Fundraising is a challenge. Even with all the support in the world and a fully optimised online presence, you may still only see a 25% to 35% return on effort. However, that return could fund your Australian Not-for-Profit for years to come.
Of the many tools at your disposal for fundraising, your website should be near the top of the list. The world finds information through the lens of their smartphones, tablets, and computers. Without a powerful online presence, you risk losing out on much-needed funding.
The trick is to ensure your website is fully optimised for giving. Without fast load times or clear messaging, you could lose a lot of crucial donations. The good news is you don’t need an advanced degree in computing to make positive changes to your website.
Here are the top recommendations our professional website design and development team at Web 105 has to address the most common mistakes you can make with your NFP website and fundraising efforts.
#1 – Focus on UX
UX stands for “User Experience.” It is how your target audience interacts and feels when using your website. The better the UX, the more rewarding your audience’s engagement with your online presence.
Your website is the “digital face” of your nonprofit. It is the first stop viewers will visit to learn more about who you are, what you do, and how they can financially contribute. The longer it takes for visitors to find that information, the less they are going to donate. You can make some quick fixes to improve this experience, like:
- Simplify all website navigation. Have multiple submenus with “breadcrumb” trails and a prominent “Donate” button on every page when appropriate.
- Streamline your donation forms by sticking to only the essential information you need (name, email, payment info).
- Avoid the clutter of adding over-the-top designs. Stick to clean layouts with strategic white space so your CTAs (call to actions) are easy to find on your website.
Take a look at Clean Up Australia. They have a clean, easy-to-navigate website with prominent donate buttons at the top and other strategic locations.
#2 – Be Mobile Responsive
You will not succeed in the online space without a fully mobile-responsive website. We could list statistic after statistic, but by now, you only have to visit a grocery store or ride in an elevator. Half the people there are looking at their smartphones.
Donors want to visit mobile-enabled websites that are fast to load so they can get what needs to be done quickly and move on to the next thing. You must incorporate these ideas into your NFP website:
- Have a responsive design that fits all screen sizes, including smartphones, tablets, laptops, PCs, and smart TVs.
- Periodically test your website so all pages load quickly, including forms, and that buttons are not obstructed on different-sized screens.
- Do everything possible to minimise load times, like compressing images or using a more lightweight design.
Google has tools to test page speed and mobile responsiveness, and there are free tools like Pingdom if you want a second opinion. A good “trick of the trade” is to test your site on different browsers before going live – just in case.
#3 – Where Are Your CTAs?
A CTA (call to action) is the most powerful way to drive future donations. You don’t want to beat around the bush with subtle nods. Make things easy by being upfront with your visitors and have clear buttons and phrases that tell them precisely where and how to make a donation.
The goal is to be both persuasive and action-oriented. Some hints include:
- Be specific about your terminology. Say “Donate Now” instead of “Support Us.”
- Try to include fun and engaging visuals with your CTAs or use contrasting colours so your buttons stand out.
- Create a sense of urgency in your CTAs. Ideas like “act now” or “today only” inspire your visitors to engage and take action fast.
Look at the Salvation Army in Australia. Count how many times you’ll find the phrase “donate now” or just the word “donate.” They aren’t subtle at all. There’s a reason they received over $133 million in 2024.
#4 – Incorporate Trust
Modern website visitors are aware of online scams. They are not as easily engaged as when the internet was still in its infancy, only a few decades ago. If you want to interact with these visitors, you must build online trust.
Show transparency in your donations by pairing visuals about how the money is used (pie charts, infographics, reports, etc.). You can highlight all the positive changes they are making and add a few security badges to your site to show their money is safe when being donated.
It’s perfectly acceptable to have reviews and testimonials on your website. Even though you’re an NFP, you still function as a business. People want to see what others say about what you do and how you do it. They are sharing that information on social media anyway – you might as well use it to your advantage.
Australia’s Surf Life Savings builds trust in a unique way. From the moment you land on the site, you’re given statistics of how many people drown each year and how the organisation saves lives. There is even a “live” tracker of how often their members provide first aid or rescue a life. Now that is building trust!
#5 – Share Powerful Stories
A story will do more for your marketing than any other effort. A personal story of overcoming odds or highlighting donor-funded initiatives engages audiences in ways that will fill your NFP coffers.
You’ll need to update your stories on a regular basis, but as long as these fresh stories are dynamic and reflective of the impact you’re generating, you will see returns.
The first thing you see at Australia’s World Vision is “Help Change a Child’s Life.” This nonprofit website is filled with stories of children getting food, housing, clothing, and opportunities they would otherwise not experience without the personal donations of visitors.
Final Thoughts
Your website is one of your greatest assets. It will determine how donors interact with your NFP brand and where they can donate. If you want to get more revenue from these crucial givers, you need an optimised, easy-to-navigate website with the streamlined “bells and whistles” that speak best to your target audience.
At Web 105, we create fully optimised websites for government agencies, healthcare providers, NFPs, and other organisations. We work with you to design an engaging platform that ensures you receive donations, get more volunteers, and provide the much-needed information visitors search for the most.
Call us today, and let’s build a new website for your Australian team!
FAQs
What is the best domain for a nonprofit organisation?
It depends on your target audience. In most cases, you want a .com or .org website domain with the geolocation .au at the end for better SEO targeting.
What is the average ROI for nonprofits?
The general rule of thumb is you should get $2 to $4 for every $1 you spend on marketing or fundraising.
Is WordPress free for nonprofits?
There is a free version of WordPress available for all interested parties, but the problem is that they will run ads on your website, which you cannot control. You’ll save on monthly hosting, but could end up with an advertisement for erectile dysfunction medication on your nonprofit targeting young families. It’s always better to pay for your own hosting so you control your online messaging and brand identity.