Nonprofit Website FAQ

The more prepared you are going in, the smoother and faster your website project will go. Here’s what helps most:

Clarify your goals. Before talking to agencies, discuss internally what you want the new website to achieve. More donations? Better volunteer recruitment? Clearer communication about programs? Having aligned goals from the start prevents conflicting feedback later.

Identify decision-makers. Decide who has final approval authority and what level of input staff, board members, and other stakeholders will have. Too many cooks can stall projects indefinitely.

Audit your content. Gather logos, photos, program descriptions, annual reports, and other materials you’ll need. Identify content gaps. Do you have good photos of your programs in action? Updated staff bios? Recent impact stories?

Know your integrations. Make a list of tools your website needs to connect with: donation platforms (like GiveWP or PayPal), email marketing (Mailchimp, Constant Contact), CRMs, event management systems, or volunteer databases.

Review your analytics. If you have Google Analytics on your current site, look at which pages get the most traffic and where visitors drop off. This tells you what’s working and what needs improvement.

Collect examples. Browse nonprofit websites you admire and bookmark what you like about them. Specific examples help agencies understand your vision better than abstract descriptions.

Set a realistic budget and timeline. Quality websites take time. Most nonprofit sites need 2-4 months from kickoff to launch, and you’ll need staff time for feedback and content.

Coming prepared with these basics can cut weeks off your timeline and ensure you get a website that truly serves your mission.

Not sure where to start? In our Nonprofit Beacon session, we organize the beginning pieces of a nonprofit website project to ensure you create a site that represents your org well.

Most professional nonprofit websites take 2-4 months from kickoff to launch, though simpler sites can be done faster and complex projects may take longer.

Here’s a typical timeline breakdown:

Discovery and planning (1-2 weeks). Understanding your goals, audience, content needs, and technical requirements. This phase sets the foundation for everything else.

Design (2-4 weeks). Creating mockups of key pages, gathering feedback, and refining the visual direction. This usually involves 1-2 rounds of revisions.

Development (3-6 weeks). Building out the site, setting up integrations with donation platforms or other tools, and ensuring everything works on all devices.

Content and testing (2-3 weeks). Adding final content, testing forms and donation pages, checking mobile responsiveness, and fixing any bugs.

Launch and training (1 week). Going live and training your team on how to update content, add blog posts, or make basic changes.

What affects timeline:

• Project scope. A 10-page site launches faster than one with 50 pages, custom features, or complex integrations.
• Your availability. Delays often happen when feedback takes weeks instead of days or when content isn’t ready when needed.
• Decision-making process. Sites with clear approval authority move faster than those requiring board consensus on every detail.
• Revisions. Major direction changes mid-project can add weeks.

Be wary of agencies promising full redesigns in 2-3 weeks. Rushing usually means cutting corners on strategy, accessibility, or testing. The key is working with an agency that understands your organization well and ensuring they have a solid process to maintain project momentum.

Most nonprofit websites need a redesign every 3-5 years, but certain signs indicate it’s time sooner:

Your site isn’t mobile-friendly. If your website doesn’t work well on phones and tablets, this is urgent. Over 60% of traffic now comes from mobile devices, and a poor mobile experience directly costs you donations and engagement.

You’re experiencing security issues. Outdated websites are vulnerable to hacking and malware. If your site runs on old software that no longer receives security updates, or you’ve had security breaches, redesign immediately.

Your mission or programs have evolved. If your website describes work you no longer do, or doesn’t mention your current focus areas, it’s actively misleading potential supporters and may not match what you’re writing in grant applications. A redesign helps realign your digital presence with your actual work.

Analytics show poor performance. High bounce rates (over 60%), short visit durations (under 30 seconds), or declining traffic suggest visitors aren’t finding what they need. These metrics indicate structural or content problems worth addressing.

Donation or conversion rates are dropping. If fewer people are completing donations, signing up for emails, or registering for events compared to previous years, your site may be creating unnecessary friction.

