In a competitive analysis, we look at what your competitors or other related businesses are doing to get ideas for what you can improve. We usually focus on your website, social media, or other marketing channels, but where appropriate we also look at products and services offered. Our recommendations typically fall into three categories: Best practices, things to avoid, and ways you can stand out from the competition.
A non-profit organization wanted to redesign its web site to convey a feeling of energy and excitement to both current and prospective volunteers. We examined web sites from a large number of other non-profit organizations in the same geographic area, and identified images that did this effectively. Based on an examination of these images, we recommended that the organization...
- avoid stock photography in favor of pictures of actual volunteers
- ensure that volunteers are actively engaged in activity and not just posing
- find pictures that communicate the richness of the volunteer experience, and not just "volunteering is fun"