5 Internet Strategy-building Musts

2. Retaining donors. A key to retention of online donors is an up-to-date Web site, Habig said. Most nonprofits redesign their site every three to five years. In terms of Web site usability, stick with logically delineated navigation and limit the amount of clicks it takes to donate (visitors should always be just one click away from donating). Optimize the site for fundraising, keeping donation asks prominent and above the fold, and create pathways to interactive features on your site that engage, educate and entertain visitors. An example of this noted by the presenters was a virtual tour on Freedom From Hunger’s Web site that allows visitors to tour every country the organization is working in.