Digital Fundraising Done Right: A recap

The latest tech is bringing so many incredible opportunities for charities and non-profits to better connect with their supporters and raise more funds for their causes. But with costs rising and donor expectations evolving, it’s no longer enough to just be online - you need a focused, flexible digital strategy that delivers.

And that’s exactly what we unpacked in our latest webinar, where speakers Rob Cope from the Chartered Institute of Fundraising, Matt Collins from Platypus Digital, and our very own Anna Dixon shared insights on supercharging your fundraising in a charity landscape that feels like it’s always changing.

Whether you saw the session live, or you’re catching up, we’ve wrapped up some of the key takeaways and advice that will help you do more - and raise more - with digital.

What’s changing in fundraising - and what you can do about it

1. Giving Looks Different

UK donors gave over £15 billion last year, showing their generosity is holding strong. But inflation has chipped away at the value of those donations, meaning every pound needs to be stretched that bit further. The way people give is varying now more than ever - for example, younger supporters are drawn to app-based donations, while older donors tend to stick to direct debits. Knowing your audience, and meeting them where they are is key.

2. Digital Levels the Playing Field

With the right digital tools, even charities of all sizes can run campaigns that rival big-budget efforts. From grants specifically for charities, to automation and smart planning, a smaller budget doesn’t have to mean smaller results.  Tools like ChatGPT can help in optimising content, personalising outreach, and analysing data. Planning ahead and keeping your finger on the pulse will help you find your place amidst the noise.

3. Experience Matters

Today’s supporters expect the same smooth, user-friendly experience from a charity website as they do from their favourite online shops. Improving what might seem like small things - like site navigation and mobile responsiveness - can make a big difference. The easier it is to hit that donate button, the more supporters will do it. Case in point: Fight for Sight saw a major uptick in donations after making simple, strategic improvements to their site experience.

4. Transparency for trust

Donors are increasingly seeking clarity exactly where their money is going, and how their contribution is being utilised. Sharing digestible updates, like impact metrics or individual case studies, boosts trust and drives further engagement. Examples like Woodland Trust's direct correlation between income and spending show how transparency can foster stronger donor relationships.

5. Stories Still Stick

Facts might tell, but it's stories that sell. Emotional, authentic storytelling remains one of the most powerful ways to connect with donors. Pairing real-world impact with strong visuals and clear calls to action can turn a scroll into a share - or better yet, a donation. Supporter-centric stories resonate deeply with audiences - like how Worldwide Cancer Research frames their work to supporters as “you made this possible” to nurture their connection.

Quick Wins

Want to see results sooner rather than later? These simple updates can help you improve performance right away:

• Make Your Donate Button Count - It should be easy to find and easy to use. Include options for one-off, regular, and legacy donations.
  
  

• Track What Users Are Doing - Tools like Hotjar or Microsoft Clarity show how people interact with your website, so you can spot what’s working (and fix what’s not).
  
  

• Automate Your Welcome Emails - Set up a warm, engaging email series for new supporters. Share your mission, show their impact, and invite them to take the next step.
  
  

Longer-term moves

A strong digital strategy is built on foundations of research and planning, so once you’ve made the small updates, here’s where you can focus:

• Focus on Donor Retention - It’s more cost-effective to keep supporters than to find new ones. Use retargeting and tailored messaging to keep the relationship going and deepen them where you can.
  
  

• Test and Improve Your Donation Flow - Remember all those metrics you’ve been collecting? Use the data to track how people move through your site and where they drop off. Small changes in copy, layout, or CTAs can lead to more conversions.

• Break Down Silos - Conducting audits of supporter experiences and fostering collaboration among fundraising, marketing, and operational teams can lead to more cohesive and effective strategies

What’s next?

With a smart strategy in place, your campaigns can feel more personal, more meaningful, and more effective. Start with a few small changes. Then, build momentum with tools and tactics that support long-term growth. Whether it’s adopting AI, refining your UX, or doubling down on storytelling, every step you take brings your supporters closer to your mission.

Need a hand? We’d love to help. Keep an eye out for our upcoming charity events, but in the meantime, get in touch so we can discuss your specific situation and help you overcome the challenges of digital fundraising.