Your brand has changed. After a rebrand with new logos, colors, or messaging, an outdated website undermines the investment you made in your new identity.

Technology is holding you back. If you can’t add features you need (event registration, volunteer signups, improved donation forms) because your current platform is too limited, it’s time to upgrade to something more modern.

The site looks dated. First impressions matter. If your website looks like it’s from 2010, visitors may question whether your organization is active and well-managed. Design trends evolve, and what looked professional five years ago can now undermine trust.

You’re planning a major campaign. Before launching a capital campaign, major fundraising initiative, or anniversary celebration, ensure your website can handle increased traffic and effectively communicate your goals.

You have funding available. Website projects require both money and staff time. If you have capacity-building grant funding or budget allocated, don’t wait for a crisis to use it.

Staff spends excessive time on workarounds. If updating your website requires calling a developer for every small change, or if staff avoid making updates because the process is too complicated, you’re wasting valuable time and money.

You’re embarrassed to share your URL. If you hesitate to put your website on business cards or promotional materials because you know it doesn’t represent your organization well, that’s a clear signal. (This is the #1 complaint we hear from nonprofits looking to redesign their website.)

Best timing: Plan redesigns during slower organizational periods when staff have capacity to provide feedback and content. Avoid launching right before major fundraising pushes—give yourself 2-3 months of buffer time to work out any issues and gather analytics on the new site’s performance.

The right choice depends on your budget, timeline, technical capacity, and website complexity.

Build in-house if:

• You have technical staff or skilled volunteers with dedicated time
• Your needs are straightforward (basic pages, simple donation form)
• Budget is extremely limited and you can invest significant staff time
• You’re using a website builder like Squarespace or WordPress.com

Hire an agency if:

• Your website is strategic to fundraising or operations
• You need complex features, custom integrations, or multiple audience experiences
• Time is limited—quality sites often take 100+ hours to build
• You lack technical expertise for copywriting, design, UX, and accessibility
• You want it done right the first time (fixing poor DIY builds often costs more than hiring professionals initially)

Hybrid approach: Many nonprofits hire agencies for initial design and development, then manage routine content updates in-house. This combines professional quality with ongoing control.

Key consideration: Calculate true cost. In-house isn’t free—factor staff time at their hourly rate. Six months of part-time work ($200/month) equals $1,200 in labor, plus opportunity cost of what else they could accomplish.

Most small to mid-size nonprofits get better results hiring agencies for the build, then managing updates themselves. The investment typically pays for itself through improved donations and saved staff time.

Working with agencies that don’t understand nonprofits. Business-focused agencies often miss critical features like donation infrastructure, volunteer management integration, and the need to speak to multiple audiences at once. They often miss the critical storytelling and trust-building elements as well. Ask if they’ve built nonprofit sites before and request examples.

Hidden costs and unclear pricing. Get a detailed scope of work upfront. What’s included in the base price? What counts as “extra”? Clarify who owns the website after launch and whether there are ongoing maintenance fees.

Skipping accessibility. Many agencies overlook ADA compliance, which can exclude people with disabilities and create legal risk. Make sure accessibility is built in from the start, not added later.

Templates that don’t fit your mission. Cookie-cutter designs may be cheaper, but they rarely tell your unique story effectively. Look for agencies that customize rather than just plug your logo into a template.

Poor mobile optimization. Over half of web traffic comes from mobile devices. If the agency isn’t designing mobile-first, your donors will have a frustrating experience.

No plan for after launch. Websites need updates, security patches, and content changes. Clarify what post-launch support looks like and whether you’ll be able to manage basic updates yourself.

Unrealistic timelines. Quality takes time. Be wary of agencies promising full redesigns in 2-3 weeks. Most professional nonprofit sites take 2-4 months from start to launch.

The right agency will ask questions about your goals, explain trade-offs clearly, and treat your mission with the seriousness it deserves. For suggestions on what questions to ask a web agency, refer to this list of questions.

