Digital fundraising in the UK charity sector has evolved rapidly, with online giving becoming a critical component of charities’ fundraising strategies. As fundraising continues to shift, specifically in 2025, charities are embracing new technologies and methods to engage supporters and drive donations. The rise of AI, mobile-first platforms, and virtual events reshape how charities connect with donors, bringing challenges and offering immense opportunities.

In 2025, digital strategies will not just complement traditional fundraising methods, they will be at the forefront of charitable giving. Charities that effectively harness these tools and adapt to donor expectations will be positioned for success.

Effective digital fundraising strategies are essential for UK charities to thrive in an increasingly online and competitive world. By leveraging innovation and prioritising ethical practices, charities can build stronger connections with donors, increase their fundraising potential, and drive significant impact.

How Digital Giving is Growing in the UK

Digital fundraising has seen significant growth in the UK, and 2025 is expected to increase. In 2022, 26% of UK residents donated via websites or apps, up from 20% before the COVID-19 pandemic. By early 2023, 44% of the UK population had adopted online giving methods. The average direct donation increased from £32.25 to £41.37, reflecting growing confidence in digital platforms. In addition, 56% of people under 40 now donate online, underscoring the importance of targeting this demographic with digital strategies.

1. Digital Fundraising Trends in 2025 and Beyond

Some key trends are shaping the future of digital fundraising in the UK, as charities leverage technology to connect with donors:

AI-Powered Personalisation: By 2025, AI algorithms are expected to be widely adopted by UK charities to predict donor behaviour, segment audiences, and create targeted campaigns. AI-driven strategies will enable charities to predict high-value donors and customise communications to specific donor groups, increasing engagement and donations.
Mobile-First Approach: The rise of mobile giving has prompted charities to optimise their platforms for mobile donations. Features like one-click donation options, mobile-friendly event ticketing, and integration with popular mobile payment systems are becoming essential for successful digital fundraising in 2025.
Virtual and Hybrid Events: Following the pandemic, many UK charities have embraced virtual and hybrid event models. This approach combines in-person elements with online engagement, allowing for a wider reach. Live streaming, virtual events, and hybrid fundraising become popular as they offer broader audience participation.
Data-Driven Decision Making: Charities rely on data analytics to optimise their digital fundraising strategies. Tools for real-time reporting, donor journey mapping, and predictive analytics are helping organisations forecast fundraising outcomes and improve campaign performance.

2. Barriers to Digital Fundraising for UK Charities

While digital fundraising is growing, many UK charities continue to face obstacles in fully embracing digital technologies. Key challenges include:

Limited Digital Capabilities – A significant number of charities still rate their digital fundraising expertise as inadequate, highlighting the need for greater digital literacy and resources.
Integration with Traditional Methods – Many organisations struggle to blend digital approaches with existing fundraising strategies, leading to inefficiencies.
Donor Concerns – Issues around data privacy, ethical practices, and trust remain barriers to digital giving.
Regulatory Compliance – Charities must ensure they follow GDPR guidelines, maintain transparency, and communicate how funds are used to strengthen donor confidence.

Addressing these challenges will be crucial for charities looking to maximise the potential of digital fundraising in 2025 and beyond.

Winning Digital Fundraising Strategies for Your Charity

UK charities must adopt effective digital strategies to remain competitive and maximise fundraising potential. The following approaches can help organisations increase their online presence and drive donor engagement.

1. Optimising Online Donation Pages

A seamless online donation experience is crucial for encouraging contributions. Charities should focus on:

User-friendly donation pages – Simple, intuitive donation forms with minimal fields improve conversion rates. Clear calls to action (CTAs) and suggested donation amounts can also guide donors.
Mobile optimisation – A significant portion of donations comes from mobile users, making it essential for donation pages to be mobile-responsive, fast-loading and easy to navigate.
Multiple payment options – Giving different payment methods, such as credit/debit cards, Apple Pay, Google Pay, and direct bank transfers, ensure convenience for a wider audience.

