Online Fundraising: Ideas for Nonprofits

Think fundraising is all about galas and silent auctions?

Think again.

The digital revolution has ushered in a new age of creative giving, where the only limit is imagination.

Today's nonprofits are harnessing the power of technology to reach donors in ways that are not just effective, but genuinely engaging.

We’ve watched organizations transform from traditional fundraising dinosaurs into digital innovators practically overnight—sometimes out of necessity (hello, pandemic) and sometimes because they finally realized the potential.

From virtual reality experiences to gamified giving platforms, we’re about to dive into the clever tactics that are reshaping how we approach online fundraising in the 21st century.

Some of these might seem obvious to the digitally savvy among you, but I promise there are nuggets in here that might surprise even the most forward-thinking nonprofit leaders.

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What’s Hot in Digital Giving?

The fundraising landscape keeps shifting, and honestly, it’s hard to keep up sometimes.

Just when you think you’ve mastered Facebook donations, suddenly TikTok enters the chat.

But some digital giving trends have shown real staying power, and they’re worth your attention.

1. Peer-to-Peer Fundraising

People are now raising money on behalf of organizations through peer-to-peer fundraising.

It’s an intelligent way to tap into personal networks and attract new donors.

We’ve seen tiny nonprofits quadruple their reach just by empowering their core supporters to become fundraisers themselves.

2. Crowdfunding Sites

Crowdfunding sites enable communities to band together and support specific projects.

It’s like a digital fundraiser where everyone contributes, and the collective impact can be impressive. 

The trick here is making your campaign stand out from the thousands of others—more on that later.

3. Text-to-Donate

Giving by text message is rapidly gaining popularity.

It’s quick, easy, and ideal for those who want to donate on the go.

We were skeptical about this at first (do people really donate via text?), but the numbers don’t lie—especially for crisis response and time-sensitive campaigns.

4. Employer Matching Gifts

Many companies match their employees’ charitable donations.

Encouraging donors to utilize these matching gift programs can significantly amp up contributions.

This is honestly one of the most overlooked opportunities in fundraising.

Free money just sitting on the table.

5. Virtual Events

Although social distancing is now officially behind us, online events and challenges have nonetheless become crucial for donor engagement.

Webinars, virtual auctions, and at-home fitness challenges are all excellent options.

They’re not just alternatives to in-person events anymore—they’re powerful strategies in their own right.

Real-Life Examples: Online Fundraising Done Right

Theory is all well and good, but what about actual results?

Let’s look at some campaigns that knocked it out of the park.

The Ice Bucket Challenge

Remember the summer when everyone was dousing themselves with ice water?

That was the Ice Bucket Challenge.

It raised an astounding $115 million for ALS research in just a couple of months.

Participants filmed themselves taking the challenge, shared the videos on social media, and tagged friends to join in.

It was a brilliant fusion of a good cause and a viral social media trend.

Many have tried to replicate this success—most have failed.

Still, there are lessons to extract about making participation visible and fun.

Charity: Water’s Birthday Campaign

Charity: Water came up with a simple yet powerful idea: asking people to donate their birthdays.

Instead of gifts, supporters could request friends and family to donate towards bringing clean water to communities in need.

This campaign has raised millions over the years by tapping into the personal connection of birthdays.

It demonstrates how fundraising can be highly effective when it resonates with donors on a personal level.

They’ve also mastered the art of following up with donors to show the impact of their birthday donations, often years later, creating a powerful emotional connection that leads to continued support.

Planning and Executing a Successful Online Fundraising Event

Got a fantastic idea for an online fundraiser?

Maybe you’re thinking about a virtual auction, streaming a talent showcase, or running a raffle with donated merchandise.

Turning that initial spark into a fundraising success requires smart planning and smooth execution.

This guide will walk you through hosting an event that boosts your revenue, engages your community, and creates a seamless donation experience.

Let’s break down the process into actionable steps so you can launch with confidence and achieve your fundraising goals.

Step 1: Set Clear Goals to Guide Your Effort

Every successful fundraiser begins with defined objectives.

What exactly are you trying to achieve?