This is one of the most common challenges in nonprofit website projects. Here’s how to navigate it:

Start with alignment on goals, not aesthetics. Before discussing design preferences, get everyone to agree on what success looks like. Is it more donations? Better volunteer recruitment? Clearer program information? When the team agrees on objectives, design decisions become easier to make.

Ask for options with rationale. Rather than open-ended “What do you think?” questions, request that your agency or designer present 2-3 directions with clear explanations of why each approach serves your goals. This shifts conversations from personal preference to strategic thinking.

Ground feedback in visitor needs. When disagreements arise, bring the conversation back to your audience. What will resonate with donors? What do volunteers need to see? Data and best practices help depersonalize debates and focus on what actually works.

Establish a decision-making framework upfront. Identify who has final approval authority before the project starts. Decide what level of input different stakeholders will have. This prevents bottlenecks when multiple people want different changes.

Iterate in phases with structured feedback rounds. Build in specific milestones where everyone can provide input, but consolidate feedback at these checkpoints rather than continuously throughout the project. This ensures everyone has a voice without constant back-and-forth.

Use real examples. Sometimes showing how similar nonprofits solved the same problem helps build consensus faster than abstract discussions.

The key is balancing collaborative input with forward momentum. A good agency or project lead will guide these conversations while keeping your timeline and budget on track.

We recommend WordPress or Squarespace for most organizations. WordPress works best in most situations, while Squarespace is a better choice for organizations with relatively simple needs. 

WordPress pros and cons: WordPress tends to be slightly more complicated to build but does offer more capabilities in terms of features. When using WordPress, it’s important to ensure the site is built in such a way that it’s easy for non-technical users to manage. 

Squarespace pros and cons: Squarespace has more guardrails. It’s easy to manage and usually more straightforward to create a decent website that works well (especially for orgs planning to create a website in-house). However, it does provide fewer options in terms of features and software integrations, and managing certain types of content can be more difficult compared to WordPress (blog, etc).

Not sure where to start? We recommend the best platform for your specific situation through our Nonprofit Beacon process if you need suggestions on which platform is best for your nonprofit.

Website builders (Squarespace, Wix, WordPress.com) are all-in-one platforms with templates and drag-and-drop editors. Everything (hosting, security, support) is bundled together for $15-$40/month.

Custom websites (usually WordPress.org) give you complete control over design and functionality but require separate hosting and technical assistance during the initial build.

Choose a website builder if:

• Budget is under $5,000
• You need something launched in 4-6 weeks
• You have straightforward needs: basic pages, simple donation form, event calendar
• No one on your team has technical skills
• You’re comfortable with template limitations

Choose a custom website if:

• Your website is central to fundraising or operations
• You need complex features, custom integrations, or sophisticated functionality
• You serve multiple audiences requiring different experiences
• Professional, unique branding significantly impacts donor confidence

Cost comparison: Builders cost $1,200-$3,000 over 5 years. Custom sites typically cost $8,000-$30,000 but deliver significantly more capability and flexibility.

Middle ground: WordPress.org with a premium theme ($5,000-$12,000) offers more flexibility than builders without full custom complexity.

Despite sharing the WordPress name, these are completely different platforms with wildly different capabilities.

WordPress.org is free, open-source software you install on your own hosting (like owning a house). You get complete control, can install any plugins or themes, and have access to thousands of nonprofit-specific tools for donations, events, and volunteer management. However, you’re responsible for hosting ($10-$50/month), updates, security, and maintenance—either doing it yourself or hiring help.

WordPress.com is a commercial hosting service (like renting an apartment). It’s much easier with minimal setup, automatic updates, and built-in security. But you’re limited by what the platform allows. The free and low-cost plans are restrictive for most nonprofits. To install plugins and customize properly, you need the Business plan at $25/month ($300/year), which still offers less flexibility than WordPress.org.

Which to choose:

Most nonprofits needing donation forms, event calendars, or CRM integration should use WordPress.org with professional setup. It offers better long-term value and flexibility.

