Web site copy: Support your claims of charity

Recently, as part of my volunteer work on a committee that is raising money for a new town library, I’ve had occasion to visit the Web sites of businesses that we’re going to solicit for donations. I chose banks as one of the categories of businesses that I would research. I have been surprised to find that some banks talk a lot about the vast sums of money they provide to charities each year, but fail to offer any information on their site as to how a charity would go about apply for financial support.

Some banks do make it ultra-easy to find what you need on this topic. Information about the types of charities they support (or don’t support) can be found quickly. And they provide clear guidance about the process for applying for a donation along with the forms you’ll need to complete to make your request.

But other banks, including some very large ones, don’t make it easy at all. You can search and search and search and still not find the information you need.

This is not rocket science, folks. If the small banks I’ve found that have done a good job on this, like Country Bank, can figure it out, why can’t others? Why is such information buried many clicks into a site or not even available at all? Enabling people to find such information quickly averts the need for them to call you and take up your time with all their questions. It’s smart for you and makes life simpler for them.

I don’t mean to pick on banks. I’m sure there are other types of businesses that have the same problem on their Web sites. The take-away here is that if you’re going to make claims about your generosity and community involvement on your Web site, you need to go all the way and back up those claims with easily accessed information on your donating policies, contact information and any forms that organizations seeking funding support need to complete. Otherwise, it just sounds like a lot of hot air.

In short, if you’re going to boast about your company’s generosity on your Web site, you need to tell organizations how they can tap into that generosity instead of wondering whether you really mean it or not.

Here’s a related post: Community relations: Targeted giving makes community donations easier.

1 comment

  1. Jeanne,

    You make several great points. I will be reminding people and referencing both posts. Thanks.


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