19 online fundraising ideas designed to draw attention

Online fundraising is inherently flexible, convenient, and cost-effective, but that doesn’t mean you should repeat the same digital campaigns year after year. As technology constantly changes the way nonprofits raise funds, you need strategies that keep up with both technological trends and diverse supporter preferences.

That’s where this guide comes in. Let’s dig into why online fundraising is so crucial, then explore fresh fundraising ideas to spark your creativity and raise more money. 

What is online fundraising?

Online fundraising encompasses any methods nonprofits use to raise money for their missions via the internet. Also known as virtual or digital fundraising, this type of fundraising includes everything from mobile giving and peer-to-peer campaigns to livestreamed virtual galas and more. 

What do you need to effectively fundraise online?

To run online fundraisers with ease, you’ll need the following key elements:

• A well-designed central website with accompanying campaign pages or microsites to attract donors
• A robust online donation page with flexible giving options, PCI-compliant payment processing, and accessibility baked into the donation process
• Online fundraising software to support and organize your fundraising efforts
• A comprehensive CRM to track incoming donor data, analyze campaign results, and manage donor relations
• Donor engagement strategies to capture supporters’ attention and keep engagement high

With these essentials, you can take practically any traditional in-person event or campaign online and reach more people than ever before.

Benefits of digital fundraising

Online fundraising is popular among nonprofits worldwide because it’s flexible, easy, and secure. By leveraging the power of online tactics, nonprofits and other groups can expand their reach, reduce costs, and enhance donor engagement.

Here are just some of the core benefits for your nonprofit:

• Cost-effective: Compared to traditional in-person fundraisers, digital fundraising significantly reduces overhead costs. You’ll minimize expenses associated with venue rentals, catering, printed materials, and staffing. Instead, your main expense will be investing in online fundraising software, which will pay off in dividends as you leverage it to run seamless fundraisers again and again.
• Increased reach: The most obvious benefit of online fundraising is the ability to connect with donors beyond your immediate community. This expanded reach not only increases your revenue potential but also ultimately amplifies your mission and community impact.
• Convenience for donors: Online platforms make giving quick, easy, and accessible, helping you maximize your donation potential. With just a few clicks, individuals can contribute anytime, anywhere, using their preferred payment method.
• Improved personalization: Online fundraising tools help organizations segment their audiences and tailor solicitations to each supporter, rather than delivering a general ask and hoping it lands.
• Real-time progress tracking: Digital fundraising also makes it much easier to accurately track donations in real time. You can monitor pledges and major gifts as they come in and immediately communicate the impact of donors’ contributions.

Beyond these benefits, online fundraising is expected by donors, meaning you must have robust online giving capabilities and a simplified donation process to meet their expectations.

19 best online fundraising ideas

1. Online donation pages

A user-friendly, secure online donation page is the cornerstone of any successful digital fundraising strategy. This is where potential donors will interact with your nonprofit and make their contributions, so a positive and seamless giving experience is crucial.

Your donation page should be easy to navigate, with clear and compelling calls to action that guide visitors through the donation process. Minimize any unnecessary steps or distractions that could dissuade donors from completing their gift. 

2. Online auctions

When you picture an auction, you might think of a fast-talking auctioneer and crowds of people lifting up paddles in a bidding war. However, that’s not the only option! You can easily capture the energy of this lively event completely online. Advances in fundraising software have empowered nonprofits to seamlessly host auctions online through intuitive features like:

• Livestreaming technology
• Mobile bidding
• Item management
• Outbid notifications
• Automated check-in and out processes

Running an online auction is oftentimes easier than organizing an in-person event and can save your nonprofit a lot of money in the long run. For a fraction of the cost, you can generate excitement and friendly competition, encouraging higher bids and maximizing your fundraising potential. 

Some of the most popular auction prizes include unique artwork, vacation packages, gift certificates, and exclusive experiences. The key is to tailor items to your specific donor base and use the right auction technology.

3. Fundraising galas

Fundraising galas don’t only exist in lavish ballrooms. Virtual galas are a sophisticated fundraising idea to better connect with your supporters, provide entertainment, and raise funds, all from the comfort of their own homes. 

These online events can replicate many elements of a traditional gala, including entertainment, guest speakers, and networking opportunities, with the added benefit of broader accessibility and lower overhead costs. With online fundraising tools, you can easily host an online gala that will be just as engaging, satisfying, and unforgettable as a live event. You can even encourage remote attendees to dress up to fully immerse guests in the event.

