This is the season for year-end giving and many potential donors will be visiting your organization’s website. Given the many great charities out there and the current economic climate, your donor will probably ask “why should I give to your nonprofit?” You need to answer them with as much clarity and transparency as possible.

7 tips to make your case for giving compelling

1. Concentrate on your homepage: This is the landing page where people spend the most time. A visually appealing and concrete page will give your donors the confidence they need to take the extra step of clicking on your “Donate Now” button.
2. Place your mission statement in a prominent spot on your homepage: Online visitors have a small attention spam. If they can not tell what your organization is all about, they will move on to another website.
3. Boost donor confidence: Place your Charity Navigator and Better Business Bureau badges prominent on your homepage and donation pages. Many nonprofits put their Charity Navigator badge in the footer of all their web pages.
4. Use Stories to show the power of a gift: While statistics certainly have their place in your organization’s message, stories can be a more compelling way to engage stakeholders. Provide compelling and concrete visuals on your homepage and donation pages to represent the impact of a gift.
5. Let your contributors speak for you: Ask those who give their time and resources to your organization to tell others why they do it.
6. Show where the money goes: Donors want to know what you do, how you handle their money and how their gift makes a difference.
7. Make it your Donation buttons big and colorful: Larger donation buttons convert more donors than smaller buttons. Same goes for color. Colorful, high-contrast donate buttons work better than grey buttons. (And yes, put the donation button above the fold)

Take away: Concentrate on making your homepage as polished (relevant content) and visually attractive as possible.