Who Visits the Site
The key audiences, what they need, and how they behave
Understanding who's visiting and what they need shapes everything from page structure to tone.
Donors
The largest and most important audience by business impact. Most arrive already knowing MOWP — they're coming from an email appeal, a direct mail piece, or a Google search for the org by name.
What they need:
- A fast, clear path to give money
- Confidence that their gift is going to the right place (trust signals, 501(c)(3) status, financial transparency)
- To stay on mowp.org during the donation process — not get bounced to an unfamiliar third-party page
How they behave:
- Short, goal-oriented visits — arrive, give, leave
- Many are repeat donors checking on their Sustainers Circle account
- Skew older, expect a professional and credible experience
Where they go: Donate, Donate Now, Monthly Giving, Ways to Give, Financials & Transparency
Potential volunteers
Curious but not yet committed. They might have heard about MOWP from a friend, seen a social post, driven past a dining center, or noticed the logo on a delivery vehicle. The website is often their first stop to learn more. They want to understand what's involved before signing up.
What they need:
- A clear picture of what volunteering looks like (roles, time commitment, what to expect)
- Reassurance that it's not a huge commitment to get started
- A simple signup process with clear next steps
How they behave:
- Browse more than donors — they're evaluating, not transacting
- May visit multiple times before signing up
- Want to see that real people do this (testimonials, photos)
Where they go: Volunteer, Individual Opportunities, Group & Corporate, Sign Up, FAQ
Meal recipients and family
This is the most sensitive audience. They might be an older adult looking for help, or more often, a family member or caregiver researching options for a parent or loved one. They may be stressed, unfamiliar with available services, or uncomfortable asking for help.
What they need:
- Warm, clear language — not clinical, not bureaucratic
- To understand quickly: do I qualify, what do I get, how do I start
- A phone number on every page — many in this audience prefer to call
- Reassurance that asking for help is okay
How they behave:
- May not be comfortable navigating complex websites
- Often searching for specific answers ("meals on wheels eligibility," "senior meal delivery Portland")
- May be visiting on behalf of someone else (caregiver, adult child)
- Often under time pressure or emotional stress — the site needs to get them answers quickly
Where they go: Get Meals, Who Is Eligible, Request Meals, For Caregivers & Family, Find a Dining Center, Contact for Help
Corporate and group partners
Looking for team volunteer opportunities, corporate sponsorships, or ways to engage their employees or members with the community. Often a single person researching on behalf of a team or organization.
What they need:
- Professional information they can share with decision-makers
- Clear options: what can a group do, how big, how long, what's the process
- A way to start a conversation (not just a form — a phone number or email)
How they behave:
- Evaluating MOWP against other volunteer opportunities
- May need to justify the choice to a manager or committee
- Looking for proof of impact (stats, testimonials from other groups)
Where they go: Group & Corporate Volunteering, About, Financials & Transparency