Online Fundraising for UK Charities: How to Raise Money and Engage Supporters

Online fundraising gives UK charities more opportunities to connect with supporters without restricting a campaign to a particular venue, date or audience.

Someone might make a donation after seeing an appeal on social media, place an online auction bid from home, purchase a ticket for a fundraising event or contribute after receiving an email from a friend or family member.

For charities, schools, clubs and community organisations, digital fundraising can work alongside traditional fundraising while giving more people the opportunity to participate from wherever they are.

Technology, however, is only part of a successful campaign. Effective online fundraising still depends on having a clear purpose, making participation straightforward, communicating well with supporters and understanding the rules that apply to each fundraising activity.

This guide looks at how online fundraising works for UK charities, the different fundraising methods available and the main considerations when planning a digital campaign.

What Is Online Fundraising?

Online fundraising means using digital tools and channels to raise money and engage supporters.

At its most basic, this could involve setting up an online donation page and sharing it through email, social media or messaging apps. More comprehensive campaigns may bring together donations, auctions, ticket sales, raffles, fundraising events and other activities.

Online fundraising platforms can help organisations make their campaigns available to a broader audience while providing supporters with convenient ways to participate.

It does not have to replace traditional face-to-face fundraising.

For example, a charity dinner could sell tickets online before the event, allow guests to bid from their phones during the evening and provide an online donation option for supporters who cannot attend.

A community organisation could also run a digital appeal alongside its local fundraising activities.

The goal is to make supporting the organisation as straightforward as possible.

Why Online Fundraising Matters for UK Charities

Traditional fundraising can sometimes depend on supporters being available at a particular place and time.

Online fundraising removes some of those limitations.

A digital campaign can remain accessible outside normal working hours, allowing supporters to donate or participate using a mobile phone, tablet or computer.

People who cannot attend an event may still be able to support the campaign remotely.

Digital campaigns are also easy to share. Supporters can send a fundraising page to friends, relatives and colleagues, potentially introducing the organisation to people beyond its existing audience.

Wider reach alone does not guarantee success, though.

Charities still need to give people a clear reason to support the campaign and make the next step easy to understand.

Different Ways to Fundraise Online

Online fundraising involves much more than simply adding a Donate button to a website.

The most suitable method depends on the organisation, its supporters and what the campaign is trying to achieve.

Online Donations

Online donation pages provide supporters with a straightforward way to contribute directly to an appeal or fundraising campaign.

They can be particularly useful for charities raising money towards a specific project, programme, service or community need.

Online Auctions

Online silent auctions allow supporters to browse available items or experiences and submit bids using their phones or computers.

They can operate entirely online or alongside an in-person fundraising event.

Event Ticketing

Charities can sell tickets or tables online for fundraising dinners, quiz nights, galas, sporting events and other activities.

Digital ticketing can also form the first stage of a wider fundraising campaign.

Online Raffles

Eligible organisations may be able to sell raffle tickets online, provided the fundraising activity meets the relevant UK requirements.

Because raffles and lotteries are regulated activities, organisers should understand the rules that apply before launching their campaign.

Peer-to-Peer Fundraising

Supporters can raise money on behalf of an organisation by sharing their own fundraising activity with friends, family and colleagues.

Sponsored runs, birthday fundraisers and personal challenges are common examples.

Virtual Challenges

Walking, running, cycling and other virtual challenges can give supporters a flexible way to participate without needing to attend a specific venue.

Livestream Fundraising

Online entertainment, talks, performances and challenges can be combined with digital giving to reach supporters remotely.

Recurring Giving

Regular donations can provide charities with ongoing support rather than relying entirely on one-off contributions.

Hybrid Fundraising

Hybrid campaigns combine online participation with an in-person event, giving supporters several ways to get involved.

Start With a Clear Fundraising Purpose

Before choosing a platform or fundraising technology, decide exactly what the campaign needs to achieve.

Supporters should quickly understand why the organisation is raising money and what their contribution will support.

Try to make the purpose specific.

A broad request asking people to support a charity may be less meaningful than a campaign connected to a particular project, service, programme or community need.

Campaign pages should explain the purpose in clear, straightforward language without making promises that cannot be supported.

Once the fundraising objective is clear, choosing the right format becomes much easier.

