Digital Fundraising & Donor Engagement in 2025: Trends, Tactics & Tools for Charities and CICs
- Third Sector Experts International
- Oct 21
- 5 min read
Digital fundraising isn’t just an add-on anymore; it’s the backbone of modern charity income generation.
The pandemic accelerated the shift online, but the pace of innovation hasn’t slowed since. As we enter 2025, the charities and CICs that thrive are those that treat digital as a core strategy, not a side project.
At Third Sector Experts International, we’ve worked with hundreds of UK-based charities from small grassroots groups to large international organisations to help them build sustainable, digital-first fundraising strategies.
Here’s what’s changing in 2025, what’s working, and how you can futureproof your donor engagement strategy.
The Digital Landscape in 2025
Technology and donor behaviour continue to evolve rapidly. Charities that adapt early will win trust and support; those that don’t risk becoming invisible.
1. Donors Expect Personalisation
Supporters no longer respond to one-size-fits-all appeals. AI-powered fundraising platforms, email automation, and CRM integrations (like HubSpot or Donorfy) now allow charities to segment audiences and send personalised messages based on donor interests, giving history, or engagement level.
Example: Instead of a general “Donate Now” button, targeted emails might say:
“Your support helped fund three water wells in Malawi last year. Would you like to help us reach five this year?”
Personalisation turns one-time donors into lifelong advocates.
2. Mobile Giving Is the New Normal
More than 70% of donations now come via mobile devices. This means your website, donation page, and campaigns must be mobile-optimised, fast-loading, accessible, and secure.
Payment options like Apple Pay, Google Pay, and Stripe Checkout make donating frictionless. Platforms such as Enthuse, JustGiving, and Givebutter continue to evolve, integrating social proof and recurring giving prompts seamlessly.
3. Social Media Fundraising Is Growing, but Changing
Facebook and Instagram donation tools remain valuable, but TikTok, LinkedIn, and YouTube are now serious fundraising channels.
TikTok helps reach younger donors through storytelling and authenticity.
LinkedIn has become a hub for professional and corporate giving.
YouTube (especially Shorts) is being used by UK charities for video-driven impact stories.
The key? Authenticity. Highly polished content can feel corporate; raw, honest, human stories perform better.
4. Trust and Transparency Matter More Than Ever
In a crowded digital space, trust is your currency. Donors are becoming more discerning, especially younger audiences, and expect to see:
Transparent use of funds (“Where does my £10 go?”)
Regular updates on impact
Real voices from the field, not stock images
Digital storytelling, supported by honest reporting, helps maintain credibility, particularly for charities working internationally.
Emerging Trends to Watch in 2025
1. Artificial Intelligence (AI) in Fundraising
AI tools can now:
Write donor emails that reflect your charity’s tone of voice.
Predict which supporters are most likely to give again.
Analyse campaign performance to optimise ROI.
Used responsibly, AI can save time and improve donor engagement, but transparency and the ethical use of data are essential under the GDPR.
2. Subscription and Membership Giving
Recurring donations continue to outperform one-off campaigns. Charities are packaging recurring giving as “memberships”, offering donors exclusive updates, behind-the-scenes content, or digital events.
Think: Netflix-style philanthropy, small, regular contributions with ongoing emotional connection.
3. Hybrid Events and Virtual Experiences
Even as in-person fundraising returns, digital engagement remains vital. Webinars, online challenges, virtual marathons, and hybrid gala events help engage both local and international supporters.
These formats also reduce costs and carbon footprint, aligning with the growing donor preference for sustainable operations.
4. Gamification and Peer-to-Peer Fundraising
Gamified campaigns encourage healthy competition and community participation. Whether it’s leader boards, badges, or milestone rewards, these techniques boost motivation and sharing.
Peer-to-peer fundraising (supporters raising money on your behalf) remains one of the most effective strategies, especially when supported by social media.
The Donor Journey in 2025: Awareness to Advocacy
Understanding your donor’s journey is the key to digital fundraising success. At Third Sector Experts International, we break this down into five stages:
1. Awareness
The moment someone discovers your cause, through social media, search engines, or partnerships.→ Focus on storytelling, clear branding, and search visibility.
2. Interest
They visit your website or engage with your content.→ Offer free resources (e.g., “How You Can Help” guides, newsletters).
3. Consideration
They’re deciding whether to donate or volunteer.→ Use testimonials, transparent financials, and video impact stories.
4. Action
The point of donation.→ Make it simple, mobile-friendly, and emotionally driven.
5. Advocacy
The donor becomes a champion for your cause.→ Thank them personally, share updates, and invite them to events or ambassador roles.
When every stage is intentional, conversion rates increase, and retention follows.
Building a Digital Fundraising Strategy That Works
Audit Your Current Position: Review your website, CRM, and social media. Are they aligned, up to date, and GDPR compliant?
Set SMART Goals: Define specific, measurable fundraising targets (e.g., “Increase online donations by 25% within 12 months”).
Create Multi-Channel Campaigns: Integrate email, social, and paid ads. Consistency across channels builds brand recall.
Invest in Data: Use tools like Google Analytics, Meta Insights, or HubSpot to track donor journeys and campaign performance.
Prioritise Donor Retention: It’s cheaper to retain a donor than to find a new one. Send thank-you messages, updates, and renewal reminders automatically.
Train Your Team: Digital fundraising requires skill. Ensure staff or volunteers understand compliance, data management, and storytelling.
Review Regularly: Schedule quarterly reviews to assess ROI, donor engagement, and campaign performance.
International Operations: Unique Opportunities and Risks
For UK charities working overseas, digital fundraising offers incredible potential but added responsibility.
Opportunities
Access to global audiences through online platforms.
Ability to share real-time updates from field partners.
Lower campaign costs through social media reach.
Risks
Cross-border payment compliance and anti-money-laundering (AML) checks.
Miscommunication or reputational risks if overseas stories are misrepresented.
Data protection when transferring donor or beneficiary information internationally.
At Third Sector Experts International, we help ensure your international digital fundraising remains both compliant and compelling.
Case Example: Turning Online Visibility into Income
A small UK charity supporting education projects in Pakistan came to Third Sector Experts International with strong local engagement but limited online income.
We helped them:
Redesign their donation journey for mobile users.
Introduce automated thank-you emails and quarterly impact updates.
Train staff to use Canva effectively.
Within four months, they saw:
· A 60% increase in online donations
· 3,200 new social followers
· Positive engagement from corporate partners
Digital transformation doesn’t require a big budget, just a smart, consistent strategy.
How Third Sector Experts International Can Help
We work with charities and CICs to design, launch, and optimise digital fundraising strategies that deliver results. Our services include:
· Digital fundraising audits and strategy development
· Website and donation page reviews
· CRM setup and donor segmentation support
· Training on AI tools, automation, and storytelling
· Campaign management and ROI tracking
Whether you’re just starting or scaling up, we’ll help you build a future-proof digital presence that drives income and deepens donor loyalty.
Final Thoughts
Digital fundraising in 2025 is about connection, not just conversion. It’s about showing donors, wherever they are in the world, that their contribution has real, measurable impact.
When you combine strong storytelling, transparent reporting, and the right tools, your digital strategy becomes a force for growth and trust.
So, if your online giving hasn’t evolved in the last year, now’s the time to change that.
Download our Digital Fundraising Audit Checklist
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