Website Accessibility: Improving Charity Donation Experience

Website accessibility is essential for ensuring that all individuals, regardless of ability, can engage with your charity’s content and support your cause.

In a previous blog post, we discussed the importance of achieving AA and AAA accessibility standards, focusing on how these guidelines make your website more inclusive for everyone. We’re building on that foundation by exploring how improving accessibility can enhance your donation experience, helping you convert more visitors into supporters.

Drawing from insights shared during Atelier’s Accessibility Training for Charities and NFPs, we’ll guide you through the key areas of website accessibility, explain how it impacts donations, and provide actionable steps to improve accessibility on your charity’s website.

What is Website Accessibility?

Website accessibility ensures that your digital content is usable by all individuals, including those with disabilities. This means ensuring that users with visual, auditory, motor, or cognitive impairments can interact with your website’s content.

According to the Web Content Accessibility Guidelines (WCAG), an accessible website is one that is Perceivable, Operable, Understandable, and Robust (POUR).

For charities, accessibility isn’t just about legal compliance; it’s about ensuring that all users can easily engage with your cause, read your content, and complete donations. An accessible website can improve your charity’s reach and reputation, demonstrating your commitment to inclusivity

Why Accessibility is Important for Charities

Improving accessibility directly benefits charities in several ways:

Broader audience reach – accessible websites allow people with disabilities to interact with your content and make donations, increasing your potential donor base.
Improved user experience – accessibility features like clear navigation, readable text, and form labels improve usability for everyone, not just those with disabilities.
Legal compliance – under laws like the Equality Act 2010, public and voluntary sector websites in the UK must be accessible, or they risk penalties.
Enhanced SEO – accessibility features like image alt texts and proper headings not only help screen readers but also improve your site’s search engine rankings, leading to greater visibility.

Key Areas to Improve Website Accessibility for Donations

Focusing on website accessibility can significantly enhance the donation experience for all users. Here are some of the key areas to prioritise:

Text Contrast and Readability

Poor contrast between text and background can make your content unreadable for users with visual impairments.

To meet WCAG standards, text should have a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text. This simple change makes your content more accessible and ensures that users can easily read important information like donation instructions.

You can check your website’s contrast for accessibility using WebAIM.

This applies to colour and size choices:

Two side-by-side examples comparing text contrast accessibility on a webpage design, featuring a graphic of two people hugging with text. On the left, the image is labeled 'Poor contrast.' The header text 'Welcome to our website' is in white against a light teal background, with a contrast ratio of '1.99 AA Fail.' The button text 'Find out more' is in white on a medium blue button, with a contrast ratio of '3.64 AA Fail (AA Pass for large).' On the right, labeled 'Good contrast,' the header text is black with an improved contrast ratio of '8.49 AAA Pass (Large).' The button text is also black, achieving a '4.63 AA Pass' contrast ratio. The comparison highlights the importance of color contrast for accessibility.

Text overlays are another important consideration:

Three side-by-side examples illustrating different ways to place text over an image of a green, rocky coastline under a partly cloudy sky.The left panel is labeled 'Avoid this' with red text underneath a crossed-out icon. The white text, 'Placing text directly over the image,' is placed directly on top of the image, making it difficult to read due to low contrast.The middle panel is labeled 'Try this' with a green check mark. It shows the same white text, 'Using an overlay can be a good option,' placed over a semi-transparent dark overlay, making the text more legible.The right panel is labeled 'Or this' with another green check mark. Here, the white text, 'Using a text container also works,' is placed inside a solid black text container, which clearly separates the text from the background and enhances readability.

Image ALT Text

Ensure that all images on your site, particularly those on donation pages, include ALT text – a written description that allows screen readers to convey the content of images to visually impaired users.

Without ALT text, crucial information or calls-to-action may be missed.

Accessible Form Inputs

Donation forms are the lifeblood of charity websites, so making them accessible is crucial. 48.6% of websites have missing form input labels, making it difficult for users with disabilities to complete forms.

Clear labels, instructions, and error messages should guide users through the donation process. Additionally, make sure form fields are large enough to be clicked easily on mobile devices, and ensure that forms are navigable using a keyboard alone.

