2 Things Donors Want to Know
Research on donors' giving patterns has shown that there are two things that donors want to know before making a donation. In regards to your non-profit organizatoin, they want to know:

1. What it does.
2. How it spends its money.

Donors Can't Find What They're Looking For
The research study also found that donors struggled to find this information on the home pages or even in the pages within the websites of non-profit organizations. Often, critical information regarding how a non-profit organization spends its money was only available after a donor initiated the process. Unfortunately, this information was only available to people after they had made the decision to donate to the organization.

Putting Information in the Wrong Place
Other people who were researching or evaluating the organization, never had access to this important information because it was within the donation process. For example, in many cases there would be a link on the home page of an organization with a call to action to donate to a specific project. But only after clicking on that link would users sometimes get access to more detailed information. But in the mind of the user they would only arrive at that page after making a decision to donate. It would have been more effective to place important information that donors are looking for prior to the donation process. It would be most helpful to donors in their decision process to provide specific information for how money for a specific project will be used.

What You Can Do

1. Tell people what you do. Make it very clear what your organization does and put it on the home page of your website.  Sounds simple enough but you would be surprised how hard it is to figure out what some organizations do when you visit their website. Focus on what services you provide and why. Keep it simple and easy to understand.
2. Show where the money goes. Be proactive in anticipating donors questions and show how money for projects as well as the ministry budget is spent.