The first week of December marks the start of holiday spending and charitable giving. Americans move from Black Friday to Cyber Monday and then GivingTuesday, a global movement that now drives more than $1 billion in online donations each year.
But while GivingTuesday creates a powerful surge, the nonprofits who thrive financially aren’t relying on a single day. They’re building websites that convert, inspire, and nurture donor relationships every day of the year.
Donor expectations now mirror those of everyday consumers: fast, intuitive, mobile-first, emotionally compelling, secure, and accessible digital experiences. Nonprofits that meet these expectations see significantly stronger engagement and conversion.
As someone who partners with nonprofit teams across mission types and sizes, one truth stands out:
👉 Your website can—and should—be your most reliable fundraising engine, not just during GivingTuesday, but 365 days a year.
In this article, we highlight five (5) key strategies nonprofits can use to transform their websites into year-round donor engagement and fundraising powerhouses.
1. Choose Donor-Friendly Ecommerce, Donation, and Membership Tools
2. Tell Stories That Inspire Action
3. Use UX & Website Performance Optimization to Increase Conversions
4. Create Clear and Compelling Calls to Action (CTAs)
5. Create Digital Opportunities for Donor Engagement and Retention
1. Choose Donor-Friendly Ecommerce, Donation, and Membership Tools
Using your website to collect financial contributions requires reliable ecommerce and/or membership management software that can process one-time and recurring donations. Your donation technology is one of the most influential elements of your fundraising success. Whether your gifts are processed through a CRM ( Salesforce Nonprofit Cloud, Tessitura, Blackbaud Raiser’s Edge NXT, Neon One, Kindful, Bloomerang) or through a standalone giving platform, your tools need to support:
- Fast, secure transactions
- Mobile-friendly, friction-free checkout
- Recurring giving options
- Suggested donation amounts
- A modern, intuitive interface donors trust
- SSL encryption and PCI compliance
- Seamless integration with your CRM and analytics tools
Popular nonprofit-friendly donation platforms include:
- Shopify: A widely-used ecommerce platform that offers discounted rates for nonprofits, enabling them to set up online stores for merchandise sales and fundraising.
- PayPal for Nonprofits: Enables nonprofits to add fundraising buttons/calls to action to their websites, while using PayPal to process donations at discounted transaction rates for confirmed 501(c)3 organizations.
- WooCommerce: An open-source ecommerce plugin for WordPress, allowing nonprofits to add online store capabilities to their existing websites.
- Donorbox: A donation platform that features tools to accept donations and manage fundraising campaigns.
- Classy: Part of the GoFundMe technology family that helps connect nonprofits to supporters, offering traditional fundraising tools for individual contributions, as well as tools for crowdfunding.
Membership Management Software for Nonprofits:
- Wild Apricot: An all-in-one membership management solution for member databases, event management, and website building that also offers ecommerce tools tailored for nonprofits (online stores and event ticketing).
- MemberPlanet: A suite of tools for membership management, including communication, event planning, and payment processing.
- CiviCRM: An open-source CRM specifically designed for nonprofits, providing modules for contact management, fundraising, event planning, and more.
Today’s donors expect a checkout experience similar to Amazon or Shopify; simple, trustworthy, fast, and mobile-first. In fact, mobile-optimized forms can convert up to 50% better than desktop-centric experiences.
Beyond checkout design, consider how well your tools integrate. The strongest platforms sync donor data, automate stewardship communications, populate dashboards, and support recurring revenue models. The less friction in your technology ecosystem, the more dependable your fundraising becomes.
A frictionless donation system isn’t just a convenience—it directly increases revenue.
2. Tell Stories That Inspire Action
Nonprofit supporters connect with your mission, but they give because they feel something. Storytelling is the bridge between understanding and commitment. While causes can sometimes feel broad or abstract, the people and communities you serve are tangible proof of your impact. Focusing on real individuals humanizes your mission and builds the emotional connection donors need to take action.
We live in an era where attention spans are short and skepticism is high. Storytelling is no longer a “nice-to-have”; it’s a strategic differentiator. Donors want to see who is being helped, why your work matters, and how their support creates meaningful change.
To make your storytelling resonate, your website should incorporate elements that bring your mission to life, such as:
- Human-centered narratives that spotlight real individuals or communities.
- Rich multimedia like short videos, compelling images, and mission-driven infographics.
- Authentic testimonials from beneficiaries, volunteers, or partners.
- Transparent impact reporting that clearly shows where donor support goes.
According to cognitive research, stories can be 22 times more memorable than facts alone. When heartfelt storytelling is paired with clear, accessible impact data, donors understand both the human need and the measurable outcome, and they are far more likely to stay connected and give again.
3. Use UX & Website Performance Optimization to Increase Conversions
Great storytelling can spark emotion, but user experience (UX) determines whether that emotion turns into a donation. When donors encounter friction, slow load times, unclear navigation, or hard-to-complete forms, the giving moment can slip away.
Make the donation experience fast and intuitive
- More than 50% of online donations now happen on mobile devices, so your website must feel seamless across screens. A mobile-first approach ensures donors can navigate, read, and give without frustration.
- Prioritize mobile responsiveness: Donors frequently browse your site and complete gifts on smartphones or tablets. Responsive page design and fast load times are essential.
- Simplify navigation & donation workflows: Create clear pathways for donations, volunteer sign-ups, and event registrations. Label your menus intuitively, especially the “Donate” section, and keep donation pages visually appealing but distraction-free.
- Streamline web forms: Keep forms short, only ask for essential information, and use autofill features to improve completion rates.
These improvements reduce friction and keep donors moving confidently through the giving journey.
