Going digital: How Charities Can Embrace Digital Fundraising

Many charities are keen to tap into digital opportunities both to raise money but also to maintain relationships with donors.

Gill Jolly Director of Acheive Consultants Ltd

Webinar speaker

Gill Jolly, Director of Achieve Consultants Ltd and Associate Trainer with Directory of Social Change

With opportunities for face-to-face fundraising and traditional events becoming increasingly limited in recent years, digital fundraising has moved from being a specialist activity to an essential part of every charity’s income generation strategy.

The good news is that digital fundraising is not as complicated as it may sound. In fact, many charities are already using digital fundraising techniques without necessarily recognising them as such.

From online donations and social media campaigns to virtual events and contactless giving, digital tools are helping charities connect with supporters, reach new audiences and generate income in ways that were unimaginable just a few years ago.

This guide explores what digital fundraising is, why it matters and how your organisation can start making the most of the opportunities available.

What Is Digital Fundraising?

Digital fundraising is the use of digital technology to raise money, engage supporters and build relationships with donors.

Many people assume digital fundraising simply means collecting donations online. In reality, it covers every stage of the supporter journey, including:

Raising awareness
Building relationships
Inspiring supporters
Encouraging donations
Thanking donors
Demonstrating impact
Retaining long-term supporters

Digital fundraising can include:

Online donation platforms
Social media fundraising
Crowdfunding campaigns
Virtual events
Livestream fundraising
Text-to-give campaigns
Contactless giving technology
Email marketing
Podcasts and webinars
Peer-to-peer fundraising

The key takeaway is that digital fundraising is not just about technology. It is about using technology to create meaningful connections with supporters.

Why Digital Fundraising Matters More Than Ever

For many charities, digital fundraising was once seen as a useful addition to traditional fundraising activities. Today, it has become an essential part of a sustainable fundraising strategy.

The rapid shift towards digital engagement has changed how people discover causes, interact with charities and donate. Supporters increasingly expect to be able to engage online, whether that is through a social media campaign, a virtual challenge event or a simple online donation page.

Importantly, digital fundraising allows charities to:

Reach supporters beyond their local community
Engage younger audiences
Build stronger supporter communities
Reduce barriers to giving
Increase visibility and awareness
Create new income streams

Rather than replacing traditional fundraising, digital fundraising complements it, helping charities reach people who may never have attended a physical event or responded to a direct mail appeal.

The Four Zones of Digital Fundraising

A useful way to think about digital fundraising is to divide activity into four key areas.

1. Awareness

Before people can support your cause, they need to know you exist.

Digital channels provide opportunities to increase awareness through:

Social media content
Blogs and articles
Videos
Podcasts
Online PR
Email campaigns

This is where charities can tell their story, share their mission and showcase the difference they make.

2. Engagement

Awareness alone is not enough. Supporters need opportunities to interact with your organisation.

Engagement activities might include:

Online communities
Facebook groups
Webinars
Virtual networking events
Interactive social media content
Live question-and-answer sessions

The aim is to build relationships and create a sense of belonging.

3. Fundraising

Once supporters understand and connect with your cause, fundraising becomes a natural next step.

Digital fundraising activities might include:

Online donation pages
Facebook fundraisers
Crowdfunding appeals
Virtual challenge events
Livestream fundraising
Peer-to-peer campaigns
Text giving

One of the biggest advantages of digital fundraising is that supporters can donate quickly and easily from almost anywhere.

4. Stewardship

Many charities focus heavily on acquiring donations but invest less time in looking after donors afterwards.

Digital stewardship includes:

Thank you emails
Impact updates
Video messages
Digital newsletters
Online supporter events
Exclusive content

The long-term value of a supporter often comes from the relationship you build after the first donation.

How to Raise Money Online

There is no single digital fundraising solution that works for every organisation. However, several methods have proven particularly successful.

Create a Simple Online Donation Process

If people are inspired to support your cause, the donation process should be straightforward.

Make sure:

Donation links are easy to find
Online forms are mobile-friendly
Payment options are simple
Calls to action are clear

Remember that supporters are not mind readers. If you want people to donate, you need to make the opportunity visible and accessible.

Use Social Media to Build Community

Social media is often one of the first places supporters encounter a charity.

Focus on creating engaging content that:

Tells stories
Highlights beneficiaries
Demonstrates impact
Encourages conversations
Inspires sharing

People are more likely to support causes when they see friends and family doing the same. This principle of social proof is one of the most powerful drivers of digital fundraising success.

Explore Virtual Fundraising Events

Many charities successfully adapted physical events into virtual experiences.

Examples include:

Online quizzes
Virtual coffee mornings
Online auctions
Walking or running challenges
Virtual garden tours
Online concerts
Business networking events

Rather than cancelling events when circumstances change, consider how they can be delivered in a digital format.

Encourage Peer-to-Peer Fundraising

People often fundraise most effectively through their own personal networks.

Supporters can create:

Sponsored challenge pages
Birthday fundraisers
Tribute funds
Personal crowdfunding campaigns

These campaigns extend your reach well beyond your existing supporter base.

Making the Most of Contactless Giving

The growth of contactless technology has transformed charitable giving.

Today, supporters can donate through:

Contactless donation terminals
QR codes
Mobile payment links
Digital wallets

QR codes are particularly versatile and can be used on:

Posters
Event materials
Charity shop windows
Campaign literature
Websites
Social media graphics

Reducing friction in the donation process often leads to higher levels of participation.

Build a Supporter Community, Not Just a Donor Base

One of the strongest messages from the webinar was the importance of creating a community around your cause.

Supporters increasingly want:

Connection
Shared values
A sense of belonging
Opportunities to participate

Digital platforms allow charities to create online communities where supporters can interact with one another, celebrate success and stay connected to the mission.

Building a community creates stronger long-term relationships and encourages ongoing support.

Don’t Let Technology Scare You

Many organisations still view digital fundraising as something complicated or highly technical.

The reality is that most charities already use digital tools every day through:

Email
Social media
Video calls
Websites
Online payments

Digital fundraising is simply about using these tools strategically to connect with supporters and generate income.

You do not need the latest technology or a large budget to get started. Small changes can make a significant difference.

Digital Fundraising Success Starts With People

While technology continues to evolve, the principles of successful fundraising remain unchanged.

People give because they:

Care about a cause
Feel connected to a mission
Trust an organisation
Want to make a difference

Digital tools make those connections easier to create and maintain, but relationships remain at the heart of every successful fundraising campaign.

Final Thoughts: Digital Is Here to Stay

Digital fundraising is no longer an optional extra. It is now a core component of modern charity fundraising.

Whether through virtual events, online communities, contactless giving or social media campaigns, charities have more opportunities than ever to connect with supporters and generate income.

The most successful organisations will be those that view digital not as a replacement for traditional fundraising, but as another way to build relationships, tell compelling stories and inspire action.

Most importantly, remember that digital fundraising is not about technology. It is about people. The tools may change, but the goal remains the same: bringing supporters closer to the causes they care about and making it easier for them to make a difference.

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