Are you aiming for a specific amount—perhaps $5,000 for a new project—or do you want to expand awareness among potential supporters?

Maybe both!

Create measurable targets that motivate your team and inspire donors.

Consider something specific like: “Our virtual gala will provide clean water to 100 families this year.”

Concrete goals give your event purpose, allow you to measure success, and help supporters visualize the impact of their contributions.

With clear objectives established, you’re ready to move on to the creative elements.

Step 2: Pick an Event Format Your Supporters Will Love

You’ve got endless options for online events—virtual auctions, raffles, or live-streamed showcases highlighting talent from your organization.

Consider what format allows your members to contribute their unique strengths and abilities.

A school might excel with a student-led art sale, while a nonprofit could organize a phone-in discussion with subject matter experts.

Select a format that works well for your audience and encourages donations.

A raffle featuring products like gift cards or items donated by local businesses can generate excitement and increase participation.

Focusing on an event type your supporters will genuinely enjoy participating in leads to better results.

Step 3: Select the Right Tools to Streamline Everything

Technology can make or break your fundraising event.

Choose a reliable platform offering features such as registration management, real-time donation tracking, and secure payment processing.

Platforms like Donorbox or Classy allow you to collect various donation amounts through credit cards, mobile payments, or direct links, while keeping fees minimal and transactions secure.

Need to accommodate a large audience?

Platforms such as Zoom or YouTube can host your streamed event, providing multiple access options.

Always test your system before the big day to ensure user-friendliness—donors shouldn’t struggle with payment or registration processes.

Having a database to track individual contributions is extremely helpful, making follow-up communication much easier.

Step 4: Promote Like Crazy to Build Buzz

Once you’ve established your plan, spread the word extensively!

• Send targeted emails, create engaging social media posts, and enlist volunteers or influencers to help promote your event.
• Create a memorable hashtag (like #FundOurFuture) so supporters can easily find and share information about your fundraiser.
• Generate excitement with countdown posts, short demonstration videos, or paid advertising if your budget permits.
• Partner with teams or local businesses to expand your reach—perhaps a sponsor could provide a prize to increase appeal.

The more people who know about your event beforehand, the greater your attendance and fundraising potential will be.

Step 5: Keep Everyone Engaged During the Event

Your big day has arrived—now’s the time to deliver!

1. Maintain audience engagement with interactive elements throughout.
2. Run a live Q&A session, conduct polls, or launch a virtual raffle to enhance enjoyment and encourage donations.
3. Feature presentations from talent or volunteers sharing personal stories—demonstrating how funds impact real lives creates powerful connections.
4. For auctions, display items with clear pricing information and an easy system for submitting bids via phone or website.
5. An energetic host can motivate participants, while progress updates (such as “We’ve reached $2,000—let’s push for $3,000!”) maintain momentum.

Create an exceptional experience, and participants will feel good about supporting your cause.

Step 6: Simplify Donating for Maximum Impact

People want to support your cause without complications.

Make donation easy with prominent buttons, text-to-donate options, or links embedded within your website or livestream.

Ensure your system accommodates various payment methods—credit cards, PayPal, and other popular options—while maintaining data security.

During the event, provide gentle reminders: “Text FUND to 12345 to support us now!”

A streamlined process enables more people to contribute, potentially collecting larger amounts with less effort.

Acknowledging each contribution with a quick on-screen “Thank you, Sarah!” can inspire others to participate as well.

Step 7: Follow Up to Keep the Love Alive

After your event concludes, maintain the momentum.

Send personalized messages thanking each donor—”Thanks to you, we raised $6,000 for our cause!”

Share outcomes through photos or videos showing how funds will be utilized, keeping supporters informed about their impact.

Offer continued involvement opportunities, such as monthly giving programs or invitations to future events.

Having a donor database significantly helps with this process, allowing you to track contributions and send tailored appreciation messages.

This crucial step builds a foundation of loyal supporters who will continue participating year after year.

Using Fundraising Platforms Designed for Nonprofits

Not all fundraising platforms are created equal.

Popular sites like GoFundMe and Kickstarter often cater more to individuals and for-profit ventures.

