“Imagine this: you log onto Everycharity.org, and the site is as visually seductive as iTunes. It most definitely does not look as if it was designed by a Ph.D. candidate in accounting. The icons look so good you want to lick them, as Steve Jobs once remarked about the icons in the Mac operating system. Instead of reading like it was written by a committee of academics, it’s as easy to understand as Mr. Rogers. Instead of being filled with acronyms and social service jargon, it contains words that anyone can understand. The words actually inspire you instead of confusing you. Instead of intimidating, it invites.”
―
Dan Pallotta,
Charity Case: How the Nonprofit Community Can Stand Up For Itself and Really Change the World