Nonprofit Fundraising Website Best Practices

Your nonprofit’s fundraising website is always on—sharing your story, celebrating your impact, and inviting supporters into something bigger than themselves. Even when your team logs off, your site keeps showing up for your mission. The question is: is it inspiring action as powerfully as it could?

In 2026, a modern nonprofit website fuels everything from donor growth to volunteer recruitment to corporate partnerships. This guide walks through effective best practices for design, messaging, search engine optimization, accessibility, and fundraising flows built specifically for organizations like yours.

Why your nonprofit website matters more than ever

For many supporters, your fundraising website is their very first introduction to your work. Before they attend an event or speak with your team, they explore your digital home. In many ways, it’s as meaningful as your physical office because it’s where curiosity becomes connection.

A strong site supports multiple goals at once:

• Collecting gifts from one time donations to monthly giving
• Volunteer signups and engagement opportunities
• Event registrations and advocacy actions
• Educating your community about your cause

Grantmakers and corporate sponsors regularly review nonprofit websites while evaluating potential partners. Clear storytelling and transparency on your site can directly influence funding decisions. A modern, easy-to-navigate digital presence helps supporters feel confident saying yes.

With a platform like Bloomerang, website activity—forms, donations, event registrations—automatically flows into your donor database. That means your website becomes the heartbeat of your fundraising system, not just an online brochure.

Fundraising website essentials: what every site should include

Every effective nonprofit website includes a core set of pages and features. Here’s what to prioritize:

Each essential page should feature at least one clear call to action: donate, subscribe, volunteer, register, or download. Keep layouts clean and scannable, with strong headings and one or two compelling visuals per page.

Trust matters deeply to donors. Link your EIN, 501(c)(3) status confirmation, annual report, audited financials, and board list clearly from your footer and an “Accountability” or “Financials” page.

Most importantly, ensure every form—donation, volunteer, event, newsletter—connects directly to your donor management system, like Bloomerang. This keeps your data organized and gives you a complete, 360-degree view of every supporter journey.

Build a clear, consistent nonprofit brand online

Your website is your digital front door. Your logo, colors, fonts, imagery, and tone all work together to communicate who you are and why your mission matters.

Start with a simple brand kit:

• One primary logo (plus a simplified version for small spaces)
• A 2–3 color palette
• 1–2 web-safe typefaces
• A simple photo style guide (candid program photos, minimal filters, diverse representation)

Apply this consistently across every touchpoint. Your donate button should look the same on every page. Programs should use consistent iconography. Email templates should reflect your website’s design.

When organizations unify their visual identity across their website and communications, they often see measurable increases in online revenue and donor engagement within 6–12 months.

Bloomerang supports this consistency with branded donation pages and emails that mirror your website’s look and feel. When supporters move from your homepage to your donation form, the experience feels seamless, building confidence and momentum.

Design a homepage that answers “who, what, why, and how” in 5 seconds

Your homepage is prime real estate. Visitors quickly decide whether to explore further. A well-structured homepage answers four questions immediately: Who are you? What do you do? Why does it matter? How can I help?

Hero section

• Clear headline stating your nonprofit’s mission
• Subheadline with a brief value proposition
• Primary CTA button (typically “Donate Now”) in a contrasting color
• One powerful image or short background video from real programs (not stock photos)

Below the fold

• Short “Who we are” block (2–3 sentences)
• Quick impact snapshot with current data (e.g., “In 2025, we provided 12,300 meals in Denver”)
• 2–3 pathways: donate, get help, get involved

Research shows donation buttons in hero banners convert up to 30% higher than buried links. Make your button bold, clear, and visible in the navigation bar on every page.

Try the “5-second rule.” Show your homepage to someone new for five seconds, then ask: What does this organization do? How could you get involved? Refine your messaging until the answers are crystal clear.

Write donor-centered, action-driven copy

Your content should highlight the donor’s role and the beneficiary’s experience. Keep language clear and welcoming and provide context for any specialized terms.

Practical tips for website copywriting

• Use “you” language to speak directly to supporters
• Keep sentences short and paragraphs easy to scan
• Include specific examples (“$50 supplies one month of tutoring for a high school student in Chicago”)
• Lead with benefits
• Trim extra words

Every nonprofit website needs three foundational copy assets:

• One-sentence mission statement: Clear, memorable, and action-oriented
• 2–3 sentence elevator pitch: For the homepage hero section
• At least one short, emotional story: On the impact or programs page

Align your tone across your fundraising website, emails, and donation receipts. Friendly, hopeful consistency builds emotional connection.

