How to Improve Your Nonprofit Website and Get More Online Donations
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Lauren Atherton
You know that feeling when someone asks for your nonprofit’s website link… and your stomach sinks a little? You stall. You send them your Facebook page instead. Or worse—apologize in advance before sharing the link.
You’re not alone. A lot of small nonprofit teams (especially ones trying to grow past the $1M mark) are still working with outdated websites that aren’t pulling their weight—especially when it comes to raising money online.
Here’s how this might be playing out day-to-day:
- You’re manually answering the same questions over and over by phone or email.
- You’re taking donations offline because your online tools are clunky or confusing.
- Even when you get a great PR mention or host a successful event, the extra web traffic doesn’t translate into new support.
Here’s the thing: it’s not just you.
You were told you need a website—but no one taught you how to build one that converts. And unlike eCommerce or coaching websites, nonprofit sites have a different job: to build trust and inspire giving.
In fact, most donors visit a nonprofit’s website before making a donation—even if they end up giving through another platform.
That means your website isn’t just a digital flyer. It’s part of your fundraising funnel.
The good news? You don’t need a complete overhaul to make a big difference. Small, strategic changes can make your site more inviting, more trustworthy, and more effective at raising money—without taking more of your time.
Let’s break down three smart strategies to help your website bring in more donations on autopilot.
1. Simplify Your Navigation
If your website’s top menu is full of dropdowns and mystery labels, visitors will leave before they ever click “Donate.”
Confusing navigation = confusion about you. And confused people don’t give.
Here’s what works:
- Stick to 5 main pages: Home, Our Work, Get Involved, About, and Donate
- Use simple, plain-language labels (skip the clever stuff)
- Make the Donate button stand out—use a bold accent color or add a subtle animation (many donation platforms like Fundraise Up or Givebutter make this easy!)
Think of it like those old journalism and writing classes we used to take. People are asking 5 questions, and we need to answer them for them – and half of that battle is making it easy to find!
- Who are you?
- Also, who do you help?
- What do you do?
- When will this problem be solved by?
- Where do you work?
- Why does it matter?
- How can I help?
In my Brand Level-Up service, we start by mapping out your entire website. That’s how we find where things can be simplified or consolidated—so donors don’t get lost and leave.
Navigation isn’t just about organization. It’s about creating a clear path for people to find answers to their questions!
2. Clarify Before You Beautify
It’s tempting to jump into design – colors, fonts, and uploading new pictures. But you have to get your messaging right FIRST.
When we build websites inside the Brand Level-Up, we don’t touch visuals until we’ve wireframed and written strong copy for your five key pages. That means getting clear on your homepage headline, your mission statement, and most critically your donation page.
Why it matters:
- A clear, skimmable homepage helps visitors “get it” within 5 seconds
- Strong copy boosts not just conversions, but also your SEO and AI visibility
- It’s easier for you and your team to direct people confidently to your site
Not sure where to start? Open your homepage and ask a friend (who hasn’t seen it before) to describe what your organization does after reading it for 5 seconds. If they hesitate or can’t figure it out, time to rewrite!
3. Make Donating Easy
We’ve all been there: You click “Donate,” and suddenly you’re hit with a form that looks like a tax return.
The more friction you introduce, the more likely people are to bail.
Here’s what works best for donation conversion:
- Keep the donation form on your site, not opening in a new tab.
- Simplify your form to less than 5 fields (name, email address, phone number, address, and payment info).
- Use modern tools built for nonprofits like Fundraise Up or Givebutter. Both are optimized for accessibility, mobile use, and are built to facilitate the giving process!
Inside the Brand Level-Up, we set up your donation page using tools that integrate beautifully with Squarespace, the platform we recommend for small nonprofits. That means fewer tech headaches and a smoother experience for both you and your donors.
You might be wondering…
“This all sounds great, but we don’t have time to take this on.”
Totally fair. You’re already stretched thin and the idea of a website revamp feels like a mountain. But here’s what one of my clients said after we redid their site together:
“I thought it would be much more time-intensive for me, but Lauren gave me all the tools I needed to get feedback from our team, and it was way easier than I expected. Everything was so efficient and never felt like a huge lift!” — Paige, Kids Hub Child Advocacy Center
With the right process, website updates don’t have to be overwhelming. We keep your team focused on the mission—while we handle the design, messaging, and behind-the-scenes work.
Let’s review those three high-impact strategies to improve your website:
- Simplify your navigation to 5 items (or less!)
- Clarify your core message before you start designing
- Make donating easy with smooth, user-friendly tools
If you do even one of these things, you’ll start to see a difference. Do all three? You’re building a donor-converting machine that works even when you’re off the clock.
When your site is clear, simple, and donor-focused, you can:
- ✅ Get more donations without more effort
- ✅ Launch a monthly giving program
- ✅ Attract bigger donors and partners who are confident in your work
Ready to level up your website?
Your website can be one of your nonprofit’s most powerful fundraising assets…or its biggest obstacle. The good news is that each of the 3 strategies I shared are things you can do without hiring a designer or consultant!
And if you know your site needs a full refresh, let’s talk. Schedule your free consult call!
We’ll chat about your goals, what’s working, and what’s not. Whether you just need tweaks or a total revamp, we’ll find a path forward that’s clear, strategic, and way less stressful than you think.
Let’s make your website work for you.
Lauren Atherton
Schedule a Free Consult Call
Related Resources
Explore these additional resources for more info on how branding can help your nonprofit stand out:
Why Your Nonprofit May Need More Than a Website Update
No More Website Shame: 4 Strategic Steps to Update Your Nonprofit’s Website
