Getting people to part with their hard earned cash – even for a good cause, can certainly feel like pulling teeth. If you’re a charity or non-profit trying to boost your online donations, it’s not just about having a worthy cause. It’s about making sure your website is actually usable and donor-friendly. If the experience is confusing, complicated or just plain frustrating, even the most generous people are going to click away faster than you can say ‘fundraiser’.

The good news? You don’t need to overhaul your entire website to get those donations flowing. A few clever tweaks and adjustments can do wonders. Let’s dig into some simple, but effective, ways to optimise your site’s user experience and make it easier for people to support your cause.

This may seem obvious, but you’d be surprised how many charity websites bury the donation button under layers of text or menus. Think about this – your supporters want to donate (they’re already on your website, after all), so don’t make them search for the button. Make it big, bold, and visible on every single page. Don’t worry about being too forward here – if there’s ever a time to be direct, this is it.

Pro tip: Make sure your donation button stands out with a contrasting colour and simple text like “Donate Now” or “Support Us.” Nothing too fancy – just clear, compelling language that gets to the point.

Ah, the dreaded donation form. Here’s the crux: the more information you ask for, the fewer donations you’ll get. It’s that simple. Nobody likes filling out a form that feels like an exam. So, cut to the chase – ask for only the essentials: name, email, payment details, and donation amount. That’s it. If you really need more information, save it for after the donation is complete (you could automate some email sequences designed to build up a fuller donor profile).

Another thing to consider is how your form looks. A cluttered, overwhelming form is a huge turnoff. Keep it clean, short, and easy to navigate. Oh, and make sure it works on mobile – more people than ever are browsing and donating from their phones, and if your form isn’t mobile-friendly, you’re losing out.

“We could use your help.” Well, sure. But how exactly? Be specific. Your calls-to-action (CTAs) need to be more than just polite suggestions – they should be crystal clear and emotionally engaging. Think along the lines of, “Help a child go to school today” or “Protect wildlife with your donation.” That way, potential donors know exactly what their money is going toward, and it makes their contribution feel more tangible. The link between donating and the impact of that donation can be explicitly expressed with an effective call to action.

Don’t be afraid to add a sense of urgency, either. Phrases like “Donate today” or “Your support is needed now” can push people to act rather than putting it off for later (because, let’s be honest, later often never comes).

If there’s one thing that will get people to donate, it’s feeling connected to your cause. And the best way to do that? Tell a story. Highlight the real people or communities that your organisation is helping. Use images, videos, and testimonials to show the impact donations are making. The more you can personalise the experience, the more likely people are to open their wallets.

Plus, when someone donates, send them a personalised thank you – again connecting their donation to your story, your cause. It doesn’t have to be fancy – just something that shows their donation matters and is appreciated.

One of the biggest reasons people hesitate to donate is a lack of trust. If they don’t know exactly how their money will be used, they might second-guess clicking that donate button. So, make sure you’re transparent about where the funds are going. Show clear examples of how donations are used, break down percentages, and even share success stories or impact reports. It’s all about building trust and making people feel confident that their money is making a real difference.

Not everyone likes to pay the same way, and by limiting the ways people can donate, you’re potentially turning away supporters. Make sure your website offers a variety of payment options – credit cards, PayPal, bank transfers, or even newer methods like Apple Pay or Google Pay. The easier you make it for people to give, the more likely they are to do it.

And while we’re on the subject of ease, consider offering recurring donation options. A small monthly donation might seem more manageable to some than a big one-off payment. Plus, it means ongoing support for your cause – win-win!

Finally, never underestimate the power of testing. Something as simple as changing the colour of your donate button or tweaking your call-to-action can have a huge impact on conversions. A/B test different elements of your donation page and see what works best for your audience. The more you optimise, the better your chances of success.

Boosting your online donations isn’t rocket science – it’s about making it as easy as possible for people to give. By creating clear donation paths, simplifying forms, using compelling CTAs, and being transparent, you can significantly increase your chances of getting those much-needed donations.

So go ahead – make those tweaks, and watch your donations grow. And if you’ve got any other top tips for making charity websites more user-friendly, I’d love to hear them!