Bloomerang’s email and landing page tools allow you to reuse your strongest website messaging for campaigns and stewardship—reinforcing your voice across every channel.

Turn stories into credible impact proof

Powerful impact stories blend heart and evidence. Begin with a human moment, then anchor it with data:

“Maria came to our food pantry last November, uncertain how she’d feed her three children through the holidays. Thanks to donors like you, she left with two weeks of groceries and connections to job training. In 2024, 287 families received similar support through our hunger relief program.”

This approach gives supporters both emotional connection and credible proof.

Feature at least one story prominently on your homepage or impact page. Refresh stories quarterly to keep your content dynamic and inspiring.

Bloomerang’s reporting can help you identify which programs and stories resonate most so you can spotlight what drives generosity.

Include third-party validation when possible: media coverage, charity watchdog ratings, or partner testimonials. These signals reinforce trust, especially for first-time donors.

Design for user-friendly navigation and accessibility

User experience (UX) comes down to this: how easily can visitors find what they need and take action?

Keep your primary navigation simple—5–7 top-level items:

• About
• Programs
• Impact
• Get Involved
• Events
• Blog
• Donate

Make “Donate” a visually distinct button in your brand color.

Test your site with a “three-click” rule. Can someone reach your donation page, program details, or contact information within three clicks? Streamlined navigation keeps energy focused on impact.

Accessibility fundamentals matter:

• Add descriptive alt text to all images
• Ensure sufficient color contrast (WCAG 2.1 guidelines)
• Enable keyboard navigation
• Use descriptive link text
• Test across browsers

Accessible design benefits every visitor and expands your reach to more potential supporters.

Make your fundraising website responsive and fast on mobile

More than 60% of nonprofit traffic now comes from smartphones. A mobile-responsive site invites supporters to give and engage wherever they are.

Strong mobile design includes:

• Single-column layouts
• Large tap targets (at least 44×44 pixels)
• Legible fonts without zooming
• Simple, mobile-friendly forms
• Adequate white space

Site speed matters, too. Pages that load within three seconds keep visitors engaged. To improve performance:

• Compress images
• Limit unnecessary scripts and plugins
• Use reliable hosting
• Test with tools like Google PageSpeed Insights

Complete your donation process on your own phone. Notice every moment of friction—and smooth it out.

Bloomerang’s online giving pages are mobile responsive by design, helping you improve usability and performance with ease.

Optimize for search (SEO), content, and discoverability

Search engine optimization (SEO) helps supporters find you when they search for terms like “food pantry near me” or “STEM nonprofit in Boston.”

Five foundational steps

• Use unique page titles and meta descriptions (under 60 characters)
• Include location and cause-related keywords
• Create descriptive URLs (/volunteer-opportunities)
• Give each page a clear topic
• Add descriptive alt text with relevant keywords

Examples of high-intent keywords

• “Volunteer opportunities in Dallas”
• “Donate to refugee relief 2026”
• “Animal shelter near Austin Texas”
• “Climate nonprofit taking donations”

Integrate keywords naturally into headings and body copy. Aim to publish at least one new blog post or update per month, and share it through email and social media.

Pair web analytics with Bloomerang’s reporting to see which content inspires donations and signups so you can invest your energy where it matters most.

Use a blog and resource hub to educate and attract supporters

A blog strengthens search visibility and gives supporters meaningful updates between campaigns.

Content ideas

• Beneficiary success stories
• Program updates with outcomes
• Behind-the-scenes team features
• FAQs about your cause
• Event recaps with photos and results

A sustainable cadence for small teams is 1–2 posts per month. Consistency builds momentum.

Include 1–2 tailored calls to action per post:

• After a story: “Help us create more moments like this—donate today.”
• After a policy update: “Sign up for advocacy alerts.”
• After an event recap: “Register for our next gathering.”

Repurpose newsletters, annual reports, and campaign updates into blog content to extend their reach.

Tagged and organized content can power segmented journeys in Bloomerang—turning your blog into an active stewardship tool.

