There are two main reasons that people visit your site, to learn more about your organization and its mission and to give money. So, make your ‘Donate Now’ button easy to see. And have a streamlined donation process. 

Also, make sure your contact information is easy to find, along with your organization’s main email also include your phone number and physical addresses.

In terms of finding information on you site, the navigation bar should be easy to find on every page and, if possible, the drop down menus should only be one level. 

Your users are probably browsing your site from their phone and they want a quick loading page. That is optimized for the mobile user. Your page load times need to be fast, because if they are not your users will most likely leave your page. You can keep your load times fast by keeping the content sleek, skipping extraneous items like flash player or overly elaborate scripts and make sure compress your images.

When people donate to you they want to feel that your keeping their information secure. Invest in good security for your website and consider using tokenization to store your donor’s information.