2. Leveraging Social Media for Fundraising

Social media platforms offer helpful tools to reach and engage donors. UK charities should customise their strategies to different platforms:

Platform-specific strategies – Facebook fundraisers, Instagram donation stickers, and TikTok challenges can drive awareness and contributions. Each platform requires unique content formats, such as videos, stories or live streams.
Social media fundraising tools – Built-in donation features on platforms like Facebook and Instagram simplify the giving process while crowdfunding campaigns on JustGiving or LaunchGood expand reach.
Building and engaging online communities – Consistent interaction, responding to comments, and sharing donor impact stories build connections and encourage supporters to become long-term advocates.

3. Email Marketing Campaigns

Email remains a cost-effective and high-impact fundraising tool. To maximise engagement, charities should implement:

Personalisation techniques – Addressing donors by name and customising content based on donation history or interests increase engagement and response rates.
Storytelling in emails – Sharing real-life beneficiary stories and demonstrating impact creates emotional connections and motivates donors.
Automated email sequences for donor nurturing – Automated workflows, such as welcome series for new donors and follow-up messages for one-time givers, help maintain relationships and encourage repeat giving.

4. Content Marketing and SEO

Creating valuable content helps charities establish authority and attract new donors. Key tactics include:

Creating valuable, shareable content – Blog posts, case studies, and infographics educate and engage audiences while driving website traffic.
Long-form content strategy for authority building – In-depth guides, whitepapers, and research reports position charities as thought leaders and increase credibility.
Local SEO tactics for UK charities – Optimising Google Business Profile, using location-based keywords, and obtaining local backlinks to improve visibility in regional search results.

5. Virtual and Hybrid Events

With digital engagement on the rise, charities can expand their reach through virtual and hybrid events. Effective strategies include:

Types of virtual fundraising events – Webinars, live-streamed challenges, and virtual auctions provide interactive fundraising opportunities.
Tools and platforms for hosting online events – Platforms like Zoom, YouTube Live, and Facebook Live facilitate engagement, while fundraising software like JustGiving or LaunchGood streamlines donations.
Strategies for engaging remote participants – Encouraging real-time interaction through polls and Q&A sessions improve donor interest and event success.

When you implement these digital fundraising strategies, your charity can improve donor engagement, increase contributions, and build long-term sustainability in an increasingly online-driven space.

Innovative Tech in Digital Fundraising

As technology evolves, new tools and platforms reshape the way UK charities approach digital fundraising. Embracing these emerging technologies allows charities to stay ahead of the curve and improve their fundraising strategies.

1. AI and Machine Learning for Donor Analysis

Artificial Intelligence (AI) and machine learning (ML) are revolutionising the way charities understand and engage their donors:

Donor segmentation – AI algorithms can analyse donor data, helping charities segment their audience based on giving patterns, interests, and demographics. This allows for more targeted campaigns and improved fundraising outcomes.
Predictive analytics – Machine learning models can predict donor behaviour, such as when a donor is likely to give again or the amount they might contribute. This helps charities optimise outreach and increase donations.
Personalised donor journeys – AI can help charities create customised communication and fundraising experiences by analysing past interactions, improving donor retention and lifetime value.

2. Blockchain for Transparent Donations

Blockchain technology can significantly improve donation transparency for charities by offering secure, traceable, and immutable records of transactions. Here’s how it works:

a) Transparent Donation Tracking

Blockchain allows charities to track donations from start to finish. Donors can see exactly where their money goes and how it is spent, providing real-time visibility into the donation process. The information is stored in a public ledger that cannot be altered, ensuring that funds are used as intended.

b) Reducing Fraud

Since blockchain records are decentralised and encrypted, they provide a high level of security and prevent fraud. Once a donation is made, it is securely stored on the blockchain, and no one can tamper with it. This reduces the risk of funds being misappropriated or lost, helping charities build trust with their supporters.

c) Smart Contracts for Automatic Fund Distribution

Smart contracts are self-executing agreements stored on the blockchain. For charities, this means funds can be automatically directed to specific projects or causes without the need for intermediaries. This reduces admin costs and ensures donations are used as promised.

