Everyone keeps predicting the death of the website. First it was social, now it is AI. But it is still the one channel you actually own and control, which is exactly what makes it your most durable asset. So when a site has gone untouched for five years and a redo runs six figures, the real question is whether it is worth it, and when.

Episode Highlights:

[00:03:00] The identity impact gap, and when a redo is the wrong call
[00:10:30] The 10-second homepage test 90% of nonprofit sites fail
[00:13:00] Brand as coherence: the Apple experience, and your version of it
[00:17:30] What happens the moment a funder leaves your meeting
[00:23:30] What funders actually look for: financials, team bios, clear impact
[00:28:00] The underperforming employee analogy, and the player on your team

Notable Quotes:

Eric Ressler [00:05:20]: "I still believe that your website is your most important and your most durable asset as a brand."

Eric Ressler [00:26:20]: "Your website should be your best fundraiser, not your only fundraiser."

Jonathan Hicken [00:29:10]: "Website is almost the wrong word. It's a player on your team."

Resources & Links:

• Seymour Marine Discovery Center — seymourcenter.ucsc.edu
• Candid — candid.org
• “Are Website's Dead?" — earlier Designing Tomorrow episode.
• Joel Breakstone interview — earlier Designing Tomorrow episode.

Hosted by Eric Ressler, Founder & Creative Director of Cosmic, with co-host Jonathan Hicken, Executive Director of the Seymour Marine Discovery Center. New episodes every Tuesday.

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