The first website went up 18 years ago this month. Websites have done a lot of growing up since those …
Do you listen to your users? Do you ask them for feedback about what you’re doing online? Do you update your website to better serve the needs of those visiting? As a non-profit, you should be answering “yes” to all of these questions!
Researching users is important for any business. The software companies figured this out when they started watching people use their products to identify potential problems. The eCommerce stores realized it when they started monitoring traffic within their site to see where visitors were leaving during the checkout process. The large commercial companies realized it when they started doing market research to see who was consuming their products. Many successful non-profits also realize why user research is important.
User research is, in fact, MORE important for non-profits than for any commercial company. As a non-profit, you’re not just asking for a quick purchase or decision – you’re asking for a relationship. That’s the only thing that’s going to get folks to donate after all. Have you ever heard of a relationship where only one person talks and doesn’t listen? It doesn’t work too well. I suggest you start a conversation with your users. Send them surveys, schedule interviews, ask for feedback. Then, apply their feedback into your web presence. Your users will thank you.
Are you listening? If so, let us know how you’re listening and what you’re learning in the comments!