Why is this Important for Charities?

Building Trust: Blockchain’s transparency and security help charities demonstrate their commitment to using donations responsibly. This builds confidence with donors and encourages ongoing support.
Reducing Costs: By eliminating intermediaries, blockchain can lower the costs of managing donations, ensuring more funds go directly to the charity’s cause.
Encouraging Donations: With the reassurance of transparency and security, more donors are likely to contribute, especially those who are wary of where their money might go.

3. Virtual and Augmented Reality Experiences

Virtual and augmented reality (VR/AR) are giving charities unique ways to engage donors and create immersive experiences:

Immersive donor experiences – VR allows charities to take donors on virtual tours of projects, such as visiting communities impacted by a disaster or viewing the effects of their donations in real-time. This personal connection can improve emotional engagement and lead to increased support.
AR-improved fundraising – Augmented reality can be used to gamify fundraising events, such as interactive AR scavenger hunts or virtual donation booths at physical events. These experiences engage younger audiences and drive participation.
Virtual reality events – Hosting VR events, where donors can interact with beneficiaries and staff members in virtual settings, provides an innovative and engaging way to bring people together from all over the world.

Charities can streamline their operations and offer more engaging, transparent, and impactful experiences by adopting these emerging technologies.

Making Data-Driven Decisions in Fundraising

Data-driven decision-making is essential for charities to optimise their digital fundraising strategies. By leveraging data, charities can make informed choices, measure campaign performance, and increase their impact. Here are key components for using data effectively in digital fundraising:

1. Digital Fundraising KPIs

To assess the success of digital fundraising efforts, charities need to track specific key performance indicators (KPIs). These indicators provide insights into how well campaigns are performing and highlight areas for improvement. Common KPIs include:

Conversion Rates: The percentage of visitors who complete a donation after engaging with a campaign or donation page.
Average Donation Value: The average amount donated by supporters, which helps charities evaluate the success of their donation strategies.
Donor Retention Rate: The percentage of donors who continue contributing over time, reflecting how well charities nurture long-term relationships.
Engagement Rates: Metrics such as social media shares, likes, comments, and email open rates show how engaged the audience is with content.
Cost Per Acquisition (CPA): The cost of acquiring a new donor through digital marketing efforts. Tracking CPA ensures that charities are spending efficiently.

By monitoring these KPIs, charities can identify what’s working and what isn’t, and adjust their strategies accordingly to improve overall fundraising outcomes.

2. Analytics Tools for Charities

Several analytics tools help charities gather actionable data from their digital fundraising efforts. These tools track campaign performance, monitor website traffic, and provide insights into donor behaviour. Popular tools include:

Google Analytics: Offers detailed data on website traffic, user behaviour, and conversion rates, helping charities optimise their online presence.
Facebook Insights: Provides information on how campaigns perform on Facebook, such as engagement rates, reach and audience demographics.
MailerLite (or similar platforms): Tracks email campaign performance, including open rates, click-through rates and donor engagement.
Donor Management Systems (DMS): Specialised software for tracking donor activity, segmenting donor lists, and managing relationships, ensuring that charities stay connected with supporters.

You can use these tools to gather data, informing short-term changes and long-term strategic planning.

3. Using Data to Improve Campaign Success

Once data is collected, charities must use it to improve their digital fundraising campaigns. Here are a few ways to do this:

Personalisation: Data helps charities understand donor preferences and behaviours, allowing them to personalise communication and customise campaigns to specific audience segments. For example, sending targeted emails based on past donations can increase engagement and encourage further contributions.
Optimisation: Using A/B testing and performance tracking, charities can refine donation pages, social media ads, and email content to maximise conversion rates. Small changes based on data, like adjusting the donation button colour or simplifying the donation process, can lead to better results.
Predictive Analytics: By analysing historical data, charities can predict future trends, such as potential donors who may give at a higher level or campaign strategies that produce better returns. This allows charities to be proactive in their fundraising efforts.
Improving Donor Stewardship: Data-driven insights can help charities build stronger relationships with donors by identifying engagement patterns and showing appreciation in significant ways. For example, recognising donors’ milestones or sending personalised thank-you messages can strengthen loyalty and increase retention rates.

