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Are you looking to boost your fundraising efforts online? Next month, we’re running our Digital Fundraising training session designed to help local charities and voluntary organisations thrive in the digital world. Ahead of the session, here’s a sneak peek at one of the topics we’ll be diving into: telling your story online.
In all fundraising—whether it’s a grant application or a campaign on your website—the people you’re helping should be at the heart of your message. When you share their story well, your audience moves from being passive observers to active supporters. A strong story builds empathy, drives engagement, and ultimately inspires action.
Start with a compelling title or introduction that draws readers in. Pair it with an image that evokes emotion and sets the tone for the story you’re about to tell.
Every great story needs a central figure: an individual or group your audience can relate to and root for. Focus on the person or people you’re supporting—not your organisation. This is their story, so step into the background and let their voice lead.
Quickly introduce the challenge your protagonist is facing. Keep it clear and simple, so readers can grasp the situation immediately and emotionally connect.
Now’s the time to explain how your organisation can help. Share your mission, show your credibility, and then shift the focus back to the reader. What role can they play in helping solve the problem?
End with a clear, simple and relevant call to action. Whether it’s donating, signing up, volunteering, or sharing a message, make it easy for people to respond.
Great digital fundraising campaigns are built on great stories. Everyone in your organisation should be gathering them: stories from beneficiaries, volunteers, staff, donors, supporters, and the wider community. These stories are living proof of the difference your organisation makes.
And when you’ve got them? Use them. On your website, in newsletters, across social media. Build a “good news” folder that you can turn to when you need quick, compelling content.
Great stories are the heart of successful fundraising—but they need structure, purpose and reach to make an impact. That’s where your digital fundraising campaign comes in.
In our training, we’ll take you beyond storytelling and show you how to build a strategic campaign that amplifies your message, targets the right audience, and delivers results.
Do you already have an audience? If not, you’ll need a plan—and time—to build one. Before anyone donates, they need to trust you. That trust comes from consistent, meaningful engagement and storytelling across your channels.
Remember: one message doesn’t fit all. Different segments of your audience will respond to different messages. Consider sharing a series of stories from different perspectives to appeal to various age groups and motivations.
Set clear goals. Whether you’re looking to raise income, grow your supporter base, increase awareness, or build your mailing list, set targets and deadlines to stay on track.
Assess your digital presence. Your website should be your fundraising cornerstone—if it needs an update, start there. Then consider your social media platforms, donation gateways, and email lists. Make it easy for people to contact you—and respond quickly with a personal, human touch.
Leverage the skills and networks of your trustees, staff, and volunteers. Tap into national awareness days, seasonal giving moments, and strong case studies to boost your campaign. And don’t forget—people want to see the real-world difference their donations can make.
Tailor your message to your audience and be specific in your ask. Whether it’s money, volunteers, or newsletter sign-ups, make it clear, relevant, and easy to act on.
Don’t let your website or social media go stale. Plan your content and update it regularly. Look out for news and developments related to your cause to keep your messaging fresh and relevant.
Digital fundraising takes time and effort—so be realistic about your team’s capacity. Even though social media platforms are free to use, the work involved isn’t. But ask yourself: can you afford not to invest in it?
Join us in May for our full Digital Fundraising Training, where we’ll unpack all of this in more detail and help you create a plan tailored to your organisation.
Click here for full training details and to book your place
Find out about local volunteering opportunities and keep up to date with local events & fundraising news by subscribing to one of our bulletins.