4. Peer-to-peer fundraisers

Peer-to-peer (or P2P) fundraising empowers your supporters to become advocates for your cause and raise money on your behalf. This approach leverages the personal networks of your existing donors to expand your reach and tap into new funding sources. Supporters just create personal fundraising pages for your nonprofit, then share them to raise funds.

These fundraisers offer plenty of flexibility, too. P2P campaigns are particularly effective for special events like walks or runs, where individuals are motivated to rally their friends and family to support a cause they care about. Team-based fundraising competitions are also an excellent way to unite your community around your cause and put a fun twist on a classic fundraiser.

No matter the specifics, you’ll need P2P fundraising tools to simplify participation. Choose a solution that fits into your budget and provides essential features like personalized fundraising pages and built-in gamification.

5. Ambassador fundraising

Ambassador campaigns are a form of peer-to-peer fundraising that mobilizes your most well-connected supporters and leverages their vast personal networks to expand your reach.

To get started with ambassador fundraising, simply:

• Recruit well-connected supporters and influencers among your board members, major donors, volunteers, and sponsor connections.
• Give your ambassadors the training they need to set up their own personal fundraising pages using your peer-to-peer fundraising software.
• Motivate ambassadors by awarding the top fundraisers with a prize, such as branded merchandise or a shout-out on your social media.

Be sure to thank your ambassadors often during and after the campaign to establish strong partnerships and retain their support long-term.

6. Text-to-give campaigns

Text-to-give allows donors to quickly give via their mobile devices, making it the perfect online fundraising idea to add to your digital toolkit. With text-to-give software, you can link a keyword to your text fundraising campaign, and individuals can text that keyword to make a donation with their credit/debit card or digital wallet. 

This method simplifies the donation process by allowing individuals to conveniently make a gift with a single text. Just be sure to clearly communicate your nonprofit’s keyword, short code phone number, and how to opt in or out.

7. Crowdfunding campaigns

This idea involves creating a central campaign page and inviting a large pool of donors to contribute to your cause. Crowdfunding platforms allow you to tell your story, showcase your project, and solicit donations from a broad audience. Crowdfunding can be particularly effective for time-bound campaigns with a clear fundraising goal, such as an emergency fundraiser. 

Make sure you have a strong marketing plan in place to bring as many donors as possible to your campaign page. Unlike peer-to-peer fundraising, where supporters market their personal campaign pages, your organization’s team will bear most of the responsibility for promoting your crowdfunding campaign. Try using multichannel marketing strategies that will appeal to your target donor base.

8. Charity raffles

Charity raffles offer a simple yet effective way to raise funds by allowing participants to purchase tickets for a chance to win a prize. These events generate excitement and encourage widespread participation, as the low cost of entry makes them accessible to a broad audience. 

Online raffles eliminate the need for physical tickets and streamline the process of purchasing and tracking entries. Offer a range of raffle prizes, from gift baskets and electronics to once-in-a-lifetime experiences, tailoring them to your donor base and available resources.

9. Social media contests

Social media contests and challenges are excellent tools for boosting engagement and driving donations. Not only do these campaigns capture the attention of your followers, but they also increase brand visibility and generate excitement around your cause. 

Offering enticing prizes or rewards can motivate people to participate and share your content, expanding your reach to a wider audience. For maximum impact, carefully plan your contest timeline, leverage relevant hashtags, and clearly communicate the rules and how to make donations. For example, a children’s literacy organization could run a read-a-thon contest on Instagram and use the hashtag #ReadForTheFuture.

10. GivingTuesday and giving day campaigns

GivingTuesday is a global day of giving that takes place on the Tuesday after Thanksgiving. Your nonprofit can harness the collective generosity of this day by creating dedicated GivingTuesday campaigns that inspire support and raise awareness for your cause. 

However, did you know you can also create your own buzzworthy giving day, all about your mission and community? Create an exciting 24-hour giving challenge and use a combination of social media, email, peer-to-peer fundraising, and livestreamed announcements and appeals to promote it. Give it a memorable hashtag and encourage tons of online engagement to keep the donations flowing in.

11. Corporate partnerships

Collaborating with businesses can be a mutually beneficial way to secure sponsorships and matching gifts, expand your fundraising reach, and build valuable relationships. 

Many companies are eager to partner with nonprofits whose missions align with their corporate values, offering financial support in exchange for brand enhancement. Corporate support can range from event sponsorships and program grants to specialized matching gift programs.

12. Matching gifts

Matching gift programs are a great opportunity to double or even triple individual donations to your nonprofit (and it’s largely untapped — an estimated $4-7 billion in available matching gift funding goes unclaimed each year). Many companies encourage employee giving by matching their contributions to eligible nonprofits, effectively amplifying the impact of their generosity.  

