Building a website

What the site must answer

Visitors arrive with a few questions. What does this organization do, who runs it, is it legitimate, and how can I help. Answer those on the home page without making anyone scroll through slogans.

Pages worth having

• Home, with a plain description of your work and one primary action
• About, with your mission, board, staff, and legal name
• Programs, describing what you do and for whom
• Donate, with a secure processor and a note on how gifts are used
• Get involved, for volunteers and partners
• Financials, with your determination letter and recent Form 990s
• Contact, with a real mailing address

Donations

Use an established payment processor that issues automated receipts containing the required acknowledgment language. Offer recurring giving. Keep the form short. Some states require specific disclosure statements on solicitation materials, so check the rules in states where you are registered.

Trust signals

Show your legal name and EIN in the footer. Name your board. Publish financial documents. Post dated updates so visitors can see the organization is active. These signals do more for credibility than design flourishes.

Accessibility and maintenance

Use readable type, sufficient color contrast, descriptive link text, and alt text for images. Choose a platform someone on your team can update without a developer. An out-of-date website suggests an inactive organization.

Nonprofit programs

Many technology companies offer discounted or donated products to verified nonprofits. Google's Ad Grants program provides in-kind search advertising to eligible organizations. Verification usually requires your determination letter.