Too often, charity websites are built with branding, comms, and awareness in mind - but fundraising becomes an afterthought.
When this happens, you end up with a site that looks great but doesn’t work hard enough. Donation journeys are tacked on. Peer-to-peer tools are missing. Data doesn’t flow where it needs to. And event sign-ups are handled manually, burning hours your team doesn’t have.
If your website is going to be your charity’s digital HQ, fundraising needs to be part of the blueprint from day one.
A strong website isn’t just well-designed. It’s:
- Integrated with your CRM so donation and event data flows automatically
- Built to support campaigns - peer-to-peer, in memory, festive, challenge events, appeals
- Optimised for conversion, not just aesthetics
- Connected to automation tools that save time and improve donor experience
- Flexible enough to respond quickly to fundraising opportunities
What doesn’t work:
- Bringing the fundraising team in at the end to "add the donation page"
- Prioritising look and feel without considering supporter journeys
- Ignoring the functionality fundraisers need to run digital-first campaigns
What does work:
- Involving fundraising during discovery and scoping - not just testing
- Mapping out fundraising journeys as user journeys, not as side features
- Budgeting for the tools behind the scenes, not just the homepage refresh
- Choosing platforms that can grow with your fundraising strategy, not hold it back
The strongest charity websites are built through collaboration - where fundraising, marketing, and tech work together to create something that’s not only beautiful, but truly functional.
Because a website that just looks good is a missed opportunity. A website that converts, automates, connects, and campaigns? That’s what takes your fundraising further.
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