March 02, 2016
For many organizations, a website is the biggest window into their work and values, helping their supporters and other audiences understand what the organization believes in and stands for, what it does, and why its work matters. In many cases, it also is a critical component of the day-to-day operations behind those efforts, whether as a publishing platform for knowledge sharing and thought leadership, or as a direct link to the organization's events management and CRM systems.
Nonprofits, educational institutions, and businesses whose work is dedicated to advancing positive social or environmental change must not only make sure their websites meet all the criteria by which the success of websites in general are measured (i.e., usability, visual design, and compelling content), their websites also must paint a much bigger picture of the organization — elevating its issue(s), educating audiences, and generating action while clearly communicating everything in the context of the organization's mission and values. No surprise, then, that at Constructive we believe that as purposeful as organizations tend to be about developing the strategies and actions needed to drive change, they should be equally focused on the decisions that determine whether their websites contribute to those goals.
Unfortunately, many organizations with incredibly inspiring missions too often end up with a website that falls flat and leaves their audiences more confused than committed, more exhausted than energized.
Why is this?
The Discontent of Our Disconnect
When organizations set out to redesign a website, the problems in need of solving on every organization's list inevitably include things like: "confusing; not user friendly," "content and resources hard to find," "not engaging or visually appealing," "difficult to update," and, most telling of all, "fails to clearly communicate our mission and work."
It is baffling how so many organizations can go through a lengthy website design engagement and still wind up with something that fails not only in website-specific areas like usability, visual design, and technology, but also in terms of the most important strategic goal of all — clearly communicating an organization's mission.
The reason, I believe, is actually quite simple.