I reviewed the existing website and donation journey alongside research into how other charities structure their fundraising content. It quickly became clear that the challenge wasn’t a lack of goodwill from supporters, but the absence of clear, compelling pathways that made giving feel meaningful and achievable.
In response, I designed a new website structure focused on clarity, belief and ease. This was particularly important given the charity’s small team and limited capacity. The strategy centred on introducing three dedicated pages: a donations page designed to create an emotional connection and clearly communicate impact; a fundraising page that empowers supporters to organise their own events, supported by a downloadable fundraising pack that gives them everything they need; and a corporate and payroll giving page to open up more structured, long-term forms of support.
The approach was intentionally simple and low-maintenance for the charity team, reducing reliance on staff time while increasing opportunities for engagement. I produced a detailed brief for the website developer and copywriter, setting out page structure, messaging intent and user flow. The final structure mirrors best practice from other charities, while remaining accessible, human and aligned with Lancashire LGBT’s values.
The result is a clearer, more purposeful donation journey that helps supporters understand how they can help, encourages different forms of giving, and provides a stronger foundation for growing donations sustainably over time.