10 Pages Every Charity Website Should Have

Last week, Barnabas Nagy wrote an article entitled 5 Pages Every Business Website Should Have. It inspired me to take a look at the topic Through Non-Profit Eyes. Therefore, please find 10 Pages Every Charity Website Should Have below, plus some best practice examples via screenshot.

1) Donation page
This is first for a reason. One of the main goals of your site is to raise support. Even though other goals may exist as well - sharing your stories, illustrating your good work & impact, recruiting volunteers - the underlying goal is finding donors so your organization can do more. Your home page should have a "make a gift" button that goes directly to the giving form... not a general giving page or a why-to-give page - the form where gift amount and credit card info is entered.

Note: All samples have links you can click upon to view a larger version of the screen shot.

This is the donation page, which you go to directly after clicking on the link in the second image (the main ASPCA page).

Example, ASPCA: http://www.aspca.org/

2) Giving page
This is different from the page where you actually make the gift. Rather, this illustrates why your organization is worthy of support (which may tie into #3 & #5), different methods for giving, different areas for support, etc. You should also provide direct contact information for "gift support."

Example, Dartmouth: http://www.dartmouth.edu/~alfund/why_give/

3) Impact page
Illustrate the actual impact your organization is making, including testimonials (if appropriate) and pictures, videos, etc. of the good work you do. This is critical for current donors to see and to make future donors feel like they can make a difference by supporting you with time, talent or financial contributions.

Example, charity:water: http://www.charitywater.org/projects/fromthefield/index.php


4) Action page
Some people - particularly younger generations - are inclined to give their time rather than money. This is a great way to initiate the relationship between your organization and an individual. Is there a petition they should sign? Friends they should invite to join your community? An event to attend? Have a page that gives them an easy way to get involved.

Example, Red Nose Day: http://www.rednoseday.com/get-involved

5) Mission / Vision / Goals
This should go without saying, but you need to clearly illustrate why your organization exists, where you want it to go and what tangible goals you have in your sights.

Example, To Write Love On Her Arms: http://www.twloha.com/vision/


6) Social Media page
First, you should use icons for Facebook, Twitter, YouTube, Flickr, etc. and have them prominently located "above the fold" (visible without scrolling) on your page. Second, you can have a specific landing page with further details on your various social media profiles, campaigns and the people behind your social media efforts.

Example, WETA: http://www.weta.org/about/contact/socialmedia


7) Privacy Policy
In today's world, concern for privacy of data is high - and rightfully so. Therefore, a privacy policy is the helpful and responsible thing to post. As Nagy wrote: "It is important to have a privacy policy for your website even if you do not collect email address from your visitors. Privacy concerns include website analytics, such as google analytics and website cookies. Both analytics and cookies store certain amount of information about your visitors so the concern is real and for you to clear up this concern is a legal obligation to fulfill."

Example, Cookies for Kids Cancer: http://www.cookiesforkidscancer.org/terms_privacy.asp


8) Contact Us
This is a critical and somewhat obvious page, but I have regularly visited non-profit pages that have made contact information challenging to find. Additionally, provide multiple methods for contact. Email and phone are most critical, but it is also good to have various types of contacts - those for giving information/questions, those for the services you provide, any appropriate administrative contacts (HR, etc.). Include your business address and a map or directions, if applicable.

Example, Polaris Project: http://www.polarisproject.org/content/view/28/109/


9) About Us
This should sum up why you exist, what you hope to do and who is running the show.

Example, Michael J. Fox Foundation: http://www.michaeljfox.org/about.cfm


10) Frequently Asked Questions/FAQ/Q&A
This is one of the most common pages on any website - for good reason. This can save you time by answering questions for your constituents before they reach out to you and your team.

Example, Penn State Dance Marathon: http://thon.org/faq


Bonus #11... optional-ish: Blog.
I think you should have a blog that can serve as the foundation for engaging donor stories, impact stories and help your social media's content development. Some don't have the time or expertise to maintain a blog... but I think these are just excuses. If you're a non-profit with any gumption, you have connected with content experts (employees, volunteers & friends). Having a blog and scheduling content can help get a misguided communications plan in line. Need help? Let me know. The reason I dub this "optional-ish" is because some non-profits simply aren't prepared to tackle a blog at this point. If you have bigger fish to fry, the blog can wait.

Example, Kiva: http://www.kiva.org/blog

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