What should a nonprofit website include? Key features & ideas

But what makes a great nonprofit website? It needs to be clear, easy to use, and designed to guide visitors toward the next step—whether that’s signing up for your newsletter, making a donation, or attending an event. It also has to be mobile-friendly, fast-loading, and packed with the right tools to turn first-time visitors into lifelong supporters.

Core elements of nonprofit web design

Your nonprofit’s website should be more than just nice to look at—it should work smoothly for everyone who visits. That means making sure it loads fast, looks great on any device, and is easy to navigate. When people land on your site, they shouldn’t have to search for the donate button or guess where to find information. Everything should be clear, simple, and built with your visitors in mind.

Mobile-friendly design and optimized load times

Most people will visit your site from their phones, not a desktop computer. If your website isn’t mobile-friendly, you’re losing donors before they even have a chance to give. A great nonprofit site adjusts automatically to any screen size, making it easy for visitors to scroll, click, and donate—without pinching and zooming to read tiny text.

Speed matters, too. A slow-loading website frustrates visitors and makes them more likely to leave. Google research shows that if a page takes longer than three seconds to load, more than half of visitors will bounce. That means lost donations, missed volunteers, and fewer people engaging with your cause.

How to make sure your site is mobile-friendly and fast:

• Use a website builder that automatically adjusts for mobile screens.
• Compress images so they load quickly without losing quality.
• Avoid bulky design elements that slow things down.
• Test your site speed with free tools like Google PageSpeed Insights.
• Make sure your donation page is easy to use on any device.

Clear website structure and navigation

A great nonprofit website isn’t just about looks—it’s about making sure visitors can find what they need quickly. If someone has to click through five different pages just to figure out what your organization does or how to donate, they’re likely to give up. That’s why clear navigation and a well-structured site are so important.

Think of your website like a well-organized office. When everything has its place, people can find what they need without frustration. Your homepage should immediately tell visitors who you are and what you do. From there, they should be able to navigate to key pages—like your donation page, about section, and upcoming events—without getting lost.

How to create an easy-to-navigate website:

• Keep your menu simple. Stick to five to seven main links (like Home, About, Donate, Get Involved, Events, and Contact).
• Use clear labels. Instead of “Our Initiatives,” try “What We Do” so visitors immediately understand what the page is about.
• Make your donation button stand out. It should be easy to find on every page—ideally in your top navigation bar.
• Use breadcrumbs. These little navigation links (like Home > About Us) help visitors see where they are and easily go back.
• Add a search bar. This is especially useful if your site has a lot of content, like blogs or resources.

A well-structured website helps visitors take action—whether that’s learning more about your work, signing up to volunteer, or making a donation. When people can quickly find what they need, they’re far more likely to engage with your nonprofit.

High-impact visuals and engaging content

A picture really is worth a thousand words—especially when you’re telling the story of your nonprofit’s mission. Strong visuals grab attention, stir emotions, and help potential donors and volunteers connect with your cause on a deeper level.

People don’t just want to read about the impact of your work; they want to see it. High-quality images, videos, and graphics can bring your nonprofit’s mission to life, making your website more engaging and persuasive.

How to use visuals effectively on your nonprofit’s website:

• Use real photos of your work. Stock photos feel generic, but real images of your team, volunteers, and the people you serve create an authentic connection.
• Show impact in action. Instead of just telling people how donations help, use before-and-after images, success stories, or short videos to demonstrate change.
• Add compelling captions. A simple, heartfelt sentence under a photo can make it even more powerful.
• Use infographics for key stats. Numbers are easier to digest when presented visually—try a progress bar for fundraising goals or an infographic to show impact.
• Keep videos short and to the point. A 30- to 60-second clip that tells a compelling story is more effective than a long, drawn-out video.

Your website’s content should also be clear, concise, and written in a way that makes visitors want to keep reading. Use short paragraphs, bold key points, and include personal stories to make your mission feel real. The goal is to inspire action, whether that’s a donation, a volunteer sign-up, or simply sharing your cause with others.

