Designing for Donors: UX Best Practices for Non-Profits

For non-profits, donors are the lifeblood of your mission. Whether they’re making a one-off contribution or signing up for monthly giving, every donation helps move the needle toward your goals. But here’s the thing: the path to a donation often starts with a click—and if that click leads to frustration, your potential donor might abandon the process altogether.

At Subism, we know that effective donor experiences don’t happen by accident. They’re crafted with care, using user experience (UX) design principles to guide donors smoothly and intuitively toward action. With extensive experience in working with non-profits, we’ve seen first-hand how optimising UX can make a measurable impact on fundraising success.

Here’s your guide to designing donor-friendly websites that not only look great but also make giving effortless.

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Why UX Design Matters for Donors

Good UX design ensures that donors can navigate your website, find relevant information, and complete the donation process without frustration. It’s not just about aesthetics—it’s about removing barriers and creating a seamless experience. Here’s why it matters:

1. Trust and Credibility

A well-designed, professional website builds trust. Donors want to feel confident that their contributions are going to a reputable organisation, and a clunky or outdated design can undermine that confidence.

2. Reduced Friction

Every extra step or confusing element in the donation process increases the likelihood of abandonment. A smooth, intuitive design keeps donors engaged and focused.

3. Emotional Connection

Effective UX design ensures your mission is front and centre, using storytelling and visuals to connect with donors on an emotional level. People give because they care—help them see why they should care about your cause.

4. Inclusivity

Donors come from diverse backgrounds and abilities. UX design ensures your website is accessible to everyone, including those using assistive technologies.

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UX Best Practices for Non-Profits

Creating donor-friendly UX requires a strategic approach. Here are some best practices we recommend for non-profit websites:

1. Prioritise the Donation Button

The donation button is one of the most important elements on your website. Make it prominent, easy to find, and accessible from every page. A sticky button that stays visible as users scroll can be particularly effective.

2. Simplify the Donation Form

Long, complicated forms can deter donors. Stick to essential fields—name, email, payment details—and allow users to give without creating an account. If additional information is needed, request it after the donation is complete.

3. Offer Multiple Payment Options

Donors have different preferences when it comes to payment methods. Providing options like credit/debit cards, PayPal, and mobile wallets ensures a smooth experience for all.

4. Use Emotional Storytelling

Donors give because they’re moved by your cause. Use compelling stories, impactful visuals, and clear messaging to create an emotional connection. A powerful image or testimonial near the donation form can make all the difference.

5. Optimise for Mobile

With more people browsing and donating on mobile devices, your website must be mobile-friendly. Use responsive design to ensure forms, buttons, and navigation work seamlessly on smaller screens.

6. Build Trust Through Transparency

Donors want to know how their money will be used. Use your UX design to highlight impact metrics, success stories, and testimonials. Include secure payment badges and trust signals near your donation form.

7. Reduce Cognitive Load

Don’t overwhelm donors with too much information or too many choices. Use white space, clean design, and concise content to keep their focus on what matters: supporting your mission.

8. Test and Iterate

User testing is key to understanding how donors interact with your site. Regularly test your forms, buttons, and navigation to identify areas for improvement.

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How We Design for Donors at Subism

At Subism, we take a purpose-driven approach to UX design, tailoring each project to the needs of the organisation and its audience. Here’s how we help non-profits create donor-friendly experiences:

1. UX Discovery Workshops

Every project begins with a discovery workshop. We work closely with you to identify your audience, define donor personas, and map out user journeys. This ensures we understand your donors’ motivations and pain points from the start.

2. Streamlined User Journeys

We design donation pathways that are simple, intuitive, and goal-oriented. From the homepage to the thank-you page, every touchpoint is crafted to guide donors effortlessly toward completing their gift.

3. Storytelling Integration

We help you weave storytelling into your UX design, using visuals, testimonials, and case studies to inspire action. By connecting donors with the impact of their contributions, we turn passive visitors into active supporters.

4. Data-Driven Design

Using analytics and heatmaps, we identify how donors interact with your site and where they drop off. This data informs our design decisions, ensuring we address friction points and optimise the experience.

5. Continuous Optimisation

A great UX isn’t static. After launch, we monitor performance and make adjustments based on user behaviour and feedback, ensuring your site stays effective over time.

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Common UX Mistakes to Avoid

Even with the best intentions, it’s easy to fall into UX traps that frustrate donors. Here are some pitfalls to watch out for:

1. Overcomplicating the Design

Fancy animations and intricate layouts might look impressive but can slow down your site and confuse users. Simplicity is key.

2. Hiding the Donation Button

If donors have to hunt for your donation button, they’re less likely to give. Keep it visible and accessible.

3. Ignoring Accessibility

A lack of accessibility features—such as screen reader compatibility or keyboard navigation—can exclude potential donors. Inclusive design is a must.

4. Forgetting Mobile Users

If your donation process doesn’t work smoothly on mobile devices, you’re likely missing out on a significant portion of potential contributions.

Examples of Donor-Friendly UX

Here are a few examples of how non-profits can use UX design to enhance the donor experience:

1. Single-Click Donations

Allowing users to save their payment details for future donations can streamline the process and encourage repeat giving.

2. Customisable Donation Options

Offering preset donation amounts with descriptions (e.g., £20 = feeds a family for a week) helps donors understand the impact of their gift.

3. Progress Bars

Displaying progress toward a fundraising goal can motivate donors to contribute and feel part of something bigger.

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Why Subism Is the Right Web Design Agency for Non-Profits

At Subism, we’re passionate about working with organisations that make a difference. With years of experience in web design and development, we know how to create digital experiences that inspire action. From UX discovery workshops to post-launch support, we’re here to help your non-profit succeed.

Our team has worked with a range of organisations to optimise their websites for donors, combining technical expertise with a deep understanding of purpose-driven design. Whether you’re looking to overhaul your site or fine-tune your donation process, we’ve got you covered.

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Final Thoughts

Designing for donors is about more than just aesthetics—it’s about creating a seamless, inspiring, and trustworthy experience that turns visitors into supporters. By prioritising UX best practices, you can increase engagement, build trust, and maximise your impact.

Ready to create a donor-friendly website that works as hard as you do? Contact us at Subism to learn more about our approach and how we can help your non-profit thrive.

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