5 Features Every Nonprofit's Website Should Have

Did you know that, on average, people in the United States spend over seven hours a day on the internet? That’s nearly a third of their day spent online.

As a nonprofit organization, it’s crucial to meet your supporters where they are —online.

To keep them engaged and motivated to support your mission, your organization needs a website they’ll actually want to spend time on.

Whether you’re building a new site or updating an existing one, here are five features every nonprofit website should include:

• A video that tells your organization's story

• A clear and concise About page with photos

• Evidence of your organization’s impact

• An online donation page

• An email sign-up form

Keep reading to learn why each of these elements is essential.

5 Features Your Nonprofits’s Website Needs

1. A video that tells the story of your organization

Don’t rely solely on text to tell your story. Many visitors won’t read through every paragraph, but a short, engaging video can instantly communicate your mission and impact. A compelling video helps visitors connect emotionally with your work, often more effectively than words alone.

2. Clear and concise about page with photos

People can’t support what they don’t understand. Your About page should briefly cover your founding story, mission statement, board members, and stakeholders. Use simple language—something even a third grader could understand. Incorporating photos allows you to share your story visually, minimizing the need for long blocks of text.

3. Evidence of your organization's impact 

If you were donating to a nonprofit, wouldn’t you want to know how your money was being used? So do your supporters. Regularly share updates, stories, and reports—like blog posts, testimonials, or financial summaries—to show how their contributions make a difference. Transparency builds trust and often leads to increased donor retention and giving frequency.

4. Online donation page 

Without an online donation page, you’re missing out on key fundraising opportunities. Not only do these pages enable one-time gifts, but they also allow supporters to set up recurring donations. Donors who opt into automatic monthly giving often stay engaged for years, averaging a donor lifetime of 8.08 years. A well-designed donation page can significantly boost your fundraising efforts.

5. Sign up for email 

Email remains one of the most effective tools for nurturing donor relationships and growing support. Adding a sign-up form to your site allows visitors to subscribe to newsletters and updates, turning casual browsers into long-term supporters. With a thoughtful email marketing strategy, you can strengthen your organization's reputation and fundraising success.

Conclusion

Think of your website as your organization’s virtual headquarters. Just as you wouldn’t invite donors to an unfinished building or hand out brochures with incomplete information, you shouldn’t direct supporters to a website that’s outdated or unclear.

At The Hustle Lab, we help nonprofits like yours develop effective marketing strategies using websites, social media, email, and events. Ready to improve your organization’s online presence? Schedule a consultation with our in-house marketing expert—the first call is on us!