How to Build a Website That Drives Donations and Engagement for Your Non-Profit
Probono Australia
For Australian not-for-profits, creating an effective website also comes with unique challenges, like tight budgets and limited in-house expertise. But with thoughtful planning and a focus on the right features, you can transform your website into a hub for engagement and support.Here are some actionable tips to help you develop a website that truly works for your organisation and its mission.Start with StrategyBefore jumping into design or content, it?s critical to define your website?s purpose and goals. Is your primary focus on driving donations, recruiting volunteers, or showcasing the stories of those you support? Identifying your goals will guide every decision, from layout to functionality.Take Action: Start by auditing your current site.˜Use our free website evaluation tool˜to identify strengths and areas for improvement. Ask questions like:
What?s the first thing visitors should see or do when they land on your homepage?
Does the website reflect your mission and encourage visitors to take the desired actions?
By starting with clear objectives, you can create a website that prioritises what matters most to your organisation.Create Clear and Impactful Calls-to-Action (CTAs)Your visitors should never be left guessing what to do next. Calls-to-action (CTAs) are vital in guiding them toward meaningful engagement, like donating, subscribing, or signing up to volunteer.Take Action: Use CTAs that are specific and action-oriented, like ?Donate Now,? ?Volunteer Today,? or ?Join Our Community.? Ensure they stand out by using bold colours and prominent placement, such as at the top of your homepage or in a sticky navigation bar. Adding urgency (e.g., ?Help Us Reach Our Goal by June?) can also inspire immediate action.Harness the Power of StorytellingStorytelling is one of the most effective ways to connect emotionally with your audience. It helps visitors understand the real-world impact of your work and feel part of your mission.Take Action: Share compelling stories about the people or causes you serve. Use testimonials, before-and-after photos, or short videos to bring these stories to life. For example, a story about a family impacted by your support can illustrate the difference your organisation makes. Place these stories prominently on your site?for example, in a dedicated "Our Impact" section.Build for Mobile ResponsivenessWith an increasing number of Australians accessing websites on their smartphones, your website must offer an excellent user experience on small screens.Take Action: Employ responsive design so your site automatically adjusts to fit any screen size. Test your website?s navigation, forms, and load times on mobile devices. Features like collapsible menus, large buttons, and minimal pop-ups improve mobile usability and keep visitors engaged.Make Donating EasyIf donors encounter roadblocks while trying to give, they?re likely to abandon the process. Simplifying donations is essential to secure more contributions.Take Action: Use a reliable, well-integrated donation platform designed for not-for-profits. Offer multiple giving options, such as one-off, recurring, or in-kind donations. Include trust signals like security badges, the ACNC Registered Charity Tick, or impact statements, such as ?100% of your donation supports [specific program],? to build confidence in potential donors.Make Volunteer Sign-Ups Simple and InvitingVolunteers are the backbone of many not-for-profits, so your website should make it easy for them to join your mission.Take Action: Dedicate an easily accessible page to volunteering, including descriptions of roles, time commitments, and benefits of helping out. Use a clear, simple application form to minimise friction. Consider providing a downloadable ?Get Started? guide or an entire onboarding section to make new volunteers feel supported.˜Focus on Accessibility and InclusivityNot-for-profits serve diverse communities, so your website should be accessible to everyone?including those with disabilities or limited technical access.Take Action: Follow Web Content Accessibility Guidelines (WCAG). Provide alternative text for images, captions for videos, and structured content with clear headings. Simple considerations, such as high-contrast text for readability, can ensure your site welcomes all users.Optimise Your Website?s Content with AnalyticsData is a powerful tool for improving your website?s design and content. Analytics can reveal what visitors care about most, where drop-offs occur, and what?s driving actions like donations or sign-ups.Take Action: Use free tools like Google Analytics to understand how users interact with your site. Combine this with heatmaps and data visualisation (e.g., via Looker Studio) to identify where visitors spend time. Use these insights to refine underperforming pages and double down on high-impact areas.Test and Maintain Your Website RegularlyEven the best website needs regular updates to stay functional, secure, and user-friendly. Broken links, outdated content, or slow loading times can negatively affect visitors? experience.Take Action: Create a maintenance schedule to test donation forms, navigation, and interactive features. Regularly update plugins and themes (especially for WordPress users) to avoid security vulnerabilities. Backing up your site frequently ensures you?re prepared for emergencies.Start todayEvery non-profit, regardless of resources, can improve its website to amplify its impact. Start today by focusing on one or two key areas, such as updating CTAs or simplifying your donation process. Over time, small changes will combine to create big results.How Digital Services Lab Can HelpAt Digital Services Lab, we specialise in helping Australian not-for-profits build strategic, user-friendly, and impactful WordPress websites. From custom designs to ongoing maintenance and support, our goal is to simplify the website management process, so you can focus on what matters most?your mission. Whether you need guidance on optimising your donation platform, improving accessibility, or creating compelling content, we?re here to help.˜If your website could use some expert attention, we?d love to offer a free 30-minute strategy session to the first 50 people, available exclusively through Pro Bono Australia.˜Book your session here. Together, we can turn your website into a tool that drives real change.Visit our˜website or email us today to find out more about how we can assist you. ˜
