Passing the Two-Minute Test
Not many people hand out money to strangers. A potential donor will want to get to know your organization first. Sixty percent of donors hop online to visit your website prior to parting with their money. You have roughly two short minutes of their time to convince them that you are a worthwhile cause. Can your site pass the Two-Minute-Test?
Succinctly state your mission and how you accomplish it. For example, "Saving horses from slaughter with rehabilitation, training, fostering and placement." Also, if you can easily quantify your efforts, include that in a prominent location (i.e. "468 Horses Saved").