18th September 2025
By Charlotte
2 mins read
Donation Pages That Convert: Optimising UX and Design
Our guide to successfully optimising your website’s donation page
As of October 2024, just over 5.5 billion people have access to the internet. Therefore, utilising the power of the web to maximise your non-profit website’s reach and boost donations is vital. Ensuring your donors can navigate your website and securely donate is the cornerstone of any positive online donation experience. But what are the best strategies for optimising donation page UX and design?
Clear and easy to find call to action buttons
The purpose of call to action buttons is in the name. They guide your users to perform specific actions or to navigate to a certain area and contain links to a specific page. By including these throughout your web pages in prominent positions, your users will be clearly directed. In addition, by using emotive phrases like “Donate now” or “Help us reach our target”, you’re appealing directly to your donors.
Simple, informative copy that builds trust
For new donors, understanding exactly how their donation is used is crucial when deciding whether or not to contribute. By including comprehensive information about your charity and how you intend to spend their donations, you build greater trust and reassurance. Furthermore, aim to keep your copy simple and straight to the point, this avoids confusion.
Optimising your website for every device
By ensuring your website is mobile friendly, you automatically widen your reach. Not only will more users spend longer on your website and increase chances of donating, your SEO ranking will greatly improve. Additionally, with a better SEO ranking, your website will be more visible against other non-profit organisations. This directs more traffic to your page. If a user finds your website easier to navigate on their chosen device, they’re more likely to be directed to your donation page.
Imagery that conveys your values and mission
Emotions play a huge role in whether or not a user decides to donate. By including high quality imagery that reflects the people/cause you support, you’re more likely to build emotional connections. Additionally, including videos and testimonials can illustrate the impact your work has, gaining trust from potential donors.
An efficient donation process
To streamline the donation process, ensuring your form has only the necessary fields required to obtain relevant information is key. The donation process should be uncomplicated and uncluttered. Including different payment options and one click donations for returning donors gives greater flexibility, and increases chances of receiving a donation. As a digital agency specialising in development and design, we're experienced in optimising donation page UX and design. Find out more about our UX services here.