Fundraising is a relationship, not a single post
Charities and other non-profits often feel pressure to turn each post into an appeal. Most supporters, though, respond better to a steady relationship than to repeated requests. Online fundraising works best when people first understand what an organization does, trust that it is run responsibly, and then feel invited, not pushed, to take part.
Nothing guarantees that a campaign will raise a particular amount. Giving depends on the cause, timing, the audience’s circumstances and many things outside your control. The aim is to communicate honestly and make giving easy for people who want to.
Check the rules first
Fundraising is regulated in many places. Requirements can include registering as a charity, holding certain permits for public collections or prize draws, following rules about what you may say regarding tax treatment of gifts, and handling donor data. Rules about raffles and lotteries are especially varied and often strict. Platforms also have policies on fundraising tools and on how funds may be collected.
Because these rules vary by place and change over time, check with your regulator, your board or a qualified adviser before launching an appeal, and make sure whoever runs the account knows what is allowed.
Tell the story honestly
Stories help people understand why a cause matters. Strong fundraising stories tend to be specific: one project, one place, one need, and what a gift could help with. A few principles help:
- Respect the people you help. Show them as people, not as objects of pity. Where possible, let them speak for themselves, and respect a decision not to be featured.
- Get consent, especially for images and stories involving children, people in crisis or sensitive circumstances, and consider using composite or anonymized accounts where privacy is a concern, saying so openly.
- Do not exaggerate. Avoid implying that a small gift will solve a large problem on its own, or that a gift is urgent when it is not. Misleading appeals can damage trust and may break advertising rules.
- Be clear about what funds are for. If donations go to general running costs, say so. If a fund is for a specific project and money may be redirected if it is over-funded, explain that too.
Good brand storytelling for a charity is less about slogans and more about showing the work in a way that people can follow, step by step.
Be transparent
Supporters tend to want to know how an organization operates. Consider making the following easy to find from your profile:
- who you are, your mission and your registration details where applicable
- how the organization is governed and who to contact
- how donations are used, in plain terms, and where annual reports or accounts can be read
- how to give, including any fees charged by payment services
- how personal information is handled
If you use numbers, such as the number of meals served or hours volunteered, make sure they come from your own records and describe the period they cover. If an estimate is involved, say so. Examples with invented figures should always be labeled as hypothetical.
What to post besides asks
A mix of content keeps an account from feeling like a constant request:
- Updates from the field, such as what happened this week, with permission from those involved.
- Volunteer and staff voices, because people often relate to the people behind the work.
- Explanations, such as how a service works or why a problem exists.
- Results and setbacks. Sharing what did not go to plan, and what you learned, can build credibility.
- Thank-yous. Public appreciation, when donors are comfortable with being named, reinforces the community around the cause. Some donors prefer privacy, so ask first.
Planning with a content calendar helps spread appeals across the year and avoid fatigue.
Make giving easy and safe
Give people a clear route: a link to an official donation page in your profile, in posts and in replies. Keep the process short, explain what a donor will see, and make sure payment pages are secure. Warn supporters about online scams that imitate charities, and tell them where your real appeals are posted. Hold a clear policy on shared accounts and passwords so that only authorized people can post fundraising links.
Peer-to-peer fundraising, where supporters raise money for you, can be effective, but it also needs guidance: provide accurate materials, explain what claims they may make and remind them to follow platform rules.
Steward your donors
Stewardship means looking after supporters after they give. Send a prompt thank-you, say what the gift made possible, and report back when you can. Respect preferences about how often you contact people. Reply to questions and complaints politely. Donors who feel respected and informed may give again, but outcomes are not certain, and a donor owes you nothing beyond their free choice.
Review the experience from the donor’s side from time to time: where would a first-time visitor click, what would they wonder about, and is the answer easy to find?