Choose WordPress.com only if you’re very small, have little technical capacity, need something launched immediately, and have extremely basic website needs.

The initial setup cost for WordPress.org is higher, but you get true ownership and additional flexibility to grow with your organization.

Effective nonprofit website content is clear, compelling, and action-oriented. Here’s how to write content that connects with visitors and motivates support:

Use plain language. Write the way you talk. Avoid nonprofit jargon, acronyms, and insider terminology. If a stranger wouldn’t understand it, simplify. “We help families afford food” beats “We address food insecurity through community-based nutritional interventions.” Simple is almost always best.

Tell stories with real people. Abstract statistics don’t motivate like personal narratives do. Share specific examples wherever possible: “Maria completed our program and now manages a team of five” creates emotional connection that “200 participants trained” doesn’t. (Note that these stories can always be anonymized or made into a composite example if you are unable to share specific stories for ethical reasons.)

Write for scanning, not reading. Most visitors skim rather than read every word. Use short paragraphs (2-4 sentences), clear subheadings, bullet points, and bold text for emphasis. Make key information easy to find.

Focus on benefits, not features. Don’t just list what you offer — explain why it matters. “Free tutoring” is a feature. “Your child gains confidence and improves grades” is a benefit. People care about outcomes.

Use active voice. “We serve 500 families each month” is stronger than “500 families are served monthly.” Active voice is clearer, more engaging, and easier to understand.

Include clear calls to action. Every page should guide visitors toward a next step: donate, volunteer, sign up, learn more, contact us. Don’t make people guess what to do next.

Show, don’t just tell. Instead of saying “We’re creating impact,” share specific results: success rates, testimonials, before-and-after stories, or program outcomes. Let the evidence speak for itself.

Keep it concise. Say what matters in as few words as possible. Edit liberally. If a sentence doesn’t add value, cut it.

Write for your community, not yourself. Donors, volunteers, and beneficiaries care about different things. Tailor content to address their specific interests and concerns.

Update regularly. Outdated content undermines credibility. Review and refresh your pages at least annually to ensure information is current and accurate. For high traffic pages, it makes sense to evaluate content quarterly (or even more frequently).

The golden rule: If you can’t explain what you do and why it matters in 2-3 clear sentences, your content needs simplification. Clarity and authenticity always beat clever or complex writing.

Different types of content need different update schedules. Here’s a practical breakdown:

Homepage and key messaging (quarterly). Review your homepage, about page, and mission statement every 3-4 months. Update statistics, refresh featured stories, and ensure calls to action reflect current priorities. Even minor updates signal your organization is active.

Blog or news section (monthly or bi-weekly). Regular posts about programs, impact stories, or community news keep your site fresh and improve search visibility. Aim for at least one substantial update per month. Consistent publishing matters more than frequent sporadic bursts.

Events calendar (ongoing). Update this immediately when events are scheduled, cancelled, or details change. An outdated events page undermines credibility—visitors assume you’re not actively engaged in your community.

Programs and services (annually or as needed). Review program descriptions at least once a year, or immediately when offerings change. Outdated program information confuses potential beneficiaries and funders.

Annual reports and financials (annually). Post your annual report and most recent Form 990 as soon as they’re available. Many donors and grantmakers check for financial transparency before giving.

Photos and visuals (annually). Rotate homepage images and program photos at least yearly. Repeated use of the same few images makes your organization look static.

Impact stories and testimonials (quarterly). Add fresh stories every few months to demonstrate ongoing work. Real, recent examples are more compelling than years-old case studies.

Donation page (quarterly). Test your donation process every few months to ensure it works smoothly. Update suggested giving amounts if your funding needs have changed.

Staff and board pages (as changes occur). Update immediately when people join or leave. Nothing says “outdated” like listing staff who departed two years ago.

Contact information (immediately). Never let contact details, office hours, or addresses go out of date. This information should be correct 100% of the time.

