Select Page

12 Ways to Optimize Your Nonprofit Website to Increase Giving

Every nonprofit should regularly revisit their online giving experience and optimize the donor journey. Below are 12 ways to optimize your nonprofit website to increase giving in 2023.

1. Make it mobile-friendly

With more and more people accessing the internet via their smartphones, it is essential to ensure that your website is easy to use and navigate on mobile devices. This means designing your website with a responsive layout that automatically adjusts to the size of the user’s screen, and using larger text and buttons that are easy to tap with a finger.

2. Use clear and compelling language

Use language that is easy to understand and that clearly conveys the purpose and impact of your organization. This means avoiding jargon and technical terms, and using active and persuasive language to engage visitors and encourage them to take action.

3. Include compelling visuals

Use high-quality images and videos to help bring your organization’s work to life and engage visitors. This could include photos of your programs in action, infographics that illustrate key points, and videos that showcase the impact of your organization’s work.

4. Make it easy to donate

Make it as easy as possible for visitors to donate to your organization, including by offering multiple payment options and displaying a prominent “Donate” button. This could include options such as credit card payments, PayPal, and even text-to-give options.

5. Use social proof

Include testimonials and success stories from donors, volunteers, and beneficiaries to demonstrate the impact of your organization’s work and encourage others to support it. This could include quotes, photos, and videos of people sharing their experiences with your organization.

6. Use trust signals

Display logos and badges from reputable organizations, such as the Better Business Bureau or Charity Navigator, to help build trust with visitors. These logos can serve as a visual cue that your organization is reputable and transparent, and may encourage visitors to feel more confident about donating.


7. Provide clear and concise information about your organization

Include information about your organization’s mission, programs, and impact in an easy-to-find and easy-to-understand format. This could include an “About Us” page, a page detailing your programs and services, and a page with information on the impact of your work.

8. Optimize for search engines

Use relevant keywords and phrases in your website content to improve your search engine ranking and make it easier for potential donors to find your organization. This could include using keywords in your website’s meta tags and headings, as well as in the body of your content. Check out Ahrefs’ blog for great SEO content.

9. Make use of social media

Utilize social media platforms to promote your organization and drive traffic to your website. This could include creating a Facebook page, tweeting about your organization’s work, and sharing images and videos on Instagram.

10. Make use of email marketing

Use nonprofit email marketing to stay in touch with donors and keep them informed about your organization’s work and needs. This could include sending newsletters with updates on your organization’s activities and impact, as well as targeted emails with specific requests for support.

11. Use calls to action

Encourage visitors to take specific actions, such as donating or signing up for a newsletter, by using clear and compelling calls to action. This could include buttons or links with text such as “Donate Now,” “Join Our Mailing List,” or “Learn More.”

12. Use analytics

Use tools such as Google Analytics to track and analyze website traffic and engagement, and use this information to optimize your website and increase giving. This could include analyzing data on where your visitors are coming from, what pages they are most interested in, and what actions they are taking on your website. With this information, you can identify areas for improvement and optimize your website to better meet the needs of your visitors and encourage them to support your organization.