12 Nonprofit Website Best Practices for 2024

Nonprofit website best practices

Are you looking for ways to enhance your nonprofit website? Perhaps your current website isn’t quite hitting the mark, or you’re on the brink of launching an entirely new site and seeking guidance. If that sounds like you, you’re in the right place. We’ve curated a list of the top nonprofit website best practices to help you reach your goals and make a significant impact.

How can good design help your nonprofit?

Your nonprofit website is the heart of your online presence, and if crafted well, it can be your most powerful marketing tool. A well-designed website amplifies your mission, engages supporters, and inspires meaningful action. It creates a strong sense of professionalism, builds credibility, and instills trust, making donors feel confident about contributing to your cause. 

So, whether you’re revamping your current site or starting from scratch, these best practices will help you create a nonprofit website that not only looks great but also drives your mission forward.

In this post, we’ll break down the top nonprofit website best practices into the following categories:

• Design and content
• Usability
• Performance
• Compliance and security

Let’s dive into each category to look at ways to enhance your nonprofit website.

Nonprofit website best practices for design & content

#1. Maintain consistent branding

Maintaining consistent branding across your website is a powerful way to build trust, recognition, and emotional connection with your audience.

So, how do you maintain consistent branding?

The first step is to define your brand guidelines, which include your logo, color palette, typography, brand positioning, and tone of voice.

Once you’ve defined them, your next step is to ensure that they are consistently applied across all pages and content of your website.

To help you get started, let’s take a look at each branding element.

Color palette

Your color palette is the visual cornerstone of your brand identity. Choose a palette that reflects your mission and values. Consistently using these colors across your website enhances brand recognition and creates a unified look. For example, if your nonprofit focuses on environmental issues, shades of green and earthy tones can convey a sense of nature and sustainability.

To create a color palette for your nonprofit, select a primary color for your main elements and complementary tones for accents to ensure harmony.

Typography

Typography is another critical element of your branding. The fonts you choose should be legible and reflect your organization’s personality. Whether you opt for a classic serif font to convey tradition and trustworthiness or a modern sans-serif for a clean and contemporary feel, consistency in typography across all web pages reinforces your brand’s personality.

Positioning

Brand positioning involves clearly articulating who you are, what you stand for, and what makes you unique. Your website should communicate your core message and values consistently. Use your positioning statement to guide all written content to ensure it aligns with your organization’s mission. This helps to create a strong, unified voice that resonates with your audience.

Tone

Brand tone is essential in conveying the personality of your nonprofit. Whether your tone is compassionate, empowering, urgent, or hopeful, it should be consistent across all communications. This includes everything from blog posts and newsletters to social media updates. A consistent tone builds a recognizable and relatable brand voice that fosters a deeper connection with your audience.

Logo

Finally, your logo is the face of your nonprofit. It should be prominently displayed on your website and used consistently across all pages. Ensure your logo is scalable and looks good in different sizes. A well-designed logo that aligns with your color palette and typography will anchor your brand’s visual identity and enhance recognition.

#2. Write engaging website copy

Another nonprofit website best practice is crafting captivating website copy. Good website copy is essential to making a lasting impression and driving meaningful engagement.

Here are some best practices to help your nonprofit create compelling content that resonates and inspires action.

Use storytelling to connect with your audience.

Share powerful stories that highlight the people and communities you serve. Use vivid, emotive language to paint a picture of their challenges and the difference your organization is making in their lives.

Storytelling techniques help humanize your cause and create an emotional connection with your audience. Remember, people are more likely to support a cause they feel personally connected to, so make your audience feel like they are a part of the journey.

Keep it simple.

Clarity and simplicity are important when crafting your website content. While it’s crucial to convey the depth and significance of your work, avoid overwhelming visitors with jargon or overly complex explanations.

To keep your copy simple, break down your mission, goals, impact, and how supporters can get involved into clear, concise sections. Use bullet points, subheadings, and call-to-action buttons to guide readers through your site effortlessly.

