We’ve been hearing that funding is getting tighter, donor budgets are shifting, and teams are being asked to do more with less. There’s a real sense of pressure, but also an opportunity for organisations to rethink how they connect with supporters.
That’s why we were so glad to have Sarah Barrer, Managing Director of The Fundraising Agency, join us for a recent Lunch & Learn. Sarah and her team are experts in building values-driven fundraising strategies that align with your wider mission, grounded in relationships, not just revenue.
In this session, Sarah helped us reframe what effective donor engagement looks like in today’s environment. Are organisations meeting donors where they are? Are you making it not only easy, but meaningful, for them to give?
This session prompted us to reflect on how websites and digital tools can better support donor engagement. Here’s what we took away and how organisations can improve donor experience online.
Different Donors, Different Needs
Not all donors are the same. Sarah outlined two broad groups:
- Large donors: trusts, foundations, and major gift givers (including bequests)
- Smaller donors: individuals, community fundraisers, or one-time givers
Your online presence, especially your website, needs to speak clearly and effectively to the audience(s) you are looking to attract. Each of these groups has different motivations, expectations, and giving behaviours.
Think about what your audiences need to do, think and feel and consider the journeys they will take across your entire website, not just the donation page.
1. Engaging large donors: show substance and strategy
Larger donors are looking for more than just a good cause. They want to invest in something with impact, clarity, and long-term vision.
According to Sarah, these donors are asking:
- Does this organisation have a clear purpose and direction?
- Is there evidence of strong leadership and governance?
- Can I see the outcomes of their work?
- Can I speak to someone directly?
Large donor website checklist
Here’s how your website can better support major donor engagement:
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Leadership and governance page
Showcase your board and leadership team with short bios, credentials, and links to their LinkedIn profiles. This builds trust and credibility.
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Mission and vision up front
Have a succinct, powerful mission statement in your homepage hero. Your “About Us” page should expand on this with clear language and values.
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Strategic documents and reports
Make it easy to find annual reports, fundraising strategies, and relevant policy documents. This shows transparency and organisational maturity.
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Impact case studies
Build a library of clear, compelling case studies. Use this format for each:
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- What’s the issue? (Challenge)
- What are you doing about it? (Choice)
- What changed? (Outcome)
- What can I do? (Call to Action)
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Clear contact channels
Make it easy for major donors to speak with someone directly. Include a dedicated contact email or even a donor liaison on your team.
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Donor stewardship processes
Have internal systems to acknowledge and nurture large gifts. A simple thank-you note can go a long way in sustaining long-term relationships.
2. Inspiring smaller donors: make it easy, emotive, and ongoing
Small donors are often drawn to specific, tangible needs. Their giving might be triggered by a campaign or social post, but their loyalty is built over time.
Sarah calls this “donor-centric messaging”: stories that invite people in emotionally and show them the direct impact of their support.
Small donor website checklist
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Integrated communication strategy
Your storytelling should span your website, social media, and email newsletters. Build a narrative that invites participation. Using plain language and writing for the needs of your audience will make it easier for people to understand and connect with your kaupapa.
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Prominent donate buttons
Have a call to action to donate on your homepage, in your site footer, and ideally in your top navigation. Make giving impossible to miss.
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Seamless donation pathway
Keep people on your site. The donation form should be embedded or native, not redirecting elsewhere. Make it mobile-friendly and easy to complete.
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Campaign landing pages
When you run a campaign, create a dedicated page that explains the goal, shares human stories, and makes the ask clear and compelling.
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Accessible and inclusive giving experience
Make sure your donation forms and key content meet basic WCAG 2.1 accessibility standards. This ensures everyone – regardless of device, ability, or digital literacy – can engage with and support your organisation.
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Relational database and donor insights
Use a CRM to track donor behaviour and tailor follow-ups – whether to encourage recurring giving, thank them, or invite them to volunteer. At For Purpose, we use NationBuilder because it integrates website, email, and supporter data into a single platform. As certified NationBuilder Architects, we help organisations build deeper relationships with their communities and grow engagement over time.
Your website plays a vital role in how people understand your purpose, connect with your story, and choose to support your work. It should welcome, inform, and inspire.
On the front end, it needs to tell your story, shares your impact, and motivates people to give. Behind the scenes, it must hold the tools and data you need to understand your supporters, nurture relationships, and grow your community over time.
At For Purpose, we’ve partnered with dozens of advocacy and impact-driven organisations to build websites that don’t just look good, they’re built with purpose. We design with your fundraising strategy in mind, and we know how to create donor journeys that connect.
If you’re ready to realign your website, communications or digital strategy to better support your fundraising goals, we’d love to kōrero.
