Your nonprofit website has the potential to create a ripple effect of positive change with every click, every donation, and every volunteer signup. But those valuable opportunities may slip away if your site isn’t optimized for engagement and action.
Too many nonprofit websites fall short of their goal, leaving visitors confused about how to get involved. A cluttered layout, outdated design, or buried calls to action can limit your impact.
At KWSM, we specialize in creating nonprofit websites that clearly deliver your nonprofit’s message and make it easy for people to donate or volunteer. We understand the importance of a user-friendly experience, compelling visuals, and clear messaging. Read on to discover the four must-have features that will help your nonprofit achieve its goal.
4 Essential Features for an Effective Nonprofit Website
“A good nonprofit website clearly communicates the nonprofit’s mission and how they achieve it (or plan to), and also emotionally engages visitors, causing them to feel invested in helping you accomplish your mission while giving explicit instructions to those visitors how to give that assistance.”
– Julia Chanterrwyn, Web Developer, KWSM: a digital marketing agency
A nonprofit website should clearly state the organization’s mission and goals, while inspiring community members to take action. The following web design elements are essential:
1. An Inspiring “About Us” Section
Your ’About Us’ page is where visitors uncover the passion behind your mission. It’s an opportunity to showcase the faces and voices of those you serve, highlight the challenges you address, and demonstrate the real impact of your work. Avoid stock photos; instead, use real photos and quotes from the people making a difference every day; this will help the reader envision their lives and the impact they can make by joining your cause.
2. A Clear Call to Action
Make it easy for visitors to support your cause with clear, strategically placed calls to action. Maybe you’re looking for donations or volunteers; you can guide people toward the next step with prominent buttons and strategically placed instructions. Use action-oriented language to help paint a picture of the impact their involvement can make.
In the example from one of our client’s non-profit websites below, you can see some tiers of the donation levels listed, along with the impact that level of a donation can make. Seeing what their donation will go to can persuade the reader to get involved, and the “Donate Now” button is front and center when the urge strikes.
3. A Streamlined Donation Process
The window of opportunity that a person feels inspired to make a donation can close quickly when met with any obstacles. A user-friendly donation process is important for them to take action quickly when the inspiration strikes. Offer clear instructions, only collect the information needed, offer multiple payment options, and prioritize mobile optimization by using technology (Apple Pay or PayPal) for quick form filling/checkout.
According to CapitalOne Shopping, American consumers used Apple Pay for over $213 billion in purchases in 2023. In 2021, consumers made $91.7 billion in physical Apple Pay purchases, up 96% from $46.9 billion in 2019. Also, 29.1% of consumers said they wanted contactless payment to be available more often at checkout.
Bonus Tip: Consider offering recurring donation options and providing transparent information about how donations are used. This transparency builds trust and encourages long-term support.
4. Impactful Stories and Testimonials
Highlighting the real-world impact of your work is key to motivating users to take action. Share stories of individuals or communities whose lives have been changed through your organization’s efforts. Include photos, videos, and testimonials from those you serve, allowing them to tell your story and demonstrate the true power of your work.
In my example below, I’ve embedded a testimonial directly from the website Yelp. Embedding testimonials from established third parties helps establish a higher level of trust because the reader knows that it is a real testimonial from a real person. The reader can do the research themselves to see that it’s a real person and not a generated quote (they usually won’t) but knowing they can helps with confidence in a brand. Research shows that at least half of online shoppers say they trust third-party review sites more than reviews on retailer sites.
Read Amanda S.‘s review of KWSM: a digital marketing agency on Yelp
Related Article: How to Recruit Nonprofit Volunteers Using Digital Marketing
Build an Effective Nonprofit Website With KWSM
At KWSM, we believe that your website is the key to unlocking your nonprofit’s full potential. Our team will work with you to design a website that reflects your mission, engages your audience, and makes it easy for supporters to get involved.
Ready to create a nonprofit website that inspires and motivates? Contact KWSM for a free assessment of your nonprofit organization’s website.
