The accessibility advantage

As a non-profit you’re working to make the world a better place and your website is a strategic tool that helps you to do so. A website is often the first point of contact between nonprofits and potential donors. As the digital landscape continues to grow and evolve the need for accessibility becomes more important. An accessible website ensures that all users regardless of their abilities can access, navigate, and interact with your organization’s website seamlessly. This need is not just a matter of compliance it can also be used strategically to enhance your organization’s ability to drive more donations for your cause.

What is web accessibility?

Web accessibility refers to the practice of designing websites so that they can be used by everyone, including individuals with disabilities. Disabilities may include visual impairments, hearing loss, cognitive limitations, motor difficulties, and other conditions that affect how people interact with digital content. The World Wide Web Consortium (W3C) has developed the Web Content Accessibility Guidelines (WCAG), which provide a comprehensive framework for making web content more accessible.

Examples of accessible website features and why they are important

• Alternative text (alt text) for images –  Helps screen readers convey the content of images to visually impaired users
• Keyboard navigation – Ensures that all functionalities are accessible via keyboard for users who cannot use a mouse
• Captions and transcripts for multimedia – Makes video and audio content accessible to those with hearing impairments
• Clear and consistent navigation – Assists users with cognitive disabilities or those who may struggle with complex layouts

*please note that this is not an exhaustive list*

How an accessible website can help to get your non-profit more donations

Reach a broader audience

An accessible website reaches a larger audience by including users who may otherwise be excluded due to disabilities. According to the World Health Organization, over 1 billion people globally experience some form of disability. By ensuring your website is accessible, you open your virtual doors to this significant segment of the population, increasing the number of potential donors.

Enhance user experience

An accessible website typically offers a better overall user experience (UX). Features like easy navigation, clear content, and responsive design benefit all users, not just those with disabilities. When users find a website easy to use, they are more likely to engage with the content and, crucially, more likely to donate. A positive user experience fosters trust, which is a critical factor in encouraging donations.

Improve SEO and visibility

Accessibility and search engine optimization (SEO) often go hand in hand. Many accessibility best practices such as adding alt text to images and using descriptive link text also help to improve SEO. This means an accessible website is more likely to rank higher in search engine rankings making it easier for potential donors to find your organization. Increased visibility leads to more website traffic which can translate into more donations.

Meet legal compliance

In several countries there are legal requirements for web accessibility. For example, in Ontario Canada, there is the Accessibility for Ontarians with Disabilities Act (AODA) and in the United States there is the Americans with Disabilities Act (ADA). These Acts mandate that websites should be accessible to people with disabilities. Non-compliance can lead to lawsuits, which can be costly and damaging to an organization’s reputation. By proactively making your website accessible, you not only avoid legal issues but also demonstrate a commitment to inclusivity and social responsibility. This commitment can resonate with potential donors who value ethical practices.

Build trust and credibility

Trust is a critical factor in any donation decision. An accessible website shows that your organization is considerate, inclusive, and forward-thinking. It indicates that you care about all users, which can enhance your reputation and credibility. When users perceive your organization as trustworthy and credible they are more likely to donate.

Increase engagement and repeat donations

An accessible website promotes higher levels of engagement by making it easier for all users to interact with your content, sign up for newsletters, participate in events, and ultimately donate. When you make it easy for your customers to interact with you it can lead to higher conversion rates, turning visitors into donors. Also when users have a positive experience on your website they are more likely to return leading to repeat donations.

Get positive word-of-mouth promotion and increase customer advocacy

Users who have a positive experience with your website are more likely to recommend your organization to others. This is especially true in communities of people with disabilities, where word-of-mouth and advocacy are powerful tools. An accessible website can generate goodwill and positive publicity, leading to an expanded donor base.

How to implement accessibility best practices on your website to get the best results

Conduct an accessibility audit

Start by assessing your current website to identify any accessibility issues. An accessibility audit, which can be performed using various tools and services, will highlight areas that need improvement. Common issues include missing alt text, poor color contrast, non-descriptive links and inaccessible forms. At Kaylo Digital, we specialize in web accessibility and can provide thorough website accessibility audits to help you address these concerns.

Incorporate accessibility into your website design

When designing or redesigning your website, ensure that accessibility is a key consideration from the beginning. Work with web designers and developers who are experienced in web accessibility standards, and refer to the WCAG guidelines to guide your design process. We’ve worked on several website accessibility projects helping clients meet their accessibility needs.

Provide training for staff

Educate your staff, especially those involved in content creation, web editing and development about the importance of accessibility. Training can help to ensure that accessibility standards are maintained consistently across all your digital channels including your website.

Ask users for feedback

Involve people with disabilities in the testing phase of your website to gain valuable feedback. This can help you identify any usability issues that may not be immediately apparent. User feedback is crucial for making continuous improvements to your site.

Promote your accessibility efforts

Once your website is accessible, make it known to your audience. Highlight your commitment to accessibility on your website and in your communications. This can serve as a trust-building measure and encourage more donations. Check out our accessibility statement for an example!

Monitor and maintain accessibility

Accessibility is an ongoing process, not a one-time fix. Regularly monitor your website for accessibility issues, especially when new content or features are added. Staying up-to-date with the latest accessibility standards will help you maintain a website that is inclusive for all users.

In conclusion

In conclusion, an accessible website is a powerful tool for increasing donations. By ensuring that your website is accessible you can reach a broader audience, enhance user experience, improve SEO, and build trust and credibility.  An accessible website is not just a legal obligation it helps you to have a strategic advantage that can help your organization maximize its impact. As more people become aware of the importance of inclusion having an accessible website will increasingly set your organization apart and drive greater support from donors. By investing in accessibility you invest in the future success of your mission.