Additionally, establish a hierarchy for headings, subheadings, and body text to guide your visitors smoothly through your content. Remember, a user-friendly experience can significantly boost engagement and conversion rates.

#3. Provide clear calls-to-action (CTAs)

Clear and engaging calls-to-action (CTAs) are essential to guiding visitors toward meaningful interactions with your cause. Here’s how to ensure your CTAs make a powerful impact.

Make it easy to understand

A CTA should be straightforward. Whether you’re asking visitors to “Donate Now,” “Join Our Newsletter,” or “Volunteer Today,” the action should be immediately apparent. Avoid jargon and keep your language simple to ensure anyone visiting your site can easily understand what you’re asking them to do.

Make it stand out

Next, make sure your CTAs stand out visually. Use contrasting colors and bold fonts to draw attention to them. Position them strategically throughout your site—on your homepage, at the end of blog posts, and on dedicated pages for donations or volunteer sign-ups.

Though you want your CTAs to stand out, you don’t want them to be too distracting. So, it’s important to limit the number of CTAs per page to avoid overwhelming visitors.

Use compelling language

Personalize your CTAs to resonate emotionally with your audience. Use compelling language that speaks to their values and aspirations. Phrases like “Be a Hero for Children,” “Take Action for the Planet,” or “Join Our Community of Changemakers” can inspire visitors to take that crucial next step. When people feel an emotional connection to your cause, they’re more likely to engage and commit.

#4. Showcase your impact

Showcasing your nonprofit’s impact is one of the most critical nonprofit website best practices you should implement. Here are a few tips to help you get started.

Use compelling visuals and narratives.

Use high-quality images and videos to illustrate your nonprofit’s impact. Show the faces of the people you’ve helped, the projects you’ve completed, and the communities you’ve touched.

Accompany these visuals with descriptive narratives that provide context and highlight the significance of your work. This combination of compelling visuals and well-crafted stories will capture attention and convey the tangible results of your efforts, making your mission more relatable and urgent.

Integrate testimonials and success stories.

Nothing speaks louder than the voices of those you’ve impacted. Integrate testimonials and success stories to add authenticity and credibility to your work. Feature quotes, interviews, and stories from beneficiaries, volunteers, and partners who have witnessed or experienced the positive changes brought about by your organization.

These firsthand accounts can be incredibly persuasive. They provide concrete evidence of your nonprofit’s effectiveness and foster trust among potential supporters.

Additionally, consider using multimedia formats like video testimonials or interactive story maps to make these narratives more engaging.

Need some inspiration? Check out the example below.

Success stories example

Atlanta Mission’s website effectively shares its success stories, aka stories of transformation. It utilizes storytelling techniques and testimonials to show how it’s helped countless people who were once homeless regain their independence.

Leverage data and statistics

Another nonprofit website best practice is using data and statistics to showcase your impact. Numbers have a unique way of providing tangible proof of your success and dedication. For instance, if your organization has planted 1,000 trees over the past year or provided clean drinking water to 50,000 individuals, these figures offer a clear, quantifiable snapshot of your work.

Make statistics front and center on your homepage, and use engaging infographics and charts to make the data visually appealing and easy to understand.

Showcasing your impact with data not only boosts your credibility but also inspires confidence among potential donors, volunteers, and partners. It provides a transparent view into the effectiveness of your programs and initiatives, demonstrating that their support directly translates into real-world change.

Interactive map example

Charity: Water goes the extra mile to showcase its impact. It wraps data and statistics in an interactive map. Users can click on the map to see how their donations are funding clean water projects around the world. See the example below.

Impact statistics example

Rotary International uses numbers to showcase how its global network has used its skills and resources to solve issues and address community needs.

Now that we’ve discussed developing engaging content, crafting a visually appealing design, and the importance of showcasing your impact, let’s explore how to provide the best user experience for your website visitors.

Nonprofit website best practices for usability

#5. Create easy-to-use navigation

Another critical best practice for nonprofit websites is intuitive navigation. When visitors land on your site, they should be able to find the information they need quickly and easily. Intuitive navigation ensures that your audience—whether potential donors, volunteers, or those seeking assistance—can seamlessly interact with your content without feeling lost or frustrated.

