Fundraising Pages and Campaign Strategy: A Guide for UK Charities

A fundraising page can be one of the most important parts of a charity campaign. It gives supporters one place to understand the cause, see what you are trying to achieve and decide how they want to take part.

But creating a page is only the beginning.

A successful fundraising campaign also needs a clear purpose, the right message, a realistic target and a plan for reaching supporters before, during and after the campaign.

For UK charities, schools, clubs and community organisations, a well-planned fundraising page can support everything from a straightforward donation appeal to a charity dinner, sponsored challenge, auction or wider fundraising event.

This guide explains what to include on a fundraising page and how to build a campaign strategy around it.

What Is a Fundraising Page?

A fundraising page is an online page created to raise money for a charity, organisation, project, event or particular cause.

It normally explains what the fundraiser is about, why money is being raised and how supporters can contribute.

Depending on the campaign, the page might also include a fundraising target, images, videos, campaign updates and information about the people or communities the fundraiser is intended to support.

Some fundraising pages focus entirely on collecting donations. Others form part of a broader campaign involving an event, auction, raffle or other fundraising activity.

Whatever the format, the page should make it easy for a visitor to answer three basic questions:

What is this campaign about?

Why does it matter?

What can I do to help?

If those answers are immediately clear, supporters have a much better starting point for deciding whether to participate.

Start With the Purpose of Your Fundraising Campaign

Before writing your fundraising page, establish exactly what the campaign is trying to achieve.

A clear purpose gives the rest of the campaign direction.

Rather than starting with the technology or design, think about why you are fundraising and what you want supporters to understand.

Perhaps you are raising money for a specific programme, supporting a community project, purchasing equipment, organising a school initiative or funding the ongoing work of your organisation.

Be as clear as possible about the purpose.

Broad statements can make it difficult for potential supporters to understand what their contribution is supporting. A more focused explanation gives people a clearer reason to get involved.

Your fundraising page should communicate that purpose near the beginning rather than expecting visitors to read several sections before discovering why you are asking for support.

Set a Clear Fundraising Target

A fundraising target gives the campaign a visible objective.

For example, rather than simply asking supporters to contribute, you might set a target of £5,000 towards a particular project or event.

The target should make sense in relation to the campaign.

It can also give supporters something to follow as fundraising progresses. Reaching £1,000, 50% of the target or the final £500 can each become a reason to communicate with your audience again.

Targets can also help the fundraising team measure progress and decide whether additional promotion is needed.

Avoid treating the target as a figure that appears on the page and is then forgotten.

Use it as part of the wider campaign story.

Write a Strong Fundraising Page Headline

Your headline is often one of the first things a supporter sees.

Keep it clear and specific.

A headline such as “Help Us Raise £10,000 for Our Community Project” immediately communicates both the objective and the fundraising target.

For an event campaign, the headline could identify the event and cause.

For a sponsored challenge, it might focus on what the fundraiser is doing and why.

There is no need to make the headline overly complicated. Its job is to help visitors understand the campaign quickly and encourage them to continue reading.

Explain Why the Campaign Matters

Once you have introduced the campaign, explain why it matters.

This is where the fundraising page should move beyond simply asking for money.

What led to the campaign? Who will benefit? Why is the organisation raising money now? What is the wider purpose?

Use straightforward language rather than filling the page with organisational terminology that may be unfamiliar to supporters.

The story should also be proportionate to the campaign.

A fundraising page does not necessarily need thousands of words. It needs enough information for someone unfamiliar with the campaign to understand what is happening and why their support matters.

Give Supporters a Reason to Care

Facts are useful, but supporters also need to understand the people and purpose behind the campaign.

A school fundraiser might explain what new equipment would mean for pupils.

A community organisation could describe the local need that prompted its campaign.

A charity event could explain which programme or activity the money will help support.

Where appropriate, real stories can make the purpose easier to understand.

However, charities should make sure stories are accurate, respectful and shared with the appropriate permissions.

The goal is to help supporters understand why the fundraising campaign exists.

Use Images That Support the Story

Images can help a fundraising page feel more personal and relevant.

Choose photographs that relate directly to the organisation, fundraiser, event or project wherever possible.

For individual fundraising challenges, this might include a photograph of the participant.

For an event, it could be an image from a previous fundraiser or a suitable campaign graphic.

For a charity appeal, photographs can help explain the work being supported, provided the organisation has the necessary permission to use them.

Avoid adding images simply to fill space.

Each image should contribute something useful to the page and support the wider campaign message.

Make the Fundraising Page Easy to Use on Mobile

Many supporters will open a fundraising page from their phone.

They may have received the link through WhatsApp, email, social media or a QR code displayed at an event.

