Chapter Seven of the E-Marketing text book put great emphasis on "time poverty," a growing condition in our busy, technological environment. The resource of time is so very critical for business organizations--consumer's lack of time is an issue that must be addressed by businesses, especially with respect to creating an effective online experience.
The knowledge that consumers have a limited amount of time and are seeking the greatest amount of benefit in proportion to time spent online is paramount. Businesses should make a point to ensure that their website, Facebook page, mobile apps, etc. are easy to navigate and simple to use. The last thing consumers want to do is waste time stumbling around on an organization's website or mobile app. Links that don't work, cluttered pages, and information overload all contribute to a negative online experience.
The Make-A-Wish Foundation of AK & WA does a great job of making it quick and easy for individuals to donate their time, money, and airline miles online. Make-A-Wish has a "donate" tab on their online site which leads to a simple explanation of the various ways one can donate and corresponding links to paperwork, PayPal, etc.
To further improve the online experience for its target market, Make-A-Wish could work on making the rest of its website more intuitive. There is a lot of really great content on the Make-A-Wish website, but sometimes it is a little bit difficult to find what one's looking for.
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