The revenue risk of neglecting your charity website

Your charity’s website is often the first place people go to learn about your cause, get inspired and, crucially, donate. But, here’s the thing, if your website is slow, outdated or just a little bit clunky, you could be losing out on vital revenue every single day.

We get it, budgets are tight, priorities are stacked and site maintenance can easily fall to the bottom of the to do list. But when your website falls behind, so does your revenue.

First impressions count (and they happen fast)

When someone visits your site, you don’t have long to make a good impression. If your homepage looks cluttered, loads slowly or feels confusing, users will simply leave. And once they do, they rarely come back. That bounce isn’t just a lost browser, it could be a lapsed donor, a lost volunteer or a missed partnership. 

User experience impacts your bottom line

If a supporter wants to donate but can’t find the donation button, or they try to fill out a form that doesn’t work properly on their phone, that’s pretty frustrating. Research shows that mobile donations now make up nearly half of all online giving, yet many charity websites still aren’t fully optimised for mobile use. Every friction point on every device (whether it’s long loading times, unclear navigation or faulty forms) costs you potential donations. 

Outdated content erodes trust

Sure, your website is a fundraising tool, but it’s also a reflection of your charity’s credibility. Outdated campaign pages, broken links or old event listings are all red flags to visitors. Ones which can make these would-be donors hesitate.

Trust is pretty important in all aspects of life, but perhaps nowhere more so than between your charity and its supporters. A neglected website erodes that trust, making people question if they should donate. Keeping your online content fresh and accurate shows that you’re active, transparent and worthy of support both old and new.

Missed insights, missed opportunities

It’s not all about improving things for your visitors. A well-maintained site also gives your organisation immediate benefits by providing insights into donor behaviour (think: what people are reading, which campaigns are resonating and where visitors are dropping off). But if your site isn’t set up with up-to-date analytics or CRM integration, you’re missing out.

These insights can guide better business decisions, shape campaigns and ultimately grow your cause’s revenue. When you ignore your website, you lose that feedback loop and with it, a key opportunity to connect more deeply with your audience.

Keeping your website healthy doesn’t have to mean a complete overhaul. Start small - fix broken links, refresh your visuals, update your content. Think of your website as a living, breathing part of your organisation, not a one-off project that’s finished once it’s launched. A regular digital health check can save you thousands in lost donations and enable the positive change we all want to see in the world. 

Need a helping hand? We’re the B-corp certified brand and digital agency dedicated to helping Good Brand do great things. Just get in touch to chat about your cause and your website, and we’ll make sure it’s helping your revenue growth, not hindering it.