Charities can constantly improve their digital fundraising efforts, adapt to changing trends, and ensure their campaigns are as effective as possible by making data central to their strategy.

Building Credibility and Trust Online

Trust and transparency are foundational for successful digital fundraising. Donors want to feel confident that their contributions are being used effectively and that their personal data is secure. Charities must prioritise these elements to build lasting relationships with their supporters. Here are key strategies for encouraging trust and transparency in the online fundraising space:

1. Communicating Impact Through Digital Channels

Clear and consistent communication about how donations are being used is essential for building trust. Charities must demonstrate the direct impact of donors’ contributions to show that their support is making a difference. Here are some effective ways to communicate impact online:

Real-Time Updates: Use social media, email newsletters, and websites to provide regular updates on fundraising goals, project progress and the outcomes achieved. For example, sharing success stories, images, and videos of the programmes funded by donations can illustrate the tangible impact of donors’ contributions.
Visual Storytelling: Infographics, videos and case studies can be powerful tools to convey how funds are being used. A well-crafted video highlighting a specific project or beneficiary can humanise the cause and help potential donors connect emotionally with the charity’s mission.
Progress Bar for Campaigns: Including a visible donation progress bar on fundraising pages encourages donors to see how close the campaign is to meeting its goal. This transparency can motivate others to contribute, knowing they’re part of a collective effort.

Transparency about the allocation of funds and the results of donations will reassure donors and encourage constant engagement.

2. Cybersecurity and Data Protection Measures

In the digital age, protecting donor data is a priority. Breaches in data security or misuse of personal information can damage a charity’s reputation and erode trust. Charities need to implement robust cybersecurity measures and communicate their data protection practices:

Compliant with GDPR: Charities must comply with data protection regulations, such as the General Data Protection Regulation (GDPR). This includes obtaining consent from donors for how their data will be used, ensuring that personal information is securely stored, and offering options for individuals to easily access or delete their data.
SSL Encryption on Donation Pages: Secure Socket Layer (SSL) encryption ensures that donations made on the charity’s website are processed securely. Displaying SSL certificates reassures donors that their financial information is protected during transactions.
Regular Audits and Security Measures: Charities should conduct regular security audits to ensure their digital systems and platforms are up to date. Implementing multi-factor authentication (MFA) for donor accounts and staff access can add an extra layer of protection.
Data Breach Protocols: In the unfortunate event of a data breach, charities must have a defined protocol in place for notifying affected individuals and taking helpful action. Transparency about how such incidents are handled can reinforce trust.

By prioritising cybersecurity and being transparent about data protection practices, charities can ensure donors feel secure in online giving.

3. Ethical Practices in Digital Fundraising

Donors expect charities to uphold high ethical standards in their fundraising activities. This includes how campaigns are designed, how funds are allocated, and how personal data is managed. Adopting ethical practices helps maintain donor trust and prevents negative publicity. Key practices include:

Defined and Transparent Fundraising Campaigns: Charities should avoid misleading donors about how their money will be used. Campaigns must be transparent about fundraising goals, timelines, and how funds will be allocated. For example, if a campaign is specifically for a specific project or programme, this should be clearly stated to avoid confusion or false expectations.
Avoiding Pressure Tactics: Charities should respect donors’ autonomy and avoid aggressive solicitation tactics that could cause discomfort. Offering multiple ways to contribute, such as through small, recurring donations, ensures that supporters can give at their own pace and capacity.
Third-Party Partnerships: When collaborating with third parties for fundraising or marketing purposes, charities should ensure that these partners align with their values and ethical standards. Donors may question the charity’s credibility if it partners with businesses or influencers whose practices are questionable or incompatible with its mission.
Transparency in Fund Allocation: Charities should distinctly outline how donations will be spent and provide regular financial reports or breakdowns on fundraising pages or in annual reports. This includes showing the percentage of funds spent on programmes versus admin costs to ensure donors know how their contributions are making a direct impact.

