Keep people at the heart of your fundraising

Many years of partnering with charities and non-profit organisations has taught us a thing or two about garnering the support needed to drive your mission forward. One of our key takeaways? That fundraising isn’t about money. It’s about people. It’s about inviting them into something bigger than themselves, and giving them the chance to say, “Yes, I want to be a part of that”. Get that right, and you have so much more than a transaction: you have genuine connection and the foundation of a strong relationship.

It’s our mission to help Good Brands do great things, so that they can deliver an even greater impact - and that involves knowing what works, what doesn’t, and what happens when fundraising goes digital. Here are just a few strategies that deliver real results, harnessing the power of digital but always rooted in human connection

Get the timing right

The ask is where it all begins. Too soon, and you haven’t earned your audience’s attention yet. Too late, and the moment has passed. Timing is everything when calling upon potential donors, and missing the mark means you run the risk of coming across as pushy or transactional. With online attention spans getting shorter and shorter, and the amount of competing information audiences are bombarded with, it’s crucial that you make the ask when their interest is highest.

Your digital presence should be a journey, gradually warming people up before jumping into donation mode. Start with telling people why you exist, what you believe in, and how change is being driven by your organisation. Make them feel a part of it with storytelling, proof of impact, and values that they can get behind. Then, when the moment is right, invite them to give with clarity and confidence. A well-placed call-to-action can turn interest and engagement into action.

Let belief shine through

Supporters don’t give to organisations - they give to ideas they believe in, to causes they can get behind, to visions of the future, and to stories that make them feel something. And they want to know that your organisation feels the same way. Your passions should be present across your digital presence, because if you’re not convinced about your mission, why should anyone else be?

Inauthenticity can be spotted from a mile away, so all of your digital channels should reflect your conviction and your commitment. Your story needs to go beyond a single paragraph on your “About Us” page, to put your purpose front and centre, consistently. Share why your team gets up every morning. Spotlight your beneficiaries and their stories. Use photos, quotes, behind-the-scenes moments - anything that shows what makes your work real. From your tone of voice, to your donation page, to the small print in your footer, your belief in what you’re doing should permeate your content.

Listen before you speak

Fundraising will always be a conversation, not a monologue. Any good conversation starts with listening, so before churning out the content, pause and think - Who are you talking to? What do they care about? What motivates them? Because once you understand what your audience values, you can tailor your message to how they best receive information. Some people respond to stats, while others prefer stories.Some want to know where their donation is going in numbers, while others can visualise it better in a video testimonial. 

Speaking the language of your supporters means you’re halfway there. So, ask questions. Engage on social media. Monitor your comments sections and query boxes. Send out surveys, and ask for feedback. The more you listen, the more you’ll learn about exactly what your audiences care about. Then, you can meet them exactly where they are, on common ground.

Keep it simple

There are three key questions that you need to answer clearly, in order to get donors on board:

• What’s the point?
• What’s the need?
• Why can you do it better than others?

Answering these provides a strong foundation, giving users an idea of why you should be the one they go to. Lead with a punchy message that gets straight to the heart of the matter, rather than getting lost in the weeds. You can offer deeper detail for those who’d like it, but your initial message should be crystal clear. Simplicity builds trust, and trust drives action. So, lose the jargon, the cluttered pages, and the confusing navigation, and opt for streamlined content that hits the nail on the head. It’ll do wonders for your accessibility and sustainability too.

Use tech to clarify, not complicate

As a digital marketer, you’ll have a whole host of tools at your fingertips when it comes to getting your mission out there. From your CRM, to your donation platform, to how your website is hosted, your digital partners should be easy to work with, match your budget, and enhance your process. The right tools will empower your team, not overwhelm them. Look out for platforms that are intuitive and flexible, making things seamless for your users, but also for your team behind the scenes. There are some non-negotiables - for example, mobile-optimised giving is no longer a nice-to-have, given that most of your audience will interact via their phone. Think responsive layouts, sticky buttons, and digital wallets like Apple Pay or Google Pay.

All of that activity will generate a lot of data - data that can help you build better relationships. You don’t need to know everything about everyone, but knowing the right things (like who’s donating, where they come from, and what content they engage with) goes a long way. Use the insights to personalise your outreach, refine your messaging and optimise your digital presence over time. When used thoughtfully and ethically, data is one of the most powerful tools for generating the growth you’re looking for in your fundraising.

Show gratitude at every step

Fundraising is a value exchange. People give because they care - but they also want to feel seen. When donors feel valued, they’re more likely to give again, to tell their friends, and to become long-term advocates. A thank you goes a long way, and digital platforms make this easy - whether it’s an automated email, a social shoutout, or personalised content, there are so many creative ways to show donors that their gift matters. So show appreciation sincerely, and show it often. Make it a part of your culture and your content to help your relationship with supporters thrive.

In conclusion

The noise of a crowded online space combined with growing expectations for transparency and personal relevance mean that fundraising is about shared purpose, now more than ever. Successful fundraising is about building relationships over time, being ready when the moment is right, and making generosity feel personal, immediate, and meaningful. Every interaction you have with your audience is an opportunity to reinforce trust and remind them that change is within reach.

So, as you look to your next fundraising campaign, ask yourself not just “How do we raise more money?”, but “How do we make people feel part of something powerful?”