As the year-end giving season approaches, your website becomes one of your most important fundraising tools. Many donors will check your site before giving–so ensuring it’s donation-ready can make or break your campaign. Here are six steps that can help.Â
- Crystal-clear mission and impact
Your homepage should answer the big question fast: “What do you do, and why does it matter?” Donors shouldn’t have to dig for your mission or wonder how their gift helps. A bold headline and clear impact statement go a long way. - Build trust with professional design
Fundraising depends on credibility. A polished design, easy navigation, and error-free text all signal reliability, but freshen up on the guidelines for credibility to grow trust with your visitors. Go further by sharing your leadership team, staff bios, and financial transparency, like annual reports or charity ratings–my About the About page guide shows how. And remember: Strange visual design, typos and broken links don’t exactly scream “trust us with your money.” - Show impact through storytelling
No one gets misty-eyed over a pie chart (not even if it’s about actual pie). Stories are what move people. Share real examples of change–families helped, communities transformed, animals rescued. (I have some tips for collecting stories that matter.) Add photos, videos, and clear numbers. Blend data with human stories so donors feel the difference they’re making. - Plan a strategic email series
Don’t send just one ask. Use a sequence of varied emails to build momentum: impact stories, donor spotlights, urgent updates. Keep calls to action clear and always link back to your donation page. Segment and personalize when you can to boost results. - Create a focused campaign page
A dedicated donation landing page for your campaign keeps donors on track. Highlight your mission, show impact, and offer multiple giving levels. Include testimonials or quotes from supporters. And yep, I have info on landing pages too! Here’s some easy ways to improve your landing page. Make sure the page is mobile-friendly–many donors will give from their phones, and that it includes information showing it’s secure, like a HTTPS lock icon. - Test before launch
Before your campaign goes live, ask some friends or family unfamiliar with your org to try donating. Can they understand what you do? Find the button? Hand (or Venmo) them $5 to complete a $5 gift. User testing doesn’t have to be complicated–you can gain great insights with some straightforward user testing. Even a few quick tests run can uncover problems that would otherwise cost you gifts. Plus your testers get the warm glow of being your guinea pig donor.Â
Year-end giving season is hectic enough–don’t let your website be the digital version of waiting in line at the post office. A little prep now means your site is ready to cheerfully collect gifts 24/7 while you focus on everything else (like finding time to breathe).
Dive Deeper
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