Ep. 40 | Is Your Website Losing Donors? 2 Things Your Homepage Needs for Better Fundraising

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Struggling to Write Your Newsletters so Supporters Engage?

You’ve seen God do amazing things- but if your emails are vague or unclear, your supporters won’t feel connected.

This free guide will show you how to:

1. Write subject lines that get your emails opened

2. Follow a simple story-driven format for every update

3. Engage donors with clear, Christ-centered storytelling

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Your website is often the very first impression a potential donor has of your ministry. And in the world of ministry fundraising and nonprofit donor engagement, first impressions matter—a lot.

Most donors decide within a few seconds whether they’ll stay on your site, explore your ministry, and consider giving… or click away without ever learning who you are or why your work matters.

If your fundraising feels stagnant or you’re struggling to connect with new supporters, your website homepage might be quietly costing you donors.

Let’s walk through the two messaging essentials every ministry or nonprofit homepage needs to communicate immediately.

1. Donors Need to Understand the Main Need — The Conflict

Every ministry exists because a real, human need exists. This core conflict is the heart of your story, and it must be unmistakably clear the moment someone lands on your homepage—before they scroll.

When donors arrive, the first question their mind is asking is:

“What’s the point? Why does this matter?”

If they can’t instantly identify the need your ministry is addressing, their brain checks out. Not deliberately. Not unkindly. Just naturally—because our minds filter information based on relevance and clarity.

Here’s the difference in messaging:

❌ “Our ministry feeds children in Springfield.”

➡️ This focuses on your solution, not the ongoing need.

✔️ “Every child in Springfield deserves to go to bed with a full belly.”

➡️ This instantly shows the problem, the urgency, and the mission-aligned value the donor already cares about.

This type of phrasing taps into a deeper emotional and spiritual conviction—something donors agree with at a heart level. It communicates the why behind your ministry’s work without drowning them in organizational details.

2. Donors Need to Understand the Role They Play

Once donors see the need, the next question is:

“What can I do about it?”

If your homepage talks only about what your ministry does—your mission statement, your programs, your wins—then donors are left watching from a distance. They become spectators instead of participants.

But when your messaging positions them as the main character, everything shifts.

Try language like:

• “You can help make this happen.”

• “Your generosity can feed three children tonight.”

• “You can share the hope of the gospel with someone who’s never heard it.”

This moves the donor from observer to active participant in God’s story of transformation.

Remember:

Your ministry is not the hero.

Your donor is the hero whom God is inviting into the story.

Your homepage should reflect that shift.

Why These Two Elements Matter for Fundraising

A ministry website that lacks clarity, urgency, or donor-focused messaging creates confusion—and confused donors don’t give.

But when your homepage clearly communicates:

1. The main need (conflict)

2. The donor’s role in meeting that need

…your site becomes a powerful tool for donor engagement, relationship-building, and fundraising growth.

This isn’t about clever copywriting. It’s about removing barriers so donors can join the story God is already writing through your ministry.

Take Action: Look at Your Homepage With Fresh Eyes

Open your ministry website and pretend you’ve never heard of your organization. Don’t scroll. Don’t click around.

Just look at the top section above the fold and ask:

• Is the main need clear?

• Is the donor’s role clear?

• Does this page talk more about us or about the transformation donors can help create?

A few intentional changes in wording can make all the difference.

Want Support As You Clarify Your Message?

Join our free community designed for women ministry leaders who want to grow in fundraising, donor communication, and story-driven messaging.

👉 irisstorytelling.com/community

You don’t have to figure out your messaging alone. Let’s build this together.

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