A well-designed website with powerful visuals and engaging content doesn’t just inform—it moves people to take action.

Key pages every nonprofit’s website needs

Your nonprofit’s website isn’t just a collection of pages—it’s a tool that helps you share your mission, connect with supporters, and drive action. Each page should serve a purpose, guiding visitors toward the next step, whether that’s learning more, signing up to volunteer, or making a donation.

While every nonprofit is different, there are a few key pages that every organization needs to build trust, engage supporters, and raise funds.

Homepage: making a strong first impression

Your homepage is the front door to your nonprofit’s website. It’s the first thing people see when they visit, and it sets the tone for their entire experience. A cluttered, confusing homepage can turn visitors away, while a clear, inviting one encourages them to explore further.

Think of your homepage like a 30-second elevator pitch. It should quickly answer three key questions:

1. Who are you? A short, clear statement about your nonprofit’s mission.
2. Why does it matter? A compelling reason for visitors to care.
3. What should they do next? A strong call to action, like “Donate Now” or “Get Involved.”

Elements of an effective homepage:

• A bold, clear mission statement at the top of the page.
• A strong call to action (CTA) that stands out (e.g., “Donate” or “Join Us”).
• A compelling image or video that reflects your impact.
• A simple, easy-to-read navigation menu to help visitors explore further.
• Social proof (testimonials, impact numbers, or recent success stories) to build credibility.

About us: communicating your purpose

Your “About Us” page is where visitors go to understand who you are, why your nonprofit exists, and why they should trust you. This is one of the most visited pages on any nonprofit website, so it needs to be clear, engaging, and authentic.

Think of it as your chance to tell your story. What inspired your nonprofit’s mission? What problem are you solving? How have you made an impact so far? A well-crafted “About Us” page builds credibility and makes people feel more connected to your cause.

What to include on your ‘About Us’ page:

• Your mission statement. Keep it short, clear, and inspiring. This should explain what your nonprofit does and why it matters.
• Your origin story. Share how your nonprofit started and the problem you’re working to solve. Personal stories or key milestones make this more engaging.
• Your team. Introduce the people behind your organization, including founders, leadership, and board members. Photos and short bios add a personal touch.
• Your impact. Use stats, testimonials, or success stories to show the difference your nonprofit is making.
• Your values. Highlight the principles that guide your work and decision-making.

Bonus Tip: If your nonprofit publishes an annual report, consider adding a link to it on this page. This helps build transparency and trust with donors and partners.

Donation page: converting interest into action

Your donation page is where potential donors turn into actual supporters. But if the process is confusing, slow, or overwhelming, people may leave before completing their gift. A well-designed donation page makes giving simple, fast, and rewarding.

What makes a great donation page?

• A clear, compelling reason to give. Remind visitors why their donation matters. A short impact statement like, “$25 provides meals for a family for a week” helps donors see the real-world effect of their gift.
• A simple, distraction-free design. Keep the page clean, focused, and easy to navigate. Remove unnecessary links or clutter that might pull donors away.
• Multiple giving options. Offer one-time and recurring donation choices. Recurring donors provide a steady stream of support, so encourage monthly giving with a call to action like, “Make a bigger impact—give monthly.”
• Suggested donation amounts. Pre-set giving levels (e.g., $25, $50, $100) help guide donors and increase the average gift size.
• Secure and easy payment processing. Accept multiple payment methods, including credit/debit cards, PayPal, and digital wallets like Apple Pay or Google Pay.
• A strong call to action (CTA). Use a button with clear, action-driven text like “Give Now” or “Donate Today.”

Bonus Tip: Add a donation confirmation page that thanks donors immediately and encourages them to share their support on social media.

Get involved: inspiring action beyond donations

Not everyone who visits your website is ready to donate—but that doesn’t mean they don’t want to help. A “Get Involved” page gives people different ways to support your nonprofit beyond financial contributions. Whether it’s volunteering, attending events, or spreading the word, this page should make it easy for supporters to take action.