Turn your nonprofit website into a fundraising engine

Your website should make giving simple, meaningful, and rewarding.

Design a standout donation page

The best donation pages focus attention on completing the gift:

• Minimal navigation
• 3–4 suggested giving amounts with impact labels
• Clear security indicators and tax-deductibility statement
• Mobile-friendly layout
• Prominent mission reminder

Impact labels bring generosity to life:

Streamline your donation form

Include essential fields:

• Name
• Email
• Donation amount
• Payment information
• Optional tribute fields

Follow up later for additional information through surveys or stewardship emails.

Prioritize recurring giving

Monthly donors fuel sustainable growth. They give consistently, stay engaged, and provide predictable revenue.

Best practices:

• Make “Make this a monthly gift” clearly visible
• Share why monthly support matters
• Suggest at least one monthly amount with impact language
• Offer a thoughtful incentive if appropriate

Progress bars and urgency elements can increase gifts by 11%. Invite donors into shared momentum.

Bloomerang unites giving pages, recurring tools, and integrated email acknowledgments—so you can launch campaigns and steward donors from one place.

Integrate events, peer-to-peer, and other ways to give

Event pages should clearly include:

• Date, time, and location
• Ticket options and pricing
• Event schedule
• “Add to calendar” links
• Donate CTA for supporters who can’t attend

Create a comprehensive “Ways to Give” page featuring:

• Employer matching gifts
• Stock and securities gifts
• Donor-advised funds
• Legacy and planned giving
• Workplace giving programs

Provide toolkits for peer-to-peer fundraisers, including sample emails and graphics.

When all giving channels integrate into a CRM like Bloomerang, every interaction lives in one unified record, empowering smarter stewardship.

Connect your website to donor management and data

A nonprofit website is most powerful when every form, donation, and signup automatically updates your donor records. No more spreadsheets. No more lost data. No more duplicate entries.

Fundraising website forms should feed into a centralized donor database like Bloomerang, capturing:

• Source (homepage, campaign, event)
• Gift type
• Communication preferences
• Program interests
• Entry point

Use tracking tools like UTM parameters and analytics goals to see which pages drive the most engagement. Then:

• Refine CTAs
• Invest in top-performing content
• Build segmented email journeys
• Personalize follow-up

Insight changes everything.

Security, compliance, and trust signals

Website security supports confident giving.

Security essentials include:

• SSL certificate (HTTPS)
• Secure, PCI-compliant payment processing
• Regular updates
• Strong passwords
• Regular backups

Cyberattacks and data breaches have affected nonprofits in recent years, with incidents rising approximately 22% annually. Online donors are increasingly sensitive to data privacy—and one breach can destroy years of trust-building.

Clear privacy policies written in plain language reinforce trust. Visual signals supporters recognize include:

• Lock icon in browser bar
• Payment processor logos
• Charity watchdog badges
• Testimonials
• Up-to-date financial information

Using a trusted platform like Bloomerang for donation processing adds reassurance. You can note on your donation page: “Your gift is processed securely through Bloomerang, a trusted nonprofit giving platform.”

Putting it all together: a 90-day nonprofit website improvement plan

Meaningful progress happens step by step. Here’s a focused 90-day roadmap:

Days 1–30: Quick wins

• Clarify homepage copy
• Add or strengthen donate buttons
• Fix broken links
• Update photos
• Connect all forms to your donor database
• Add EIN and 501(c)(3) confirmation to footer
• Test mobile donation flow

Days 31–60: Deep work

• Simplify navigation
• Redesign donation page
• Launch or refresh blog
• Standardize branding
• Add impact stories with data
• Update “Ways to Give” page
• Improve accessibility

Days 61–90: Optimization and measurement

• Review analytics
• A/B test CTAs and headlines
• Publish new content
• Set tracking goals
• Create maintenance schedule
• Document wins

Metrics to track

Pair your website improvements with Bloomerang optimization to ensure every new visitor becomes part of a stronger retention and fundraising strategy.

FAQ

Frequently asked questions

Final thoughts

Your website can become your most dedicated team member—sharing your story, inviting generosity, and turning curiosity into commitment. Start with one section this week, track your progress, and watch your online fundraising grow.

Ready to connect your website to a donor management platform that helps you raise more and retain more supporters? Explore how Bloomerang can help.