Emergency or time-sensitive updates (immediately). During crises, service changes, or urgent situations, update your homepage banner or create a dedicated page within hours. Visitors often check your website first for current information.

Seasonal content (as seasons change). If you run seasonal programs (summer camps, holiday drives, etc.), update relevant pages 4-6 weeks before each season begins.

Minimum baseline: Even if you can’t maintain a blog, update something visible (homepage feature, new photo, impact stat) at least monthly. Search engines and visitors both favor active websites over static ones.

Set up a content calendar. Assign specific staff members responsibility for different sections and schedule quarterly content reviews. This prevents updates from falling through the cracks and distributes the workload.

Regular updates don’t have to require major overhauls. Small, consistent changes keep your site current and engaging while improving search visibility and donor confidence.

Not every nonprofit needs a blog, but most benefit from one if they can maintain it consistently. The key question is whether you have the capacity to publish quality content regularly.

Why blogs help nonprofits:

Improved search visibility. Fresh, relevant content helps your website rank better in search engines and appear in AI-powered searches. Each blog post creates another opportunity for people to discover your organization when searching for solutions you provide.

Impact storytelling. Blogs let you share program updates, beneficiary stories, and behind-the-scenes glimpses that bring your mission to life. These stories build emotional connection with donors and demonstrate tangible outcomes.

Donor engagement. Regular content keeps supporters informed and invested between donation appeals. Subscribers who read your updates are more likely to give when asked.

Credibility and expertise. Thoughtful posts about issues in your field position your organization as a trusted voice, which matters to funders, partners, and media.

Content for other channels. Blog posts provide material for email newsletters, social media, and donor communications—maximizing your content creation effort.

When a blog might not make sense:

Inconsistent publishing is worse than no blog. A blog with three posts from 2022 raises eyebrows, not engagement. If you can’t commit to at least monthly updates, focus your energy elsewhere.

Limited staff capacity. If publishing blog posts would pull staff away from direct service or critical operations, the trade-off may not be worth it.

Other content priorities are more urgent. If your basic website content (programs, impact, donation pages) isn’t strong, fix that before starting a blog.

Your audience doesn’t read blogs. Some communities primarily engage through social media, events, or direct communication rather than reading long-form content.

Alternatives to traditional blogs:

Impact update pages. Instead of dated blog posts, create evergreen pages you update quarterly with new stories and statistics.

News or announcements section. Simple updates about events, milestones, or changes require less effort than full blog posts.

Email newsletters. If you’re already writing regular email updates, repurpose that content on your website rather than creating separate blog posts.

Social media first. Post updates on Facebook, Instagram, or LinkedIn, then embed or link to those posts from your website.

Bottom line: A blog is valuable if you can maintain it with quality content at least once per month. If that’s not realistic, invest in strong core website content and simpler update mechanisms. Remember: consistency beats frequency. One well-written monthly post is more valuable than four rushed, low-quality posts followed by months of silence.

Your homepage is often the first impression donors, volunteers, and beneficiaries get of your organization. Here’s what every nonprofit homepage needs:

Clear mission statement above the fold. Visitors should immediately understand what you do, who you serve, and why it matters — all within 5-10 seconds. Use plain language, not jargon. “We provide free after-school tutoring to underserved elementary students” beats “We facilitate educational equity through youth empowerment.”

Prominent donate button. Make it visible in your header (top navigation) and ideally repeated 1-2 times further down the page. Use action-oriented language like “Donate Now” or “Support Our Mission.”

Compelling hero image or video. Show your work in action with real people, real programs, real impact. Avoid generic stock photos as much as possible. Authentic, people-centric imagery builds emotional connection.

Impact summary or key statistics. Quick, scannable proof of your work: “5,000 meals served,” “200 students tutored,” “85% of participants found stable housing.” Numbers make your mission tangible.

Multiple calls to action. Beyond donating, include options to volunteer, sign up for emails, attend events, or learn about programs. Different visitors want to engage in different ways.