As a nonprofit, you need a platform that understands your unique needs and goals—one that offers nonprofit-specific features and often preferential fee structures.

Fortunately, several fundraising solutions are tailored specifically for charities.

These sites offer features like customizable donation pages, event ticketing, and donor management tools to help maximize your fundraising potential.

Many also integrate directly with your existing CRM system, streamlining data management.

Some top options to consider:

1. Network for Good provides a comprehensive platform with a suite of fundraising tools, including customizable donation forms, peer-to-peer campaigns, and event management. They also offer free resources and guides to support your success. Their donor management system is particularly robust, making it easier to track giving history and nurture supporter relationships.
2. Classy lets you create attractive, branded fundraising pages, sell event tickets, and even run auctions or raffles. Their user-friendly interface makes it easy to get started, even for those new to online fundraising. We’ve been impressed by their mobile optimization—a crucial factor given that so many donors now give via smartphones.
3. Donorbox offers an affordable, straightforward platform ideal for smaller nonprofits. They offer secure payment processing, recurring donation options, and the ability to embed donation forms directly on your website. Their lightweight approach means faster load times and a smoother donor experience, which can significantly impact conversion rates.

When selecting a fundraising platform, compare features and pricing to find the best fit for your organization.

While some sites may charge a small transaction fee, the added tools and support can be well worth the investment.

Look beyond the basic percentage rates to understand the total cost of ownership, including monthly fees, setup costs, and any charges for premium features.

We’ve seen organizations fixate on finding the lowest possible transaction fee, only to discover that they were spending countless staff hours manually managing processes that could have been automated with a slightly more expensive but more comprehensive platform.

Sometimes paying a bit more actually saves money in the long run.

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Partnering with Corporate Sponsors

Teaming up with corporate sponsors is another effective way to boost your online fundraising efforts, though we’ll be the first to admit it can sometimes feel like navigating a maze.

After years of cultivating these relationships, we’ve found that success depends more on finding genuine alignment than on the size of the company.

Many companies are eager to support nonprofits as part of their social responsibility programs.

Aligning with a charitable cause helps them build goodwill and engage their employees in meaningful work.

But they’re increasingly sophisticated about their philanthropy—most companies now look for strategic partnerships rather than simply writing checks.

Here are some approaches to corporate sponsorships:

1. Identify companies with a natural connection to your mission. For instance, a pet supply store might be interested in sponsoring an animal rescue organization.
2. Reach out to local businesses in your community. They may be more invested in supporting causes that directly impact their customers and neighbors.
3. Offer tiered sponsorship packages with increasing benefits. A “Gold” sponsor might get their logo on your website and event materials, while a “Platinum” sponsor could be featured in a dedicated blog post or social media campaign.
4. Consider in-kind donations alongside financial contributions. A tech company could donate software or web hosting services, or a restaurant could provide food for your fundraising events.

When pitching potential sponsors, highlight the mutual benefits of partnering with your organization.

Share specific examples of how their support will make a difference, and outline the recognition and exposure they’ll receive in return.

Getting creative with corporate sponsorships can open up a whole new network of support for your online fundraising campaigns.

Moreover, building relationships with local businesses can yield additional benefits, such as increased volunteer engagement and community awareness for your cause.

Tips for Running a Successful Online Campaign

After managing dozens of digital fundraising campaigns—some wildly successful, others painfully disappointing—we’ve collected some hard-earned wisdom about what really works.

The landscape keeps evolving, but certain principles remain constant.

1. Build strong relationships. Don’t underestimate the power of regular communication. Keep supporters informed through newsletters, social media updates, and personal outreach. The more connected they feel to your cause, the more likely they are to give.
2. Set clear goals. Every campaign should have specific, measurable objectives. This provides your team with a clear target and helps motivate supporters. They’ll be more excited to give when they know exactly what their donation is helping to achieve.
3. Maximize social media. Platforms like Facebook, Instagram, and Twitter are invaluable for promoting your fundraisers. Share compelling stories, eye-catching visuals, and frequent updates to keep your audience informed and engaged.
4. Keep it simple. When it comes to online donations, simpler is better. Ensure your website is user-friendly and the donation process is straightforward. Include prominent donation buttons and clear instructions to prevent supporters from getting frustrated or giving up.
5. Show appreciation. Never underestimate the impact of a heartfelt “thank you.” Whether it’s a personalized email, a social media shout-out, or a handwritten note, promptly acknowledging your donors’ generosity makes them feel valued and more likely to give again in the future.

