Online marketing and fundraising

There is a wide range of facilities for collecting donations online. You may want to investigate how these facilities manage or link in to Gift Aid processing. Fees vary so check the small print. (Just a few examples are shown below.)

Raising money through online shopping:

Vouchers4charity. Gift vouchers/greetings cards can be bought online, with 3% of voucher value donated to charity.

Can social media help with fundraising?

Facebook, Twitter, flickr and YouTube to name but a few, represent a significant culture trend: people are staying in touch with wider and wider social circles and they’re doing it through social media sites. 

Many businesses and charities already have a presence on such sites, to keep in touch with donors, customers and stakeholders. Why? Because it’s fast, you can get instant responses and feedback from those who subscribe to your page. This could be a response to a fundraising appeal, suggestions on areas for improvement, what they think about a recent national policy change or your local project. That is a very useful tool for marketing and fundraising.

The most powerful impact of social media is the widespread impact it can have. When people sign up to your group, all of their friends can see that they have done it and they instantly hear about your group too, hence groups can build quickly, especially if their friends have similar views. Social media is a very useful way of promoting a fundraising campaign and keeping in touch with donors: the ability to communicate quickly and upload photographs can make for a powerful campaign.

Is there a good place to start?

If you’ve got a website, then all the services above are possible. But having a donation button is not enough: it needs to be backed up by a marketing campaign and/or some relationship with your donors. If you’ve never really used this method, then it can be quite a long haul to get from zero donations to it becoming a significant income stream. Regular communication is an absolute must and this can be very costly for a small charity.

Your group should start by asking:

  • Who are your members / stakeholders? Could they become donors or are they your service users?
  • Who could you target as possible donors?
  • What resources would it require?
  • Is it worth it? Are there other benefits?

Do you need a lot of resources or computer skills to do this?

You don’t need to be an expert but you do need to know how to edit your website and add buttons to it. However, the skills are relatively basic and there are also lots of instructions available on the internet on how to do this, if you’re prepared to have a go.  If you’re not good with IT, then you could find a volunteer to help.


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