Every visit to your charity’s website is a chance to inspire action. To turn awareness into donations and one-time visitors into long-term supporters. But even the most passionate audiences can lose momentum if their online experience isn’t clear, simple and accessible.
Low conversions often come down to just a few points of friction in the user journey. The good news is that they’re easy to identify and fix. Here are three common reasons visitors don’t convert on charity websites, and how to create smoother, more successful donation journeys.
1. The journey to donate is too complicated
If it takes too many clicks to donate, people lose interest.
Many charity websites unintentionally hide their most important call to action behind cluttered menus, long forms or multiple donation options. When visitors have to think too much about what to do next, they often leave without completing the journey.
Your website should guide supporters from curiosity to contribution. Keep your message focused and your calls to action clear. Buttons like “Donate £10” or “Give monthly” are more effective than “Donate now.” And make sure they stand out visually on every page.
A good rule is no more than three steps from landing to donation confirmation. Reinforce why each action matters, such as “Your £20 provides clean water for a family for a month.” Add reassurance with trust indicators like secure payment badges, testimonials and your registered charity number.
According to the Global Trends in Giving Report, 47% of donors say a poor online experience would stop them from donating again.
A straightforward, emotionally engaging donation journey makes giving feel easy and rewarding, and encourages repeat support.
2. Your digital tools are holding you back
Even the best campaign ideas lose impact when your website is hard to update.
Many UK charities still rely on outdated content management systems (CMS) that make even small content changes slow or technical. This lack of flexibility limits creativity and delays campaigns.
A modern CMS like Umbraco gives your team freedom to manage content quickly, test new ideas and launch campaigns without developer support. It’s also designed to integrate seamlessly with tools such as Mailchimp, Pardot or Raisely.
Connecting your website with your CRM, email and donation platforms helps you personalise experiences, track donor behaviour and automate thank-yous. This integration is a key part of improving your charity website design and fundraising strategy.
The Salesforce Nonprofit Trends Report found that charities integrating their websites and CRM systems see up to a 25% increase in donor retention.
When your systems work together, your team can focus on storytelling and engagement rather than technical barriers.
If you’re unsure how well your current setup is performing, learn more about our charity website design services and how they can help you manage campaigns with confidence.
3. Your website isn’t accessible to everyone
Accessibility is one of the most important - and overlooked - parts of good web design.
If a potential supporter can’t read your content, navigate your site easily or understand your layout, they’re unlikely to donate. Accessibility is about inclusion, trust and delivering a positive experience for everyone, not just compliance.
Simple changes can make a big difference:
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Use high-contrast colours and clear, legible fonts
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Add descriptive alt text to images and captions to videos
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Write in plain English to make the content easier to understand
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Test your site with screen readers or free accessibility tools like WAVE
The Charity Digital Skills Report found that over 60% of charity websites fail basic accessibility tests, despite one in five UK adults having a disability.
Designing inclusively ensures everyone can connect with your cause. It helps people feel welcome, respected and confident in their decision to give.
Turning friction into flow
Each of these friction points, complicated donation paths, rigid systems and poor accessibility can be fixed with small, practical improvements.
When your charity website is easy to navigate, simple to manage and accessible to all, supporters are far more likely to take action. The easier it feels to give, the more likely they are to come back and give again.
Your website has the potential to be more than just an online presence. It can become a powerful fundraising tool that amplifies your story, builds trust and increases donations.
Learn more
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How we help charities and non-profits thrive online
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Charity website design that converts compassion into action
- Why your donor funnel leaks, and how to fix it
Ready to increase online donations?
Let’s create a digital experience that inspires more action and impact.
Book a free website review to discover how small improvements can lead to big results for your charity.