That means the mobile experience needs to be considered from the start.

Important information should be easy to read. Buttons should be clearly visible. Supporters should not have to zoom in or move through unnecessary steps to participate.

Before launching the campaign, test the complete supporter journey yourself.

Open the fundraising page on a mobile phone, read the campaign information and go through the process a supporter would follow.

If something feels confusing or unnecessarily difficult, address it before promoting the campaign.

Keep the Call to Action Clear

Every fundraising page needs a clear next step.

For a donation campaign, that might simply be to donate.

An event campaign might ask supporters to buy tickets.

An auction campaign could encourage visitors to view available items and place a bid.

Some campaigns may offer several ways to participate.

Whatever the action, supporters should not have to search for it.

Place the main call to action where it can be easily seen and use straightforward wording that explains what happens next.

Plan Your Campaign Audience

A fundraising page needs visitors before it can generate participation.

Think about who you want to reach and where those people are most likely to encounter the campaign.

Your first audience might include existing donors, members, parents, volunteers, event attendees or people already following your organisation.

From there, the campaign may reach their personal and professional networks.

Different audiences may respond to different messages.

Existing supporters may already understand the organisation's work, while someone discovering the campaign for the first time may need more context.

Planning for both groups can help you create campaign communications that make sense at different stages of the supporter journey.

Create a Promotion Plan Before Launch

Do not wait until the fundraising page is live before deciding how to promote it.

Prepare a basic campaign schedule in advance.

The first announcement can introduce the fundraiser and explain the goal. Later messages might focus on progress, upcoming events, fundraising milestones or the remaining time before the campaign closes.

Email, social media, newsletters, messaging apps and QR codes can all support the campaign depending on the audience.

For physical events, campaign details can also appear on event signage, printed programmes or screens around the venue.

The fundraising page should become the central destination supporters are directed towards when they want to learn more or participate.

Do Not Rely on One Campaign Announcement

Launching a fundraising page once and then waiting for donations is unlikely to make full use of the campaign.

People are busy.

Someone may see your first announcement but intend to return later. Another person might not see the campaign until it has been shared several times.

Plan several opportunities to communicate without repeating exactly the same message.

For example, you could announce the campaign, introduce the reason behind it, share progress towards the target, highlight an event or activity and send a reminder as the closing date approaches.

Each message should provide a useful reason for bringing the campaign back to supporters' attention.

Use Fundraising Milestones to Maintain Momentum

Campaign milestones provide natural opportunities to communicate.

If your target is £10,000, reaching £2,500, £5,000 or £7,500 can each become a campaign update.

Thank the people who have already contributed while explaining how much remains to reach the goal.

You can also use other milestones.

Perhaps the first 100 supporters have participated, an auction has reached a certain number of bids or an event is close to selling out.

These updates show that the campaign is active and progressing rather than simply sitting online waiting for support.

Connect Your Fundraising Page to an Event

A fundraising page can work particularly well alongside a physical charity event.

Instead of treating the event and digital campaign as separate activities, use the page throughout the supporter journey.

Before the event, supporters can learn about the fundraiser and purchase tickets where relevant.

During the event, guests might use their phones to donate, participate in an auction or enter an eligible raffle. A fundraising platform that includes tools for in person events such as leaderboards, personal shopper accounts and QR codes can help.

A QR code displayed around the venue can give attendees quick access to the campaign.

Afterwards, the fundraising page can remain useful for follow-up communication and campaign updates.

This approach gives supporters more opportunities to participate rather than limiting fundraising to the hours when the physical event takes place.

Make Sharing Easy

Supporters can help extend the reach of a campaign by sharing it with their own networks.

Give them a simple fundraising page URL they can send through email, social media or messaging apps.

QR codes can also make sharing easier at physical locations and events.

Think about the message supporters might use when sharing the campaign.

Providing a short explanation of the fundraiser can make it easier for volunteers, event attendees or participants to tell others what the campaign is about.

The easier you make sharing, the less work supporters need to do before introducing the campaign to someone else.

Keep Payment Information Transparent

Supporters should understand what happens when they make a payment.

Before launching a fundraising page, the organisation should know how payments are processed, where funds are received and what fees may apply.

If supporters have choices around fees or payment methods, explain those choices clearly.

This is also important internally.

The fundraising team and finance team should understand how campaign payments will be recorded and reconciled before fundraising begins.

Clear processes can prevent unnecessary administrative problems once donations and other payments start arriving.

Consider Gift Aid Where Appropriate

Gift Aid may allow eligible UK charities and Community Amateur Sports Clubs to increase the value of qualifying donations.

However, not every payment made through a fundraising campaign is necessarily eligible.

