Why a great website is a key tool in your charity fundraising arsenal

Tags: Website, Charity Fundraising

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I think the importance of digital is now widely accepted across the charity sector, but there are still many charities that are not utilising their most important digital platform effectively, and some are completely neglecting it.

I am, of course, talking about your website. Your website is an essential tool to make sure your fundraising efforts are not only successful but are accessible to donors across your region, country and the world beyond. I’m going to share 7 compelling reasons why it’s crucial that your website is working as hard for your charity as you are.

Trust & Transparency

A magnifying glass icon to represent transparency

Trust is one of the key elements of our fundraising formula.

A great-looking website, that works really well and showcases what you do as a charity helps to build trust with your potential donors. By providing information about your charity’s missions, vision & values as well as showcasing the impact your work has, you give people the confidence that you are working to specific objectives and can demonstrate how you are performing against those objectives. To keep things transparent, you need to keep everything up to date, share your success stories & case studies as well as financial information and impact reports.

Storytelling & Empathy

Empathy is also one of the three key components of the fundraising formula – without empathy, people won’t become donors, because they don’t care enough about what you do to act.

Your website gives you a powerful platform to tell your stories, in a way that touches people to evoke empathy and inspire action. The best way to do this is to showcase the work you do as a charity, using real stories and telling them through a mixture of personal accounts, imagery and video – this approach creates an emotional connection with the user. Creating that connection is a vital element in inspiring them to contribute to your charity.

Good storytelling can also help people to understand complex issues and make them more relatable to more people as well as demonstrate the importance of their contributions

Empathy is also one of the three key components of the fundraising formula – without empathy, people won’t become donors, because they don’t care enough about what you do to act.

Your website gives you a powerful platform to tell your stories, in a way that touches people to evoke empathy and inspire action. The best way to do this is to showcase the work you do as a charity, using real stories and telling them through a mixture of personal accounts, imagery and video – this approach creates an emotional connection with the user. Creating that connection is a vital element in inspiring them to contribute to your charity.

Good storytelling can also help people to understand complex issues and make them more relatable to more people as well as demonstrate the importance of their contributions

3 love heart icons that represent empathy

Simplifying fundraising

A good website makes it easier for your supporters to contribute to your cause through online donations, which makes giving possible 24 hours a day, 365 days a year.

Spanner icon representing simplicity

You can make it possible for users to give in many different ways, and to specific causes. Integrations with Customer Relationship Management (CRM) systems and secure payment platforms can streamline that process, making it more convenient for donors, and ensuring the charity gets maximum value from its supporters.

As well as traditional online giving, you can also host online & hybrid fundraising events like auctions, crowdfunding, webinars, quiz nights and loads more.

Engaging with donors

Your website provides a platform for the charity to interact with your supporters. Integrating social media, creating regular blog content and newsletters and showcasing your impact helps to keep your audience engaged and inspired by the work you do as a charity.Every time your supporters hear from you is a reminder that you exist and of the work you do. It keeps the charity front of mind and encourages investment, donations, advocacy and all other kinds of support.

Loud hailer, representing communicating with donors

Cost-effective marketing

2 stacks of money

A well-designed and regularly updated website is an incredibly cost-effective marketing tool for your charity. You have full control over how your website looks and works and you have engaged and interested people visiting every day, so make sure you are set up to utilise that opportunity. You can also apply other marketing techniques through your website. Search engine optimisation (SEO), social media advertising, email campaigns and paid digital marketing all direct traffic to your website at more affordable rates than more transitional media.

Reach & Accessibility

Anyone with internet access can visit your website from anywhere in the world. That’s a huge opportunity that many charities are not unlocking at the moment. Your website is a window into your charity and that enables you to put your message out there, in front of the world.

It’s vital that your website is accessible – that means that anyone who visits can access the content, regardless of what adjustments they may need to do so. This seems like a very tough thing to do, but there are simple tools out there, like Accessibe starting from around £40/month that make your website compliant with government recommended standards (and free tools that improve accessibility hugely as a minimum requirement).Not only is accessibility an important thing for a charity to ensure they offer, but giving that accessibility also means more people can hear about the great work your charity does, and may lead them to give time, money or support to your charity as well.

Icon representing accessibility

Demonstrate your impact

two lightning bolts representing impact

It’s been peppered throughout many of the other points in this post, but impact is such an important measure of what a charity does. Demonstrating your impact not only evokes empathy and increases trust with individuals who may go on to support your charity, but it is also often one of the key measures in unlocking money from commissioners and funding bodies. Showcasing your impact is also an important element in securing corporate partnerships and injections from high net worth individuals.

Your website is a key tool for building trust, engaging with donors, simplifying fundraising, and providing cost-effective marketing opportunities. Including great storytelling creates empathy, and as well as showcasing your charity’s impact, your website becomes an even more powerful tool for fundraising efforts. 

It strengthens the connection between your charity and its supporters, ensuring long-term relationships and continued support. In turn, this enables your charity to make a lasting, positive change in the lives of those who need it most.

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