Promoting matching gift programs is crucial to maximizing this funding source. To secure matching gifts, provide easy access to information about matching gift eligibility on your website and through dedicated matching gift databases. This is an easy way to boost revenue year-round and help donors play a more rewarding role in your nonprofit’s journey.

13. Virtual walk-a-thon

Walk-a-thons can easily become online fundraisers. Use peer-to-peer fundraising software to let participants set up donation pages and ask for pledges online. These pledges could be based on the hours or miles they walk.

On the big day, everyone might walk separately on their own time and log their distances, or you could go for a hybrid option and gather a group to walk and celebrate together in person. Either way, end your event by highlighting your supporters’ accomplishments and thanking them for their hard work.

14. eCard campaigns

eCard campaigns offer a unique and engaging way to connect with donors and encourage giving. Essentially, eCard programs allow supporters to support your organization while sending personalized digital cards to friends and family for various occasions, such as birthdays, holidays, or thank-yous. 

Don’t forget to thank donors for their participation and share stories about the impact of their contributions, which can empower them to become advocates.

15. Online merchandise sales

This online fundraising idea is another easy way to generate year-round revenue. Create custom merch featuring your organization’s logo or other relevant designs and sell it online, either on your own website or using a third-party service. Get creative to come up with the right offerings for your audience. T-shirts, hats, mugs, tote bags, and more are all classic choices. 

16. Membership perks

Membership programs are a great way for nonprofits to generate steady support and form stronger relationships with donors. In a typical membership model, nonprofit members enjoy specialized perks and engagement opportunities in exchange for donations in the form of member fees.

So, what kind of perks will help you turn supporters into members? Free merchandise, ticket discounts, VIP access, early event registration, and special volunteering opportunities are all great options that can help grow your program and incentivize involvement.

17. Recurring donations

Similar to your membership program, offering recurring donation options makes it easy to generate more support for your nonprofit with less work. Use online donation software that makes it easy for donors to opt into monthly giving. Then, leverage social media and email to highlight your monthly giving program and show donors the increased impact that their continued donations will have. 

18. Email campaigns

Sometimes the simplest fundraising strategies drive the most results! Email campaigns remain a powerful tool for cultivating donor relationships and soliciting donations. Targeted email communication allows you to personalize your messaging, share compelling stories, and keep your supporters informed about your nonprofit’s work. 

Use email marketing to promote fundraising events, announce new initiatives, or express gratitude to your supporters. Using a donor database, segment your email list by demographics, giving history, or interests, and tailor your appeals to each custom audience.

19. Google Ads

Did you know that nonprofits are eligible to receive up to $10,000 per month in online advertising credits with Google? These free ad credits, known as Google Ads, can be used to spread the word about your mission, promote programs and services, and attract online donors.

To get started with Google Ad Grants and take your online fundraising to the next level, you’ll need to meet and maintain compliance with the grant’s eligibility requirements. These include having a valid nonprofit status, an operational website with few existing ads, and other basic guidelines.

How to build your online fundraising strategy

Now that we’ve covered the essentials of online fundraising, let’s dive into the key steps to plan the perfect online fundraising campaign that inspires your supporters. 

1. Choose your campaign idea. Consider what you want to accomplish and which ideas will be best suited to make that happen. If you’re not sure which online fundraiser to start with, pick a relatively easy idea that’s likely to excite your audience.
2. Set goals and determine your KPIs. Determine what success means to your organization. In addition to raising money, you might also use an online fundraiser to reach goals like acquiring more donors or boosting event attendance. Then, quantify your goals and choose key performance indicators (KPIs) to track your progress.
3. Invest in online fundraising technology. Your online fundraising platform should provide easy-to-use tools to run high-quality campaigns and events, ultimately driving more fundraising activity and proceeds to fuel your mission. Look for features like PCI-compliant donation processing, online event management, and peer-to-peer functionality.
4. Create a digital marketing plan. Social media, video, and email marketing are just a few inexpensive ways to promote your online fundraising campaigns and resonate with potential donors. Design a multichannel strategy to point as many supporters as possible toward your online giving opportunities.
5. Leverage donor data to guide your campaign. Leverage your database or CRM to research your audience during the planning process, and then ensure all new engagement data is automatically reported once your campaign begins. Online fundraising software that integrates with your database will be invaluable for targeting the right donors, personalizing outreach, and measuring your success.
6. Analyze results and thank your donors. Once your fundraiser concludes, determine whether you met the core goals set at the beginning of your campaign. Reflect on what tactics worked and what didn’t, then brainstorm ways to optimize your strategies for next time to drive even better results. Don’t forget to report your results to all of your supporters and thank them for their participation. 

