How To Optimize Your Fundraising Website- A Brief Guide?

How To Optimize Your Fundraising Website- A Brief Guide?

From Lara White

If you are running a fundraising website, the first and most important thing is the credibility and authority of the website.

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If you are running a fundraising website, the first and most important thing is the credibility and authority of the website. How can you gain the trust of potential donors visiting the website? There are several strategies to improve the credibility of your website such as content, quality backlinks, testimonials, factual information etc. 

As around 63% of people in Canada and the USA feel comfortable donating online via fundraising websites, how can you use this number to your advantage? The answer lies in 'optimization'. 

It's worthwhile to reconsider your digital non-profit strategy if your organization has experienced a decline in donations or if you wish to adapt to the changing demands of your present supporters. Your website may be improved with even little adjustments, which can help you raise more funds for your cause. 


5 Strategies to Optimize Your Fundraising Website 

The more you work on your fundraising website, the more chances there are that you'll generate enough donations for your cause and be at the top of this noble work at the same time. These five optimization strategies will assist you in the short and long run. 

At the end of this guide, you can turn your website into an effective non-profit website for your supporters to help you promote the ultimate mission. 

Let's get started

1.  Website Audit

With a website audit, you can identify the weak points of your website, like whether your website requires high-quality backlinks, the content needs to be changed, or maybe the website needs to be more responsive. It gives you a detailed review of your website's performance and tells you what improvements and site optimization types you can employ. 

Although site audits are not for driving traffic to your website but for better donor engagement and spreading your mission, a functional website is the key. 

You can use tools like Ahrefs, Semrush or Moz to conduct essential audits. It might lead you to follow pointers that will help you improve the performance and visibility of your non-profit website.  

Technical problems 

Look for any technical problems needing immediate attention, like outdated plugins, donation tools, broken links, or slow loading time (highest bounce-back rate). It is estimated that 90% of users don't use a website that takes more than 3 seconds to load. 

The most renowned fundraising organization, WHO (World Health Organization has an optimal loading time, making it a user-friendly website for donors.


Specific Keywords

Use targeted keywords to add alternative text to images or headers to better rank in the search engine. For instance, Susan G. Komen is a non-profit website that is spreading awareness concerning breast cancer and, at the same time, helping raise funds. The strategic placement of the keywords has helped the website rank at the top of the searches. 


Utilizing cause-related keywords, like "end breast cancer" or "diabetes research", or action-driven keywords like 'donate now' can help you rank better. 

Content Optimization

First, to improve your website performance, ensure your content follows Web Content Accessibility Guidelines (WCAG). It provides information or rules to make content accessible to differently-abled people and improve user experience. 

Second, avoid duplicating content, as it can hamper your fundraising efforts by giving you a lower ranking in the search engine results. 

Third, it’s an effective strategy to have high-quality content on your website to ensure your target audience sees it. Moreover, you may ensure that this content is tailored specifically for your target audience—donors, in this case. Content encompasses more than simply the written content on the website; it also includes the language you use, the pictures you employ, and the testimonials you provide. You may increase the money you donate online by producing material of this nature. 

Feeding America, one of the leading fundraising websites for hunger affected showcases people's stories (videos) on their website as testimonials. These testimonials motivate donors and supporters by forming a relationship with the donees.


Now you have your website audit; you can make it more donor-friendly by working on the lapses hindering your fundraiser website performance. 

2. User Experience 

Think like a donor! Your website can impact donors' decisions to donate. Research and analyze other similar websites and draft your strategy accordingly. The key areas that you should work on are: 

Work on CTA's

Use calls-to-action (CTA) on your website to encourage donors to donate. For example, consider including a "Give a Gift" or "Donate Now" call to action on your site to let new visitors know exactly where and how they may donate.

Ensure that the calls to action on your website point to the donation page. You can include a CTA that drives potential donors to your contribution page with a donor impact statement that features pictures or videos of your recipients on your site. For example, review how Convoy of Hope uses their CTAs.

Avoiding having too many CTAs is a further important factor. A visitor is less likely to click any of the 20 CTAs on a single page. We recommend sticking to five or fewer for a home page. 

Use Positive Language

Positive language can make all the difference. Try incorporating language that makes you feel like part of the network or community. Build a connection of donors with the cause by telling them about the impact they can make by helping. Appreciate them for their support by using language like 'You have made a big difference.'

Smooth Donation Process

Simplify the donation procedure by connecting your payment processor, embedding your online donation form, and including the required fields.

3. Site Responsive

Your supporters regularly use mobile devices in their daily lives. 25% of online contributors complete donations from mobile devices, and 1 in 4 donors use their phones to find new NGOs. 

Optimizing your online fundraising requires making sure your website is mobile-friendly. If not, you'll alienate many of the potential donors and give the impression that your organization isoutdated—after all, what contemporary website doesn't work on a smartphone? 

Even though the majority of content management systems ought to provide mobile responsiveness by default, you can still guarantee that your material looks well on all screen sizes by making the following simple adjustments right now:

In particular, a non-mobile responsive website loses out on prospects for contextual giving—donations made within the same circumstances or context that first motivated the gift. 

4.  Fundraising Strategies

Your first thought when it comes to enhancing the fundraising on your website is how to make the most of your online contribution form. This is where supporters choose to make their offerings, after all.

This may be expanded upon on your website to encourage further fundraising endeavours beyond an easy online donation. You may immediately include the following suggestions in your online contribution page:

  • By matching gifts, supporters may enhance their contributions. Contributors may locate qualified contributors by visiting your gift page and seeing an embedded searchable database. Complementary gift tools and automated software can improve this procedure even further.
  • Supporters often need guidance on the appropriate gift size to benefit their mission, and providing a list of suggested giving amounts can encourage more generous donations.

  • Recurring donors give 42% more annually than one-time donors; some prefer monthly gifts. Ensure your online donation tool can handle recurring gifts for easy data entry.
  • One of a non-profit's most challenging tasks is fundraising, which requires creating the correct content and design to boost revenue. Your organization will need to exercise even more caution when requesting funding during times of crisis.  

5.  Regular Site Maintenance 

Regular maintenance is essential for non-profit websites to remain valuable and efficient. New versions of the CMS and fundraising tools are released regularly, and the material is updated in tandem with the purpose. The website is kept entirely operational using a continuous improvement method that addresses problems and provides quick repairs. This entails upgrading plugins and CMS regularly, updating content, and monitoring online conversions through website analytics checks. Visitors may interact with the material and make online donations by periodically visiting the website, which helps to ensure that the purpose is still worthwhile and current.

Final Thoughts

Your fundraising website is an invaluable tool for interacting with contributors, fostering connections, and boosting online contributions. When you optimize your website, start with a nonprofit tech audit, think about what your donors need, and don't forget to take advantage of all the chances for fundraising. We hope that this post has assisted you in improving the fundraising potential of your website.

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