6 Keys for Nonprofit Website Design, Part 1

Conversely, a website that doesn't create that personal connection can drive people away, Elliston says. Your website can be "a very cold place if it's not done right, if it's not clean, if it's not open, if it's not to the point where people can connect."

3. Know your donor experience
When a donor visits your site for the first time, what does he or she see? What is her experience? Take the time to really look at what your website visitors are going to experience when they visit for the first time, Elliston says. It puts you in your donors' shoes and gives your their perspective.