Charities should distinguish between voluntary donations and other payments such as event tickets, raffle entries or purchases where different rules may apply.

If Gift Aid forms part of your campaign strategy, make sure the necessary donor information and declarations can be collected appropriately.

The organisation remains responsible for ensuring its claims meet current HMRC requirements.

Keep Your Fundraising Page Updated

A fundraising page should not necessarily remain unchanged from launch to finish.

Update it as the campaign develops.

If you reach an important milestone, mention it. If new information about an event becomes available, update the details. If the campaign is approaching its deadline, make that clear.

For longer campaigns, updates can also show supporters what has happened since fundraising began.

Keeping information current gives returning visitors something new to see and helps ensure people are making decisions based on accurate campaign details.

Thank Your Supporters

Thanking supporters should be part of the campaign strategy rather than an afterthought.

People have chosen to give their money, time or attention to your organisation.

A prompt thank-you acknowledges that contribution and helps maintain a positive relationship.

You can also thank supporters collectively as the campaign reaches milestones.

After the campaign, communicate the result where appropriate.

Tell people how much was raised, recognise their contribution and explain what happens next.

This closes the loop between the original fundraising request and the outcome.

Review the Campaign After It Ends

Once the campaign closes, look beyond the total amount raised.

Review how the fundraising page and wider campaign performed.

Which messages generated the strongest response? When did participation increase? Which communication channels brought people to the campaign? Did supporters engage more with donations, auctions or other activities?

Consider the supporter experience as well.

Were there questions that came up repeatedly? Did people struggle with any part of the process? Was important information missing from the page?

These findings can improve the next campaign.

Over time, reviewing each fundraiser can help your organisation build a more effective approach rather than starting from scratch every time.

Building a Fundraising Page With GalaBid

GalaBid allows UK charities, schools, clubs and community organisations to create fundraising campaigns that can bring several activities together.

Depending on the campaign, organisations can run silent auctions, online raffles and event ticketing all within the same fundraising platform.

A campaign can include the organisation's branding, images and information about the cause, helping supporters understand what they are supporting before taking part.

For events, supporters can access the campaign from their phones, making it possible to participate before the event and during the fundraising activity itself.

The most important part is still the strategy behind the campaign.

The technology should support the fundraising goal, not replace the need for a strong message, good promotion and a straightforward supporter experience.

Build a Fundraising Page Around Your Supporters

A successful fundraising page starts with understanding what supporters need to know.

Explain the purpose clearly. Give the campaign a meaningful target. Make participation straightforward and ensure the page works well on mobile devices.

Then build a wider campaign strategy around it.

Plan how you will launch the fundraiser, how you will keep people engaged, what milestones you can communicate and how you will thank supporters afterwards.

The page gives people somewhere to participate. The campaign strategy gives them reasons to find it, care about it and return.

For UK charities, schools, clubs and community organisations, bringing those two elements together can create a fundraising experience that is easier to manage and easier for supporters to understand.

Frequently Asked Questions About Fundraising Pages

What should I include on a fundraising page?

A fundraising page should clearly explain what you are raising money for, why the campaign matters and how supporters can participate. Consider including a fundraising target, relevant images, campaign updates and a clear call to action.

How do I write a good fundraising page?

Start with the reason for the fundraiser and keep the message specific. Explain what you are doing, why you are doing it and what the money is intended to support. Use straightforward language and make the main action easy to find.

Should a fundraising page have a target?

A fundraising target can give supporters a clear goal to follow and provides useful milestones for campaign updates. Choose a target that makes sense for the purpose and scale of your fundraiser.

How should I promote my fundraising page?

Use the communication channels your supporters already use, which may include email, social media, newsletters, WhatsApp and QR codes at physical events. Promote the campaign more than once and vary the message as the fundraiser progresses.

Can I use a fundraising page for a charity event?

Yes. A fundraising page can support an event before, during and after it takes place. Depending on the campaign, supporters may be able to donate, buy tickets, bid in an auction or participate in other fundraising activities.

How often should I update a fundraising page?

Update the page whenever there is useful new information to share. Fundraising milestones, event information, campaign progress and closing reminders can all provide reasons to update supporters.

What should I do after my fundraising campaign ends?

Thank supporters, communicate the outcome where appropriate and review the campaign's performance. Look at which activities and communications worked well and use those findings when planning your next fundraiser.

Ready to Build Your Next Fundraising Campaign?

Create a fundraising page that makes it easy for supporters to understand your cause, get involved and contribute to your campaign.

Whether you're planning an online appeal, charity event, auction or raffle, GalaBid gives UK organisations flexible tools to bring their fundraising activities together.

Explore GalaBid's pricing options including the free fundraising platform option that is most popular with UK fundraisers.