Two audiences, opposite needs
- Supporters want to know where the money goes and how to give
- Beneficiaries want to know whether they can get help and how
Making both obvious from the homepage is the central design problem of a charity website.
The route to help comes first
Someone who needs your service may be in difficulty. The route to help should be the clearest thing on the site, above any fundraising message.
If you run a crisis service, that contact should be visible on every page without scrolling.
Make giving easy and honest
- A donation route that works on a phone in three taps
- Specific impact statements rather than vague claims
- Gift aid explained simply
- Regular giving offered without pressure
- A clear statement of where money actually goes
Evidence beats emotion
Specific numbers and real stories, used with consent, are more persuasive than general appeals. “We supported 340 families last year” is worth more than “we help those in need”.
Annual reports should be findable and readable, not buried as a scanned PDF.
Protect people's dignity
- Consent for every story and photograph, recorded
- No identifying details without explicit permission
- Language that respects rather than pities
- A way for someone to withdraw their story later