So, how do you create easy-to-use navigation?

To start, organize your website’s structure in a way that makes sense to your users. Think about your site’s primary goals and the paths visitors will likely take to achieve them. Then, organize your navigation to make it easy for your users to reach the desired destination.

Here are a few different ways to move users through your site.

The primary navigation

The main type of navigation used on a website is the primary navigation. This is usually displayed in a horizontal menu bar at the top of the website. When designing your primary navigation, use clear, concise labels for your menu items and avoid industry jargon that might confuse your audience.

You can also use dropdown menus in your primary navigation to group related content. Please ensure that they are groupings of content that make sense to your users.

The sidebar

The sidebar is another common way to guide users through your nonprofit website. It is often found in the blog section and lists categories, recent posts, and other relevant information.

The footer

The footer section is located at the bottom of your nonprofit website. It is usually used as a secondary form of navigation to list additional pages and other resources not found in the main menu.

For example, your legal pages, such as your privacy policy and terms and conditions, are often placed in the footer.

Need some inspiration?

Here are two examples of easy-to-use navigation from the International Rescue Committee (IRC) and Charity Water.

#6. Make donating online easy.

Donations help you make a real difference in the world, so it’s essential to ensure that your website makes it easy for people to donate. Here are some tips to help you simplify your donation process.

Make your donation button easy to find.

To start, make sure the donation button is prominently displayed and easily accessible from every page of your site. A well-placed, eye-catching button can be the gateway to increased donations. Use bold, contrasting colors and clear, action-oriented text like “Donate Now” to draw attention.

Additionally, consider placing the donation button in multiple locations, such as the header, footer, and within your content, so that visitors can contribute at any moment when they feel inspired by your mission. Please don’t overdo it, though. Balance is always key.

Add user-friendly donation forms.

Creating secure and user-friendly donation forms can significantly boost your fundraising efforts.

Here are some key tips to ensure your donation forms are effective and engaging.

• Keep your donation form concise and only ask for essential information. The fewer steps involved, the less likely potential donors will abandon the process.
• Offer suggested giving amounts based on your median donation. People don’t always know how much to give, so make it easy for them by offering suggestions.
• Include recurring giving options. Allowing supporters to set up automatic monthly contributions will increase convenience for your donors and help build a steady stream of funding for your organization.
• Highlight matching gift programs to maximize contributions.
• Provide multiple payment options such as credit/debit cards, ACH, and Google/Apple Pay.
• Make your donation page secure. Since 63% of donors prefer to give online using a debit or credit card, ensure your donation page is secure and PCI-compliant to build trust with supporters.

Donation form examples

Here are a few examples of nonprofit website best practices for donation forms. The International Rescue Committee and Charity Water showcase their donation forms in the hero section of their websites’ home page.

They also include prominent and clear donation buttons in their primary navigation.

#7. Optimize for mobile

With mobile devices accounting for over half of all web traffic worldwide, ensuring your site is mobile-friendly can significantly increase your reach and impact. A mobile-optimized website provides a seamless, engaging experience for users on the go, helping them connect with your mission, make donations, and stay informed about your cause with ease.

So, how do you optimize for mobile?

Start by adopting a responsive design. This approach ensures that your site automatically adjusts to fit the screen size of any device, be it a smartphone, tablet, or desktop. A responsive design enhances user experience and improves your site’s search engine ranking, making it easier for potential supporters to find you.

Here are some things to keep in mind for mobile responsive design.

• Simplify your navigation.
• Use large, legible fonts to make your site more accessible on smaller screens.
• Ensure your forms can be viewed and filled out easily without any issues.

I hope these usability best practices will help you design a nonprofit website that makes it easy for your audience to find the information they need and make a donation.

Okay, whew! Are you still with me? We’re almost there. 😅

This next part might get a bit technical, but website performance is important to note in our discussion of nonprofit website best practices. Let’s face it: Nobody likes a slow site, and if no one can find you online, how can you reach a larger audience?