Program or service overview. Brief descriptions of your main programs with links to detailed pages. This helps visitors quickly understand the scope of your work.

Recent impact stories or testimonials. (At least) One or two short stories, quotes, or case studies that demonstrate real outcomes. Faces and personal narratives are more compelling than abstract descriptions.

Trust indicators. Awards, media mentions, partner logos, charity ratings (GuideStar, Charity Navigator), or any other recognitions that build credibility.

News or updates section. Recent blog posts, upcoming events, or important announcements signal an active, engaged organization. (Only include this type of content if you have regular updates and will keep it updated.)

Clear navigation menu. Simple, logical categories that make it easy to find information: About, Programs, Get Involved, Donate.

Email signup form. Capture interested visitors by offering updates, impact stories, or volunteer opportunities.

Contact information in footer. Address, phone, email, and social media links should be easy to find.

What to avoid: Don’t overcrowd your homepage with everything. It’s a doorway into your site, not a comprehensive guide. Focus on clarity, quick understanding, and clear next steps. Every element should answer “What do you do?” and “How can I help?” If something doesn’t, consider removing it or adding it to a subpage.

Good SEO for nonprofits starts with creating genuinely helpful content that answers questions your community is searching for. Here’s what actually works:

Create content around what people search. Think about the questions donors, volunteers, or beneficiaries ask. Write blog posts, program pages, and FAQs that address these topics in depth. For example, if you run an after-school tutoring program, create content about “free tutoring for kids in [your city]” or “how to help struggling students with homework.”

Use clear, descriptive language. Write naturally about your work using the terms real people use, not insider jargon. If people search “food bank” but you call yourself a “nutrition security organization,” you won’t be found.

Optimize your technical basics. Every page needs a descriptive title tag (50-60 characters), meta description (150-160 characters), and clear URL structure. Use header tags (H1, H2, H3) to organize content logically.

Improve page speed. Compress images, use modern hosting, and minimize unnecessary plugins. Pages should load in under 3 seconds (though faster is better). Google prioritizes fast sites, and slow sites lose visitors.

Make your site mobile-friendly. Over 60% of searches happen on phones. Google now uses mobile-first indexing, meaning your mobile site affects your rankings more than desktop.

Build local SEO if relevant. Claim and optimize your Google Business Profile. Ensure your organization name, address, and phone number are consistent across all online directories. Get listed on local nonprofit directories and community resources.

Earn quality backlinks. When reputable sites link to you, it signals authority. Get featured in local news, nonprofit directories, industry publications, and partner websites. Quality matters more than quantity.

Update content regularly. Fresh content signals an active organization. Regular blog posts, updated program information, and current events help both search rankings and AI visibility.

Write detailed program and service pages. Don’t just list what you do — explain who you serve, how programs work, and what outcomes you achieve. Comprehensive pages rank better than thin content.

Use alt text on images. Describe images for accessibility and SEO. “Volunteers serving meals at food bank” is better than “IMG_Final_1234.”

Get citations in directories. List your organization on GuideStar, Charity Navigator, local community foundations, and relevant nonprofit directories. These citations build authority.

Track what works. Use Google Search Console (free) to see which keywords bring traffic and which pages rank well. Double down on what’s working.

The most important principle: SEO isn’t about tricks like it was in 2012. Instead, it’s about being genuinely helpful to the people searching for solutions you provide. Create valuable content, make it technically accessible, and build your reputation through mentions in trusted sources.

Growing website traffic requires consistent effort across multiple channels. Here’s what works for nonprofits:

Create valuable content regularly. Blog posts, impact stories, program updates, and helpful resources give people reasons to visit and return. Each piece of content creates another opportunity to be found through search engines. Write about topics your community actually searches for.

Optimize for search engines. Use clear, descriptive language about your work. Answer common questions you receive from your community. Improve page speed and mobile experience. Get listed in nonprofit directories. Good SEO brings people actively searching for solutions you provide.

