Vrunik Design Solutions

UX for Nonprofit Fundraising

UX Design

8 min read

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Introduction

Creating an engaging donation platform isn’t just about providing a place for people to give; it’s about crafting an experience that resonates deeply with your audience, builds trust, and makes the process as smooth as possible. If you’re aiming to increase conversions and build long-lasting relationships with your donors, here’s a step-by-step guide on how to design a donation platform that delivers both function and heart.

  1. Do Your Homework: Understand Your Users

    Why it’s important: If you want your donation platform to resonate with people, you need to first understand who they are and what drives them. Every person’s motivations are unique, and the more you know about your users, the better you can create a platform that truly meets their needs.

    How to do it:
    • Surveys and Interviews: Don’t just assume you know what your donors want—ask them! You can gain invaluable insights by conducting surveys or talking directly to potential donors. Understand their concerns, preferences, and pain points. For example, when the Emirates Red Crescent wanted to improve its user experience, it reached out to both local and expat communities to understand what would encourage more donations.
    • Behavioral Analytics: Look at the data. How are users interacting with your platform? Are there spots where they’re getting stuck or abandoning the process? By using tools like Google Analytics or Hotjar, you can spot these friction points and make improvements.
    • Create Personas: After gathering data, create personas. These are fictional characters that represent your typical donors. Think of them as your “guiding lights”—helping you design features that cater to their needs. For example, the Al Jalila Foundation in Dubai might create personas based on locals versus expats, understanding that donation preferences can vary by culture or region.

Key Tip: Don’t forget to segment your audience. Some donors are habitual givers, while others might just make one-time contributions. Tailor the experience to these different groups so everyone feels seen.

  1. Mobile-First is a Must

    Why it’s important: Let’s face it—people are glued to their phones. And when it comes to donations, it’s no different. More than half of all donations are made via mobile, so if your platform isn’t optimized for mobile, you’re missing out.

    How to do it:
    • Responsive Design: Use frameworks like Bootstrap or Foundation to ensure your platform adjusts to any screen size. Your donation page should look just as good on a phone as it does on a laptop.
    • Design with Mobile in Mind: When designing the platform, prioritize mobile users. Start by designing for small screens and then work your way up to desktop. This way, mobile-first users get a streamlined experience. The Big Heart Foundation, for instance, focuses heavily on mobile users because so many people in the UAE access charitable sites on their smartphones.
    • Speed it Up: Mobile networks can sometimes be slow, so optimize your images and minimize scripts. Make sure everything loads quickly, even in less-than-ideal conditions.

Key Tip: Keep it simple—especially the donation process. A few clicks can make the difference between a donation and an abandoned cart.

  1. Make Donating Effortless

    Why it’s important: The more steps you put in front of a potential donor, the more likely they’ll abandon the process. Make it as easy as possible for people to donate, and you’ll see more successful transactions.

    How to do it:
    • Streamlined Donation Forms: Ideally, your donation form should be one page. Only ask for the essential information—name, email, payment details. The less you ask, the more likely they’ll follow through.
    • Pre-fill for Repeat Donors: If someone has donated before, make their life easier by pre-filling their details. If they’ve already provided their name or payment method, don’t ask for it again.
    • Show Progress: If your form has multiple steps, include a progress bar to show users how far they’ve come. It reduces anxiety and makes the process feel more manageable.

Key Tip: During the donation process, keep distractions to a minimum. No one wants to be bombarded with pop-ups or unnecessary links when they’re trying to give.

  1. Build Trust with Transparency

    Why it’s important: People want to know that their money is going to the right place. Transparency builds trust and makes donors feel confident about where their contribution is going.

    How to do it:
    • Security Badges: Show that your platform is secure by prominently displaying security certifications and trust seals. You want donors to feel safe when entering their payment details.
    • Be Transparent About Impact: Instead of just asking for money, tell donors exactly how their contribution will make a difference. For example, “Your $50 will provide 100 meals to people in need.” This makes the donation feel more tangible. The Dubai Cares platform is a great example—it clearly explains how each donation impacts children’s education around the world.
    • Share Real Stories: Nothing connects people to a cause like hearing how their donations have helped others. Share donor testimonials or success stories of people who’ve benefited from the donations.