These core principles may seem straightforward, but we’re constantly surprised by how often they’re overlooked in the rush to implement the latest fundraising tactic or technology.

The organizations and non-profits that consistently excel at online fundraising are rarely those with the flashiest campaigns or the biggest budgets—they’re the ones that execute these fundamentals with excellence and authenticity.

Getting Creative with Social Media

Social media has become an essential tool for any online fundraiser.

But with so much competition for attention, how can you make your campaign stand out?

Here are a few ideas:

1. Run a social media challenge, similar to the Ice Bucket Challenge. Develop a fun, easy activity that people can do to raise awareness and encourage donations.
2. Partner with influencers or celebrities who are passionate about your cause. Their endorsement can help you reach a whole new audience.
3. Create shareable graphics and videos that tell your story in a compelling way. The more engaging your content, the more likely people are to share it.
4. Use hashtags to increase your campaign’s discoverability. Craft a unique, catchy hashtag that supporters can use when posting about your fundraiser.

The key is to be creative and think outside the box.

With some imagination, you can transform social media into a powerful fundraising tool.

To maximize your social media presence, consider these tips:

Engage with Your Community

Social media is a two-way street.

Actively respond to comments, messages, and mentions to build relationships with your supporters.

Collaborate with Influencers

Partner with influencers whose values align with your mission to expand your reach.

This can be particularly effective for awareness campaigns or special fundraising events.

Use Social Media Advertising

While organic reach is important, paid advertising can significantly boost your visibility.

Most platforms offer non-profit discounts or ad credits, which can help stretch your budget.

Track and Analyze Performance

Regularly review your social media metrics to understand what’s working and what isn’t.

Use this data to refine your strategy over time.

Stay Up-to-Date

Social media is constantly evolving.

Keep up with new features and best practices to keep your strategy sharp.

This approach will help you build a powerful social media presence that boosts awareness, donations, and volunteer engagement for your cause.

Remember, consistency is key—stay active on your platforms to keep your audience engaged and informed about your mission.

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The Power of Storytelling

People are moved to give by stories, not just causes.

This isn’t just a nice theory—it’s backed by neuroscience.

When we hear stories, our brains release oxytocin, the “empathy hormone” that promotes connection and caring.

That’s why storytelling is crucial in fundraising.

1. Focus your campaign messaging on the human impact of your work.
2. Share real stories of those you’ve helped.
3. Paint a vivid picture of their struggles and how donations change lives.
4. Highlight specific individuals or offer behind-the-scenes looks at your team in action.

The more personal and relatable the story, the more it will resonate with potential donors.

We’ve seen the dramatic difference effective storytelling can make.

One environmental organization we worked with initially focused their fundraising appeals on statistics about habitat destruction.

They switched to telling the story of a specific family of endangered animals, complete with names and personalities, followed through their journey of survival.

Donation response rates increased signficantly with this simple shift in approach.

• Always maintain authenticity and respect.
• Use real photos and quotes, obtaining permission to share any personal details.
• Avoid exaggeration or manipulation—donors can sense when stories feel contrived, and this undermines trust.

The most effective stories are those that honestly portray both challenges and triumphs.

Developing your storytelling skill takes practice.

Many nonprofit professionals feel uncomfortable with this approach at first, preferring to stick with facts and statistics.

But learning to identify and craft compelling narratives is one of the most valuable skills you can develop as a fundraiser.

Parting Thoughts

Online fundraising is in a constant state of evolution. What worked brilliantly last year might fall flat today.

To keep donors engaged, organizations must stay ahead with creative peer-to-peer campaigns, virtual events, and savvy social media use.

Through all the technological changes, one thing remains constant: relationships are key.

Build genuine connections, share compelling stories, and express gratitude for every donation.

The technical platforms will change, but the human desire to make a difference and be appreciated for it remains constant.