A non-profit website has a hard job. In a few seconds, it has to explain what you do, convince people you are trustworthy and help them take the next step, whether that is giving, volunteering, signing up for a program or simply spreading the word. We have built websites for non-profits in Nigeria and Canada, and the same five things come up every time. Get these right and your website starts working for your cause, not just sitting there.
1. A clear answer to “what do you do?”
Visitors should understand your mission within the first screen. Not a long vision statement, but a plain sentence: who you help, how you help them and where. Compare “Empowering communities through holistic transformation” with “We provide free after-school tutoring for children in Ajegunle.” The second one tells people exactly what their support makes possible.
2. Proof that your work is real
People give to organizations they trust. Show them the work:
- Real photos of your programs and the people behind them, not stock images.
- Short stories from beneficiaries, shared with their permission.
- Simple numbers you can stand behind, such as people reached or events held this year.
- Your registration details, board or leadership team, and partners.
If you publish annual reports or financial summaries, link to them. Transparency builds confidence.
3. One obvious way to act
Every page should lead somewhere. Decide what you most want visitors to do, and make that button easy to see: “Donate”, “Volunteer”, “Register for the program” or “Get support.” If your donation process sends people to a confusing third-party page with no explanation, many will give up. Explain how giving works, what it funds and what happens after someone gives.
4. Programs and events people can find
Give each program its own short page: who it is for, when and where it happens, and how to join. Keep an events list that you actually update. An event from two years ago at the top of your homepage quietly tells visitors that nobody is looking after the site.
5. A site that works on phones and is easy to update
Most of your visitors will arrive on a phone, often from a link shared on WhatsApp or social media. If text is tiny, buttons are hard to tap or pages load slowly, people leave. Just as important: your team should be able to update the website without calling a developer for every small change. A website that is hard to edit soon becomes out of date.
A quick self-check
Open your website on your phone and ask a friend who does not know your organization to answer these questions within one minute:
- What does this organization do?
- Can I trust them?
- How can I help or get help?
If they struggle, your website has room to grow. We work with non-profits to build websites that are clear, trustworthy and easy to manage. See how we help non-profits, or request a free consultation.