Nonprofit Mobile: Feeding America

In the nonprofit world, all things “technology” tend to be a bit behind the curve. There is often a lack of resources, technical skills, time or energy. But proactivity in any brand’s online presence, especially nonprofit, is crucial nowadays. Mobile and online are donors’ preferred ways to give. If you don’t look legit online, or there are a ton of hoops to jump through, they will probably reconsider.

With that in mind, there are some Best Practice nonprofits with great online presence. One of these I’ve encountered while working with nonprofits is Feeding America. Feeding America does great work. Its brand reflects that. Check out the mobile site:

an image of feeding america's mobile site

Landing: True to its logo, at the top of the website there’s a link to “Find Food.” The “Donate” button is displayed prominently in red, giving a sense of urgency. Too often, “Donate” is hidden within a site. There’s a scrolly carousel that displays latest resource and news. I think it works here and adds some faces to hunger in America.


Nav: The menu bar expands, giving simple links: here’s the problem, here’s what we do, here’s how you can help. I think every nonprofit out there could categorize their website in this way. It effectively helps readers navigate to where they want to be and what they want to know.

IMG_2550 (1)

Scrolling: As you scroll down the page, there are some nice large infographics/icons with simple facts. I don’t think there’s such a thing as too many infographics when it comes to nonprofits’ mission. It should be simple to digest, just as Feeding America has done here.


Footer: Finally at the bottom we have a sizable footer. I don’t mind it, since it includes the social buttons, and the Charity Navigator and BBB Accredited Charity are really nice touches. I also like that the 501(c)(3) non-profit status is included. These all lend to the credibility of the nonprofit brand image.

Things that could be improved include a way to access the menu bar when scrolling down. Also, the mobile site does take a few seconds to load and go from page to page. That could be on my end, though.

Overall, I think this excellent responsive and proactive design.


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