Make Online Fundraising Easy on Mobile

Many supporters will first discover an online fundraising campaign through their mobile phone.

They may see it on social media, receive the link through WhatsApp, scan a QR code at an event or open an email containing the campaign.

The mobile experience therefore needs to be simple.

Test the entire fundraising journey from a phone before launching.

Supporters should be able to understand the campaign, find the appropriate action and complete their donation, purchase or bid without unnecessary steps.

This is especially important during fundraising events. Guests may already be eating, socialising or participating in other activities while trying to donate, buy raffle tickets or bid in an auction.

The technology should make participation easier, not become obstacle.

Use Online Donations for Direct Appeals

Online donation pages are one of the simplest ways for UK charities to raise money digitally.

An organisation can create an appeal explaining what it is raising money for, include a fundraising target where appropriate and give supporters an easy way to contribute.

The campaign can then be promoted through email, social media, newsletters, messaging platforms and other supporter communications.

Regular campaign updates can also help maintain interest.

For example, charities can share fundraising milestones, explain how the campaign is progressing or remind supporters when an appeal is approaching its closing date.

Providing these updates gives people another reason to revisit and share the campaign.

Consider Gift Aid on Eligible Donations

Gift Aid can be an important part of online fundraising for eligible UK charities and Community Amateur Sports Clubs.

Under current HMRC rules, eligible organisations can generally claim an additional 25p for every £1 donated when the relevant requirements are met.

This means an eligible £20 donation could potentially allow the organisation to claim an additional £5 through Gift Aid.

A valid donor declaration and other HMRC conditions are required.

It is also important to remember that Gift Aid does not apply automatically to every payment made during a fundraising campaign.

Payments for certain goods or services, raffle or lottery tickets and other transactions may be treated differently from standard charitable donations.

Charities should therefore check the current Gift Aid requirements and make sure the correct information is collected from eligible donors.

Bring Charity Auctions Online

Charity auctions no longer have to depend entirely on paper bid sheets.

With an online auction platform, supporters can browse available lots, read descriptions and place bids using their own devices.

This approach can work for a completely digital campaign or alongside a physical event.

For example, auction items could be displayed at a charity dinner while guests place their bids from their phones. Depending on how the campaign is organised, supporters who are unable to attend may also be able to participate remotely.

Digital bidding can also make auction activity easier to manage compared with manually monitoring multiple paper bidding sheets.

When planning an online auction, consider how easy the bidding process will be on mobile devices, how participants receive updates and how payments will be handled after bidding closes.

Combine Online Fundraising With Charity Events

Digital and in-person fundraising can work together as part of the same campaign.

A fundraising event can begin well before guests arrive at the venue.

Tickets may be sold online in advance. Auction lots can be published before the event. Supporters can receive information about the campaign through email or social media.

During the event, guests can donate, bid or participate using their phones.

After the event, the organisation can continue communicating with supporters and provide relevant campaign updates.

This creates a fundraising journey that covers the period before, during and after the event.

It can also provide opportunities for people who cannot attend physically to remain involved with the campaign.

Consider Peer-to-Peer Online Fundraising

Charities do not always have to make every fundraising request themselves.

Peer-to-peer fundraising allows supporters to raise money through their own personal networks.

Someone might take part in a sponsored run, organise a birthday fundraiser, complete a personal challenge or create a fundraising campaign connected to a larger charitable appeal.

They can then share their activity with friends, relatives and colleagues.

This can help an organisation reach audiences beyond its existing supporter base because the fundraising request comes from someone the potential donor already knows.

Charities can support participants by providing accurate information, campaign materials and clear guidance while still allowing each fundraiser to explain why the cause matters to them personally.

Use Social Media to Promote Your Online Fundraiser

Social media can help people discover and share an online fundraising campaign, but posting the campaign link once is unlikely to be enough.

Give supporters several reasons to engage throughout the campaign.

Introduce the fundraiser and explain its purpose. Share progress where appropriate. Highlight auction lots or event details. Celebrate relevant milestones and remind supporters when the campaign is approaching its deadline.

The core message should remain consistent while the content is adapted to suit each platform.

Email can also play an important role.

Existing supporters already familiar with the organisation may be among the people most interested in participating in a new fundraising campaign.

