Designing Navigation That Drives Action

Many nonprofit menus grow out of internal org charts rather than visitor goals. The result is a site that looks organized to staff but feels confusing to supporters. This guide turns navigation into a path to action, so people can buy tickets, donate, register, or subscribe without hunting.

7 practical tips

1. Reduce time to action, not just clicks

People act when they recognize what to do and where to do it. Make the next step obvious on every page. Keep the most important actions visible at all times in the header, and repeat them contextually on pages so visitors never need to re-open the menu to proceed.

2. Plan top to bottom, then bottom to top

Start with your Level-1 navigation labels that map directly to your site’s goals, commonly Visit, Events, Donate, Education, About. Then inventory your content. Anything that doesn’t fit either becomes a new Level-1 (if it’s strategically essential) or belongs under Level-2. Once sorted, go back up and confirm Level-1 still represents your structure accurately.

3. Use plain words, not identity words

Avoid using internal terms, branded phrases, or sophisticated language for top-level navigation. Even if these words carry meaning for your organization, it takes years of exposure before visitors recognize them. Until then, they act as barriers. Stick to simple, widely understood words, like Visit, Events, Donate, or About, that clearly signal action. You can always express your mission and identity deeper within the content, but your Level-1 menu should focus on clarity and immediate recognition.

4. Cap depth at two levels by default

Most nonprofits do not need more than two levels. Deeper hierarchies increase cognitive load and make mobile navigation hard to scan. If you truly need a third level, consider a section landing page or a mega menu rather than cascading flyouts. It is widely advised to avoid multi‑level cascading menus and use mega menus or landing pages instead, but again, most nonprofits DO NOT need more than two levels.

5. Choose the right navigation style for your content

Pick the simplest pattern that fits your volume and depth.

• Simple global header
  Five to seven top-level links with no dropdowns. Best for smaller sites and clear, action-oriented tasks
• Basic dropdown
  Click-to-open sections controlled by a button, with one short list of links. Easier to build and maintain than a multi-level menubar, and recommended for most websites.
• Multi-level dropdown
  A complex, app-style menu bar supporting multiple levels and arrow-key navigation. Useful for sites that truly need 3+ levels, but overly heavy for most nonprofits.
• Mega menu
  A two‑dimensional panel that shows several second‑level groups at once. Useful when you have many categories, though most nonprofits don't need it.
• Priority+ responsive navigation
  Keeps the most important links visible and moves the rest into a "More" menu as space shrinks. Effective for very large sites, but again, most nonprofits won't need it.
• Section landing pages (whole‑page navigation)
  A better alternative to deep dropdowns for special events or unique content. By creating a dedicated landing page, visitors can focus more easily and engage with all related information in one place.

There may not be a single "right" navigation style, since every site's depth is different. But hiding core menus or overcomplicating them is almost always the wrong answer. Keep things simple and make sure your primary links are visible, especially on larger screens.

6. Add helpers that reduce menu load

Think of CTAs, breadcrumbs, and search as navigation helpers.

• CTAs: Treat your CTA map as part of navigation design. If the header has Get Tickets or Donate, repeat those actions contextually on event, story, and program pages. Done well, CTAs reduce reliance on menus and shorten the path from interest to action.
• Breadcrumbs: Clarify “where am I” and give a fast path up a level. Use them when sections go deeper than one page, and collapse them on mobile if space is tight.
• Search: A second way to reach content that satisfies the “Multiple Ways” guideline. Keep it easy to find, but only if your platform can support it well.

Only add helpers your platform can support well. Extras that require heavy customization can add clutter instead of clarity.

7. Design mobile first, then scale up

Mobile now accounts for a majority of pageviews globally, so assume half or more of your traffic will be on phones. That makes short labels, two levels, and concise menus essential. Keep one persistent action in the header on mobile and make the rest easy to reach through Priority+ or a well‑labeled menu.

Navigation is a conversion tool. Keep it shallow, label it in visitor language, choose the simplest style that fits your content, and let CTAs carry the weight so people can act without thinking about your menu.

Ready to put these ideas into practice? Use the checklist to map your menus, choose a style, and test with real users.