Does a charity really need a brand in the same way as a business might? If the charity wants to be successful in their mission, whatever that may be, then the answer is a resounding yes. A charity is selling much more than a product; they are selling a better world, a sense of peace, and the warm feeling that can only be found from giving to others.
Website Reviewed: charitywater.org
Charity: Water is an organization that has taken branding to heart. The organization logo design shows a water can in a sunny, positive yellow, with a small sun image inside it. The impression is that you can bring a little happiness and warmth to another person by partnering with this charity. The writing is in lower case letters in a serious font, adding a sense of simplicity. Set against a charcoal background, the single focus of this charity is clear: to bring water to people who desperately need it.
While yellow is part of the logo design, the main color of the website is a cool blue, which ties into the purpose of the organization. The landing page features pictures of different partnerships and events that Charity: Water is involved in. The celebrity support of the organization gives a little extra oomph and shows that this is a legitimate and trustworthy cause, one you can give to without reservation.
Contact information is located all over the website, which is important for a charity or any kind of fundraising organization like this one. Many people come to this site looking for a way to give, and it’s important that they find it before they change their minds!
Here are a few other ways that Charity: Water is a winning website:
Creativity: 4 stars. Creativity? It may not be immediately obvious, but this website is very creative in presenting their cause in a variety of forms to appeal to people who are giving for different reasons. A contest with a tour of Africa with Will and Jada Smith will attract the star-struck, while an appeal based on the number of deaths caused by unclean water tugs at heart strings.
Ease of use: 5 stars. This website is very easy to use, and opportunities to give of your time or money are presented at every turn. If you come here looking for a way to contribute, you won’t leave empty-handed.
Functionality: 5 stars. Contact information and links to the blog and social networking pages are on every page. If this isn’t enough, you can also get contact information from the appropriately named Contact page.
Content: 5 stars. The text is compelling and presents a clear case for the charity.
Appropriateness: 5 stars. This website is calming and compelling at the same time. It makes you want to give without making you feel uncomfortable. In short, it reaches a balance that is appropriate for the genre.
Overall: 4.8 stars. Charity: Water is an example of what a nonprofit website should look like for maximum success at a time when many different organizations are asking for the same limited funds.