The Importance of User Experience in Non-Profit Web Design

A well-designed website can make all the difference for a non-profit organisation. Discover the importance of user experience in non-profit web design and how it can impact your mission.
Tags: Website, Non-profit web design

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As a non-profit, your website should show your mission, attract donors and engage volunteers. Sometimes your website needs an extra push to help guide the users to where they need to go. This is where user experience comes into play. We’ll explore the importance of user experience in non-profit web design and how it can impact your organisation’s targets; whether that’s more donations, more volunteers, or more people seeing the amazing impact your organisation has.

Know who your audience is and what their goals are

Luckily for us, user-centred design is everywhere right now. There are many tools to find out who your users are and what they use your website for. Here are some of our recommended tools and tricks to find out

  •  Google Analytics – This is the standard tool when finding out who your users are. (Check back soon for a blog on GA4!) Setting up Google Analytics means you can see the demographic of your users, the flow of web pages users take, how quick they are to leave the site and much more statics about your website’s users.
  •  Hotjar heatmaps – This tool is less about who your users are and more about showing you what they want and where they go on the website.
  •  Ask your users – Something as simple as a Google form can tell you who your users are. Add a pop-up or a call to action on your website inviting people to share their experiences with you.

 Once you’ve collected this data, it’s a good idea to keep all this information in one place. It could be on a whiteboard or Miro board (it’s an amazing online whiteboard) so you can start to categorise and group this information and you can start

It can be a little overwhelming to tackle and can seem like a lot of work. But, by answering these questions, you can design a website that meets the needs of your audience and helps achieve your organisation’s goals. Conducting user research and testing can also provide valuable insights into how your audience interacts with your website and where improvements can be made.

Simplify Navigation and Make Information Easy to Find

When designing a website for a non-profit organisation, it’s important to consider that visitors may have specific information needs. These objectives are typically identified during the research phase, but we find that they can be classified into four primary categories.

  • Information – who you are as a charity
  •  Education – the social issue you’re tackling / the impact it has
  •  Donation – where people can donate
  •  Participation – where people can volunteer

We believe they are a great starting point when doing non-profit web design as they kit the majority of audiences who want to use your website.

When choosing your navigation, use clear and concise language, and avoid cluttering your website with too much information or too many options. By making your website easy to navigate and information easy to find, you can improve the user experience and encourage visitors to take action.

For example, check out Brightside – one of our clients and their well-signposted website to hit their goals. Read more here about our process

Use Engaging Visuals and Compelling Content in your web design

 In addition to simplifying your navigation and displaying important information prominently, it’s also important to use engaging visuals and compelling content on your non-profit website.

 We’ve spoken about the importance of brand guidelines, and why your organisation should have them. When designing your website, make sure you’re adhering to these rules. Having clean and consistent visuals on your site means you can capture visitors’ attention and keep them engaged with your mission. Use high-quality images and videos to showcase your organisation’s work and impact, and use clear and concise language to tell your story.

 By creating a visually appealing and compelling website, your non-profit web design can help build trust with visitors and encourage them to support your cause.

Optimise for Mobile Devices

Did you know, as of January 2023 5.44 billion people access the web via their mobile? As a non-profit organisation, it’s crucial to ensure that your website is optimised for mobile viewing. This means making your site responsive so it can adapt to different screen sizes and optimising your content for mobile. Using shorter paragraphs, larger font sizes, and clear calls-to-action will make it easier for mobile users to navigate and engage with your website. Prioritising mobile optimisation will help you reach a wider audience and make it more convenient for people to support your cause while on the go.

Make it Easy to Donate or Take Action

One of the main goals of a non-profit website is to encourage visitors to take action, whether that be donating, volunteering, or signing a petition.

To make this process as easy as possible, it’s important to have clear calls to action throughout your website. For example, use some header space for a prominent donate button, or use space in the hero section to signpost people to sign up to volunteer.

Additionally, make sure your donation or action pages are user-friendly and easy to navigate, with minimal steps required to complete the process. By prioritising user experience in this way, you can increase the likelihood of visitors taking action and supporting your cause.

fundraising for charities

Northern Bear is a top-notch creative agency for charities and non-profits. If you’re looking for help with your branding and website, get in touch.

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