Key Tip: Keep your messaging clear and concise. You want donors to know exactly what they’re supporting and how it will help.

  1. Offer a Variety of Payment Options

    Why it’s important: Different people have different preferences when it comes to payment methods. Offering a range of options ensures you don’t lose out on donations because someone can’t pay the way they want to.

    How to do it:
    • Credit Cards and Digital Wallets: Make sure your platform accepts all the major credit cards—Visa, MasterCard, and American Express. But also include digital wallets like PayPal, Apple Pay, and Google Pay for quick, secure payments. In the UAE, adding local payment methods like STC Pay can make the process even more convenient for people.
    • Bank Transfers and Checks: For larger donations, some people may prefer to send a bank transfer or a check. Offer those options if you’re expecting high-value contributions.
    • Recurring Donations: Encourage recurring donations by making it easy for people to sign up for monthly contributions. This not only increases lifetime value but builds a long-term relationship with your donors.

Key Tip: If you operate globally, make sure your payment system supports international donations and multiple currencies, especially if you have donors in places like Europe or Asia.

  1. Keep Your Branding Consistent

    Why it’s important: Your brand is your identity. It’s what sets you apart and builds recognition. Keeping your branding consistent across your donation platform reinforces your mission and helps donors feel like they’re contributing to something established and trustworthy.

    How to do it:
    • Visual Consistency: Use your nonprofit’s colors, fonts, and logos consistently. This helps build recognition and trust. For example, the Al Jalila Foundation uses its signature colors and logo across its donation pages, so people immediately know they’re in the right place.
    • Tone of Voice: Make sure the tone of your language matches your brand’s personality. Whether it’s formal or friendly, consistency is key.
    • Compelling Imagery: Use high-quality, authentic images that tell the story of your cause. Pictures speak volumes and can be incredibly powerful in conveying the real-world impact of donations.

Key Tip: Even on the donation form, your branding should be present. Subtle touches—like your logo or colors—will remind users of the cause they’re supporting without distracting from the donation process itself.

  1. Craft Irresistible Calls to Action

    Why it’s important: A great CTA doesn’t just tell people what to do—it inspires them to act. Whether it’s donating, sharing the campaign, or volunteering, your CTA should be clear, compelling, and irresistible.

    How to do it:
    • Action-Oriented Language: Forget vague CTAs like “Donate here.” Use language that drives emotion, like “Change a Life Today” or “Give Hope Now.”
    • Prominent Placement: Place CTAs where they’re easy to find, like at the top of the page, at the end of the donation form, or even as a sticky button that stays with the user as they scroll.
    • Multiple Options: Let people choose how they want to contribute—one-time donations, monthly gifts, or even volunteering. By offering more ways to give, you allow people to engage with your cause in a way that suits them best.

Key Tip: Make your CTAs stand out visually, but don’t overwhelm the design. Use bold colors and larger fonts without distracting from the overall experience.

  1. Prioritize Accessibility

    Why it’s important: Accessibility isn’t just about doing the right thing—it’s about making sure everyone can contribute to your cause, regardless of their abilities.

    How to do it:
    • Screen Reader Compatibility: Make sure your platform is compatible with screen readers to help those with visual impairments.
    • High-Contrast Design: Use a high-contrast color scheme to ensure readability for users with visual impairments.
    • Keyboard Navigation: Ensure that your platform can be navigated using just a keyboard, helping people with motor impairments.

Key Tip: Regularly test your platform for accessibility to ensure it meets the needs of all users. Tools like WAVE or Lighthouse can help you assess accessibility and make necessary adjustments.

Conclusion

By following these steps and incorporating real-world insights, your donation platform will not only be effective but also deeply human and empathetic. A seamless, transparent, and user-friendly experience is key to driving donations and building lasting relationships with your supporters. Every interaction with your platform should make donors feel like they’re part of something meaningful—because, at the end of the day, that’s exactly what they are.

Have a question about UX design? Start by viewing our affordable plans, email us at nk@vrunik.com, or call us at +91 9554939637.

Complex Problems, Simple Solutions.

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