Your charity can build trust and promote long-term donor relationships based on respect, transparency and integrity by adopting and following ethical standards in digital fundraising.

Overcoming Obstacles in Digital Fundraising

While digital fundraising gives immense opportunities for charities, it also presents challenges that organisations must address to succeed. Limited resources, skill gaps and competition in the digital space can hinder fundraising efforts. However, by implementing strategic approaches, charities can navigate these obstacles and optimise their digital fundraising efforts.

1. Managing Limited Resources and Budgets

Many charities operate on tight budgets, making investing in advanced digital tools or hiring dedicated fundraising specialists difficult. However, digital fundraising doesn’t always require a large financial investment. Here are some cost-effective strategies:

Use Free and Low-Cost Digital Tools: Platforms like Canva for design, MailerLite for email marketing, and Google Analytics for tracking website performance offer free or affordable plans for charities. Also, social media platforms provide built-in fundraising tools that can be leveraged at no extra cost.
Leverage Google Ad Grants: Google provides eligible charities with up to £7,500 ($10,000) per month in free advertising through Google Ads, allowing organisations to reach a wider audience without spending on paid promotions.
Automate and Streamline Processes: Automation tools can reduce manual workload and improve efficiency. For example, automated email sequences can nurture donor relationships without requiring constant manual input.
Focus on Recurring Donations: Encouraging regular monthly giving helps create a predictable income stream, reducing the pressure of one-off fundraising campaigns.
Partner with Volunteers and Pro Bono Experts: Engaging skilled volunteers or looking for pro bono support from digital marketing professionals can help fill gaps in expertise without additional financial strain.

Your charity can overcome financial barriers while maintaining strong digital fundraising efforts by prioritising cost-effective digital strategies.

2. Skill Gaps in Digital Marketing

Not all charities have in-house expertise in digital fundraising, leading to difficulties in implementing and optimising online campaigns. However, there are ways to upskill teams and leverage external support:

Invest in Training and Development: Online courses, webinars, and workshops on digital marketing, social media strategy, and fundraising best practices can help staff and volunteers gain essential skills. Many organisations, such as the Small Charities Coalition and the Charity Digital Skills Report, provide free or affordable training opportunities.
Join Charity Networks and Communities: Engaging with charity sector groups, both online and offline, can provide access to knowledge-sharing, best practices, and charity mentorship from experienced professionals.
Outsource Where Necessary: If internal resources are limited, outsourcing specific tasks such as website development, social media management, or SEO optimisation can be a cost-effective way to boost digital fundraising efforts. Freelancers, agencies, or charity-focused consultants can provide customised support.
Utilise AI and Automation: AI-powered tools can simplify marketing efforts, such as automating email responses, generating social media content ideas, and analysing donor behaviour trends without requiring advanced technical expertise.

By embracing continuous learning and seeking external expertise, charities can bridge the digital skills gap and improve their fundraising efforts.

3. Standing Out in the Digital Fundraising Crowd

With so many charities competing for attention online, it can be challenging to capture donors’ interest and inspire action. To stand out, charities must focus on storytelling, engagement and a unique value proposition:

Develop a Strong Brand Identity: A consistent visual identity, messaging, and tone of voice help charities establish recognition and trust among potential donors.
Use Powerful Storytelling: Emotional and relatable stories highlighting actual beneficiaries and the difference donations make can significantly increase engagement. Video content, case studies and testimonials are particularly effective in digital fundraising.
Leverage Social Proof: Sharing testimonials, success stories, and donor acknowledgements reinforces credibility and encourages others to contribute.
Engage with Supporters Regularly: Responding to comments, asking questions, and running interactive campaigns (such as polls, live Q&As or fundraising challenges) to help keep audiences engaged.
Optimise for SEO and Visibility: Implementing search engine optimisation (SEO) tactics ensures that the charity’s website and campaigns appear in search results when potential donors look for causes to support. Using relevant keywords, publishing informative blog posts, and securing backlinks from reputable sites all contribute to higher visibility.
Leverage Influencers and Ambassadors: Partnering with influencers, celebrities or passionate supporters who align with the charity’s mission can extend reach and credibility.

