Key takeaways
- List your audiences first: people you serve, donors, volunteers, members and media.
- Give each audience a clear path from the homepage.
- Must-haves include mission, impact, programs, donate, get involved, news and contact.
- Email sign-up, easy updates and accessibility make a lasting difference.
- A few consistent marketing habits beat a big plan you can’t keep up.
Who your website is for
Before deciding what goes on a non-profit website, list who visits it. Usually it’s some mix of:
- People who need your services or programs.
- Donors and potential donors.
- Volunteers and potential volunteers.
- Members, partners and funders.
- Local media and community groups.
Each group wants something different. The trick is making it obvious, from the homepage, where each one should go next.
The must-have pages
A homepage with a clear mission
One or two sentences that say what you do, who you help and where. Follow it with clear paths: Get help, Donate, Volunteer, and Learn more.
About and impact
Your story, your board and staff, and what your work achieves. Share real outcomes in plain words, such as programs delivered or people supported, using numbers you can stand behind.
Programs or services
A page for each main program, explaining who it’s for and how to take part.
Donate
A simple, secure donation page or a link to a trusted donation platform. Explain where the money goes, and mention charitable tax receipts if you issue them.
Get involved
Volunteer roles, membership and other ways to help, with a short sign-up form.
News and events
Proof that you’re active. Even a few updates a year show visitors you’re still going strong.
Contact
Phone, email, address if you have one, and social media links.
Features that make a real difference
- Email newsletter sign-up. Your mailing list is one of your most valuable assets.
- Easy updates. Volunteers and staff change. Choose a platform several people can learn quickly.
- Accessibility. Readable text, good contrast and descriptive links help everyone, including the people many non-profits serve.
- Bilingual content, if your community needs it.
- Mobile-friendly design, because many supporters will find you through social media on a phone.
When I redesigned the site for Campaign For Kids, a Kings County charity supporting disadvantaged children and youth, it included a blog, Mailchimp integration and a Recent News area so the community could follow their fundraising. For national groups like the Canadian Association for the Study of Adult Education, I built a fully bilingual WordPress site.
Make donating easy
Your donation page deserves extra care, because it’s where interest turns into support. A few best practices:
- Put a Donate button in the main menu, so it’s visible on every page.
- Keep the donation form short. Every extra field loses a few donors.
- Suggest a few gift amounts and explain what each one can do, using examples you can stand behind.
- Offer monthly giving as an option. Regular donors are the backbone of many small charities.
- Explain clearly whether you issue charitable tax receipts.
- Say thank you straight away, with a confirmation page and email.
Plan for changing volunteers
Many non-profit websites fall out of date because the one person who knew how to update them moves on. Avoid that by keeping a short document with your domain, hosting and login details in a safe place the board can access. Train at least two people to make updates. Keep the site simple enough that a new volunteer can learn it in an afternoon. Every website I build includes training for exactly this reason.
Telling your story well
Non-profits often have powerful stories and bury them under jargon. Write the way you’d explain your work to a neighbour. Use real photos of your programs and people, with permission. One clear story about one person or one project often moves people more than a page of statistics.
Coalitions and networks have a slightly different challenge: showing the strength of many members. Our HRM Alliance, a coalition of over 60 organizations, needed a site that made a broad group feel unified and easy to understand.
A simple non-profit marketing guide
Most non-profits have limited time for marketing. Focus on a few things done consistently:
- Keep the website current. It’s your home base.
- Build your email list and send short, regular updates with a clear call to action.
- Pick one or two social platforms your community actually uses, and link back to your website.
- Thank donors and volunteers publicly, with permission. It builds community and encourages others.
- Plan around key dates, such as your annual campaign, events and giving seasons.
- Ask for help. Volunteers with photography or writing skills can make a big difference.
Churches and faith communities
Churches share many of these needs, with a few of their own: service times, location and parking, what to expect on a first visit, ministries and groups, and online giving. Service times and directions should be on the homepage. My page on church web design goes into more detail.
Working with a limited budget
My smallest package, from $1,200 for 3 to 4 pages with training, was designed with small businesses and non-profits in mind. I also give back: through my Giving Program, 5% of profits from every website goes to the Kidney Foundation of Canada, Atlantic Branch. Learn more about my non-profit website design work, or see the options on my web design services page.
Frequently asked questions
What pages should a non-profit website have?
A homepage with a clear mission, about and impact, programs, donate, get involved, news and events, and contact.
Should a non-profit website have a donate button?
Yes. Put a clear Donate button in the main menu and on key pages, linked to a simple, secure donation page.
How can a small non-profit keep its website updated?
Choose an easy platform like WordPress, train more than one person to update it and plan a few regular updates through the year.
How much does a non-profit website cost?
My websites start from $1,200 for 3 to 4 pages, a package designed for small businesses and non-profits. See pricing for details.
