5 WAYS TO LEVERAGE JOY ON YOUR NONPROFIT WEBSITE
Why so serious?
Well, depending on your nonprofit’s mission, your work is very serious. Whether you’re working to help the environment, your local community, or people on the other side of the world, you have quite the job to do.
Understandably, nonprofit websites tend to lean heavily into the serious side of the work: the challenges, the crises, and the urgency. All of that is real and worth communicating.
But here’s the thing: people don’t just want to be reminded of what’s broken. They want to feel inspired, hopeful, and energized to help create change. That’s where infusing some joy in your marketing comes in! And your website is a great place to start.
Why Joy Matters Online
Research tells us that people are more likely to remember and act on messages that spark positive emotions. Joy builds trust and strengthens relationships.
When visitors land on your site, they’re looking for the answers to these two questions:
Do I understand what this organization does?
Do I feel good about getting involved?
If your website leaves them feeling heavy or overwhelmed, they might hesitate to take action. On the other hand, if it leaves them with even a small spark of joy, they’re more likely to click “donate,” sign up for your newsletter, or share your work with a friend.
This goes for both existing supporters and new ones. Current supporters already know who you are and what you do. At this point, they need a reason to stay. Showing them the human side of the organization is key to retaining their support. Beyond making an impact on your existing supporters, joy and humor can also attract new supporters and different demographics. Once you have their attention, you can introduce the depth and importance of your work, how it changes lives, and provide opportunities to get involved in your cause.
Where to Weave Joy Into Your Website
Here are some practical ways to bring joy into your nonprofit’s website design, copy, and content.
Infuse personality into your copy. Your “About” page doesn’t need to sound like a grant application. Use approachable, human-centered language that feels true to your brand.
Share a short story about the people behind your mission. Add warmth to your donation page. Instead of “Submit,” your button might say “Yes, I want to help!” Even your 404 page can provide some levity: “Oops, looks like you’ve taken a wrong turn. Let’s get you back to making a difference.”Use visuals that spark emotion. Photos and videos shouldn’t just show what you do. They should capture what it feels like to work with you.
Show smiles, celebrations, and teamwork alongside the serious work. Use colors and design elements that reflect optimism and hope. Feature short videos that highlight small wins or gratitude moments. These images remind visitors that, even in the face of challenges, your mission creates joy worth celebrating.Make space for fresh, dynamic content. Static websites feel stale. Give people multiple entry points to connect emotionally with your mission, and a reason to return!
One thing we always recommend is embedding your Instagram feed on your homepage. [And if you don’t regularly post to Instagram, you should really get on that!] Instagram is where you post silly reels, share behind-the-scenes moments, and provide real-time updates. Showing the feed on your homepage is a low-effort way to keep your website fresh and joyful.
Another way to keep your website fresh is by maintaining a blog where you can pepper in humor, spotlight volunteers, or celebrate milestones. Pro-tip: This is a great job to give to eager volunteers! You can clean it up in-house before posting, but volunteers offer a unique perspective on the work of the organization, and are often quite excited to see their work posted publicly. While you’re at it, feature supporter stories or volunteer highlights that radiate energy and joy.Optimize for both humans and search engines. SEO doesn’t have to strip the joy out of your content. Yes, you need keywords, but you can weave them naturally into headlines, blog posts, and calls to action. Search engines love clarity, but humans love personality. Your website should serve both.
Add joy to the small stuff. Don’t underestimate the power of subtle touches like:
Form confirmations that say “You’re amazing — thank you for joining us!”
Newsletter sign-ups that celebrate: “You’re in! Get ready for stories that will brighten your day.”
Navigation labels that sound inviting: “Get Involved” vs. “Programs.”
Pitfalls to Avoid
Joy is powerful, but it works best when balanced. Here are a few things to keep in mind:
Don’t overdo it. Too much humor or playfulness can make your site feel less credible, especially if your mission deals with serious issues.
Stay consistent with your brand. If your tone is generally professional, joy can show up through uplifting visuals, warm language, or positive stories rather than jokes.
Don’t sacrifice accessibility. Fancy animations or quirky design elements shouldn’t get in the way of readability, navigation, or usability.
Your website is where people decide whether to trust you, support you, and share your story with others. By weaving joy into its design, copy, and content strategy, you make people feel good about working with you. And when people feel good about working with you, they’re far more likely to take the next step of donating, volunteering, advocating, or sharing.
If your website could use a little more joy, we’d love to help. Let’s talk!
