How charities can use their website more effectively

Is your charity’s website quietly holding you back?

You’ve got a mission that matters. You’re doing real, meaningful work. You’re changing lives.

But your website? It’s… not quite pulling its weight.

Maybe you’re getting visitors, but they’re not donating.
Maybe people land on your site and leave within seconds.
Maybe your campaigns aren’t getting the visibility they deserve.
Or maybe you’re just not sure what your website should actually be doing for you.

It’s frustrating, isn't it?

You know that if people just understood the work you were doing, they’d want to help. But instead, you’re left wondering why the donations aren’t coming in and why your message isn’t sticking.

We hear you.

What we see too often is that charities are treating their websites more like online brochures. Instead, it should be one of your most powerful tools for raising awareness, increasing donations and growing your community.

If it’s not doing that, something needs to change.

The missed opportunities are costing you more than you think

If your website isn't working for you, it’s working against you. Every day that your site remains difficult to navigate or hard to find is a day that a potential lifelong donor lands on a competitor’s page instead.

The damage caused by your website not working properly runs much deeper than just “low traffic”.

It means:

• Potential donors leave without giving
• Volunteers never find out how to get involved
• Campaigns don’t get the attention they deserve
• Your impact isn’t being fully seen or understood

And worst of all? People who would have supported you simply… don’t.

Not because they don’t care, but because your website didn’t guide them.

These days, trust is the ultimate currency and a clunky, outdated or silent website sends a signal that your charity might not be as active or professional as it truly is.

Your charity website should be your hardest-working team member. If it’s not actively helping you achieve your goals, it’s quietly holding you back.

You can’t afford to be the world's best-kept secret!

The good news? This is fixable.

Who are you?

Before you jump into design tweaks or donation buttons, you need absolute clarity on one thing: your identity.

Your website should clearly communicate:

• Your mission
• Your values
• Who you help
• The change you’re trying to create

If someone lands on your homepage and can't quickly answer:

• What do they do?
• Who do they help?
• Why does it matter?

You're losing them!

It's also important to talk about your roadmap. Where do you want to be in and what are your goals for the next 12, 24, 60 months?

Sharing your long-term plan invites everyone interested on a journey. People don’t give to organisations, they give to missions they believe in.

Quick win: Add a clear, simple mission statement at the top of your homepage. No jargon. No fluff. Just impact.

Make your website inclusive

If your website isn't accessible, you are locking the door on a huge portion of your audience. This could unintentionally include potential donors, volunteers and beneficiaries.

Here’s what to focus on:

Responsive design

Put yourself in people's shoes. Your supporters are browsing on phones during their commute, on tablets on their sofas and on old desktop computers in libraries. So your website needs to be responsive.

This means your website must be responsive to these devices. It needs to look and function perfectly regardless of the screen size. If a user has to "pinch and zoom" to read your donation button or it's too clunky, they’ll leave.

Accessibility

As a charity, we're sure you're already empathetic towards people and the different needs they may have in life, but have you ever kept that in mind when it comes to your website?

Ensure your site uses:

• High-contrast colours for those with visual impairments
• Alt-text for images so screen readers can describe them
• Keyboard-friendly navigation for reduced mobility in the hands
• Also see this website accessibility article

Fast loading

Be mindful that not everyone has a 5G connection. If your site is bloated with massive image files, it will hang and fail for users on slower connections or older devices.

Optimising your site for quick loading ensures that your message reaches the person with the weakest signal just as easily as the one with the strongest.

Trust us when we say that if it’s slow to open, people won’t wait around!

Sell your work and outcomes

We've found that many charities shy away from the idea of “selling” themselves, and honestly, that’s understandable. However, people don't want to hear about your administrative processes, they want to hear about the change you're creating.

Remember, you're not selling a product, you're sharing an impact. And that deserves to be seen!

Here are some easy ways to share this with your audience:

Use storytelling

Tell real stories to your audience. People connect emotionally with stories, and emotion drives action.

Here's an effective way to help share your stories:

• Start by introducing someone your charity helped
• Share their story and describe the obstacle they faced 
• Explain how your charity (and the donor's money) provided the solution

Show visuals

Photos and videos bring your work to life. One high-quality photo of a smiling face or a restored habitat is worth a thousand words of "About Us" text.

People are far more likely to engage when they can see your impact than when they read about it.

Share outcomes and lessons

It's all well and good to explain what you do, but have you got the facts and evidence to back what you say?

Of course you do, so make sure you share your results, for example:

• “We supported 200 families this year”
• “We reduced isolation in our community by X%”

This builds credibility and motivation.

Also, don’t be afraid to share what you’ve learned. If a project didn't go as planned, explain how you pivoted.

This builds incredible authenticity.

Here's a great guide for more information: https://shorthand.com/the-craft/visual-storytelling-for-nonprofit-organisations/

Encourage conversions with clear CTAs

Websites work best when they guide users towards a certain goal.

For your charity, the goal might be for someone to make a donation, apply to participate in an event or inquire about a volunteer position.

When you've reached a goal, it's called a "conversion". Really think about what your charity's most important conversions are, what you want people to do.

Then, create clear Calls to Action (CTAs) that help users achieve that conversion.

For example, if a visitor lands on a blog post about a local food bank crisis, don't just let the article end. Add a bright, clear button that says: "Help us fill a shelf today."

