Add Ease to the Ask

The Web experience you create for visitors and donors should be about letting them know and understand what the mission of the organization is and where donations go, and making that process as smooth as possible.

"Education and understanding of where [donors] are giving [their] money and how it's helping people really drives the site, and if the site is easier to use then you're going to be having fewer people having problems and it's going to be more of a turnkey process for the people coming and giving," Murphy says.