best practices for non-profit websites.
Your non-profit does incredible work in the world. How do you share that work and invite others to join your mission? Often, it starts with your website. Think of your website as a bridge connecting your cause with supporters. Let’s discuss some simple yet powerful ways to make that bridge strong and inviting.
what’s your story, and who needs to hear it?
When someone lands on your website, do they immediately “get” what you’re all about? Your mission and purpose should be front and center. Use straightforward language to explain who you help, what you do, and why it’s important. Instead of just saying what you do, tell them about the difference you make. How are you solving problems? What positive ripple effect are you creating? Those impact statements, even small ones, can be incredibly moving.
But beyond just what your story is, consider who you’re telling it to. Effective non-profit websites go deep into audience mapping and audience journeys. Understanding your audiences – from potential donors and volunteers to beneficiaries and community partners – allows you to tailor your message. What information does each group need? What questions do they have? How can your website guide them seamlessly through their unique journey, leading them to the information or action they seek?
guiding hands
Once you’ve described your mission, show visitors the way forward. Do you want them to donate, volunteer, or learn more? Use buttons and links that say things like “Donate Now,” “Volunteer Today,” or “Learn More”. These calls to action make it easy for people to take the next step.
This “next step” needs to be seamless, especially when it involves financial contributions or volunteer sign-ups. Non-profits rely heavily on specialized systems like Donor Perfect, Canada Helps, Raiser’s Edge, and ClickDimensions to streamline their fund development and constituent relationship management. Your website must be able to integrate with these platforms. A disjointed experience where users are shunted to an unfamiliar external site can lead to abandonment. A truly effective website ensures users have a smooth, uninterrupted experience.
show, don’t just tell
We’re visual creatures! Use inspiring photos of your work, short videos that tell a story, and testimonials from people you’ve helped. These visuals create an emotional connection and make your mission feel real.
Let’s discuss video storytelling even further. While powerful photos are essential, video offers a dynamic way to convey emotion, showcase impact, and introduce your team. Consider creating short videos that highlight a specific success story, a day in the life of a beneficiary, or a direct appeal from your leadership.
For imagery, the distinction between original and stock photography is vital. While stock photos can be a quick solution, original photography, even creatively shot to protect identities, resonates more authentically. Many non-profits face sensitivities in their work that preclude direct imagery of beneficiaries. In these cases, consider:
- Metaphorical imagery: Photos that symbolize your work without directly showing individuals (e.g., hands planting a tree for an environmental group).
- Behind-the-scenes: Images of your staff, volunteers, or the tools and places where your work happens.
- Abstract representations: Creative compositions that symbolize the emotions or challenges your organization addresses.
- Illustrations or animations: A great alternative when live photography isn’t feasible.
building trust through openness
Consider including information about how donations are used (perhaps a simple breakdown or impact report) and details about your leadership. This transparency assures people their support is valued and well-managed.
While almost all non-profits provide annual reporting, the difference lies in the way this information is told. Instead of presenting dry numbers, use your annual reports as an opportunity to communicate your story and the tangible difference your supporters make. Highlight key achievements, share anecdotes, and connect financial data directly to programmatic outcomes. Additionally, leverage external validation: if your organization is reviewed and rated by entities like Charities Intelligence (especially if you’ve been recognized among the top charities in Canada, as some of our clients have), proudly display these credentials. Independent verification boosts donor confidence.
accessibility
The heart of accessibility is ease of use and access for everyone in your audience. This takes into consideration everything from your tech stack and UX to the typography and colours used to express your message. And, accessibility is becoming increasingly important.
At minimum, your website should be easy to read and navigate on a smartphone. If not, you could be missing out on valuable connections. A responsive website automatically adjusts to fit any screen size, making it a smooth experience for everyone.
Next, consider the language used to communicate your message. Is it understood by everyone in your audience, both your donors and your clients? How about the fonts and graphics used, is there enough contrast and clarity for someone with colour blindness?
To ensure your website is accessible, consider incorporating features like:
- Alt-text for images: Descriptions that screen readers can convey.
- Keyboard navigation: Ensuring all functions can be accessed without a mouse.
- Colour contrast: Making text readable for those with visual impairments.
- Clear and consistent navigation: Easy to understand for all users.
- Captions and transcripts for videos: Providing alternatives for people who are deaf or hard of hearing.
staying relevant
Regularly updating your content keeps your audience engaged and signals that your organization is active and thriving.
- Blog/news section: Publish regular updates, success stories, event announcements, and thought leadership articles. This also helps with search engine optimization.
- Event calendar: Keep your community informed about upcoming events and opportunities to get involved.
- Campaign updates: Share progress on current campaigns and highlight achievements.
Be sure to check out some of the work we’ve done with non-profit organizations like Children’s Cottage Society, Inn From the Cold, and HomeSpace Society.
Feeling like your non-profit story isn’t quite shining online? Let’s fix that together! Contact Fever today.
