faced with the more difficult task of motivating “purchases” without a tangible product as a return benefit. Humans might be naturally good-hearted, but it’s still more difficult to sell “doing one’s part” or “making a difference” than it is to sell a PS3. That’s why charities invest big bucks into website design, development and copy; so their online presence works to funnel visitors toward contributing to the cause. And the better the design, the better the response. See what I mean with the following 30 powerful charity website designs, each taken from the Forbes Top 200 Charities list.
For each example, take note of how they use graphic design to:
- Stir emotion
- Educate and establish trust
- Collect contact information, such as email addresses, for future marketing
- Motivate involvement via activism or monetary contributions