How UK Charities Can Improve Online Fundraising

Digital fundraising has become essential for UK charities. With more donors preferring to give online - particularly via mobile - charities that invest in their digital presence can reach more supporters, reduce acquisition costs, and build sustainable income streams.

Here are practical strategies that work for charities of all sizes.

1. Make Giving Mobile-Friendly

Over 60% of charity website traffic in the UK now comes from mobile devices. If your donation process isn't optimised for smaller screens, you're losing potential supporters at the critical moment.

• Ensure donation forms load quickly and display properly on phones
• Minimise the number of fields - name, email, amount, and payment details are usually sufficient
• Consider listing your charity on mobile giving platforms like OneDonate, where supporters can donate in a few taps

2. Enable Recurring Donations

One-off donations are valuable, but recurring giving provides predictable, sustainable income. Make it easy for supporters to set up monthly donations:

• Offer clear recurring options (weekly, monthly, quarterly)
• Suggest modest default amounts - £3, £5, or £10 per month
• Communicate the cumulative impact: "£5 a month is £60 a year"

3. Always Offer Gift Aid

Gift Aid increases every eligible donation by 25% at no cost to the donor. Yet many charities still miss out because the Gift Aid declaration isn't prominently offered during the donation process.

• Include a clear Gift Aid checkbox on every donation form
• Explain the benefit in plain English: "Tick this box and your £10 becomes £12.50"
• Use platforms that handle Gift Aid declarations automatically

4. Tell Your Story Clearly

Donors give to causes they understand and trust. Your website, social media, and campaign pages should clearly communicate:

• What your charity does and who it helps
• How donations are used - be specific and honest
• Real examples of impact (without exaggeration)

5. Use Social Media Strategically

Social media is powerful for awareness, but converting followers into donors requires a clear strategy:

• Share stories that show impact, not just ask for money
• Include direct links to your donation page in posts
• Run time-limited campaigns with clear goals and updates
• Thank donors publicly (with their permission) to encourage others

6. Be Transparent About Fees

Donors increasingly expect transparency. Be upfront about how much of their donation reaches the cause. Platforms like OneDonate display fees clearly and give donors the option to cover platform costs - so charities can receive 100% of the intended donation.

Key Takeaways

• Prioritise mobile-friendly donation experiences
• Offer and promote recurring giving options
• Never miss an opportunity to offer Gift Aid
• Communicate impact honestly and specifically
• Be transparent about fees and how donations are used