The Bernard Community Center is a converted all-black school, O.H. Bernard School, that was purchased by dedicated alumni. To preserve important memories and serve the community, the group formed a 501(c)3 nonprofit organization to establish a community center for Centerville and Hickman County, Tennessee. Several considerations must be made when designing a website suitable for the group's noble objectives.
There are three main pages for the Bernard Center Website. They are designed first for mobile users who are used to scrolling through pages. Each page is designed to funnel people toward a "call-to-action" that requests a donation or requests their volunteer service.
Analyzing Needs.
A major difficulty with designing a website is visualizing the needs of the different groups and people who will use the website. I have listed five distinct groups that the site serves. To review my analysis, put on a hat for each audience, one at a time. Think like a member of the Board of Directors. What do you want the website to say, and what do you want the other audiences to read and understand? If you think as a member of a local Chamber of Commerce, what are you looking for on the website? If you're a member of the community, what are you looking for? What will entice you to support the center? If you used to go to school at O.H. Bernard School, what inspires you to visit or contribute?
Target Audiences
There are several audiences seeking information about Bernard Community Center.
- Board of Directors. The first and most important group is the Board of Directors. They have a mission that the website must support.
- Local Organizations. The second audience group consists of people from the Centerville and Hickman County communities. These people come from multiple nonprofit civic and governmental organizations that need a place to meet and promote their programs.
- Community Members. The third audience is similar to the second because it comprises individuals from the area. The Board has created its public service programs for individuals. These include a boxing class for local youth, a monthly forum for teenagers, a Narcotics Anonymous meeting site, and various ad hoc groups like Yoga classes and quilting groups.
- Former Community Members. The fourth audience includes people outside the community looking for their roots, childhood friends, and memories, primarily at O.H. Bernard School. The community's friendships run deep, and class reunions are a favorite activity.
- Interested Public. The final audience targeted here includes people outside the community seeking information about Black History, community resources, and opportunities to become community members.
Home Page Design (By Audience Need)
The website's home page focuses on the facility's current state, its community use opportunities, and the accomplishments of the Board and volunteers. It provides opportunities for people to contribute their time and money.
Board of Directors. Their priority is describing the Center, its programs, its facilities, and the kinds of events it supports. Their critical priority is maintaining financial support for the facility, securing grants that enable programs, and securing the help of many local volunteers in refurbishing the building and grounds. The Board will highlight their progress timeline and the milestones they have achieved. They will herald the volunteers that make the Center successful. The pictures that members record will document and illustrate the kinds of diverse activities and the kinds of groups, white and black, that find the Center to fit their needs. Finally, the Board must have clear "calls-to-action" to garner contributions and solicit volunteers to help implement needed improvements.
Local Organizations. Many local organizations will recognize the Center as an essential community asset. They realize the scope of its uses and benefits, so they are already aware and do not require much information about the Center. Their objective is to reserve the Center quickly and easily. Therefore, a quick link button at the top of the home page directs them to a reservation form to request space and time.
Community Members. Community members are probably less aware of the Center's functions than local organizations. They need information about local activities and how to engage with the programs and activities that meet their needs. The Center depends, in part, on their financial and volunteer contributions. To capture their attention, the content must include colorful and distinct "call to action buttons."
Former Community Members. People with ties to the community can feel pride in community leaders stepping up to meet a crucial need. The home page can help them re-engage with their past and contribute to the future. These people may be major contributors to the Center's finances. The "call to action" for donations must stand out on the Home page.
Interested Public. People and organizations looking for a place to relocate to select locations by ruling out locations missing key characteristics. They do not often choose locations based on the features they have. It's an exclusionary process. The Bernard Community Center is a checkbox for a critical community asset. Some people and organizations with philanthropic interests seek to contribute to causes worthy of their attention. For those, The "call to action" for donations must stand out on the Home page.
About the Center (Design by Audience)
The secondary page, About the Center, provides background information and current events in the center.
Board of Directors. The page must contain accurate information. It highlights progress in meeting the center's mission by providing a timeline of accomplishments and milestones. It also provides a calendar showing the schedule of activities, keeping Board members fully informed.
Local Organizations. This page's main draw is the calendar of events and a "call to action" to schedule an event at the Center.
Community Members. Community members can reference the page to find events and times that fit their interests. The page can gain public support by reporting news and the center's progress.
Former Community Members. Former students and those with community ties can track community events, programs, and news. A link to the "call to action" for contributions must be displayed.
Interested Public. The calendar of events and timeline for the Center's development bolster its credibility as a worthy philanthropic contribution. A link to the "call to action" for contributions must be displayed.
The O.H. Bernard School Story (Design by Audience)
People seek out good stories. They like progress. They like success from those who have been disadvantaged.
Board of Directors. This page validates the memories and dedication of the Board of Directors to recognize the past and preserve the memories while serving the public good in the future. Board members can take pride in their work and dedication.
Local Organizations. Local organizations can become part of a community movement that serves multiple mission areas by investing their time and interest in supporting and using the Center's facilities. By supporting the Center, community organizations can claim credit for their work.
Community Members. By understanding the background and stories of O. H. Bernard School, community members can be encouraged to support the Center.
Former Community Members. The history of the school's beginnings and its leaders and teachers validates memories and family members' links to their roots. It validates their involvement in the future.
Interested Public. People and organizations wishing to make philanthropic contributions, offer grants, and support communities like this can validate their gifts to the community.