So, let’s jump into how we can optimize your nonprofit website to perform at its best.

Nonprofit website best practices for performance

#8. Minimize page load times

Have you ever visited a website that took too long to load? Did you feel frustrated as you waited (what probably felt like forever) for the page to finally appear, or did you abandon the website altogether?

Studies have shown that the longer a website takes to load, the more likely it is to be abandoned. The bounce rate, which is the percentage of visitors that leave a webpage without taking any action, increases when loading times are slow.

According to Google, as page load time goes from:

• 1 to 3 seconds, the probability of bounce increases 32%.
• 1 to 5 seconds, the probability of bounce increases by 90%.
• 1 to 6 seconds, the probability of bounce increases by 106%.
• 1 to 10 seconds, the probability of bounce increases by 123%.

A fast-loading website enhances user experience and ensures your mission reaches your intended audience. When visitors can access information quickly, they’re more likely to engage with your content, participate in your initiatives, and support your cause.

So, how do you minimize page load times?

Optimize your images and media.

Start by optimizing your images and media files. High-resolution visuals are essential for storytelling but can slow down your site if not properly managed. Use formats like JPEG for photos and PNG for graphics, and consider tools that compress these files without sacrificing quality.

Additionally, leverage lazy loading techniques so images load only when they enter the user’s viewport.

Use best practices for website code.

Another effective strategy to minimize page load times is to streamline your website’s code. Clean, efficient code reduces the amount of data that needs to be processed and downloaded.

Here are a few tips to help.

• Minify CSS, JavaScript, and HTML files to eliminate unnecessary characters, spaces, and lines.
• Implement caching solutions to improve load times, as they store a version of your site for returning visitors, reducing the need for repeated data retrieval.
• Leverage tools such as Google PageSpeed Insights to evaluate your web page speed and receive customized recommendations for improving load times.

#9. Ensure website accessibility

Accessibility means creating a digital space where everyone, regardless of their abilities or disabilities, can easily access information and navigate your site.

To ensure your website is accessible, start by doing the following:

• Use Alt text for images: Ensure all images on your website include descriptive alt text. This helps visually impaired users understand the content of images through screen readers.
• Implement keyboard navigation: Make sure your website can be navigated using a keyboard alone. Many users rely on keyboard shortcuts rather than a mouse to navigate your site.
• Choose readable fonts and colors: Select fonts that are easy to read and use high-contrast color schemes to improve visibility. This is crucial for users with visual impairments.
• Provide video captions and transcripts: Include captions and transcripts for all video content. This ensures that users who are hearing impaired can access the information.
• Ensure proper heading structure: Use HTML heading tags (H1, H2, H3, etc.) correctly to create a logical structure. This helps screen readers navigate and understand your content more effectively.
• Regularly test with accessibility tools: Utilize tools like WAVE, Accessibility Checker, or AXE to check your website’s accessibility regularly. This will help you identify and fix potential issues to maintain an inclusive experience for all users.

If you need a resource to guide you through this process, you can reference the Web Content Accessibility Guidelines (WCAG).

#10. Optimize for search engines

When it comes to nonprofit website best practices, optimizing for search engines is not just a technical necessity; it’s a powerful way to amplify your organization’s mission and reach those who need your services the most. By ensuring your website is easily discoverable through search engines, you elevate your cause and connect with a broader audience who are passionate about your work.

Here’s how you can effectively optimize your nonprofit website for search engines.

Conduct keyword research.

First, focus on keyword research. It is crucial to understand the terms and phrases your audience uses when searching for services or information related to your nonprofit’s mission. Use tools like Google Keyword Planner or SEMrush to identify high-impact keywords that resonate with your cause.

Create quality content.

Next, prioritize quality content creation. Once you’ve identified what keywords to use, develop quality content around them. Search engines reward websites that provide valuable, well-organized information. Develop compelling stories, informative articles, and engaging multimedia content highlighting your nonprofit’s achievements and ongoing projects.

