37 Must-Have Strategies to Better Engage Website Visitors, Part 1

“Navigate people where they want to go but also where you want them to go,” Kapin said. “You want to have a clear path to the donate page and give people several ways they can donate — even by mail and phone.”

Manix added that Defenders of Wildlife launched a website redesign in April to add the options to join, renew, donate and adopt on every page of its website, making it clear that’s where it wants visitors to end up.

5. Use a prominent donate button
“Have it in the header, and make it really easy to find and easy to donate,” Reed said. “If people can’t find your donate button, they’re gone.”