The homepage of a charity's website is prime real estate for engaging potential supporters. Yet, our analysis of twelve non-hapi hospice websites reveals that many hospices may be missing the mark when maximising their homepage's potential to drive engagement and donations. Here are some key findings and insights into how charities can better harness their home pages to support their appeals and fundraising goals.
Key Findings
Minimal Appeal Visibility
Despite running active appeals, only three of the twelve hospices mentioned these campaigns on their home pages. This omission can mean fewer donations, as visitors aren't made aware of the campaigns from the start.
Lack of Prominent Donation Options
Only three sites featured a donation box on their homepages, limiting immediate opportunities for site visitors to give. By placing donation options front and centre, charities can capitalise on spontaneous acts of generosity often driven by a simple, visible ask.
Missed Call-to-Action (CTA) Opportunities
CTAs were notably scarce, with just two hospices making any direct appeal on their homepages. Without clear CTAs, even supporters eager to contribute may not know where to go, reducing the website's effectiveness as a fundraising tool.
Why These Missed Opportunities Matter
The nonprofit sector increasingly depends on digital engagement to connect with supporters, and with donor attention spans shorter than ever, the homepage's first impression is critical. A homepage without a clear call to action or visible donation options risks letting potential donations slip away simply due to lack of visibility or direction.
4 Ways to Boost Donor Engagement on Your Homepage
Feature Campaigns Front and Centre
Whether through a banner, feature card or highlight reel, ensure that any active appeals are visible from the moment a visitor lands on your homepage.
Make Donating Simple and Accessible
Adding a donation box to your homepage increases the likelihood of contributions. Prominently placed donation options—whether standalone or embedded within an appeal banner—remove the friction between a visitor's intent to support and the ability to do so.
Use Clear, Compelling CTAs
A homepage CTA, such as "Donate Now," "Support Our Mission," or "Give in Memory," provides direction for visitors and encourages them to take action immediately.
Leverage Emotional Storytelling
Appeals resonate more when they feel personal. Include a brief story or image that illustrates the impact of donations, making the homepage more engaging and reinforcing the value of contributing.
The Bottom Line
An effective website is more than just a digital presence; it's an opportunity to bring in critical support for your mission. By simply enhancing the homepage to feature active appeals and visible CTAs, hospices and charities can make their websites work harder to engage, inspire, and convert visitors into supporters.
With hapi and hapiLite, we give you everything you need to embed your appeals and donation boxes into your design. Ensuring that these crucial elements are visible and seamlessly integrated into the user's journey leads to greater success in converting visitors into long-term supporters.
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