How To Adapt Your Charity Marketing Strategy For A Digital Audience

Front-end Developer
Wednesday, September 23, 2020

It could currently be described as a nightmare scenario for charities in the UK.

There is a gaining increase in demand for services at a time of reduced income during a national recession.

Following an enforced lockdown and as a result, a new preference amongst consumers for card-only payments, one in four charities are now concerned about a shortfall in cash donations, with 19% of charities unsure how they will make up the shortfall.

However many non-profit organisations are embracing the switch to digital and are updating their charity marketing strategy to suit new consumer habits.

From updating websites to cater for new online donations and experimenting with creative campaigns to connect with and reach new audiences, there are many advantages making the switch to digital can bring.


Adapting to a digital landscape

With donors still largely working from home, charities have had to quickly shift their marketing and fundraising efforts to be primarily digital, to connect with audiences who are now online.

Moving your charity marketing strategy to be more digitally focused will allow you to build on connections formed during national lockdown.

According to the Charities Aid Foundation (CAF), 18% of charities are seeing the changes brought about by the coronavirus as an opportunity to embrace new technologies, update old systems and modernise practices.

Embracing change and harnessing hope

Investing the time, energy and resources into managing your charity marketing strategy to adapt to more digital fundraising habits, will be of benefit in the long term.

It can lead to stronger connections with your audience, grow positive brand awareness and improve efficiencies within your internal team.

People are still wanting to donate to charities and make a difference, perhaps now more than ever before. Following a crisis such as coronavirus, where the majority of us are unable to physically help, the desire to contribute positively to those who need extra support and care has grown.


A survey of 2,000 people by CAF in May 2020, found the number of individuals who said they intended to donate to local charities had risen to 40% from previously 34% in March.

This data shows that with the right strategy in place, insight-driven ideas and creative execution, your charity can still connect with an active audience who are willing to part with their money for a good cause.

In our latest whitepaper ‘How to adapt your charity’s marketing strategy to digital platforms’, we delve deeper into expanding on connections with audiences nurtured during lockdown to grow digital fundraising and boost online communication.

We’ll consider how the market currently stands among donors, explore the benefits of social media targeting, cover best practice in setting up online donations and more.

Why this will benefit your charity

People are still looking to make a difference. By focusing on growing your charity’s online presence, it will:

  • Inform loyal donors you’re still working hard to use their money wisely
  • Connect with new audiences through digital campaigns
  • Modernise systems and streamline outdated processes to allow for more digital donations and fundraising
  • Reach a wider pool of potential donors through social media advertising
  • Track marketing metrics and customer conversions more easily than face-to-face interactions

Sound good?

Download our free whitepaper today to get the inspiration and insight you need to realign your charity marketing strategy.