Some common CTAs for charities include:

• "Donate Now"

• "Volunteer This Weekend"

• "Download Our Impact Report"

Each page should have one primary goal that is obvious to the audience. Don't make them hunt for the "how."

Make donating simple

If your donation process is long or complicated, people will give up even if they genuinely want to help.

Even the most generous supporter has limits when faced with:

• Too many form fields
• Confusing steps
• Slow loading pages

Keep the process as simple as possible, with the fewest clicks from "I want to help" to "Thank you for your gift".

You can achieve this with:

• Short forms
• Clear donation amounts
• Multiple payment options (PayPal, Apple Pay, credit cards, etc.)
• Mobile-friendly checkout

Donating should feel as easy as buying a coffee.

Organise and promote events

Your website should be the central hub for your community.

Whether you’re hosting a black-tie gala, a virtual quiz night or a local park cleanup, list them clearly. Events are a huge opportunity for engagement and fundraising, but only if people know about them.

Use an integrated calendar or an "Events" tab. This shows that your charity is active, alive and offers ways for people to get involved beyond just opening their wallets.

When it comes to events, your website should:

• Clearly list upcoming events
• Include all key details (date, time, location, purpose)
• Make it easy to sign up or buy tickets

Connect your Social Media

Your website and social media should work together, not separately.

On your website, make sure to:

• Add links to your social profiles
• Embed live social feeds (like Instagram)
• Encourage sharing

This helps:

• Build trust
• Increase engagement
• Keep your content fresh

Think of social media as your “outreach” and your website as your “home base”.

Keep your audience up to date

A stagnant website is a dead website. If your website looks outdated, people will assume your charity has gone quiet, or worse, closed down.

A great way to provide regular updates is to use a "News" or "Blog" section.

• Did a fundraiser exceed its goal? Post about it.

• Did you hire a new project lead? Introduce them.

• Did a policy change affect your cause? Explain it.

• Did you recently host an event? Share it.

​​​​​​​Fresh content also signals to Google that your site is relevant, which helps your SEO (Search Engine Optimisation) and drives more organic traffic.

Make it personal

We've said it before and we'll say it again: people don’t connect with organisations, they connect with stories and faces.

Don’t hide behind "corporate" language. Use real photography of your actual team and the people you serve (with permission, of course).

If you really want to make it personal, case studies are the gold standard here. When a potential donor reads a specific story about a specific person, their empathy levels skyrocket compared to reading a dry statistic about "10% of the population."

Also, don't be afraid to brag about your charity. If you've received great testimonials, share them everywhere.

Newsletter

Not everyone is ready to donate on their first visit. A newsletter signup is a way to keep the conversation going.

It allows you to stay connected with supporters, share updates and stories and also promote campaigns and events.

It's always a good idea to offer your readers something in return for their support. For example, perhaps you could share a monthly "Impact Update" or a "Success Story of the Month."

This allows you to land in their inbox and remind them of the great work you’re doing, helping you build a relationship over time.

Don't forget to make the signup process straightforward with:

• Clear signup forms
• Simple messaging
• Incentives (e.g. impact updates, behind-the-scenes stories)

Increasing volunteering

Volunteers are the backbone of many charities, but they need clarity. They want to know that their time won't be wasted.

Your website should clearly explain:

• What roles are available
• What’s involved
• The impact they’ll make

You could then strengthen this with:

• Volunteer testimonials
• Results and outcomes
• Clear sign-up processes

People are far more likely to volunteer when they understand the difference they’ll make.

Build trust and show transparency

Charity donors are more discerning than ever. They want to know their money is actually reaching the cause.

Your website should clearly show:

• Where donations go
• Financial reports
• Campaign updates
• Real impact

Here are some examples of how you could share these: 

• Use a simple pie chart to show that £X goes to the cause, while £Y goes to operations.

• Post your annual reviews and tax filings. Transparency breeds trust.

• If you have an ongoing appeal for a specific crisis, show a "progress bar" toward the goal.

Transparency reassures supporters that their contribution matters and is being used well.

Here are some other great ways to build trust via your charity website.

Involve your teams

Your website shouldn't just be the "IT person's" job. Get your program directors, your field workers and your volunteers to contribute ideas.

Maybe the person working on the front lines has a great photo or a heart-wrenching story that the marketing team doesn't know about.

Think about how your different teams can contribute:

• Fundraising teams → campaign updates
• Volunteers → stories and testimonials
• Leadership → vision and goals

A website that reflects the diverse voices of your entire organisation will always feel more authentic and keeps your website dynamic.

What's next?

Your website has the potential to be your most effective tool for growth, awareness, and change. But it won't happen by accident.

It requires a strategy that puts the user (and your mission) at the centre of everything.

Start small by:

• Clarifying your mission
• Improving your donation process
• Adding clear CTAs
• Sharing more stories

Then build from there.

Feeling overwhelmed? You don't have to do this alone!

Whether you need a complete redesign to make your site accessible or you just need help crafting the perfect CTA to boost your donations, we’re here to help. Let’s turn your website into a powerhouse for your cause.

Contact us today and let's start reaching the people who are waiting to support you.

Article by Jodie Weavers. LinkedIn Profile: https://www.linkedin.com/in/jodie-weavers/