Helping charities do more with less

We have worked with charities and third sector organisations for many years, and it remains one of the sectors we care most about.

Not just because of the mission, but because when things are done well, digital can make a real difference at pace.

Charities are often doing complex, emotionally demanding work with limited time and resource. Their websites and systems need to work hard, be clear, and remove friction rather than add to it.

A few patterns and lessons we see again and again.

Clarity comes first

  • Be crystal clear about what you do, who you help, and how you help
  • Make it obvious how the public can support you
  • Be clear about how you are funded

Some charities unintentionally look like government or NHS services, which can discourage donations. Some are publicly funded, and that is fine too. The key is clarity.

Design for real audiences

We see better outcomes when content is structured around clear user groups.

  • People directly affected by the issue
  • Families, friends, and carers
  • Professionals working in the sector
  • Donors and fundraisers
  • Funders, partners, and policy makers
  • Media and PR

At a glance, at billboard speed, people should understand what the organisation does and why it matters.

 

Make support easy

  • Make donating simple
  • Make repeat donations easy to manage
  • Reduce friction around accounts and logins where possible
  • Use gentle donation prompts alongside other actions when appropriate

 

Join up systems

  • Connect websites to CRM systems
  • Integrate with legacy platforms where needed
  • Keep data clean, secure, and useful

 

This saves time for teams and improves insight for planning and reporting.

 

Measure what matters

  • Define clear goals and KPIs from the start
  • Track meaningful actions, not vanity metrics
  • Review performance regularly and adjust

 

Good reporting helps teams understand what is working, what is not, and where effort should be focused.

 

Build for discovery

  • Strong SEO helps people find support when they need it
  • Clear structure and plain language matter more than tricks
  • Content should answer real questions, not just exist

 

Security and performance are part of trust

  • Protect user and donor data properly
  • Follow best practice around GDPR and consent
  • Keep sites fast and responsive

 

Speed and security directly affect confidence, accessibility, and conversion.

 

Consistency builds trust

A strong brand should feel consistent across every touchpoint.

  • Website
  • Social
  • Print
  • Email
  • Campaigns
  • On-site materials

 

This matters even more in sectors like health, where charities can easily be mistaken for statutory services but still rely heavily on public support.

 

Tell real stories

  • Use strong video and written testimonials
  • Show real impact, not just intentions
  • Make content accessible and easy to understand

 

We aim for a primary school reading level wherever possible. Clear does not mean simplistic. It means inclusive.

 

Accessibility is not optional.

Too many charity websites still fall short here, even when the organisation exists to support people with impairments.

 

Accessibility should be built in from the start. At Green17, we take this seriously and have supported many sites through government-level accessibility audits. This standard should apply to all charity websites, not just public sector ones.

 

The data reinforces how important this sector is. Research such as NICVA’s State of the Sector highlights both the scale of impact charities deliver and the pressures they face around funding and sustainability.

 

This is why the sector needs care, investment, and thoughtful digital support.

 

We love working with charities because when things are done right, the impact is real, measurable, and human.

 

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