Two side-by-side examples comparing poor and good form accessibility in an online form labeled 'Please fill in your details below.'On the left, labeled 'Poor form accessibility' with a red cross icon, the form fields include 'Your Name,' 'Email,' 'Phone number,' and 'Date of birth.' The form lacks any hints or validation feedback for the user. The design is minimalist, and no additional instructions are provided, making it less accessible.On the right, labeled 'Good form accessibility' with a green check mark, the same form includes helpful improvements. The 'Your Name' field has an example placeholder, 'e.g., John Smith.' The 'Email' field is highlighted in red with a message below it, 'Please enter a valid email address,' indicating an error. The 'Phone number' field is also outlined in blue to show it's selected, and the 'Date of birth' field includes a calendar icon for easier input selection. These enhancements provide better guidance and feedback for users, improving form accessibility.

Keyboard Navigation

Some users rely on keyboards or other assistive devices to navigate websites.

Ensure that your site can be fully navigated via keyboard commands, with clear focus indicators that show users where they are on the page. This improves accessibility for users with motor disabilities and also enhances the general usability of your site.

You can test this on your organisation’s website by trying to navigate using the ‘tab’ key on your keyboard.

Page Hierarchy

A well-structured page hierarchy is essential for both user experience and SEO.

By organising your content with clear headings (H1, H2, H3, etc.), you make it easier for users to understand the structure of your information and navigate through it. It also helps search engines understand the context and relevance of your content, improving your site’s visibility.

Website Accessibility: Improving Charity Donation Experiences

Mobile Optimisation

Many donors access websites via mobile devices, so ensuring your site is mobile-friendly is key. Responsive design ensures that your website adjusts to different screen sizes, making it easier for all users to navigate and donate, regardless of the device they use.

WCAG 2.2: Key Changes for 2024

The latest updates to WCAG, version 2.2, introduces several new criteria aimed at improving mobile accessibility and the overall user experience:

Pointer target spacing – ensuring that clickable elements (like donation buttons) are large enough and spaced far enough apart so users can easily select them on touchscreens.
Accessible authentication – avoid CAPTCHA challenges, which can be difficult for users with disabilities, or provide alternatives such as text or email verification.
Consistent help – ensure help options (like tooltips or FAQs) are consistently available throughout the site to guide users through complex processes, including donations.

By implementing these changes, you can improve the donation experience, making it easier for all users to support your charity.

How to Audit Your Site’s Accessibility

Regularly auditing your website is crucial to maintaining accessibility. WAVE and Google PageSpeed Insights are two popular tools for conducting these audits.

While WAVE provides detailed feedback on accessibility issues, PageSpeed Insights helps you improve your site’s performance and user experience on both mobile and desktop devices.

Combining these tools can help you identify areas that need improvement, ensuring your website is both accessible and optimised for donations.

Atelier Website Accessibility Support

At Atelier, we understand the unique needs of charities and their mission to serve diverse communities.

Through our Charity Partner Scheme, we offer free web and marketing training, reduced website development rates, a free year hosting package, quarterly industry insights, as well as reminders to our Charity of the Year programme.

Here’s how we can help through our services:

Accessibility audits and optimisations – we provide comprehensive audits to identify any accessibility barriers on your website and offer expert recommendations for compliance with WCAG standards.

Custom website development – our team builds accessible websites that cater to all users, ensuring a smooth and engaging donation experience.

Ongoing support and maintenance – with our website support and maintenance services, we ensure that your website remains up-to-date with the latest accessibility guidelines, offering continuous improvements and support as your charity evolves.

We are passionate about helping charities make a positive impact online, ensuring that no donor or supporter is left behind due to accessibility barriers.

Accessibility and Donation FAQs

Why is website accessibility important for charities?

Website accessibility ensures that all users, including those with disabilities, can interact with your content and make donations. This expands your audience and enhances your commitment to inclusivity.

What is WCAG and why does it matter for charities?

The Web Content Accessibility Guidelines (WCAG) provide a global standard for making websites accessible to everyone. Meeting these guidelines ensures legal compliance and creates a more user-friendly site.

How can accessibility improve the donation experience?

Accessible websites ensure that users can easily navigate, understand, and complete donation forms, leading to more successful transactions and a better user experience.

What are some common accessibility issues charities should avoid?

Common issues include poor text contrast, missing image ALT text, inaccessible form inputs, and lack of keyboard navigation. Addressing these can significantly improve your site’s accessibility.

How does mobile optimisation factor into accessibility?

With many donors using mobile devices, ensuring that your site is responsive and mobile-friendly makes it easier for all users, including those with disabilities, to engage and donate.

How often should we audit our website for accessibility?

Regular audits, ideally at least once a year or after major updates, are essential to ensure your site remains compliant with accessibility standards and user-friendly for everyone.

Website Accessibility: Improving Charity Donation Experiences

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