If you craft compelling narratives, engage with audiences, and employ smart marketing tactics, you can differentiate your charity and attract more supporters in a competitive digital landscape.

What’s Next for Digital Fundraising in the UK

Digital fundraising constantly evolves, and UK charities must stay ahead of emerging trends to maximise their impact. As technology advances and donor behaviours shift, organisations need to adapt their strategies to remain effective. Below are key predictions for the future of digital fundraising and how charities can prepare for upcoming innovations.

1. Predictions for 2026 and Beyond

a) Increased Use of AI and Automation

AI-powered chatbots, predictive analytics and automated donor engagement tools will become more sophisticated, allowing charities to personalise communication, forecast donor behaviour and streamline fundraising efforts with minimal manual input.

b) Rise of Contactless and Digital Wallet Donations

With cash transactions declining, digital wallets (such as Apple Pay and Google Pay) and contactless giving stations will become more prevalent, making donations faster and more convenient for supporters.

c) Growth of Peer-to-Peer and Influencer Fundraising

Social media influencers and community-driven fundraising campaigns will play an even greater role, with charities leveraging personal networks to expand their reach and encourage grassroots engagement.

d) Expansion of Immersive Giving Experiences

Virtual and augmented reality (VR/AR) will offer donors immersive experiences that showcase the impact of their contributions, helping charities create more engaging storytelling opportunities.

e) Greater Emphasis on Data Privacy and Cybersecurity

With growing concerns over data protection, charities must strengthen their cybersecurity measures and ensure compliance with evolving regulations to maintain donor trust.

f) Integration of Blockchain for Transparency

Blockchain technology could become more widely adopted for tracking and verifying donations, offering donors greater transparency and accountability in how their contributions are used.

2. Getting Ready for Digital Fundraising Innovations

a) Invest in Digital Skills Development

Upskilling staff and volunteers in areas like AI, data analytics and digital marketing will be essential for staying competitive in the evolving fundraising space.

b) Adopt Agile and Scalable Technologies

Charities should embrace flexible digital tools and platforms that adapt to emerging trends, ensuring long-term sustainability and efficiency.

c) Increase Donor Engagement Strategies

Building deeper relationships with donors through personalised experiences, interactive content and deep engagement will be critical to retaining supporters in an increasingly digital world.

d) Monitor and Adapt to Regulatory Changes

Staying informed about data protection laws, fundraising regulations, and ethical practices will help charities navigate the evolving legal requirements while maintaining donor confidence.

e) Experiment with Emerging Fundraising Methods

Testing new approaches such as AI-driven donor outreach, cryptocurrency donations or hybrid fundraising models will enable charities to innovate and discover what resonates most with their supporters.

UK charities can position themselves for long-term success, ensuring they engage donors effectively and drive positive impact in the years ahead by proactively embracing digital innovations and preparing for future trends.

My Final Thoughts

Digital fundraising has transformed how UK charities connect with supporters, raise funds, and drive impact. The shift towards online giving is accelerating, and those who embrace digital strategies will be better positioned for long-term success. From optimising donation platforms to leveraging social media, data, and emerging technologies, charities must constantly adapt to stay relevant in an increasingly digital space.

While challenges like limited resources, skill gaps, and donor trust remain, they can be addressed through strategic planning, transparency, and digital tools. The future of fundraising is digital, and the time to act is now.

If your charity needs guidance on building an effective digital fundraising strategy, book a free consultation today and take the next step toward sustainable growth.