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AFP Audioconference Q&A: How much copy is too much?
On January 14, NPA's Rick Christ led an audioconference for the Association of Fundraising Professionals (AFP) entitled "Auditing Your Nonprofit Web Site." The following question is from an audience member. Q: How much of the case should one attempt to include on a web page? For example, I want to include enough information about what our annual fund supports to motivate giving, but I don't want to include so much that people get bored and click to something else. A: In direct mail, we often wrestle with the length of the letter. “No one will read all eight pages!” we often say, and we do know that when we put in an extra brochure we often see response go down. Why? Too much information, or perhaps it’s just too distracting from the letter. In a personal visit, we can come armed with lots of information on the donor wall, the white paper that explains the case in greater detail, the board of directors, and other things, but we can leave them in our briefcase unless and until the prospect asks about them. Online, we have a similar opportunity. We can have a single page that makes the appeal, and it can have links to pop-up windows that can answer detailed questions without leading the donor away from the appeal page. February 2004 | |
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