A prominent Donate button is great for visibility, so that visitors who plan to donate can do so quickly and not get frustrated and leave instead.

But non profits need to stop assuming that a big gaudy Donate button will compel visitors to donate. If visitors had no intention of donating when they go there, it doesn’t matter how flashy your Donate button is, they still won’t.

Showing them how their donation helps is how you’ll change their mind.

I worked at a large Canadian non-profit for two and a half years before they even added any such content to their website. That kind of oversight always amazes me.