Regularly updating your blog or news section with fresh, relevant content can boost your search engine rankings and keep your audience engaged. Remember, authentic and impactful content is key to building trust and driving engagement.

Implement on-page SEO

Integrate your keywords naturally into your website content, including page titles, URLs, headers, and meta descriptions. This strategy not only helps search engines understand the relevance of your content but also ensures that your message reaches those who are actively seeking it.

Additionally, you can enhance your site’s SEO by improving page speed, ensuring mobile responsiveness, creating sitemaps, and utilizing internal and external linking.

To learn more about implementing on-page SEO, check out the following posts: on-page SEO checklist and SEO plugins for WordPress.

Nonprofit website best practices for compliance & security

#11. Invest in website security

Ensuring that your nonprofit website is secure is crucial for protecting sensitive data and maintaining the trust of your supporters and donors. With cyber threats more sophisticated than ever, nonprofits must take proactive measures to safeguard their websites.

Here are some best practices to ensure your nonprofit website remains safe for you and your supporters.

Implement SSL Certificates.

One of the first steps in securing your website is implementing Secure Socket Layer (SSL) certificates. SSL encrypts the data transmitted between your users and your website, protecting sensitive information from being intercepted by malicious actors. An SSL certificate also boosts your website’s credibility and search engine ranking, making it a win-win for your nonprofit.

Conduct regular website updates.

It is vital to keep your website’s software, including your content management system (CMS), plugins, and themes, up-to-date. Updates often include patches for security vulnerabilities that hackers can exploit.

Create strong password policies.

Enforce strong passwords for all users with access to your website. Passwords should be complex, including a mix of letters, numbers, and special characters, and should be changed regularly. Consider implementing two-factor authentication (2FA) to add an extra layer of security.

Perform regular backups.

Regularly backing up your website ensures you can quickly restore it in case of a security breach or data loss. It will also give you peace of mind, knowing that your important data is safe and recoverable.

Monitor and audit your website.

Continuously monitor your website for any unusual activity or potential security threats. Use security plugins and tools to conduct regular audits and scans. Timely detection of vulnerabilities can prevent potential breaches and keep your website secure.

Choose PCI-compliant donation software.

When choosing donation and fundraising software, look for PCI-compliant options. This ensures the safety and security of your donors’ information, giving them peace of mind and fostering trust in your cause.

By implementing these best practices, your nonprofit can focus on making a meaningful impact without worrying about the security of your website. Remember, a secure website protects your organization and fosters trust and confidence among your supporters, enabling you to drive positive change more effectively.

#12. Include legal pages

Though often overlooked and not as glamorous as the other points mentioned, your legal pages are equally important. A legal page is the section of your website where you share important legal details, policies, and disclaimers. It helps inform visitors about their rights and responsibilities, explains the terms and conditions set by your organization, and ensures you meet legal requirements.

The most common legal pages for nonprofit websites include the following:

• Privacy Policy. This policy lets visitors know what personal information or data you collect from them when they visit your site, how you will use it, and your commitment to keeping their data safe and secure.
• Terms and Conditions. Terms and conditions provide clear guidelines on how your website can be used, ensuring a fair and transparent relationship with your visitors while safeguarding your nonprofit from potential misuse.
• Cookie Policy. A cookie policy explains how your website uses cookies to enhance user experience, offering transparency and empowering visitors to make informed decisions about their online privacy.

These pages are crucial in building trust and maintaining a transparent, ethical online presence for your nonprofit.

Closing thoughts on nonprofit website best practices

Implementing these 12 nonprofit website best practices will boost your online success. From showcasing your impact through storytelling and data visualization to optimizing for search engines, each element plays a role in creating a website that not only looks great but also helps you achieve your goals. By implementing these strategies, you’re setting your organization up to make a lasting difference.

Implement nonprofit website best practices today!

If you need help implementing any of the above nonprofit website best practices, feel free to reach out to us to set up a strategy call.

To learn more about our website design services, click here: nonprofit website design.