What to include on your ‘Get Involved’ page:

• Volunteer opportunities. Clearly list ways people can help in person or remotely. Include time commitments, roles, and how to sign up.
• Fundraising campaigns. Encourage supporters to start their own peer-to-peer fundraisers or participate in your ongoing efforts.
• Advocacy actions. If applicable, provide petitions, letter-writing campaigns, or other ways to support your cause through activism.
• Social media engagement. Offer shareable content and encourage followers to amplify your message online.
• Membership programs. If your nonprofit has a membership option, explain the benefits and how people can join.

Bonus Tip: Use this page to collect emails from interested supporters. A simple sign-up form allows you to stay in touch and nurture relationships over time.

Events and updates: keeping supporters informed

Your nonprofit’s website isn’t just a place to collect donations—it’s also a hub for keeping your community engaged. An events and updates section helps supporters stay informed about what’s happening, whether it’s upcoming fundraisers, volunteer opportunities, or success stories.

What to include in your events and updates section:

• An events calendar. Highlight upcoming events, fundraisers, and community activities. Make sure it’s easy to read and allows users to RSVP or register.
• News and blog updates. Share success stories, program updates, and industry news to keep your audience engaged.
• Impact reports. Use data, testimonials, and visuals to show how donations and volunteer efforts are making a difference.
• Email sign-up option. Encourage visitors to subscribe so they never miss an update.

Bonus Tip: If you have an event registration system, make sure it’s mobile-friendly so users can sign up easily from any device.

Contact page: making connections easy

When someone wants to reach your nonprofit, your contact page should make it simple. Whether a potential donor has a question, a volunteer wants to get involved, or a journalist is looking for information, your contact page should provide clear ways to connect.

What to include on your contact page:

• A general contact form. Keep it simple—name, email, and message fields are usually enough.
• A direct email address and phone number. Some people prefer to reach out directly rather than using a form.
• Key staff contacts. If applicable, list contacts for specific inquiries (e.g., media, donations, partnerships).
• Your nonprofit’s mailing address. Even if you don’t have a physical office, listing a PO box or headquarters location adds credibility.
• Social media links. Some visitors may prefer to reach out via platforms like Twitter, Facebook, or LinkedIn.

Bonus Tip: If your nonprofit has multiple locations, consider adding an interactive map to help visitors find the nearest office or event space.

Website features that drive engagement and donations

A great nonprofit website isn’t just about looking good—it’s about making it easy for visitors to take action. Whether that’s donating, signing up for a newsletter, or sharing your cause with their network, your site should be designed to encourage engagement at every step.

The right features can make all the difference. From strong calls to action to social media integrations, these tools help turn website visitors into long-term supporters.

Strong calls to action (CTAs) and donate buttons

If you want visitors to take action, you need to tell them exactly what to do. A call to action (CTA) is a short phrase that guides users toward the next step—whether that’s making a donation, signing up for an event, or joining your email list.

But not all CTAs are created equal. If your donate button is hidden, generic, or surrounded by too much clutter, visitors might ignore it. The best CTAs are clear, easy to find, and inspire people to act.

How to create effective CTAs:

• Be specific. Instead of “Click Here,” use action-driven text like “Donate Now to Help a Child.”
• Make it stand out. Use bold colors, large buttons, and plenty of white space to draw attention.
• Place CTAs strategically. Your donate button should be in your top navigation and repeated throughout key pages.
• Keep it simple. Avoid multiple CTAs on the same page—too many options can overwhelm visitors.
• Create urgency. Phrases like “Give Today” or “Limited Time Matching Gift” can encourage immediate action.

Bonus Tip: Test different CTA placements and wording to see what works best. Small tweaks can make a big difference in engagement and donations.

Integrating social media for broader reach

Your nonprofit’s website is the heart of your online presence, but social media is where conversations happen. By integrating social media into your website, you make it easier for supporters to stay connected, share your mission, and spread the word about your work.

