What makes great charity website design?

And is it any different to design for a commercial organisation?  Well, yes and no. 'No' because the fundamentals of good website design are the same across the board. But 'yes', because charities have a different target market who generally are looking for support and information rather than goods or services to buy, so the emphasis has to be slightly different.  All will become clear!

Here are what I believe to be the top ten items which make a great website for a charity, however large or small.

1. Make sure you put the emphasis on your service users’ needs.

So, think about who the website is for. Yes, you may want to sell Christmas cards, yes, you may want to attract funding, but even if they are your main business goals, neither will happen unless it’s clear what the site is primarily for and about your community. The people who are likely to buy from you or give you funding are only going to do so if (1) they have arrived at your site because they’re interested in what you do and (2) they believe that any money they give you will go towards the cause that they want to support.  Be clear about what you do, why you do it and how you help your community and you won’t go far wrong.

2. Make the site accessible.

Well, being an accessibility professional, I would say that, wouldn’t I?  But there’s more than personal bias in my reasoning:

• Making sure that charity websites are accessible is super important because it means everyone, no matter their abilities, can learn about and support the cause. When a website is easy to navigate, more people can donate, volunteer, or spread the word. And when funding is tight you need as many people on your side as possible, don’t you?
• Accessible websites show that the charity values inclusivity and wants to connect with as many people as possible. It's like opening the door wide to welcome everyone in, which is exactly what a good charity should do!
• You have a legal obligation to make your site accessible through the Equality Act 2010. There is a get-out clause which says that you only have to make the site accessible if it’s ‘reasonable’, in the same way that it’s reasonable to have disabled access on a new building but not on a 13thC castle, but I for one keep my costs as low as possible so that accessibility can be for everyone, not just for those who can afford it.

And when you make your site accessible, remember that it’s not possible to make it accessible to 100% of the population because they often have competing needs, so keep the emphasis on the needs of your own community.

3. Showcase how you benefit your community

Having a website that shows how a charity benefits the community is especially important because it lets everyone see the amazing work being done. When people (and funders) can easily find stories, photos, and updates about how their donations are making a difference they feel more connected and inspired to help. It's like a big, friendly window into the heart of the charity, showing all the good things happening thanks to everyone's support. Plus, it builds trust and encourages more people to get involved, knowing their contributions truly matter.

4. Provide the functionality that your community needs

It's really important for charity websites to have the right functionality to meet their service users' needs because it makes everything smoother and more effective. For example, if a charity helps people find jobs, having a job search feature on their site is a game-changer. Users can easily browse listings, apply for positions, and even get tips on writing CVs - all in one place. This not only saves time but also ensures that the charity is providing the best possible support. By having these helpful features, the website becomes a valuable tool that truly serves its community, making life a little easier for everyone involved.

5. Always design with your visitor in mind.

Whether that’s service users, funders or sponsors. Make sure it’s full of relevant content to keep your community engaged.  Keep the emphasis on what visitors want to hear, not what you want to tell them.

Having a website that appeals to service users, sponsors, and funders is crucial for a charity because it helps build a strong, supportive community around their cause. Service users need easy access to resources and information, sponsors want to see the impact of their contributions, and funders look for transparency and effectiveness. To reach all three groups, you can design a user-friendly site with clear navigation, engaging stories, and regular updates. You might consider including sections providing detailed reports and financial transparency for funders, or offering interactive features like donation portals and volunteer sign-ups to keep sponsors engaged.

By addressing the unique needs of each audience, your website can become a central hub that fosters trust, involvement, and ongoing support.

6. Highlight how much can be gained by anyone getting involved with your charity

It's important that people feel they can personally gain from getting involved with a charity because it creates a win-win situation, motivating them to contribute more actively and consistently. When individuals see personal benefits like developing new skills, expanding their networks, experiencing personal fulfilment, or enhancing their CVs they are more likely to engage and stay committed. This sense of personal gain makes the charitable activity more rewarding, ensuring that volunteers, fundraisers, and supporters find value in their contributions beyond just the altruistic aspect. As a result, the charity benefits from a more dedicated and enthusiastic supporter base, leading to greater overall impact and sustainability for their cause.

7. Make sure the site is easy to keep up to date

Keeping your charity's website up to date is crucial for several reasons.

First, it builds trust and credibility, showing visitors that the organisation is active and transparent. Regular updates with the latest news, events, and success stories assure supporters that their contributions are making a real difference.

Secondly, an updated website enhances user engagement by providing fresh and relevant content, encouraging repeat visits and ongoing involvement. It also improves search engine rankings, making it easier for potential supporters to find the charity online.

Lastly, keeping information current ensures that visitors have access to accurate details about how they can get involved, donate, or seek help, ultimately leading to better overall support for the charity’s mission.

But you won’t keep it up to date if it’s too hard or too expensive.

I’m very proud to say that the vast majority of my clients keep their own sites up to date. I always provide training videos as part of my package, partly because I don’t see why they should pay me when they can do it themselves, and partly because I would rather be building websites!

8. Design your website with search engines in mind.

I’ll go into this in more detail in a separate post, but just because you’re a non-profit, don’t think that search engines don’t matter. In fact, in these days of tight budgets and less funding it’s crucial to do the best you can to get your organisation at the top of the search engine lists.

9. Make sure your site has lots of good videos, photos, graphics and infographics

Images:

Yes, it’s true, a picture can paint a thousand words, so make sure that those words are good ones.  Your images should be high quality photos of your own events, beneficiaries, and volunteers so that you can create an emotional connection with your visitors, making your cause more relatable and compelling.  And use the images wisely.  They are best used to break up text, making the site more visually appealing and easier to read.

Videos:

Videos are very good at telling powerful stories, showcasing your work, and providing personal testimonials from those helped by the organization. They engage visitors longer and can be easily shared on social media, broadening reach.

Infographics:

Infographics can simplify complex data and statistics, making it easier for visitors to understand the charity’s impact and needs. They are visually engaging and can be a quick way to convey important information, but make sure that they’re easy to understand or you’ll defeat the object of having them.

Interactive Elements:

Features like donation calculators, volunteer sign-up forms, and event calendars make it easier for visitors to take action. These elements can enhance user engagement and provide a more personalised experience.

10. Have a clear and simple donation process

This last one goes without saying surely, but you wouldn’t believe how many charities seem to make it ridiculously hard for people to donate. If you’re unsure about whether or not your donation process is easy to use just ask one of your friends to try to make a donation and watch them do it.  You’ll soon find out how hard it is by the look on their face.