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Digital Giving Expert
Posts: 791
Registered: ‎04-15-2011

8 Things Your Nonprofit Home Page Should Have

Attention spans are short and this is especially true of users online. Your potential donors are also likely pressed for time and want things to be as fast as easy as possible; with this in mind, your online presence needs to quickly communicate your organization's mission and how your audience can get involved. This checklist (originally shared by Network for Good's Chief Operating Officer, Katya Andresen) offers a great starting point for analyzing your organization's homepage:


Anyone visiting your homepage should be able to tell in four seconds who you are and what you do. (The Four-Second Rule)

Second, Eight Things a Nonprofit Home Page Should Have:

  1. A guessable URL
  2. Your postal address (so you look legit and so people can send you a check if they want)
  3. Your phone number (shows you're real, makes you accessible)
  4. Email sign-up (so you can cultivate people after they visit)
  5. Keyword density (so people will find you via search) - this is so important!
  6. Donate Now buttons (on the main part of the page and in the navigation)
  7. A pathway for learning more about the organization (a case for why you should donate)
  8. Images - strong, emotional ones that are clickable (people expect images to be clickable - send them to your case for giving or your donate form)

Adapted from Mark Rovner's "Website 101 for Fundraisers" presentation. You can listen to the complete presentation or read the transcript by visiting this page:


Share your homepage URL here and let us know if you're covering all 8 points -- or if you need a little help!


Occasional Collector
Posts: 1
Registered: ‎09-13-2013

Re: 8 Things Your Nonprofit Home Page Should Have