End of Year Fundraising: website maintenance

By Becky Fitzpatrick, Digital Marketing Associate

It is crucial in today’s mobile world that your website is fully responsive with an optimized donation page and vibrant home page, but during year-end fundraising these features are absolutely essential. If you find your website isn’t as user-friendly as you’d like, this is the time to revamp it!

Rebuilding a website isn’t a feat accomplished overnight, so be sure to start the process early on to keep it from interfering with your fundraising. Or begin rebuilding in the new year after year-end giving season has ended. Nothing is worse than a supporter landing on your page to make a donation and having it down for maintenance. When rebuilding your site, make sure it is fully responsive so it adapts to mobile and tablet sizes without losing material. In 2014, over 50% of Internet traffic came from mobile devices, and many users will abandon a website if it doesn’t load properly on their mobile device.

Another important tip is to optimize your website for search engines. As search engines are a key point of discovery for Internet users, it’s crucial that your site is highly visible on various search engines.

While some websites need to be built from the ground up, others just need a little TLC. Adding a graphic landing page that defines your campaign with a video or compelling graphic will bring in new donors. Redesigning your donation page or clearing out some cluttered text will make your site more appealing.

Some core elements you don’t want to forget:

  • Responsive design
  • Donate button on every page
  • ‘Subscribe’ button for email sign ups
  • Visible social media ‘share’ buttons
  • Branding and design that compliments your organization’s cause
  • Appealing visuals with concise text
  • Easily navigable search bar

With the percentage of online gifts rising each year, it’s crucial for nonprofits to have a well designed website that is optimized for fundraising growth. Put these fundraising tips into practice and your organization is sure to raise more donations this holiday season.

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