Your Digital Nonprofit: The Social Profit Stack

7 Steps to Optimize Your Website For Year-End 📈

Published 9 months ago • 3 min read

Imagine you’ve inspired someone named Jenn.

Jenn likes your organization's mission and learns how you solve the issues via your social media posts.

Those posts lead her to your website. Jenn arrives and begins poking around.

Immediately, she sees an image depicting who you help. She thinks. I’m in the right place. Jenn continues down the page to learn more about what you do.

She reads the story you’ve included on your main page about how you help the community. Further down the page, she sees testimonials about people who’ve used your services.

Immediately compelled to give, Jenn searches for the donate button.

She can’t find it.

She looks a little more and clicks a few more menu items.

A minute goes by. Continues to search—one more minute. Frustration ensues.

Jenn finally sees the link to give listed under the menu item ‘volunteer.’

Ever wonder if this happens on your nonprofit’s website?

Providing straightforward navigation for supporters like Jenn to donate makes a BIG difference and reduces friction in your donation process.

Today, I’ll break down a simple 6-step process to help you optimize your donor’s journey to your donation page.

Let’s dig in!

A Window Into Your Organization

Having a well-optimized website is paramount for your nonprofit.

A website isn't just an information hub anymore. It can direct supporters to the messages you want to share.

A compelling website can effectively communicate your organization’s mission and share how you create solutions for the issues.

Best part? It invites visitors to help by donating, volunteering, or advocating for your cause.

People are knocking on your website windows this fall season, which helps you direct people to the support you need.

You have a lot to do in preparation for year-end fundraising. These steps provide best practices to help you set out on a mini-strategy to improve the function of your website.

Here are 7 Steps to Optimize Your Website For Year-End

Step 1: Make Your Donate Button Super Easy to Find

Prominently display ‘donate’ at the top of the website in a vivid colour that suits your brand and stands out. Except for the donation page, ensure it's visible on every page so supporters can see and access it wherever they are on your website.

The donate button is the ultimate call to action for your visitors.

Step 2: Create an Opt-in Page

When someone visits your website, predicting why they arrived is challenging.

Because we help so many people depending on our cause, they need a way to stay connected with what you do.

If you share an update or newsletter, give them a reason to stay connected and provide a way for them to subscribe to receive updates. Your email list is a coveted list to share future giving opportunities.

Step 3: Share Your Value Proposition

When someone decides to donate, they want to know where their money is going and how it will make a difference.

Communicate your nonprofit's value proposition on your donation page. Explain the impact of their contribution and how it supports your mission. Use compelling copy to inspire trust and generosity.

Step 4: Embed the Form onto the Website

To simplify the donation process, embed the donation form directly onto your website.

Adding it to the page eliminates the need to redirect donors to a third-party platform, reducing friction and making the process smoother.

Ensure the form is easy to fill out, asking for only essential information to avoid overwhelming donors.

Step 5: Say Thanks

After someone donates, express your gratitude by sending an automated thank-you message.

Messages can be a simple "Thank you for your support!" confirmation page or an email.

Acknowledging their contribution shows appreciation and assures them that their donation was successful. If you have a CRM set up, these tools can provide the automation to complete this action.

Hint: don’t rely on this method as your only way to show gratitude. Share a proper tax receipt and steward your donors long-term.

Step 6: Allow Your Donors to Share Generosity

Social media allows donors to share their generosity with their friends and family.

After they complete their donation, provide social sharing buttons or an option to send a pre-written message to their contacts, letting them know about their contribution.

Sharing generosity can spread the word about your nonprofit and encourage others to donate.

Step 7: Track Donor Behaviour Using Analytics

To better understand your website's performance and donor behaviour, setting up website analytics tools like Google Analytics is a long-term action.

Configure your analytics to track metrics such as the number of visitors, where they come from, which pages they visit, and how long they stay on your site.

Use these insights to identify areas for improvement and optimize your website further.

By understanding your audience better, you can tailor your website to meet their needs and preferences, ultimately increasing online fundraising success.


Don't forget to add website improvements to your list of to-dos when planning for year-end—simple navigation matters.

Let's work together and create a unique digital strategy for year-end. Hit reply or book a free 1:1 strategy call today.

Link 🩷

Want to dig way deeper into all things donation page research? NextAfter and Raise Donors created the State of Nonprofit Donation Pages. Get it right here.

Artificial Intelligence is growing like a weed - I thought you might like this one that helps generate images like logos, wallpaper, illustrations and images. It's called

Still one of my favourite tools, Canva kicks it out of the park with their latest update called Canva Magic Studio, making AI a little easier to use.

You're the best for reading this far! See you in two weeks! ✌🏼

Your Digital Nonprofit: The Social Profit Stack

by Kelly Morris

Every other Sunday, I'll spark ⚡️your nonprofit's online fundraising strategy and deliver the tools you need to succeed. You'll receive an actionable tip and three links to drive donor engagement, deliver the best online experience for your donors, and raise more revenue. Join us!

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