The needs of nonprofits are similar in regards to website design and content—in most cases, nonprofits are trying to make it easier for visitors to learn about their cause, become involved and donate quickly. According to NonProfit Quarterly, a large majority of nonprofit organizations (88%) say that e-mails and websites are still their most important communication tool. With websites playing such an important role in the marketing and communication of a nonprofit, it is important for the content and systems to be up-to-date and current in order to keep visitors coming to your site.
I’m going to break down 5 popular nonprofit website trends so you can measure your own site’s functionality and design to ensure you’re not scaring visitors away.
1. Easy small donations
It is becoming more common for individuals to give one-time, random donations to nonprofits, so nonprofit websites should give visitors the ability to quickly navigate from the homepage to a credit card processing page. The barriers to give should be low, reinforcing visitors that their small gifts make a difference. In addition, your donation pages should be mobile-friendly, as responsive web design has become a staple for effective websites.
2. Minimalist design
Website design has come a long way over the past few years. According to statistics, 40% of users won’t return to a site after a bad experience and 50% of sales are lost due to bad navigation and structure. As a result, websites are trending towards minimalism, clean lines, easy navigation and simple color palettes.
3. Draw attention to actions
Be very clear about what you want your visitors to do when they get to your site. Do you want your visitors to sign up for your e-mail newsletter? Hoping they will buy tickets for your next fundraising event? Maybe you are in need of more volunteers. Drive users to the desired actions you want them to take. Your website design should direct users towards your e-mail signup feature. Consider including an action center on your homepage that will direct your visitors to your other most important areas of action on your site.
4. Share your story
Visitors are more likely to engage and offer support to your organization if they feel that they can connect with you. When visitors first visit your site, they should quickly and briefly be able to read your organization’s story to get a glimpse of what you do. Many nonprofits use large, bright impactful feature images that show volunteers in action. You can also highlight a few statistics with results and numbers of individuals positively affected to help drive home the impact that your organization is making.
5. Have we mentioned mobile-friendly?
I’ve mentioned it before, but your site must be responsive and mobile-friendly. Life revolves around the smartphone, with almost two-thirds of all Americans owning one. As mobile device usage continues to grow, nonprofits are incorporating mobile strategies into their marketing and fundraising. If your website is not responsive to any screen/device your visitors may be using to visit, you could deter a large percentage of visitors. Your nonprofit website needs to be prepared to take on any mobile user, so take the extra steps to make sure your site is responsive.
These are just a few of the trends that are making their way through nonprofit websites. If your nonprofit site is a little behind the times, it’s time to catch up!
