When it comes to modern fundraising, the internet plays a vital role in effectively and efficiently managing the process. From crowdfunding to social media, there are dozens of different strategies and mediums for building momentum and attracting funds. However, one strategic aspect of fundraising is often forgotten: the website.

How to Design a Compelling Fundraising Website

Any fundraising effort in the modern era needs to be backed by a compelling website. But not just any old webpage will do. If you want to be successful, then you need to keep the following suggestions in mind:

1. Write Engaging Copy

The first key is to craft engaging and honest copy that speaks to visitors. And while many people focus on the former, you also have to consider the importance of the latter. “If you’re coming from a place that is genuine, people are more likely to listen, follow along and support,” writes Sara Margulis of Plumfund. “Be sure to tell your entire story of how this cause or charity has affected you personally and why you’ve taken the initiative to raise money on its behalf.”

While you want to be thorough and draw attention to any facts or points that matter, there’s also something to be said for brevity. Keep copy as tight and concise as possible to avoid overwhelming site visitors.

2. Clearly Outline Goals

It’s astonishing how many charity and fundraising websites blow past their mission statements and goals to arrive at the “Give Money” portion of the proposition. While monetizing visitors is certainly the goal, you aren’t going to be very successful unless you give the “why” and “how” behind it.

At the top of your homepage, there should be a clear mission statement and tangible goals. For example, if you’re raising money to bring awareness to human trafficking victims in India, then you would want to develop a mission statement and set of goals that focus on this.

Your mission statement may look something like this: “To raise money and awareness for a charity organization that provides housing and meals for human trafficking victims who have recently escaped their oppressors.” This is substantially more effective than saying, “Give us money to help trafficking victims.”

3. Give Donors Options

People sometimes don’t give to charities or funds because they aren’t aware of how much they should be giving. For example, is the organization looking for $10 or $1,000 per donation? A good way to guide visitors is to provide a simple chart that offers suggestions.

Livestrong’s donation page is a good example. They give people the chance to donate $25, $50, $100, $500, $1000, and “other.” They also highlight the most common selection ($50) to give donors an idea of what others are doing.

4. Use a Clean Layout

Visual appeal is everything. While the content is important, you have to wow visitors with a clean and engaging page before they’ll even consider reading your mission statement, funding goals, and any other information. While you can design your own page, you can also choose from a number of preexisting templates.

Here’s a good selection of some fundraising designs and themes. If nothing else, you can use them as inspiration for future layouts. And in 2016 and beyond, remember that clean, minimalist designs are much preferred over loud and noisy themes.

Fundraising and Web Design

Charities and fundraisers have benefitted immensely from the rise of the internet and social media. And while it’s now easier than ever to reach the masses, you can’t forget the need to engage them. Follow these suggestions and you’ll find it much easier to connect with your audience.