People trust recommendations from friends and family more than any ad or marketing campaign. When a supporter shares your cause on social media, they’re introducing it to their network in a way that feels personal and authentic. That’s why making it easy for visitors to engage with your nonprofit on platforms like Facebook, Instagram, Twitter, and LinkedIn is so important.

Ways to integrate social media into your website:

• Add social sharing buttons. Place them on blog posts, campaign pages, and donation confirmations so visitors can easily share your content.
• Embed live feeds. Display your latest Instagram posts, tweets, or Facebook updates directly on your site to keep content fresh and engaging.
• Encourage peer-to-peer fundraising. Let supporters create their own fundraising campaigns and share them on social media.
• Include social media links in key places. Add icons in your website’s header, footer, and contact page so visitors can follow you with one click.
• Highlight user-generated content. Feature posts from supporters who’ve tagged your nonprofit to build a sense of community.

Bonus Tip: If you’re running a major campaign, create a unique hashtag and encourage supporters to use it. This helps build momentum and makes it easier to track engagement.

Optimizing for search results and SEO

A beautiful website won’t help your nonprofit if no one can find it. That’s where search engine optimization (SEO) comes in. When someone searches for terms like “local animal rescue” or “how to support education nonprofits,” a well-optimized site increases the chances that your nonprofit appears at the top of search results.

SEO isn’t just about ranking higher on Google—it’s about helping the right people discover your cause at the right time. Whether it’s a potential donor, volunteer, or community partner, strong SEO ensures they find your nonprofit when they’re looking for ways to get involved.

How to optimize your nonprofit’s website for search engines:

• Use relevant keywords. Naturally include phrases like “what should a nonprofit website include” and “online donations” in your content.
• Write clear, engaging page titles and meta descriptions. These help search engines understand your content and improve click-through rates.
• Optimize images. Use descriptive file names and alt text (e.g., “volunteers planting trees at a community event”) to help search engines and visually impaired users.
• Get backlinks. When reputable websites link to your nonprofit, search engines see your site as more trustworthy. Reach out to partners, media, or bloggers for mentions.
• Improve site speed and mobile-friendliness. A slow, hard-to-navigate website will rank lower in search results.

Bonus Tip: If your nonprofit is eligible, apply for Google Ad Grants—a program that gives nonprofits free advertising credits to appear in Google search results.

User-friendly website builders and tools

Building a great nonprofit website doesn’t mean you need a big budget or a team of developers. There are plenty of website builders and tools that make it easy to create a professional, engaging site—without needing to code.

The right platform depends on your nonprofit’s needs. Some organizations want a simple, no-fuss website, while others need advanced fundraising tools, volunteer sign-ups, and membership portals. The key is choosing a solution that’s user-friendly, scalable, and designed for nonprofits.

Popular website builders for nonprofits:

• WordPress – Highly customizable with thousands of plugins but requires some technical know-how.
• Wix – Drag-and-drop simplicity, great for small nonprofits that need an easy-to-manage site.
• Squarespace – Clean, professional designs with built-in donation options.
• Weebly – Affordable and beginner-friendly, with basic nonprofit tools.

Essential tools to enhance your website:

• Donation platforms – Tools like GiveWP, Donorbox, or Harness (which provides expert guidance and seamless donor experiences).
• Email marketing integrations – Mailchimp and Constant Contact make it easy to nurture donor relationships.
• Event management – Platforms like Eventbrite or integrated calendars help promote upcoming events.
• Analytics tools – Google Analytics tracks visitor behavior, so you can optimize your site’s performance.

Bonus Tip: Make sure your website builder offers mobile-friendly templates and SEO tools to keep your site accessible and discoverable.

Measuring success and continuous improvement

Building a nonprofit website isn’t a one-and-done task. To keep supporters engaged and maximize impact, you need to track how well your site is performing and make improvements over time. By analyzing visitor behavior and testing different strategies, you can ensure your website stays effective, user-friendly, and optimized for conversions.

Tracking user experience with analytics

How do you know if your website is doing its job? By tracking key metrics, you can see what’s working, what’s not, and where there’s room for improvement.