Build and use your email list. Email newsletters are one of the most effective ways to drive traffic (as well as build relationships, which is an important step to increasing donations). Share recent blog posts, program updates, and impact stories. Include clear links back to your website. People who subscribe want to stay connected and kept in the loop.

Leverage social media strategically. Don’t just post — actually engage. Share website content on Facebook, Instagram, LinkedIn, X, Bluesky, or wherever your audience spends time. Use stories, behind-the-scenes content, and real impact updates that link back to your site.

Get featured in local media and publications. Press coverage about your programs, events, or impact often includes links to your website. Reach out to local news outlets, nonprofit publications, and community blogs with compelling story angles.

Partner with complementary organizations. Cross-promotion with other nonprofits, community organizations, or local businesses can introduce your website to new audiences. Guest blog posts, joint events, or resource sharing all help to drive traffic.

Use Google Ad Grants. Eligible nonprofits get $10,000/month in free Google Ads. This puts your website in front of people actively searching for related services or causes. It requires setup and management but can significantly increase traffic.

Promote during events and campaigns. Major fundraising campaigns, awareness months, or community events drive spikes in traffic. Maximize these moments with clear calls to visit your website for more information.

Make sharing easy. Include social sharing buttons on blog posts and impact stories. When supporters share your content, their networks discover your site.

Encourage backlinks from partners. When you’re mentioned in annual reports, partner websites, or resource lists, ensure they link to your site. Quality backlinks improve both referral traffic and search rankings.

Track what works. Use Google Analytics to see which channels bring the most visitors and which content gets the most views. Continually monitor changes, and double down on what’s working.

Most important: Traffic for traffic’s sake doesn’t help. Focus on attracting visitors who care about your mission and might donate, volunteer, or share your work. Quality matters more than quantity.

Converting visitors into donors requires removing friction, building trust, and creating emotional connection. Here’s what works:

Make the donation process effortless. Your donate button should be visible on every page, ideally in the header and footer. The donation form itself should be simple—name, email, amount, payment method. Every extra field you add decreases completion rates. Offer suggested giving amounts and clearly show what different donation levels accomplish.

Lead with impact, not need. Instead of focusing on how much you need, show what donations achieve. “Your $50 provides school supplies for three students” is more compelling than “We need $10,000 for our education program.” Specific, tangible outcomes motivate giving.

Tell stories, not statistics. While data matters, personal stories create emotional connection. Feature beneficiaries, volunteers, or program participants who’ve been impacted by your work. Real faces and voices make abstract causes feel concrete and urgent.

Build immediate trust. Display security badges on donation pages, include financial transparency (annual reports, charity ratings), and show social proof through donor testimonials or recognition. People give to organizations they trust.

Create urgency without desperation. Matching gift campaigns, limited-time challenges, or highlighting immediate needs encourage action. But avoid sounding desperate—confidence in your mission is more compelling than panic.

Offer multiple ways to give. Beyond one-time donations, provide options for monthly recurring gifts, tribute donations, employer matching, stock donations, or planned giving. Different donors prefer different methods.

Optimize for mobile. Over 60% of traffic comes from phones. If your donation form doesn’t work seamlessly on mobile, you’re losing donations. Test the entire process on multiple devices.

Reduce decision fatigue. Too many options paralyze people. Guide visitors with clear calls to action, suggested donation amounts, and intuitive navigation. Make the path to giving obvious.

Follow up immediately. Automated thank-you emails with receipts and impact information make donors feel valued and increase the likelihood of future gifts.

Show your work continuously. Regular updates through blogs, email newsletters, and social media keep supporters engaged between donations. The more connected people feel to your mission, the more likely they are to give again.

The major takeaway: conversion isn’t about tricks. It’s about making it easy for people who care about your cause to support it in meaningful ways.

