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Five creative examples of charities using digital fundraising
The expansion of digital fundraising technology is reshaping how charitable organizations approach fundraising, opening new possibilities for those willing to explore its capabilities.
Research indicates that online giving represented approximately 7.2% of total fundraising in 2016, with projections showing this percentage will grow substantially.
Charities increasingly turn to digital fundraising approaches to accomplish several objectives:
- Identify and cultivate new donor relationships
- Connect with younger demographics
- Design more compelling fundraising initiatives
- Reduce operational expenses and time investment
When executed strategically, digital fundraising offers meaningful solutions to these challenges. Numerous organizations have demonstrated that well-crafted digital campaigns yield stronger fundraising outcomes.
This article examines five successful campaigns, demonstrating how digital fundraising tools can help organizations boost contributions, expand their supporter base, and amplify campaign visibility.
Examples of charities using digital fundraising
BBC Children in Need, Instagram Stories
BBC Children in Need leverages social platforms to promote supporter-driven fundraising challenges. While television broadcasts reach dedicated viewers, the charity’s Instagram Stories extend reach to broader audiences through behind-the-scenes content and prolonged storytelling.
This multi-channel approach deepens engagement, allowing passionate supporters to follow developments continuously and share content with their networks, creating compounding awareness and participation.
Social channels including Instagram, Facebook, Snapchat, and Twitter help organizations reach expanded audiences while increasing both donor counts and campaign revenue.
Blue Cross, contactless payment
Blue Cross developed an innovative solution called “pat and tap,” aligning fundraising with contemporary payment preferences. Dogs and volunteers attend UK events, enabling supporters to make instant £2 donations through contactless technology.
This strategy successfully modernizes giving methods for younger audiences while capitalizing on widespread adoption of contactless payments.
Save the Children, donation button
Save the Children partnered with Iris Nursery to create the “Give Button,” a physical device facilitating straightforward donations. Donors register once, then contribute repeatedly with minimal friction.
Connected through mobile data, the button reduces abandonment from complicated donation processes while appealing to audiences preferring immediate, gratifying transactions over traditional payment methods.
Cancer Research UK, innovative fundraising technology
Cancer Research UK introduced smart benches accepting £2 contactless donations as part of World Cancer Day awareness activities. Created through collaboration with Strawberry Energy and MKTG, the benches feature complimentary Wi-Fi, charging ports, and environmental sensors.
This integration of payment technology with practical amenities and real-time air quality information demonstrates “blending smart devices with fundraising” purposes, offering multi-functional value beyond donation collection.
Alzheimer’s Society, improving donor journeys
Online fundraising success depends on seamless user experiences, not merely cutting-edge technology.
Alzheimer’s Society optimized their website by analyzing user behavior patterns and conducting A/B testing. They introduced diverse payment options including PayPal and Apple Pay, becoming early Apple Pay adopters.
Their comprehensive redesign produced remarkable outcomes: “a 72% increase in donations, with the conversion rate rising from 22% to 65%.” This demonstrates how even modest teams can achieve substantial improvements through understanding donor preferences and reducing friction throughout the giving process.
Overview
Strategic digital fundraising drives increased contributions when tailored to audience preferences and expectations.
Effective campaigns incorporate several components:
- Engagement of younger demographic segments
- Utilization of emerging digital platforms
- Novel awareness and engagement opportunities
- Application of innovative technological solutions
These combined elements create pathways for organizations to achieve stronger results, as demonstrated by the examples above.