Key website metrics to track:

• Traffic sources – Where are visitors coming from? (Google search, social media, email links, etc.)
• Bounce rate – Are people leaving your site too quickly without taking action?
• Conversion rates – How many visitors complete key actions like donating or signing up for your newsletter?
• Page load times – Is your site fast enough, or are visitors leaving before it even loads?
• Mobile vs. desktop usage – Are most of your visitors on mobile? If so, is your mobile experience optimized?

Tools to help track website performance:

• Google Analytics – Free, powerful insights into visitor behavior and traffic trends.
• Hotjar – Visual heatmaps and session recordings to see how people navigate your site.
• Google Search Console – Helps track your SEO performance and fix website errors.

Bonus Tip: Set goals in Google Analytics to track conversions—like completed donations, event registrations, or email sign-ups.

A/B testing and continuous updates

Your website isn’t something you set up once and forget about. The best nonprofit websites evolve over time based on how visitors interact with them. A/B testing (also known as split testing) is a simple but powerful way to figure out what works best.

With A/B testing, you create two different versions of a webpage (or an element on a page) and see which one performs better. For example, you could test:

• Two different donate button colors to see which gets more clicks.
• Different headline wording on your homepage to see which keeps visitors engaged longer.
• A new donation form layout to see if it increases completed donations.

How to get started with A/B testing:

1. Choose one thing to test at a time. (Too many changes at once make it hard to know what’s working.)
2. Split your audience randomly. Half of your visitors see Version A, the other half see Version B.
3. Measure the results. Use Google Optimize, Optimizely, or built-in testing tools from your website platform.
4. Apply what you learn. Keep the version that works better and continue refining over time.

Other ways to continuously improve your website:

• Regularly update impact stats, testimonials, and success stories.
• Refresh images and videos to keep content visually engaging.
• Make sure all links, forms, and buttons are working properly.
• Gather feedback from real users (donors, volunteers, staff) to identify pain points.

Bonus Tip: Schedule a quarterly website review to check performance metrics, fix broken links, and ensure content is up to date.

Build a website that inspires action

Your nonprofit’s website is one of your most powerful tools for engaging supporters, raising funds, and spreading awareness. But to be truly effective, it needs to be more than just a collection of pages—it should guide visitors toward action.

By focusing on clear navigation, strong calls to action, mobile-friendly design, and engaging content, you create a seamless experience that encourages donations, volunteer sign-ups, and deeper community involvement. And with the right tools and continuous improvements, your site can grow alongside your organization.

If your website isn’t working as hard as you are, it’s time for a change. At Harness, we don’t just build beautiful, mission-aligned websites—we design, strategize, and manage them to keep delivering results long after launch. Our expert team becomes an extension of yours, creating high-performing websites that evolve with your needs and stay optimized for impact. Whether you need a refresh or a full overhaul, we’ll help you create a site that works—so you can focus on what matters most: your mission.

Frequently asked questions

1. What should a nonprofit website include?
A nonprofit website should have a homepage, an about page, a donation page, an events or updates section, and a clear way for visitors to get involved. It should also have strong calls to action, be mobile-friendly, and include social proof like testimonials or impact numbers.

2. How can I make my nonprofit’s website more user-friendly?
Keep the navigation simple, use clear labels, and make sure your donate button is easy to find. A mobile-friendly design, fast load times, and accessible content also improve the user experience.

3. What is the best way to optimize a donation page?
A great donation page is simple and distraction-free, with a compelling reason to give, multiple donation options, and secure payment processing. Recurring donation options and suggested giving amounts can also help increase contributions.

4. How can a nonprofit website improve search rankings?
Use SEO best practices like relevant keywords, clear page titles, alt text for images, and fast load speeds. Getting backlinks from trusted sources and regularly updating content can also improve rankings.

5. What are the best website builders for nonprofits?Platforms like WordPress, Wix, Squarespace, and Weebly offer great options, but if you need nonprofit-specific tools and expert guidance, Harness provides tailored solutions to help maximize engagement and donations.

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