Optimize website performance
Speed and responsiveness directly influence donor trust. Even small delays can reduce conversions. A website performance optimization audit can reveal issues like oversized images, inefficient scripts, plugin overload, or hosting limitations.
- Use suggested donation amounts: Pre-set amounts help guide donor decision-making, whether it’s $25 or $1,000, and reinforce that every contribution matters.
Why UX matters: It preserves the emotional power of your story
Storytelling has always shaped how humans connect and take action. Long before written language, stories shared around fires built understanding and community. Today, your website serves that same purpose.
If the digital experience is confusing or slow, it disrupts the emotional arc your story created. Strong UX keeps donors connected to your mission and makes it easy to act in the moment they feel compelled to help.
Accessibility is essential
Meeting WCAG 2.2 accessibility standards ensures your website works for all donors, including those with disabilities. Accessibility expands your reach, supports inclusion, and improves SEO, strengthening both donor experience and organizational credibility.
4. Create Clear and Compelling Calls to Action (CTAs)
Effective calls to action are essential on nonprofit websites. A great CTA communicates purpose, clarity, and urgency — and is visually impossible to miss. Nonprofits rely more heavily on emotional clarity, trust signals, and user-friendly design to convert a moment of interest into a meaningful gift. The stronger and more intentional your CTAs are, the more likely donors are to take action.
Make CTAs specific and meaningful
Donors respond to clarity. CTAs like “Donate Now to Feed 100 Families” perform far better than vague prompts like “Get Involved” or “Learn More.” Direct, concrete language helps donors understand exactly what their gift accomplishes.
Use action-oriented language
Strong CTAs start with strong verbs. Words like Give, Donate, Protect, Feed, Build, Support, Restore, Join spark action and reduce hesitation.
Place CTAs where donors expect them
Strategic placement is just as important as strong wording. High-performing locations include:
- Homepage hero areas
- Program and impact pages
- Donation and campaign pages
- Blog posts and stories
- Beneficiary profiles and case studies
- Sticky or top navigation
- Footer navigation
CTAs should be prominent, high-contrast, and readable, not buried in copy or lost in design elements.
Test, measure, and optimize
A/B testing CTA placement, button size, color, and copy can dramatically improve conversion rates. Even subtle changes in design or position can influence how donors behave and how quickly they complete a gift.
5. Create Digital Opportunities for Donor Engagement and Retention
Donor retention is one of the most sustainable drivers of fundraising growth. Keeping existing supporters engaged is far more cost-effective than acquiring new ones. Your website should function as a dynamic hub that strengthens these relationships year-round.
Plan seasonal and mission-focused campaigns
Seasonal moments give you built-in opportunities to reconnect with donors and reinforce your mission’s urgency. Whether tied to a specific holiday, awareness month, or a time-sensitive initiative, each campaign benefits from:
- Dedicated landing pages with refreshed messaging, impact-oriented visuals, and a clear “Why now?”
- Mission-aligned storytelling that explains the relevance of the campaign in the larger context of your work.
- Consistent CTAs across your homepage, blog posts, program pages, and navigation.
The goal is to make every campaign feel cohesive, timely, and to make giving feel intuitive.
Keep communicating after the gift
Your website should help sustain the donor relationship well beyond the thank-you email. Strategic content keeps donors connected by showing them ongoing progress and community impact:
- Regular impact updates that demonstrate results from recent campaigns.
- Donor-focused storytelling that highlights contributors and the change they help create.
- Leadership insights that share organizational vision, transparency, and future priorities.
- Event calendars and announcements that invite donors into the broader community experience.
When donors consistently see evidence of their impact, they’re more motivated to remain engaged and give again.
Offer meaningful virtual engagement opportunities
Digital engagement expands your reach beyond geography and accessibility barriers. Virtual experiences build deeper donor relationships by offering:
- Mission briefings or educational webinars that help donors understand the issues you address.
- Virtual Q&A sessions with leadership or program experts that build trust and connection.
- Livestreamed events or fundraisers that replicate the energy of in-person gatherings online.
These touchpoints create a sense of inclusion and belonging — even for donors who cannot attend in person.
Strengthen recurring giving through digital stewardship
Recurring donors give up to 42% more annually than one-time supporters. Your website can nurture recurring giving with:
- A dedicated donor hub where supporters can access updates, receipts, and exclusive content.
- Impact dashboards that show progress toward program goals.
- Clear recurring gift options integrated directly into donation forms and CTAs.
When supporters feel informed and valued, monthly giving becomes a natural extension of their commitment.
Invest in ongoing site support and maintenance
Your website is not a static asset; it must evolve with your organization. Regular website support and maintenance ensures:
- Pages load quickly and consistently
- Donation forms function flawlessly
- Content stays accurate and compelling
- Accessibility (WCAG 2.2) is maintained
- Security and performance remain strong
A well-maintained website protects donor trust and keeps your digital fundraising foundation healthy year-round.
Need Help Optimizing Your Nonprofit Website for Year-Round Fundraising Success?
A successful fundraising website blends the right technology, compelling storytelling, intuitive UX, and a secure, accessible foundation that donors trust. When these elements work together, your website becomes one of your most effective fundraising tools all year long.
As you review the five strategies above, consider where your current site supports donor engagement and where it may create friction. Even small improvements in performance, UX, or clarity can significantly impact donor conversion and retention.
If you want to strengthen your digital presence and ensure your website is working as hard as your mission, we’re here to help. Culture Foundry specializes in nonprofit website redesigns, WordPress development, UX and performance optimization, and ongoing website support.
Complete the form below to connect with our team. We’d love to help you create a website that inspires action and supports your mission every day of the year.
