NONPROFIT WEBSITE
BEST PRACTICES
A STATISTICALLY DRIVEN GUIDE TO WHAT WORKS
Practical guidance for mission-driven teams who want a nonprofit website built for trust, clarity, and measurable action. This guide covers what should be on your site, how to structure it, and the benchmarks that shape modern donor expectations.
KEY STATS THAT SHAPE NONPROFIT WEBSITES
These benchmarks influence how donors and supporters experience your website. Use them to prioritize fixes with the highest impact.
Mobile visits are abandoned when pages take over 3 seconds.
Speed is a baseline expectation on mobile experiences.[1]
Global web traffic comes from mobile devices.
Mobile-first UX is now the default for most visitors.[2]
U.S. adults report at least one disability.
Accessibility improves reach, usability, and compliance.[3]
Credibility comments focus on design look.
Visual clarity shapes trust before content is read.[4]
Of nonprofit giving is now online for the average org.
Digital conversion and trust signals matter for revenue.[5]
Online revenue share from monthly giving.
Recurring donations rely on frictionless web experiences.[6]
WHAT SHOULD A NONPROFIT WEBSITE INCLUDE?
Use this checklist to evaluate whether your site meets the expectations donors, partners, and volunteers bring to your organization.
Core Pages
- →Clear mission and impact overview on the homepage
- →Programs or services pages with outcomes and stories
- →Donation page with single-focus CTA and trust indicators
- →About page with leadership, staff, and governance
- →Contact page with phone, email, address, and form
- →News or updates section for ongoing activity
Trust + Compliance
- →IRS status, EIN, and financial transparency
- →Annual report, Form 990, and audited statements
- →Privacy policy, terms, and data handling clarity
- →Security badges and encrypted payment processing
- →Accessibility statement and WCAG commitment
- →Clear brand identity and consistent visuals
Conversion Features
- →Donate button in the primary navigation
- →Recurring giving option and suggested gift amounts
- →Email signup with a simple, value-driven promise
- →Volunteer and events intake flows
- →Social proof: partner logos, testimonials, press
- →Impact metrics visualized with concise stats
Technical Foundations
- →Mobile-first layouts and tap-friendly navigation
- →Fast load times with optimized images and fonts
- →SEO-ready metadata, schema markup, and sitemaps
- →Analytics for goals, donations, and form conversion
- →Secure hosting, backups, and monitoring
- →Content management workflow for updates
NONPROFIT WEBSITE BEST PRACTICES
These principles guide high-performing nonprofit websites. Use them to strengthen clarity, credibility, and conversions.
Lead With a Mission-First Message
Clarity wins. Visitors should understand who you serve, what you do, and why it matters in the first 10 seconds.
- →One primary value statement above the fold
- →Outcome-driven language over program lists
- →Subhead that answers who, what, and impact
- →Hero CTA that reflects your primary goal
Design for Trust, Not Flash
Trust is fragile. Consistent design signals credibility and makes giving feel safe.
- →Clean typography with readable line lengths
- →Consistent spacing, colors, and button styles
- →Real photos of your work and community
- →Transparent financial and governance links
Make Donations Effortless
The donation flow should be single-purpose, fast, and reassuring from start to finish.
- →Limit form fields to what you truly need
- →Offer recurring giving with clear benefits
- →Use suggested amounts with context
- →Confirm security and privacy expectations
Prioritize Mobile Performance
Most donors visit on phones first. Mobile experience should be the design baseline.
- →Keep primary CTA visible on small screens
- →Use large tap targets and short forms
- →Optimize images and reduce heavy scripts
- →Test on real devices, not just emulators
Build Accessibility Into Every Page
Accessibility improves reach and reduces risk while making your content more usable for everyone.
- →Use proper heading structure and landmarks
- →Meet color contrast requirements
- →Provide alt text for all meaningful images
- →Ensure keyboard navigation for all actions
Show Proof of Impact
Donors need confidence. Make impact clear, measurable, and current.
- →Use 3-5 key metrics with context
- →Pair stats with short stories and photos
- →Update impact data at least quarterly
- →Link to annual reports and 990s
Structure Content for Search
Search traffic is earned through clear structure, helpful content, and technical basics.
- →Write for specific questions and outcomes
- →Use descriptive H2s and internal links
- →Add schema for articles, FAQs, and org data
- →Publish high-quality resources consistently
Measure the Right Outcomes
Set analytics around mission outcomes, not just traffic.
- →Track donation conversion and completion
- →Measure volunteer and newsletter signups
- →Monitor top landing pages and exit pages
- →Review device performance monthly
DONATION PAGE CHECKLIST
Use this flow to remove friction and keep donors focused on the impact they can make.
