How to Create Engaging Nonprofit Website Content: 5 Tips
Your nonprofit’s website is one of your most powerful fundraising tools. Too often, content gets buried in jargon, outdated design, or long-winded appeals that leave visitors confused instead of compelled to act.
In today’s fast-moving digital world, attention spans are short and competition for donor dollars is high. That makes clear, engaging, and action-oriented content more important than ever.
Supporters will almost always check out your website before donating, volunteering, or getting involved. Whether you’re using social direct messaging to guide supporters to your donation page, event signup form, or a story about your impact, your website needs to be ready to meet them with compelling content that builds trust and drives action.
Here are five key strategies to create nonprofit website content that inspires support and reinforces your social fundraising efforts.
1. Tell Stories That Show Impact.
Your mission becomes real through the stories you tell. While statistics can be impressive, people connect with people, and storytelling gives your audience a window into the human impact of your work.
Here are a few ways to bring stories to life on your site:
- Share beneficiaries’ stories to showcase the urgency and necessity of your work. Real names, faces, and experiences create emotional connections that numbers alone can’t.
- Feature volunteers and donors who can speak to why they support your mission and what they’ve gained through their involvement.
- Incorporate visuals like photos, quotes, and short videos. These make your content more engaging and help visitors visualize their own potential role in your work.
Impact stories aren’t just for your website. They can also be repurposed for direct message fundraising. A compelling story shared via DM can link to a blog post or video testimonial on your site, providing a seamless, inspiring experience that guides people toward donating.
For a great example of web storytelling, check out Cornershop Creative’s list of best nonprofit websites, which highlights The END Fund. Their use of powerful narratives, striking visuals, and clear CTAs creates an emotional journey that motivates action.
Alt text: A screenshot of The END Fund’s Impact Stories page
2. Encourage Action With Your Content.
When a supporter clicks a link from a DM on Instagram or Facebook, they’re already interested in your mission. Your job is to guide them to act. Make sure every page they might land on has clear, persuasive calls to action (CTAs).
Here’s how to make it happen:
- On your program pages, include CTAs like “Help fund this program” or “See how you can get involved.”
- On your events page, use direct prompts like “Register now,” “Bring a friend,” or “Share this event.”
- On your donation page, test persuasive CTAs such as “Give monthly to multiply your impact” or “Your gift changes lives today.”
Effective CTAs use action verbs, highlight the benefit to the supporter or community, and remove any ambiguity about the next step.
You can also make use of smart content strategies like matching gift nudges. For inspiration, Double the Donation offers helpful tips on optimizing donation pages with CTAs that encourage supporters to increase their impact.
3. Write For The Web.
It is well-proven that website visitors skim pages. They’re looking for clarity, not complexity. If they can’t quickly understand what you do and why it matters, they’ll bounce.
Here’s how to keep your content web-friendly:
- Break up large blocks of text with short paragraphs, bullet points, and headings.
- Use clear, descriptive headings so people can scan to find the sections that matter most to them.
- Lead with the most important information and keep the inverted pyramid in mind.
- Write naturally, but include relevant keywords to help search engines (and people!) find your content.
Writing for the web doesn’t mean dumbing things down—it means writing with purpose. Your site’s content should be easy to understand, emotionally resonant, and aligned with your nonprofit’s search engine optimization (SEO) goals. Bear in mind that smart, keyword-driven writing boosts both your discoverability and your site’s effectiveness.
4. Build Trust.
Trust is everything. Especially when a supporter discovers your organization through a direct message, they want to know: Are you legitimate? Are you active (posting updates, running programs, and engaging supporters)? Will my donation make a difference? Your website content should answer those questions without making someone dig.
Here are a few ways to build credibility:
- Show transparency by sharing key impact statistics and linking to your annual or impact reports.
- Use testimonials, partner logos, and media mentions to show external validation.
- Keep your content up to date so it’s clear your organization is active and thriving.
- Include your EIN in your footer menu to signal legitimacy and make tax-deductible giving easy.
Remember, donors want to feel like they matter to your mission—not lumped into broad, one-size-fits-all fundraising efforts. Use your website to speak directly to different supporter motivations with tailored landing pages, stories, and donation options. When visitors see themselves reflected in your content, they’re more likely to trust your organization and take action.
5. Partner with A Nonprofit Web Developer.
Even the best content can get lost without thoughtful strategy and design. That’s where a mission-aligned web developer or content partner comes in.
Nonprofit-specific developers understand the unique challenges you face: tight budgets, lean teams, and the need to make every page do more. They bring a deep knowledge of what works, from effective donation forms and storytelling templates to optimized event pages and accessible navigation.
A good web partner helps you:
- Identify your site’s top goals and how each page supports them.
- Design for mobile-first, social-first, and message-driven engagement.
- Make content easy to update so your team can keep it fresh.
- Test and iterate based on what converts best.
If you’re not sure where to start, explore this list of nonprofit web design companies. These professionals understand the nuances of nonprofit site design, so you’ll wind up with a website that showcases your mission and inspires people to get involved.
Wrapping Up: Get to Work On Your Content.
Your website isn’t just an online brochure. Think of it as your digital welcome mat, storytelling platform, and fundraising engine all in one. Great nonprofit website content builds trust, inspires action, and turns casual visitors into lifelong supporters.
Start by reviewing your top pages and make sure they tell a clear, compelling story. Then, look for opportunities to improve calls to action, simplify your writing, and reinforce your impact.
Want to learn more about how social fundraising connects with your website and overall marketing strategy? Don’t miss GoodUnited’s guide to engaging today’s unconventional donor.
