Your website is the front door to your organization for anyone who visits – and they will often visit the website before ever seeing your actual front door! While it needs to serve a variety of visitors, making a great first impression on donors is especially important for your fundraising goals. Here are some tips to help ensure that your website welcomes donors in, tells your story well, and makes it easy for them to support your work.
- Your website must immediately convey the organization’s mission in a compelling way. Use photos and short videos with minimal printed words to tell your story and create an emotional connection. If possible, include stories from program participants and donors. A few key facts, figures, and statistics that demonstrate success and reinforce your mission can also be powerful.
- Ensure your website works in a variety of browsers and is mobile friendly. Mobile users made up 50-75% of nonprofit website traffic in 2024.
- Create a clear and obvious call to action—whether it’s donating, signing up for an event, sharing their story, or signing a letter of support. People want to take the next step closer to your organization; your job is to show them what that is.
- Include an opportunity to sign up for email or text communication. Having a library of past documents for donors to peruse (newsletters, annual reports, stories, videos) offers helpful context that can influence their decision to sign up.
- Keep your website up to date! Nothing is more frustrating to donors than going to a website and not being able to find the event coming up next month or the staff member they met last week. Inaccurate, missing, outdated, or suspicious looking information greatly affects the donor experience and leads to fewer and smaller gifts.
- If possible, consider integrating your social media feeds directly into your website to keep content fresh and engaging. This not only showcases your latest updates to donors but also boosts your visibility in search engines by keeping your site dynamic and active.
- Clearly position content for various audiences, including donors, volunteers, and program participants. Make this obvious near the top of the home page rather than forcing visitors to scroll far down or dig deep into the menu.
Once these pieces are in place, your digital front door is open—welcoming donors, volunteers, and visitors into a clear, engaging experience. When people can easily find what they need and feel confident in your organization, they’re more likely to connect with your mission, get involved, and make a gift.
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