Making your website accessible ensures everyone can access your content, including people with disabilities. Here’s how to build accessibility into your site:

Use sufficient color contrast. Text should be easily readable against its background. Aim for a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text. Tools like WebAIM’s Contrast Checker help you test this. (Note that color contrast is often a problem when text is laid over an image. Adding a dark or light color overlay to the image can help increase legibility.)

Add alt text to all images. Describe images for screen readers used by visually impaired visitors. “Volunteers serving meals at community dinner” is helpful. “IMG_1234” or leaving it blank is not. Decorative images can use empty alt text.

Ensure keyboard navigation works. Some visitors can’t use a mouse. Every interactive element (links, buttons, forms, menus) should be accessible using only the Tab, Enter, and arrow keys. Test this yourself by unplugging your mouse.

Use clear, descriptive link text. “Read our 2024 impact report” is better than “click here.” Screen readers often navigate by links, so descriptive text helps users understand where links go.

Label all form fields properly. Every input field needs a clear label that’s programmatically associated with it. “Email address” floating above or beside the field isn’t enough—it needs proper HTML labels.

Provide captions and transcripts. Videos need captions for deaf or hard-of-hearing viewers. Provide transcripts for audio content like podcasts.

Use heading structure properly. Organize content with H1, H2, H3 tags in logical order. This helps screen readers navigate your content. Don’t skip heading levels or use headings just for styling.

Make text resizable. Don’t prevent users from zooming or increasing text size. Avoid using fixed pixel sizes that break when text is enlarged.

Choose readable fonts and spacing. Use clean, simple fonts at least 16px in size. Adequate line spacing and paragraph breaks improve readability for everyone, especially people with dyslexia or cognitive disabilities.

Write in plain language. Clear, simple writing benefits everyone but especially helps people with cognitive disabilities or those using translation tools.

Test with accessibility tools. Free tools like WAVE, Lighthouse (built into Chrome), or axe DevTools identify common accessibility issues. Manual testing with a screen reader (NVDA or JAWS for Windows, VoiceOver for Mac) catches problems automated tools miss.

Why it matters for nonprofits: Your mission is likely inclusive—your website should be too. Accessible sites also perform better in search engines and reach broader audiences. Build accessibility in from the start rather than retrofitting it later.

Yes, most nonprofits need both, especially if you collect donations, email addresses, or any personal information online.

Privacy Policy (required in most cases):

If your website collects any personal information — names, emails, payment details, IP addresses — you legally need a privacy policy in most jurisdictions. This includes:

• Donation forms (collecting names, emails, payment info)
• Email newsletter signups
• Contact forms requesting personal details
• Cookies or analytics tracking (Google Analytics, Facebook Pixel)
• Any form that collects data

Privacy laws like GDPR (European visitors), CCPA (California residents), and various state laws require clear disclosure about what data you collect, how you use it, who you share it with, and how people can access or delete their information.

Many payment processors (Stripe, PayPal) and email platforms (Mailchimp) require you to have a privacy policy as part of their terms of service.

Terms of Service (recommended, sometimes required):

Terms of service protect your organization by setting rules for website use. While not always legally required, they’re valuable if you:

• Accept online donations
• Allow user accounts or logins
• Have a blog with comments
• Provide downloadable resources
• Want to limit liability

Terms typically cover acceptable use, intellectual property rights, disclaimers, and dispute resolution.

What happens without them?

Without proper policies, you risk:

• Legal penalties under privacy laws (fines can be substantial)
• Payment processor account suspension
• Lost donor trust
• Difficulty resolving disputes
• Potential lawsuits

Where to get them:

Don’t copy policies from other websites—legal requirements vary by state and circumstance. Options include:

• Legal counsel (most thorough but expensive)
• Policy generators like Termly, TermsFeed, or iubenda (affordable, customizable templates)
• TechSoup resources for nonprofit-specific guidance

Bottom line: If your website collects any personal information or accepts donations, you almost certainly need a privacy policy. Terms of service are strongly recommended for protection. This isn’t legal advice—consult an attorney to ensure compliance with laws applicable to your organization and location.