How to Raise Donations and Drive Real Action Through Better Design and Messaging

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.

The Problem: Traffic Without Engagement

You’ve done the hard work. You’ve driven traffic through social posts, newsletters, and maybe even Google Ads. But when people arrive, the engagement stops. They scroll for a moment, maybe click once, then bounce. Why?

Because you have 50 milliseconds—less than the blink of an eye—to make a good first impression. And for many charities, that first impression falls flat.

Studies show that the average bounce rate for nonprofit websites is over 60%, meaning most visitors leave without engaging. That’s a huge loss, especially when you’ve invested time and energy to bring them in.

The solution? A clear, compelling site that:

• Differentiates your organization
• Simplifies the user experience
• Drives users to take meaningful action

Let’s break that down.

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:

A character (your beneficiary)

With a problem

Who meets a guide (your organization)

Who gives them a plan

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.

Step 2: Simplify the User Experience (UX)

Once your messaging connects, your charity website UX becomes the key to keeping visitors engaged. You want them to stay, explore, and take action.

Here are three practical ways to improve your website’s usability:

1. Clean Up Your Navigation

Many charity websites fall into the trap of listing everything in the menu. The result? Cognitive overload.

Stick to 4–6 primary menu items, with clear labels like:

• About
• Programs
• Get Involved
• Donate
• Contact

Use dropdowns only when needed (never multiple levels deep), and shift secondary links to the footer.

Example: Toronto Botanical Garden

Before their redesign, their site had 10 top-level items and four competing calls to action. Post-redesign: six main items, one clear CTA—“Donate”—in the top right.

2. Make It Mobile-Friendly

Over 45% of web traffic in North America comes from mobile devices. And Google now uses mobile-first indexing—meaning your mobile site affects how you rank.

Check your site on your phone. Look for:

• Easy tap targets (especially buttons)
• Scalable text and images (no pinching to zoom)
• A hamburger menu that works smoothly

Use tools like Google’s Mobile-Friendly Test or Lighthouse in Chrome to catch issues.

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.

Step 3: Drive Action With Better CTAs

Your site has a purpose. Whether it’s fundraising, event signups, or volunteer recruitment, your website donor acquisition funnel lives or dies by one thing:

👉 Your Call to Action (CTA)

Here’s how to optimize it.

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.

What Should Be Included in a Charity Website?

To recap, a high-performing charity website should include:

✅ A compelling “why” message

✅ A homepage that tells your story

✅ Clear navigation and layout

✅ Responsive, mobile-first design

✅ Emotional impact through visuals

✅ Strong, repeated CTAs

✅ Transparent social proof

✅ Easy forms and pathways to action

When these elements are in place, your site will not only attract attention—it will inspire action.

Elevate Your Impact—Starting With Your Website

Your charity’s website is more than a landing page. It’s where your story lives, where your supporters connect, and where real transformation begins.

If you're wondering how your website stacks up—or where to start improving—our team offers a free charity website audit. We’ll evaluate your site based on everything discussed here and provide clear, helpful feedback.

Need help refining your messaging or upgrading your donation experience?

We’re here to help. Connect with us and let’s build a website that works as hard as you do.