Ensuring Accessibility in Online Giving: A Guide for Nonprofits

In the digital age, online giving is a crucial avenue for fundraising. However, it's vital that these platforms are accessible to everyone, including people with disabilities. Accessibility isn't just a matter of legal compliance or social responsibility; it's also about inclusivity and ensuring that everyone who wishes to contribute has the opportunity to do so without barriers. This article outlines key strategies for nonprofits to enhance the accessibility of their online giving tools.

Understanding Web Accessibility

Web accessibility means making websites and online tools usable by people of all abilities and disabilities. This practice benefits individuals with a range of conditions, including visual, auditory, physical, speech, cognitive, language, learning, and neurological disabilities.

Implementing Accessible Online Giving Platforms

1. Follow Web Content Accessibility Guidelines (WCAG)

WCAG provides a set of guidelines that are internationally recognized for making web content more accessible. Compliance with WCAG 2.1, at least to AA level, is considered good practice and is a requirement under various legal frameworks around the world. These guidelines cover aspects such as:

  • Text Alternatives: Provide text alternatives for any non-text content so that it can be changed into other forms people need, such as large print, braille, speech, symbols, or simpler language.

  • Time-based Media: Offer alternatives for time-based media, including captions and transcripts for audio and video.

  • Adaptable: Create content that can be presented in different ways (for example, simpler layout) without losing information or structure.

  • Distinguishable: Make it easier for users to see and hear content, including separating foreground from background.

2. Design for All Devices

Ensure that your online giving platform is fully responsive, meaning it can be easily navigated and used on a desktop, tablet, or mobile device. This involves using flexible layouts and images, as well as ensuring that interactive elements are easy to manage on touch screens.

3. Simplify Navigation

Structure your website so that it is logical and easy to navigate. This includes:

  • Having a consistent layout

  • Providing a navigation menu on all pages

  • Including a search feature

  • Ensuring that clickable links and buttons are clearly labeled and large enough to click on

4. Enable Keyboard Navigation

Some users with mobility impairments cannot use a mouse and rely on a keyboard to navigate the web. Ensure that all functionalities of your online giving platform are accessible using keyboard commands alone.

5. Use ARIA Landmarks

Accessible Rich Internet Applications (ARIA) landmarks can be used to identify regions of the page (like banners, navigation, and main content) to assist screen reader users in navigating more efficiently.

6. Regular Testing and Feedback

Conduct regular testing of your online giving platform using both automated tools and human testers, preferably including people with disabilities. Additionally, gather and act on feedback from users about their experience with the accessibility of your site.

Legal Considerations

Beyond the moral and operational benefits, ensuring accessibility can also help protect your organization legally. Many countries have regulations requiring digital accessibility (such as the ADA in the United States and the Equality Act in the UK), and non-compliance can result in legal challenges and fines.

Conclusion

Making your online giving tools accessible is essential for creating an inclusive environment where all potential donors, regardless of disability, can contribute to your cause. By following established guidelines, regularly reviewing your practices, and engaging with users, you can ensure that your fundraising efforts are as effective and wide-reaching as possible. Remember, an accessible website not only broadens your donor base but also enhances your nonprofit's reputation as an inclusive and socially responsible organization.