Spoiler alert: It’s not adding more photos of smiling volunteers (though that never hurts). If your online donations aren’t where you’d like them to be, there’s one small but powerful fix that could make all the difference — and no, it doesn’t require a complete website overhaul or a crash course in coding.
Let’s talk about the power of a well-placed, well-worded call-to-action (CTA) — and why it might just be the game-changer your nonprofit website needs to increase online donations.
Why Your Website Might Be Quietly Costing You Donations
Let’s start with a little tough love: just because your website looks good doesn’t mean it’s working.
You’re passionate about your mission, you’re out there making a difference, and your team is hustling hard — but if your website isn’t converting visitors into donors, all that effort is hitting a wall. And in today’s digital-first world, your website is more than a brochure. It’s your donation HQ.
Here’s the kicker: nearly one-third of all nonprofit giving now happens online. But if your site doesn’t make it crystal clear how and why people should give — especially on mobile — you’re leaving money (and impact) on the table.
The Real Problem: Friction in the Donation Process
Let’s paint a picture. Imagine someone’s heart just got tugged by your mission. Maybe they watched a moving video or read a story on your homepage. They’re ready to help. Credit card in hand. And then…
- They can’t find the “Donate” button.
- The button says something vague like “Support Us” and they’re not sure what that even means.
- They click, and it leads to a clunky form that takes 12 steps to complete.
- It isn’t mobile-friendly, and they’re on their phone at a stoplight (yikes).
- They give up.
That, my friend, is friction. And friction is the silent killer of online donations.
The One Fix: A Clear, Compelling Call-to-Action (CTA)
Okay, here it is. The one fix we promised in the headline — and it’s refreshingly simple:
👉 Make your “Donate” call-to-action clear, visible, and irresistible.
Yes, that’s it. One button, strategically placed, clearly labeled, and emotionally compelling can dramatically improve your conversion rate and increase online donations.
Here’s what that means in practice:
1. Make It Obvious
- Put your main donation button in the top navigation (top right is prime real estate).
- Above the fold on your homepage (no scrolling needed).
- In your site footer, blog posts, and email templates.
And for extra credit? Consider a sticky donation button that stays visible as users scroll.
2. Make It Emotional
“Donate” is fine. “Change a Life Today” is better.
Your CTA should remind people why they’re giving. Connect the ask to the outcome:
- “Feed a Family Now”
- “Plant a Tree Today”
- “Send a Child to School”
Specific, emotional CTAs perform better. People give with their hearts first, then their wallets.
3. Make It Consistent
Don’t confuse your visitors with 12 variations of “Support,” “Give Now,” “Join Us,” and “Act Today.” Choose one or two versions and use them consistently across your site. Brand trust grows with clarity.
Real Examples: Good vs. Bad Donation CTAs
Let’s play a quick round of Good CTA / Bad CTA:
- ❌ “Click here” → Huh? Click where? Why?
- ✅ “Help Shelter a Pet Today” → Specific, emotional, clear.
- ❌ “Support Our Mission” → What does that mean exactly?
- ✅ “Donate Now to Provide Clean Water” → Tangible and urgent.
See the pattern? It’s not about clever wording — it’s about clarity and connection.
At Sequent, we once helped a nonprofit jump 22% in online donations simply by moving their “Donate” button above the fold and giving it real language. No design overhaul. No new form. Just a better CTA. That’s ROI without the RFP.
Bonus Fixes That Supercharge Your CTA
Your CTA is the superhero. But even superheroes need a sidekick (looking at you, Robin).
Here are a few bonus optimizations that support your shiny new donation button:
Mobile Optimization
Over 60% of online traffic is mobile. If your donation flow doesn’t work on a phone, it doesn’t work. Period.
Speed Matters
If your donation page takes more than 3 seconds to load, people bounce. Faster sites convert better — it’s science and common sense.
Short Forms Win
Ask only what’s necessary. Don’t make someone create an account, list their blood type, and complete a CAPTCHA while blindfolded. Keep it simple, keep them giving.
Reinforce with Impact
Place a quick stat or testimonial near your CTA:
- “$25 feeds a family of four for a week.”
- “I donated last year — and I’ve never felt better about it.”
Show the difference a donation makes, right at the moment of decision.
What Happens When You Don’t Make This Fix
Let’s be real. People want to help. They just don’t want to work for it.
If your CTA is buried, vague, or uninspiring, here’s what you might be losing:
- Potential major donors who gave up halfway through.
- Year-end giving momentum (a critical window for nonprofits).
- New supporters who felt unsure and bounced.
And worst of all? The impact your organization could’ve made with those online donations.
Remember, most people don’t send an angry email when your form is confusing — they just leave. Quietly. Forever.
Ready for More Online Donations? Let’s Make That Button Work
So let’s bring it home.
If you take one action today, make it this: look at your donation CTA with fresh eyes.
Ask yourself:
- Is it easy to find?
- Does it speak to the heart?
- Is it working on mobile?
- Would you donate through your own site?
If you’re cringing even a little bit, don’t worry — you’re not alone. And that’s exactly why Sequent exists.
Free Offer: We’ll Review Your Donation Flow for You — Seriously
You’re busy changing the world. Let us help you make your website work harder while you do that.
🔍 Want a free 15-minute website audit focused on improving your online donations? We’ll take a look at your donation flow, CTA, and form — and give you 3 quick wins you can implement immediately.
No sales pitch. No pressure. Just help.
👉 Schedule Your Free Audit (We’ll even check your button color. Yes, that’s a real thing.)
Final Thoughts: Small Fix, Big Impact
We get it. Web design might not feel like the most exciting part of running a nonprofit. But when your mission is on the line, and every dollar counts, your website becomes more than a tool — it becomes a lifeline.
And often, one simple change — like improving your call-to-action — can be the spark that turns a visitor into a donor.
So go ahead. Push that button (literally).
Make it bold. Make it meaningful.
And watch those online donations start to rise.
Need a partner who knows nonprofit websites inside and out?
Let’s chat. Sequent specializes in helping mission-driven organizations build websites that connect, convert, and inspire. You focus on your cause — we’ll focus on your clicks.
