Nonprofit website trust and transparency matter more than ever

Increased attention on how funds are distributed and used has made clear and consistent website communication more important than ever. As a result, donors, board members, and even staff are asking more thoughtful questions, such as:

  • Are we clearly showing the impact we’re having?
  • Is it easy to understand how funds are being used?
  • Are we providing meaningful proof of outcomes?
  • Is our website building trust or creating doubt?

For many organizations, the website is where these questions are answered long before a conversation ever happens.

That’s why we launched a FREE Nonprofit Website Trust Audit. It’s designed to help organizations step back and evaluate how clearly their website communicates mission, impact, and transparency — using the same lens stakeholders are increasingly applying.

What the Audit Covers

The audit takes about 5–10 minutes to complete and reviews:

  • Mission clarity and messaging
  • Impact storytelling and progress over time
  • Financial transparency and stewardship
  • The overall confidence your website builds for visitors

How It Works

Rate each question from 1 to 10 based on how clearly your website communicates trust, impact, and transparency.

  • 1 = Not clear
  • 10 = Clear, consistent, and confident

Answer from the perspective of a first-time visitor, donor, or board member. At the end, you’ll receive a personalized Trust Score and prioritized recommendations to help strengthen your website communication.

1. Mission Clarity

Can people quickly understand who you are and what you do?
Outdated/unclear Perfect clarity
Very confusing Instantly clear
Missing/buried Prominently displayed
Vague/unclear Crystal clear
Why this matters

If people don't understand your mission quickly, trust has a hard time forming. Clarity builds confidence.

2. Impact Visibility

Can people see progress and understand results?
All stock photos 100% authentic
No metrics shown Clear connection
Raw data only Compelling story
No trend data Clear trajectory
Why this matters

Impact builds confidence when progress is visible, authentic, and easy to understand.

3. Financial Transparency

Is accountability clear, accessible, and human?
Hidden/missing Easy to find
No visuals Clear charts
Jargon-heavy Easy to understand
Outdated/missing Up to date
Why this matters

Transparency feels more trustworthy when people can see both the numbers and the people behind them.

4. Language & Tone

Does the site feel clear and approachable?
Very formal Warm & accessible
Heavy jargon Plain language
Uncertain/off Trustworthy tone

5. Calls to Action

Are you building trust before asking for action?
Pushy/premature Well-timed
Donate only Multiple pathways
No context Clear rationale