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How to Create a Fundraising Website That Works

Posted by Ashley Shaw on 2/16/17 11:00 AM

fundraising website.jpg

A good fundraising page can do wonders for your fundraiser. In marketing terms, a good website should act as an extra salesperson who happens to work 24/7 (including holidays) and who can talk to customers everywhere!

For fundraisers, the same principle applies, just change salesperson to fundraiser and customer to donor.

So, do you want to get an extra fundraiser who works 24/7 - including holidays - and who can talk to donors anywhere, anytime, whenever works best for the donor?

I’ll go ahead and assume you will say yes to that. If so, then take a look at some things you need to make sure you are doing on your fundraising website:

Stay Consistent and Simple

Every page on your site should have a consistent message. And that message should be clear.

Ask yourself the following:

  • What is the point of this page?
  • What are you asking people to do on the page?
  • How easy is it for people to figure out your message and what you would like them to do?
  • How easy is it for them to do it?

If any of those answers are unclear, then think about revising the page. Similarly, if the page is asking too much - like the point is to get people to donate to this, sponsor that, attend this event, AND learn more about your organization, then it becomes confusing. Think about breaking up each different purpose into its own unique page so that people don’t feel like you are asking them for a whole lot all at once.  

Create a Great Form

The next thing you should do is make sure any forms people need to fill out are great.

A great form has a few characteristics. Among them…

  • It has a clear call-to-action.
  • It asks for the information needed, but it isn’t overwhelming. (In fact, you may want to have a multi-step form so that people never feel like they have to do or share too much.)
  • It has smart and fast elements - allowing people who have already donated to skip having to repeat steps every time they want to give you money.

When a form is front and center, with a clear purpose, and it doesn’t look like it is going to take an hour to fill all while asking people to sign over their first born, it is a lot more likely to actually be completed.

Make It Responsive

You probably know that people tend to use their phones nowadays to access the internet. But let me supply you with some mobile marketing facts that might surprise you:

  • 61% of users will likely not return to a mobile site if they have trouble accessing it. And worse, 40% of those users will instead go to a competitor.
  • 83% of mobile users say that it is important for sites to be seamless across all devices.  
  • 80% of all internet users have a smartphone.

Do you know what all this means?

If you want your donation page to work, you should make sure it is responsive to all device types.

And Also Make It Accessible

You should also consider making your page accessible - especially if your organization caters to a specific population.

Web accessibility means that people with certain disabilities can still use your site.

  • It could mean that there is big text for people with low sight.
  • It might be that you put captions on videos for deaf or hard of hearing people.
  • It could also mean a whole host of other things you can do to make your site easier for everyone.

What you do and how you do it should be determined by who your likely audience is (see my post on creating donor personas for more about this) and how they are likely to access the web.  

Don’t Forget the Design

The final thing we will talk about today is design. Your design should be simple, clear, and attractive.

  • Make sure your design doesn’t overwhelm. The main focus should be the content.
  • Make sure that you have a relevant image or two. People like visuals.
  • Make the page look sleek and modern. It’ll just look better.

Keep your design elements consistent across all pages on your site.


A good fundraising website can be the next and (even) best fundraiser on your team. But for it to work, you have to take the time to make it great.

If you have more tips on how to make a charity website great, then tell me in the comments.

And if you want more tips on raising money, download our free e-book, “How to Host a Charity Event.”

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Topics: Fundraising Websites, Fundraising

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