5 Ways to Prep Your Website for End of Year Giving

You or your IT guru can do this by seeing where similiar groups rank on search engines. You can also use tools like SEMrush, Google Analytics, or the free Firefox and Chrome add-on Keywords Everywhere to find the most often-searched keywords.

Too many nonprofit websites make it hard for a potential donor to give. They’ll have a header called “Get Involved” or the like which buries the “Donate” function. Make sure you have a home page header that goes directly to your donate page. And be sure your entire site is optimized for mobile.

One of the best examples we’ve seen was from a homeless advocacy organization. They told the story of a young man—now in college—who became homeless when he was 8. Today, he’s thriving, thanks to his mother’s persistence and the hand-up the family received from the nonprofit’s supportive housing. Think about how weave in stories about the power of your work on the website or in your year end impact report.

Visuals go a long way to tell both your organization’s story and your client’s stories.

Donors want to make sure their investments in your organization are being used properly. Don’t fudge the numbers. Explain any bumps in the road—plenty of nonprofits have struggled since 2020, so don’t be afraid to admit it. If you’ve maintained your financial equilibrium, celebrate it.