Can Webpage Design Affect Your Non-Profit’s Online Donations?


By now we’re sure you’ve heard the facts – online giving is a major source of donations for many nonprofits. According to the National Philanthropic Trust, in 2013 alone, 25 of the world’s largest nonprofits reported receiving more than $10 million dollars (respectively) solely from online gifts. Additionally in 2013, charitable giving grew an average of 13.5% in digital forms. Surprisingly, it’s not just younger donors that have made the move to online donations. According to Dunham And Company, nearly 3 out of 5 donors aged 66 or over make their contributions via web-based donations.

With astounding numbers like these, it’s hard to deny that the landscape of philanthropic collection is moving digital. As this change becomes more and more concrete, many nonprofits are studying the most effective ways to bolster the gifts that they receive from their dedicated users. One area of study that’s recently been garnering attention is the idea that specific webpage design of your nonprofit’s donation pages may have an effect on the amount of gifts received through that portal. Take a look at a few of the most popular options and what they may mean for your nonprofit’s donation strategies.

Three Types Of Webpage Design

The organization of your donation form fields could be the difference between a quick and fulfilling donation process and a complicated transaction for your donors. If your donors are uncomfortable with the organization of the information fields your nonprofit may be risking a donor that drops out of the giving process completely. Writer, Daniel Melbye, has taken the time to dissect the many popular options utilized by a number of nonprofits. The three most commonly used forms identified by Melbye are:

  • Single Page Donation Forms – Those online donation forms where all the necessary information to donate is available for users to fill out on a single screen.

  • Multi-Step Forms – Those donation pages that break down the donation process into smaller tasks that are all viewed on separate pages. By using this format, non-profit’s guide donors through the donation process without overwhelming them.

  • Accordion Donation Forms – Those forms which include all donation information on a single page, but which require you to fill out each section before moving on to the next.

Depending on the needs of your organization, it may be necessary to incorporate elements of each of these types of forms into your online donation applications. For a more complete understanding of the benefits each of these designs can offer your nonprofit, take a look at this article.

Responsive Designs

According to, as of May 2013, 63% of adult cell phone users utilize their device to access the internet. Given this increase in mobile usage, it can be assumed that mobile traffic to your nonprofit’s page has increased as well. In light of this trend, it’s necessary to ensure that the design of your donation pages will be effective on mobile platforms. Responsive designs allow you to create page designs that will automatically adapt to the size of the screen your visitors are using to access your site. Whether they are using a desktop computer, tablet or a smartphone, your users will be able to navigate your site quickly and easily.

Creating a clear and effective design for your nonprofit’s donation page, regardless of the platform they choose to access your site from, can make a lasting impact on the amount of digital donations your organization receives. By evaluating the various options available for your donation page design, you will be able to choose a structure for your forms that fits the needs of your donors.