How do you make donation prompts clearer and more accessible?

Many donation prompts fail because the message is hard to read or lacks clear intent. This redesign shows how accessible content and structure can boost clarity and action.

Three key methods used in this

guide

content design

visual design

Quality assurance

Why accessibility in donation appeals matters

Donation prompts are often the first moment where supporters decide whether to act. But many prompts unintentionally exclude users by relying on low contrast, unclear messaging, or visuals that overpower the call to donate. When the design isn’t accessible, users with visual, cognitive, or motor impairments struggle to understand the message — and many move on.

When design gets in the way of giving

In the original layout, the key message was buried under a busy background image, making it hard to read or understand. The headline was generic and lacked meaning, offering no context about why the donation mattered.

Other issues included:

Low-contrast subtext that blended into the image
A donate button with little visual weight and no accessible labelling
A layout with no separation of content, causing cognitive overload
Poor structure for screen readers, leaving users unsure of purpose or impact

These barriers made it harder for people to trust the message — and harder for them to take action.

Low-contrast donation message placed over a photo of a child at a water tap.

A clearer, accessible design that supports every donor

The improved version restructures the entire prompt so users can read, understand, and act without friction. The image and message are separated, allowing the content to stand on its own. Contrast meets WCAG standards, ensuring the headline and subtext are clear for all users.

Key improvements include: