Very few charity Web sites report back on successes. The National Canine Defence League is one of the few that does. They give feedback on past donor support: “Our supporters made it possible last year for the NCDL to save more than 11,000 dogs – that’s over 27 dogs a day ! Every donation counts . . .”
Note also the message you receive when first visiting the site: “Welcome to the e-commerce enabled NCDL site.” It certainly makes sense to work hard at putting site visitors at ease when it comes to encouraging them to use secure transaction facilities on a charity site.
This message seems to be working towards that, but is it too full of jargon? Would it confuse as many visitors as it encouraged? Perhaps an alternative such as “Welcome to NCDL, where you can join 5,000 other dog-lovers in making secure online credit card donations in guaranteed safety” might work better.
It is certainly not hard to test out different welcome messages on a Web site and judge the most effective.