Friction Reduction
- →Single-column layout with one clear CTA
- →Auto-detected currency and location fields
- →Minimal required fields and inline validation
- →Offer Apple Pay and Google Pay where possible
- →Show security cues without overwhelming the page
Trust + Motivation
- →Impact statement above the form
- →Suggested gifts with real-world outcomes
- →Recurring option selected or highlighted
- →Tax-deductible reminder and receipt timing
- →Contact info for giving questions
ACCESSIBILITY & INCLUSION
Accessibility is core to mission impact. Over one in four U.S. adults live with a disability, which means your site must work for everyone to truly serve your community.[3]
Minimum Standards to Meet
Aim for WCAG 2.1 AA as the baseline for nonprofit websites.
- →Keyboard-friendly navigation and focus states
- →Descriptive alt text for meaningful images
- →High-contrast color combinations
- →Accessible form labels and error messaging
Inclusive Content Practices
Accessibility is also about language and clarity.
- →Plain-language headlines and summaries
- →Captions and transcripts for media
- →Avoid jargon and unexplained acronyms
- →Consistent UI patterns and navigation
PERFORMANCE & MOBILE UX
Mobile traffic dominates the web, and slow pages lose visitors. A fast site is a fundraising advantage. [1] [2]
Speed Wins
- →Compress and lazy-load large images
- →Limit third-party scripts to essentials
- →Use modern formats like WebP for media
- →Defer non-critical JavaScript
Mobile UX Essentials
- →Primary CTA visible without scrolling
- →Sticky donate button on long pages
- →Forms designed for thumbs, not mice
- →Readable fonts and generous spacing
WEBSITE TRUST SIGNALS
Research shows that visual design is the most common factor people mention when evaluating credibility. Keep the experience clean, consistent, and transparent.[4]
Transparency Content
Make it easy to see how funds are used.
- →Latest annual report and Form 990
- →Board and leadership profiles
- →Policies: privacy, ethics, and data usage
- →Donor FAQ and security overview
Visual Credibility
Consistency builds confidence and reduces hesitation.
- →Unified typography and color palette
- →Real photography over stock imagery
- →Short, consistent button labels
- →Clear hierarchy and whitespace
FUNDRAISING TRENDS TO PLAN FOR
Online giving continues to grow and recurring giving is becoming a larger share of revenue. Your website should be built to support that shift.[5] [6]
Recurring Giving Support
- →Monthly giving benefits explained clearly
- →Default recurring option on donation form
- →Simple way to update or pause giving
- →Impact stories tailored to sustainers
Retention-Friendly UX
- →Post-donation thank-you page with next steps
- →Personalized confirmation email copy
- →Easy access to donor support contact
- →Visibility for other ways to engage
MEASUREMENT & GOVERNANCE
The best nonprofit websites stay current. That requires measurement, ownership, and a simple content workflow.
Key Metrics to Track
Focus on metrics that map to mission outcomes.
- →Donation conversion and completion rate
- →Top landing pages and exit pages
- →Email signup and volunteer conversions
- →Device and page speed performance
Content Governance
Assign clear ownership to keep the site accurate.
- →Quarterly review of core pages
- →Monthly updates for events and news
- →Single source of truth for impact stats
- →Approval workflow for brand consistency
90-DAY IMPLEMENTATION ROADMAP
If you want to implement these nonprofit website best practices, here is a simple roadmap for your next 90 days.
Days 1-30
- →Audit analytics, traffic, and conversion baselines
- →Review content for clarity and mission focus
- →Identify top 3 friction points on donation flow
- →Document accessibility gaps and quick wins
Days 31-60
- →Implement donation flow improvements
- →Update homepage messaging and CTAs
- →Add or refresh impact stats with visuals
- →Optimize performance and mobile UX
Days 61-90
- →Publish new resource or impact content
- →Finalize governance and update schedule
- →Launch SEO improvements and metadata cleanup
- →Review progress against metrics dashboard
FREQUENTLY ASKED QUESTIONS
The most common questions I hear from nonprofit teams about building high-performing websites.
What should a nonprofit website include?
At minimum: a clear mission statement, programs or services pages, a high-converting donation page, transparent financials, and strong contact options. Add impact proof, recurring giving, and accessibility commitments to build trust and reduce friction.
What are the most important nonprofit website best practices?
Lead with a mission-first message, design for trust, keep donations simple, build for mobile performance, and bake in accessibility. Then reinforce credibility with impact proof, transparent reporting, and consistent updates.
How often should a nonprofit update its website?
Core pages should be reviewed quarterly, while news, impact stats, and events should be updated monthly or as new milestones happen. Outdated content signals inactivity and weakens trust.
Does accessibility really matter for nonprofit sites?
Yes. Accessibility expands reach and meets legal expectations for many organizations. It also improves usability for all visitors, especially on mobile devices and slower connections.
How can I improve donations from my website?
Simplify the flow, minimize form fields, add recurring giving, and reinforce trust with clear security, transparency, and impact proof. Small UX changes often reduce friction without changing the message.
READY TO APPLY THESE
BEST PRACTICES?
If you want help applying these nonprofit website best practices to your organization, I can support you with strategy, UX, and development.
SOURCES
Citations used throughout this guide for nonprofit website best practices.