It's hard to give
Giving money on charity websites is 7% harder than spending money on e-commerce sites. Donating physical items is even harder.
For non-profit websites, social media is secondary;the top priority is to write clearer content!
Not-for-profit, charity, non-governmental organizations (NGOs) . . . most of the names emphasize what these organizations are NOT. And when we study .org websites, it's obvious that they differ from the clear value proposition offered by commercial websites. Typically, you visit sites because (a) you like what they have and (b) you'll pay money to get it. Not so with non-profit sites.
Non-profits must clearly communicate their value proposition if they want to attract volunteers and online donations. Sadly, such communication is the sore point in the non-profit user experience.
The article is certainly worth a read, like most things from Jacob Nielsen!
