In today’s digital world, your charity’s website isn’t just a brochure—it’s your mission’s front door. But too often, organizations pour time and money into events, emails, and ads to get people to visit… only to lose them seconds after they land on the homepage.

So, what makes a good charity website? And how can you raise more donations on your charity website?

This post breaks down a proven, three-step framework to help your organization create a website that draws in visitors, engages them emotionally, and inspires real action.

Step 1: Differentiate With Clear Messaging

Define Your “Why”

Simon Sinek famously said, “People don’t buy what you do—they buy why you do it.” For charities, that means:

People don’t support what you do. They support why you do it.

This “why” is your purpose. Your reason for existing. Yet on many nonprofit websites, the mission is buried under layers of navigation or vague slogans.

To build interest on your charity website, your “why” needs to be front and center—above the fold, in plain language.

Example: Charity:Water

Their homepage headline?

“Why Water?”

“Because clean water changes everything.”

One sentence with words of incredible impact.

Make sure your site answers why you do what you do right away—before explaining what you do or how you do it.

Craft a Story That Connects

Humans think in stories. A good charity website should take users through a simple, powerful narrative.

Donald Miller’s StoryBrand framework outlines five classic elements of a good story:

1. A character (your beneficiary)
2. With a problem
3. Who meets a guide (your organization)
4. Who gives them a plan
5. That ends in success (or avoids failure)

Your homepage should guide visitors through this story as they scroll.

Example: The Blue Bird Circle

This Houston-based charity uses storytelling masterfully. As you scroll:

• You meet the character (children with neurological conditions)
• Understand the problem (lack of access to treatment)
• Meet the guide (The Blue Bird Circle)
• See a plan (how you can help)
• And see the success (100 years of impact)

When your website tells a cohesive story, it doesn’t just inform—it inspires.

3. Embrace Simplicity

Minimalism isn’t just trendy—it converts.

Keep your layout clean:

• Use only 2–3 primary colors
• Stick to 1–2 easy-to-read fonts
• Use high contrast (dark-on-light or light-on-dark)
• Break up content into scannable chunks with bullet points and headings

Example: Apple.com (2007)

While Microsoft’s homepage was packed with links and images, Apple’s site featured a single headline:

“Say hello to iPhone.”

One message. One button. That’s the power of clarity.

1. Use Social Proof to Build Trust

Donors want to see results. Show them impact.

Incorporate:

• Stories and testimonials
• Statistics and maps
• Project success videos

Transparency + storytelling = trust.

When supporters see what their dollars do, they’re more likely to give again.

2. Repeat Your CTA Often

Don’t worry about being annoying—users are forgetful.

Place your key CTA:

• Top right corner of every page

• Middle of your homepage banner

• Every 2–3 rows on your homepage

• At the bottom of every page

Use a bold, brand-aligned color to highlight buttons. Make them look clickable—and consistent.

3. Offer “Soft” and “Hard” CTAs

Not every visitor is ready to donate. Some need time.

Pair your donation ask (hard CTA) with a lower-barrier ask (soft CTA), such as:

• Sign up for the newsletter

• Download an impact report

• Follow on social media

Place these side-by-side as two buttons in strategic spots.

4. Streamline the Process

Test your donation or signup forms regularly. Look for friction:

• Too many fields? Cut them.

• Too many clicks? Simplify it.

• Can they do it on mobile? Test it.

Example: Compass Refugee Centre

Their donation process uses a sleek, distraction-free design. It dims the background, reduces options, and uses a simple, focused form.

When the process is easy, more people complete it.