Keep Fees and Payment Information Clear

Before choosing an online fundraising platform, charities should understand what happens when a supporter makes a payment.

Consider how payments are processed, where the money goes, how payouts work and which transaction or platform fees may apply.

Supporters should also be able to understand relevant charges before completing a transaction.

Transparency around payments and fees is an important part of maintaining supporter confidence.

It should therefore be considered when evaluating fundraising technology rather than being treated only as an administrative issue.

Understand the Rules Around Online Raffles

Different types of online fundraising can have different legal and regulatory requirements.

Raffles and lotteries require particular attention in the UK.

Depending on the type of activity being organised, there may be requirements relating to registration, ticket information, how tickets are sold and how the fundraising activity is promoted.

Organisations should establish which rules apply to their particular raffle or lottery before tickets are made available.

Using an online fundraising platform does not remove the organiser's responsibility to comply with applicable fundraising, gambling, privacy and other relevant requirements.

Choose an Online Fundraising Platform That Fits Your Campaign

A fundraising platform should be selected based on what the organisation actually needs rather than simply choosing the option with the longest list of features.

A charity that only needs a straightforward donation page will have different requirements from an organisation running a large fundraising dinner with ticketing, tables, auctions, raffles and donations.

Consider how easy the platform is for supporters to use, particularly on mobile devices.

Payment processing, reporting, available fundraising features, support and campaign management should also be considered.

If several fundraising activities are planned, think about whether using multiple separate systems will create unnecessary administration.

Bringing activities together can simplify campaign management, provided the platform suits the way the organisation intends to fundraise.

Measure More Than the Total Amount Raised

The final fundraising total is important, but it is not the only information worth reviewing.

Look at how supporters interacted with the campaign.

Which activities generated the most participation? Which messages encouraged people to return? Did supporters engage with more than one fundraising activity? Did the campaign reach people who had not previously interacted with the organisation?

These insights can help charities improve future online fundraising campaigns.

It is also worth remembering that every supporter relationship can extend beyond a single transaction.

Someone who makes a donation today might attend an event, volunteer, take part in a challenge or support another campaign in the future.

Keep Supporters Engaged After the Campaign

The relationship with supporters does not need to end when fundraising closes.

Thank participants promptly and explain what happens next.

Where appropriate, provide updates about the campaign, its outcome and the organisation's wider work.

Supporters can also be given relevant opportunities to stay involved without immediately being presented with another fundraising request.

Some may be interested in attending a future event. Others might want to volunteer, participate in a challenge or support another appeal.

Online fundraising may provide the first interaction with an organisation, while thoughtful communication afterwards can help develop a longer-term supporter relationship.

Online Fundraising With GalaBid

GalaBid provides UK charities, schools, clubs and community organisations with tools for managing different fundraising activities within a single campaign.

Organisations can use GalaBid for donations, silent and live auctions, event ticketing and eligible raffles.

Supporters can participate using their phones without needing to download an app, helping make the fundraising experience accessible during both online and in-person campaigns.

Payments processed through Stripe are sent to the organisation's connected Stripe account rather than being held by GalaBid.

For UK fundraising events involving several activities, bringing donations, auctions, ticketing and raffles together can also help reduce the need to manage different systems throughout the campaign.

Make Online Fundraising Work for Your Organisation

Successful online fundraising involves more than taking a traditional fundraiser and putting it online.

The goal should be to make it easier for people to understand the cause, participate using their own devices and support the organisation in a way that suits the campaign.

Begin with a clear fundraising purpose. Select the format that matches the campaign. Keep participation straightforward, provide clear information about payments and fees, and understand the requirements that apply to each fundraising activity.

After the campaign, review what worked and use those findings to improve the next fundraiser.

For UK charities combining online donations with events, auctions, ticketing or raffles, the right fundraising setup can reduce administration while providing supporters with more ways to participate.

Ready to Plan Your Next Online Fundraiser?

Bring donations, auctions, event ticketing, raffles and other fundraising activities together in one place with GalaBid.

Whether you are organising a charity event, community fundraiser, school campaign or online appeal, GalaBid provides flexible fundraising tools backed by real human support.

Explore GalaBid's pricing plans including the free plan which is most popular with UK fundraisers.