How To Speed Up Your Sanctuary Website To Prevent Donors From Leaving

There are a lot of things that go into creating the “perfect” website.

Of course you need a design that is pleasing to the eye, and a page structure that is easy to navigate. You’ll need content too, so that the people who come to your website can learn everything they need to know about your business and what you can offer them.

That’s not everything you need to consider however. There’s also the matter of your website’s performance – how it works, why it works, and how you can make sure that it’s operating at the peak of efficiency.

In today’s fast-paced digital world, website speed plays a crucial role in retaining donors. A slow loading website can lead to frustration and a poor user experience, causing potential donors to leave the site and seek out alternative options.

This article aims to provide a comprehensive guide on how to speed up your website to prevent donors from leaving. From understanding the importance of website speed to identifying performance issues and implementing best practices, this article will cover all the key factors that can help you optimize your website for a better user experience and improved donor retention.

Understanding Website Speed

Website speed refers to the time it takes for a web page to load and display all its content to the user. This includes images, videos, text, and other elements that make up the page.

Website speed is important for user experience because it directly affects how users perceive and interact with a website. If a website takes too long to load, users are likely to become frustrated and leave the site, negatively impacting their overall experience.

Website speed also affects conversions and donor retention by impacting the likelihood of users taking desired actions on the site. For example, if a website takes too long to load, users may abandon the site before making a donation or filling out a form, leading to a loss of potential conversions. On the other hand, a fast-loading website can increase the chances of retaining donors and improving conversions by providing a positive user experience and reducing friction in the conversion process.

Identifying Website Performance Issues

To identify performance issues that may be affecting your website’s speed, it is important to use website analytics tools. These tools provide insights into various aspects of your website’s performance, such as loading times, file sizes, and the number of requests being made. You can use these insights to identify areas that need improvement and make changes to optimize your website’s speed.

Common website performance issues include slow loading times, large file sizes, and unoptimized images. Slow loading times can be caused by a variety of factors, including large file sizes, unoptimized images, and a large number of HTTP requests. Large file sizes and unoptimized images can also significantly slow down your website and impact user experience. By addressing these performance issues, you can improve your website’s speed and provide a better user experience for your donors.

Improving Website Speed

Optimizing images and videos by reducing their file size, using appropriate image formats, and properly compressing them can help improve website speed.

Minimizing HTTP requests by reducing the number of elements that need to be loaded on a page, such as images, videos, and external scripts, can also help speed up your website.

Compressing and minifying files, such as HTML, CSS, and JavaScript, can reduce the amount of data that needs to be transferred, leading to faster loading times.

Utilizing a Content Delivery Network (CDN) can help distribute the load of serving content and reduce the strain on your server, improving website speed and reducing the likelihood of downtime. A CDN also allows your website to load more quickly for users who are located far from your server, as they will receive the content from a server that is closer to their location.

Implementing lazy loading, a technique where images and videos are only loaded when they are in the user’s viewport, can help improve website speed by reducing the number of resources that need to be loaded upfront. This can lead to faster initial loading times and a better user experience, especially on slower internet connections.

Best Practices for Maintaining Website Speed

Regular website performance monitoring and optimization is essential for maintaining a fast and responsive website. This involves using website analytics tools to monitor website speed and identify any performance issues, and making regular updates and optimizations to improve speed and user experience.

Staying up-to-date with web development best practices is also important for maintaining website speed. This includes staying informed about new technologies, techniques, and trends that can help improve website performance and speed.

Testing website speed and performance on different devices and browsers is crucial to ensure that your website is accessible and fast for all users, regardless of their device or browser of choice. This can be done using website performance tools that simulate the website loading on different devices and browsers, giving you a comprehensive view of its performance and allowing you to identify and resolve any issues.


In this article, we discussed the importance of website speed for retaining donors, and how a slow website can negatively impact user experience and lead to lost conversions. We also covered the key components of website speed, including image optimization, minimizing HTTP requests, compressing and minifying files, utilizing a CDN, and implementing lazy loading.

Website speed is a crucial factor in ensuring a positive user experience and retaining donors. A fast and responsive website not only improves user engagement and satisfaction, but it also increases the likelihood of conversions and helps retain donors.

By implementing the tips discussed in this article, organizations can improve website speed and provide a better user experience for their donors. This can help retain donors, increase conversions, and improve the overall success of the organization’s fundraising efforts. We encourage organizations to prioritize website speed and to regularly monitor and optimize their website’s performance to ensure the best possible experience for their users.

Now it’s your turn

Take 20 minutes and submit your site to any one of the online site testing tools (e.g. GTMetrix, Pingdom, Nibbler) to see how it performs.  If you need any help understanding the results be sure to let us know.

In the case of a website that is just plain slow, you can bring up some of the things we mentioned above when you next speak with your web developer and ask them if there is anything they can do to put your website back on the right track once again.


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