Digital fundraising training

International Tibet Network
Asia meeting, 15 July 2018


Glyn Thomas

Twitter: @glynmthomas

What we'll cover today


2. Getting new people onto your email list through campaigns

4. Generating donations from email

1. Key principles of digital fundraising
including what doesn't work

3. Promoting your campaign

5. Thanking your donors

1. Key principles
of digital fundraising



Case studies

1. War on Want

2. Refugee Action


3. Liberty

All three have similar fundraising strategy

1. Bring new people to a campaign action

2. Engage them with interesting emails and other things to do

3. Convert to donor



All have the three parts of the funnel

1. Bring new people to a campaign action = prospecting

2. Engage them with interesting emails and other things to do = building trust

3. Convert to donor = fundraising


Every step in the process is crucial

My recipe for digital fundraising

1. Take part in campaign and join email list

2. Learn more about your organisation via email
and/or social media content

3. Do another campaign action/quiz/survey

4. Make a small first donation eg to a crowdfunder - small amount, very specific purpose

5. Stewardship - thank them, demonstrate made a difference

6. Become a member/regular donor - use all this knowledge you've gained to personalise the ask

What doesn't work


'Make something go viral'

Ask for money all the time

Not communicate with followers very often - and then when you do ask for money

2. Getting new people onto your email list
through campaigns




Mandie and Alison can help you set up a petition or campaign like this

Your logo

Your campaign

Your data

3. Promoting your campaign


Sharing petitions/campaigns

Facebook, Twitter, Email

WhatsApp, Messenger

Social media


Google ad grant

Google and Bing

Vouchers / Coupons for free advertising


eg. Environment

Organisations who might share or promote your campaign because it relates to their work or campaigns

4. Generating donations from email

Supporter journey

A range of content to build a relationship with supporters before asking for a donation

Why should someone donate?


Why should someone donate?

What's the benefit to them, and what's the benefit to the organisation?

What difference will it make?

What will you spend the money on?

Refugee Action

Every week, people seeking asylum come to us looking for help because they have nowhere else to turn. Right now, we’re able to help around 84 of them. Sadly, we can’t afford to help the others. You can help us change this: start a £3 monthly gift today.


What's your proposition?

Why should someone donate to your organisation?



top tips

1. Have some people ready to contribute before you go live.

2. As soon as you go live, ask those people to make their donation - so when new people come to the page, it will already have several donations on there.

3. Be really specific about why you need the money and what you will use it for.

4. Make a simple video on your phone with you or someone from your organisation talking for a minute about the project and why you need donations for it.


I signed up as a regular donor to 25 charities


2 charities sent
0 emails

3 charities sent
a welcome email -
then nothing

Charities that suggested other ways to get involved (non-financial)


5. Thanking your donors


Lisa Sargent

Donor retention specialist - how to thank people well

A valuable resource


Showcase of Fundraising Inspiration and Innovation



CRM systems

Salesforce -

CiviCRM -

Donorfy -


Thanks for listening!


Digital fundraising training

By Glyn Thomas

Digital fundraising training

international Tibet Network, July 2018

  • 177
Loading comments...

More from Glyn Thomas