How To Attract Individual Donors to Your Website? Ideas for NGOs in India

With over 3.3 million registered NGOs in India, the struggle to stand out is very real. The struggle gets harder when your work is related to local issues that many across the country and world may not relate to. 


However, this can be communicated through digital mediums such as websites and social media pages. A non-profit organisation’s homepage is often the first point of contact with potential donors. If its design and information don’t connect with them to your mission, the visitors may leave without taking any action. 


Here are five steps that NGOs can follow to make their website stand out, appeal to the audience, and attracts donors. 


1. An optimised homepage 

The homepage is the very first screen of your website that the user sees. This is where the reader forms their first impression of your organisation and potential donors decided whether they should trust the brand or not. So it is important to make it perfect.  

Firstly, the page must clearly explain why your non-profit exists and what its ultimate objective is. This message must be clear, crisp, and relatable to the reader. Secondly, you must explain the strategies and actions proposed to achieve your goals. This helps to build trust with your donors and convince them that you have a perfect plan. 

Apart from this, the use of high-quality images and videos will also strengthen the appeal. 

Bonus tip: Avoid the use of flashy pop-ups or advertisements on the home page. This can disturb a user’s experience and prompt them to exit your page. 


2. Share relatable stories 

To attract a larger audience, it is crucial to implement good storytelling. It not only captures people hearts and minds but also allows them to relate to your work. Relatability is the first step to getting potential donors to invest in your mission as their own. 

No matter what your mission statement is, a well-crafted story helps people to relate to the core values of your organisation and the people you serve. 

While crafting a story here are three important things to keep in mind - Why do we do the work we do? How does our mission impact people and the community? What would happen if we didn’t do this work? 

Addressing these aspects in a story will help you achieve the relatability factor. 


3. Spotlight current campaigns 

The website is a platform that you can control without any extra cost. So, use it as a key marketing asset to broadcast any special or new initiatives. For example, when you launch a campaign, feature it in the centre of your home page. 

Explain the initiative, who it benefits and other prominent features of the program. Use relevant images to the campaign that can grab a visitor’s attention as soon as they land on your website. You can also add external links leading to a video or even show a preview of it on the homepage. 

This allows them to stay updated on the NGOs current activities. If it interests them, they might continue following your other work and donate to various causes. 

Bonus tip: Creative and unconventional campaign ideas can do wonders to generate buzz among donors. 



4. Prioritize website design 

To attract donors and retain their attention, a user-friendly yet creative website is an absolute must. Since people are continuously fed with content, they spend only a few moments glancing through any website or promotional email. So it is important to grab their attention immediately. 

Prioritise a website that is simple to look at, easy to navigate. And one that carried a branded look. Good designs speak volumes about your brand’s professionalism and is an important ingredient for successful campaigns. 

It is also important to focus on the fonts and colour schemes used for the website. While colours help to grab visitors’ attention, fonts help to set the tone of the brand. 


5. Add noticeable call-to-actions 

A website’s primary goal is to collect donations. The donation call-to-action should be straightforward and noticeable on every page of the website. 

Make it easy for potential donors to find the donate option by placing it on the menu of your home page. Use clear, concise words, especially when you are requesting monetary donations. For example, the phrases ‘Donate’ or ‘Donate Now’ are immediately understood. You can also create a button with contrasting colours to stand out from the page.  


Ensuring a seamless donation process with multiple payment options will increase the odds of getting users to complete the payment. 


Roshini Muthukumar

Roshini Muthukumar, a native of Chennai, started her career as a content writer but made a switch to journalism to pursue her passion. She has experience writing about human interest stories, innovative technology, entrepreneurs, research blogs, and more. Previously, Roshini has done internships with The Hindu, Metroplus and worked as a correspondent with The Better India.