Digital Fundraising: Tools and Tactics

The developments in digital communications mean that digital fundraising is pretty much a must for all of us now. We can no longer ignore the need to reach wider audiences through the range of platforms out there. However, that doesn’t mean that one size fits all or that you have to ‘Go Big or Go Home’. There is a digital fundraising approach for all organisation shapes and sizes. In this workshop we look at the tools available to you and the tactics you can employ to suit your circumstances. During the webinar DSC Associate Nick Day draws on his vast experience of working with charities and not-for-profit organisations to help them develop their digital fundraising and marketing. The webinar is practical, with lots of tips around do’s and don’ts.

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What is Digital Fundraising?

Digital fundraising is a strategic approach to reaching and engaging supporters through online channels. There is a digital approach suited to every organisation, regardless of size or capacity.

It involves creating and sharing content that:

Builds awareness of your cause
Engages supporters
Encourages donations and long-term support

At its core, it’s about building relationships and trust through consistent communication.

Why Digital Fundraising Matters

Digital fundraising offers several key benefits:

Expands your reach beyond local audiences
Builds awareness and credibility
Engages supporters in a cost-effective way
Supports both individual giving and grant applications
Improves long-term donor retention

Strong digital activity can make fundraising more sustainable and scalable over time.

Understanding Your Audience

Successful digital fundraising starts with knowing your audience.

Consider:

Who they are
What motivates them
Where they spend time online
How they prefer to engage

Different audiences respond to different platforms and messages—there is no universal approach.

Content Marketing for Fundraising

Content is central to digital success.

This includes:

Website pages
Social media posts
Emails and newsletters
Videos and images

The aim is to create valuable, relevant and consistent content that builds connection and trust.

Key Content Types

A strong mix of content helps sustain engagement:

Stories and case studies – bring your impact to life
Educational content – explain the issue and your work
Supporter stories – encourage community and advocacy
Visual content – images, graphics and video
Updates and news – show progress and maintain interest

Video is particularly powerful for engagement, even when simple and low-cost.

Structuring Effective Content

To improve performance:

Use strong, clear headlines
Keep content concise and easy to scan
Break text into sections with headings
Focus on clarity over complexity
Include a clear call to action

Your content should quickly answer: why this matters and what to do next.

Building a Supporter Journey

Digital fundraising works over time—not in a single interaction.

A simple journey might include:

Awareness (discover your organisation)
Engagement (consume your content)
Interest (understand your impact)
Action (donate or support)
Retention (stay connected long-term)

Content should support each stage of this journey.

Planning Your Content

A content plan helps maintain consistency.

Use a simple approach:

Define key content themes
Link activity to important dates or campaigns
Assign responsibilities
Schedule content in advance

Even a basic content calendar improves organisation and efficiency.

Using Digital Tools

There are many tools available to support your activity:

Social media scheduling tools
Content creation platforms
Analytics tools to measure performance

These help you save time, stay consistent and improve results.

Measuring Success

Digital fundraising is measurable.

Key indicators may include:

Website traffic
Engagement (likes, shares, comments)
Donations
Conversion rates

Tracking performance helps you refine and improve over time.

Common Challenges

Organisations often face:

Limited time and resources
Uncertainty around where to start
Difficulty maintaining consistent activity

The key is to start small and build gradually.

Practical Tips

Focus on one or two channels first
Be consistent rather than perfect
Repurpose existing content
Test and learn what works
Keep your messaging clear and simple

Final Thought

Digital fundraising doesn’t require a large budget or team—it requires clarity, consistency and understanding your audience.

With the right approach, even small organisations can build strong digital engagement and sustainable income over time.

Please find below the links from Nick’s presentation for you to explore further:

Building Your Persona Canvas

https://mediatrust.org/resource-hub/audience-persona-canvas-for-charities/

Building Your Supporter Journey

https://mediatrust.org/resource-hub/journey-mapping-canvas/

Effective Content Structuring: Headlines

Content Optimisation: Keyword Research

Effective Content Structuring: Make It Visual

https://www.canva.com/

Other useful links

Webinar Speakers

Nick Day BA (Hons), DipDM, DET, MIDM, MCIM
DSC Associate Trainer and Marketing Practitioner, Trainer and Tutor

Hannah Jacobson, Marketing Manager, givestar

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