Remember, the right online fundraising tools will be instrumental at every step of this process. Invest in the right software now to set your organization up for long-term success.

Online fundraising best practices

Looking for more advice to guide your next online fundraising campaign? We’ve compiled the top recommendations to ensure your online fundraiser stays on track:

• Keep the online giving process simple. Your online donation page should be straightforward and accessible, so visitors who land on your form actually follow through with their gift. Limit the number of required fields, reasonably space out your on-page elements, and optimize your donation page for mobile devices.
• Suggest giving levels on your online fundraising form. Giving levels offer your supporters easy donation options in the form of pre-set amounts. Provide giving levels that can serve as real-time impact statements for your organization. For example, “$15 can provide a meal for a family of four.”
• Focus on storytelling strategies. Storytelling can help your organization cut through the noise and stand out online. When marketing your campaign, consider telling the story of a beneficiary your organization helped and how the donations from this online fundraiser will empower you to make a greater difference in the community.
• Promote additional ways to stay engaged. Your organization should offer a variety of opportunities to maintain relationships with online donors, including volunteering, signing up for your email newsletter, and setting up a peer-to-peer fundraising page.

Backed by a strong online fundraising strategy, you’ll be in great shape to engage supporters, encourage donations, and boost visibility for your cause.

Online fundraising FAQs

Why is digital fundraising critical today?

Your nonprofit needs to meet supporters where they are, and these days, people are spending more time online than ever before. Capture your supporters’ attention with engaging, creative online campaigns that enable them to engage with your cause anytime.

It’s also worth noting that 51% of today’s event donors reported that an easy-to-use online platform is important when attending an event. In fact, our 5th Edition of the Giving Experience Research Study recommends integrating activities like in-person or virtual demonstrations, workshops, or themed sessions tied to your cause to create deeper connections with your audience.

Providing a combination of in-person, online, and hybrid opportunities can help you cater to all types of donors and maximize your fundraising efforts.

What is the best online fundraiser?

The best online fundraiser ultimately depends on your specific mission and target audience. However, popular options include building an online donation page, creating a GivingTuesday campaign, and organizing pledge drives.  

When should my nonprofit host an online fundraiser?

Use online fundraising year-round to diversify your revenue streams and establish a reliable donation pipeline. How often (and when) you choose to host an online fundraising event or campaign is up to you, but make sure to offer a balanced selection of in-person and online engagement opportunities to meet donors’ needs and interests.

Keep in mind that there are certain time periods, like the year-end giving season and relevant awareness months, that are particularly conducive to online fundraising. Work with your nonprofit’s team to plan when you’ll factor online fundraising into your revenue-generation plan.

How do I set up an online fundraiser?

Follow these steps to set up an online fundraiser:

1. Choose a hosting platform.
2. Explain your cause. Craft a compelling narrative explaining your cause and why people should donate.
3. Set a goal. Determine a realistic fundraising target.  
4. Spread the word. Share your fundraiser link on social media, email, and with your network.

Which online fundraising tools help nonprofits increase revenue?

Online fundraising tools like Bonterra’s nonprofit suite help boost donor participation with powerful, easy-to-use features like:

• Mobile-friendly donation forms: Share customizable, embedded forms with custom giving levels and impact statements that inspire action.
• Recurring giving options: Encourage sustained support with flexible recurring donation settings and convenient digital wallet payments.
• Social media integrations: Expand your reach by promoting campaigns seamlessly across social platforms.
• Personal fundraising pages: Empower your biggest supporters to raise funds on your behalf through personalized pages connected to your event or campaign.

Which online fundraising site is best?

The “best” online fundraising site depends on your organization’s specific needs and goals. However, Bonterra stands out as a powerful solution for organizations looking to scale their impact. Its comprehensive suite of fundraising tools, including robust peer-to-peer functionality and integrated communication, streamlines operations and expands reach.

Drive digital fundraising revenue with the right software solutions

When you prioritize online fundraisers and have the right support from your software, you can develop your nonprofit’s presence, reach more supporters with more tailored messages, and drive more donors to give — all while streamlining your work.

Armed with intuitive online fundraising tools, you’ll be well-equipped to curate the perfect digital engagement experience for your supporters. Don’t let outdated methods hold you back. Empower your organization with the tools it needs to thrive in the digital age.