The Power of Ownership: Why Nonprofit Websites Matter More Than Ever in 2025

By Erica Linguanti

The digital landscape of 2025 is evolving at a rapid pace, presenting unique challenges for nonprofit professionals. To stay ahead of the curve, nonprofits must continuously adapt and refine their strategies. What worked in the past, may not work in the future!

For example, while social media platforms remain a valuable tool for nonprofit outreach, their inherent risks – such as policy changes, shifting algorithms, and bans – have underscored the importance of not relying solely on third-party platforms.

In today’s environment, nonprofits must prioritize their owned digital assets, particularly websites and email lists. Social media should be viewed as a tool to amplify your organization’s message, not the foundation of your communication strategy.

2025 Nonprofit Website Best Practices

1. Mobile Optimization: The New Standard

In 2025, mobile-first isn’t just a trend—it’s a necessity. More than half of global internet traffic now comes from mobile devices, and this shift is only continuing to grow. Nonprofits that want to reach their audience effectively must ensure that their website is fully optimized for mobile viewing.

Best Practices for Mobile Optimization:

Responsive Design: Your website should automatically adjust to different screen sizes, from smartphones to tablets to desktop computers.
Fast Load Times: Mobile users are on-the-go, and if your website takes too long to load, visitors will quickly bounce. Aim for fast load times to keep users engaged.
Simplified Navigation: Mobile screens are smaller, so ensure that navigation is intuitive and streamlined for easy access to key information.

A mobile-optimized site doesn’t just look good on phones – it enhances user experience, keeps visitors engaged, and helps your nonprofit maintain a positive online presence.

2. User-Centered Design: Focus on the Visitor

User-centered design (UCD) is a design philosophy that prioritizes the needs and preferences of your website’s visitors. This approach makes it easier for users to find what they need and take action – whether that’s donating, volunteering, signing up for an event, or simply learning more about your mission.

Best Practices for User-Centered Design:

Clear Calls to Action (CTAs): Every page on your site should have a clear and compelling CTA that directs users to the next step (e.g., donate, subscribe, contact).
Simple, Easy-to-Find Information: Make sure your mission, services, and ways to get involved are easy to find. Visitors shouldn’t have to hunt for key information.
Streamlined Forms: Whether it’s for donations, volunteer sign-ups, or newsletter subscriptions, forms should be simple, straightforward, and quick to complete.

The goal of UCD is to create a seamless experience where your audience can easily engage with your nonprofit and take meaningful action. The more user-friendly your website, the more likely visitors will convert into long-term supporters.

3. Accessibility: Designing for All Audiences

Accessibility is no longer a “nice-to-have”, it’s a must. Over 28% of adults in the U.S. have some form of disability, and making your website accessible ensures that everyone, no matter their specific needs, can engage with your content.

Best Practices for Accessibility:

Alt Text for Images: Use descriptive alt text for all images so they can be read aloud by screen readers for visually impaired users.
Keyboard Navigation: Ensure your website can be fully navigated with a keyboard for users with mobility impairments.
Clear Fonts and Color Contrast: Use readable fonts with high contrast to ensure text is legible, especially for users with visual impairments.
Accessible Forms: Forms should be easy to navigate and include helpful labels and instructions.

By making your website more accessible, you’re demonstrating a commitment to inclusivity, which not only serves your audience but also helps you comply with regulations like the Americans with Disabilities Act (ADA).

4. Storytelling & Thought Leadership: Own Your Narrative

While social media content is great for staying top-of-mind, your website offers a dedicated space to share your mission, showcase impact, and offer in-depth content like blogs, case studies, annual reports, and stories that position your organization as a trusted leader.

Best Practices for Storytelling & Thought Leadership:

Publish Long-Form Content: Use your website as a platform for in-depth articles, research reports, and thought pieces that reflect your nonprofit’s expertise and insight.
Highlight Impact Stories: Share stories that illustrate the real-world impact of your work, helping visitors connect emotionally with your cause.
Build Trust with Consistency: Consistently publish valuable content that positions your organization as a credible voice.

By owning your narrative, you maintain full control over your message and how it’s shared. Your website is the place to build lasting trust and credibility with your constituents.

5. Security: Protecting Your Digital Assets

Cybersecurity should be a top priority for every nonprofit. A website breach not only puts your organization at risk but also damages your reputation and the trust you’ve built with your supporters.

Best Practices for Website Security:

SSL Certificates: Ensure your website uses SSL (Secure Sockets Layer) encryption to protect user data and improve SEO.
Regular Updates: Keep your website’s software, plugins, and security patches up to date to protect against vulnerabilities.
Backup Systems: Regularly back up your website’s data so you can quickly restore it in the event of a security breach.

By maintaining a secure website, you show supporters that you take their privacy seriously, which is crucial for maintaining trust and credibility.

6. SEO: Making Your Website Discoverable

Search Engine Optimization (SEO) can be a helpful tool for improving visibility, but it’s not the magic bullet for driving traffic to your nonprofit’s website. That said, having a solid SEO strategy is still a good practice for increasing your site’s overall reach, especially when combined with other strategies like Google Ad Grants.

Best Practices for SEO:

Keyword Research: Identify and use keywords related to your nonprofit’s mission, programs, and events. This helps ensure your site is discoverable for relevant search queries.
Content Creation: Publish regular blog posts, case studies, and impact stories that are optimized for search engines.
Local SEO: If your nonprofit serves a specific geographic area, include location-specific keywords and register your organization with local directories to boost your local SEO ranking.

While SEO can help boost your site’s visibility, it’s just one piece of the puzzle. A well-rounded digital strategy will ensure you reach and engage your audience effectively.

Other Considerations for 2025

The Importance of Web in a Dynamic Social Media Landscape

While social media provides valuable opportunities for nonprofit outreach, engagement, and advocacy, it also presents challenges and uncertainties. Algorithm changes, the removal of key features like fact-checking, and even platform bans (such as with TikTok) highlight how quickly platforms can shift.

Consumer behavior is also in constant flux, with audiences migrating to new spaces, making it difficult to rely on one channel alone. Additionally, growing data privacy concerns and evolving regulations impact how platforms collect and use user data, which can affect engagement.

Social media is an important tool for spreading your nonprofit’s message, but it’s essential to diversify your approach. Your website offers a stable space to showcase your impact, build trust, and tell your story. Use social media to direct traffic to your website, where supporters can dive deeper and take action for your cause.

Leverage Email as an Extension of Your Owned Assets

Don’t forget the power of your email list. Even as social media platforms rise and fall in popularity, email remains an effective way to communicate with your supporters directly.

Encourage website visitors to sign up for your newsletter or email updates, and then use that list to nurture relationships with personalized, impactful messages. Email allows you to connect on a consistent basis with your audience, providing them with opportunities to donate, volunteer, and stay informed about your nonprofit’s work.

Control Your Narrative, Protect Your Future

The most successful nonprofits in 2025 will be those that own their digital presence and stay flexible to change. While social media is an effective tool for driving support for your cause, it’s your website – and other owned assets like email lists – that form the foundation of your organization’s digital identity. By focusing on best practices for website design, optimization, and security, you can ensure that your nonprofit thrives in an increasingly unpredictable online landscape.

Social media should absolutely be part of your nonprofits multi-channel marketing strategy, but your website is where your story can truly unfold. In the year ahead, nonprofits need to double down on their owned entities to protect their digital future and remain agile in the face of rapid change.