How Charities Get More Donations Using Online Marketing

Shirin Niasati

Author

Shirin Niasati is a Product Owner and Website Developer at Persisca Technologies, specializing in digital solutions.

Simple ways charities use the internet to bring in more money and help more people

Non-profits and charities rely on donations to keep doing their work. But getting people to give money isn’t always easy. That’s where online marketing comes in. Charities now use social media, emails, websites, and online ads to reach more people and encourage them to donate.

In this blog, we’ll go over how charities use online tools to raise more money and keep their supporters engaged. If you run a non-profit or work in marketing, this will give you some ideas to help bring in more donations.

1. Why Online Marketing Helps Non-Profits Raise More Money

The internet makes it easier than ever for charities to connect with people who care about their cause. Instead of relying on TV ads, billboards, or mail campaigns, non-profits can now reach supporters through their phones and computers.

Here’s why online marketing works so well:

It reaches more people. Social media, search engines, and email allow charities to connect with people worldwide, not just in their local area.
It’s cheaper. Running ads on Facebook or sending emails costs much less than printing flyers or hosting big fundraising events.
It makes donating easy. Instead of mailing a check, people can donate instantly with a few clicks.

If charities don’t use online marketing, they miss out on donations from people who would have been happy to help.

2. Social Media: The Most Powerful Tool for Donations

Charities use social media to grab attention and inspire people to give. Here’s how:

a) Posting Stories That Touch People’s Hearts

People donate when they feel emotionally connected to a cause. Charities share stories about the people (or animals) they help to make the cause feel real.

For example:

A homeless shelter might post a story about a person they helped get back on their feet.
An animal rescue group might show before-and-after pictures of a rescued dog.

These stories make people feel good about donating.

b) Using Videos to Grab Attention

Videos work better than text posts because they’re more engaging. A short clip showing the impact of donations can encourage people to give.

c) Making It Easy to Donate

Charities add donation buttons to their social media pages so people can give without leaving the platform. Facebook and Instagram even allow non-profits to run fundraisers directly on their pages.

3. Email Marketing: A Simple Way to Stay in Touch with Donors

Email is one of the most effective ways for non-profits to raise money. People who already donated once are more likely to donate again if they stay connected.

Here’s how charities use email to keep donors engaged:

Thank-you emails. Right after someone donates, they receive an email thanking them. This makes them feel good and more likely to donate again.
Update emails. Charities send updates on how donations are being used. People like to see that their money is making a difference.
Urgent fundraising emails. If there’s an emergency (like a natural disaster), charities send emails asking for immediate donations.

Charities use email marketing software to send thousands of emails at once and track how many people open them.

4. Google and Facebook Ads: Reaching the Right People

Charities don’t just rely on free posts—they also use paid ads to reach more people.

a) Google Ads: Getting Donations from People Searching Online

When people search for things like “help homeless people” or “donate to cancer research,” Google Ads help charities show up at the top of the search results.

Google even gives eligible non-profits free advertising money through the Google Ad Grants program. This lets them run ads without spending their own money.

b) Facebook and Instagram Ads: Finding the Right Donors

Non-profits use Facebook and Instagram ads to target people most likely to donate. These ads can be shown to:

People who have already donated in the past.
People who follow similar charities.
People who have shown interest in related causes.

By using online ads, charities can get donations from new supporters instead of just relying on their existing audience.

5. Non-Profit Websites: The Heart of Online Fundraising

A charity’s website is where people go when they want to learn more or donate. Here’s what makes a good non-profit website:

A clear donation button. It should be big, easy to find, and placed on every page.
Simple donation process. People shouldn’t have to fill out long forms—just enter their payment details and donate in seconds.
Success stories. Showing real results builds trust and makes people more likely to give.

Charities also use SEO (search engine optimization) to make sure their websites show up on Google when people search for donation opportunities.

6. Partnering with Influencers to Boost Donations

Influencers—people with big social media followings—help charities raise money by promoting their campaigns.

For example:

A YouTuber might run a fundraiser during a live stream.
An Instagram influencer might post about a charity and encourage followers to donate.

Influencers have loyal fans who trust their recommendations, making this a powerful way for charities to reach new donors.

7. Text Message Fundraising: Getting Quick Donations

Some charities use text messages to get instant donations. Supporters receive a message with a link, and they can donate in just a few taps.

This works well because people always have their phones nearby, and texting is quicker than checking email.

8. Matching Donations: Encouraging Bigger Contributions

To motivate people to give more, some charities use matching donation programs. This means that for every dollar someone donates, a business or major donor will match it.

For example, a company might promise to double all donations up to $50,000. This makes people more likely to donate because their money goes further.

9. Subscription Donations: Getting Regular Support

Instead of asking for one-time donations, some charities offer a monthly donation option. This gives them a steady stream of income and makes it easier for people to budget their giving.

For example, someone might sign up to donate $10 per month instead of making a $50 one-time donation. Over time, the charity gets more money this way.

10. What This Means for Your Charity or Marketing Agency

If you’re running a non-profit, using online marketing is no longer optional—it’s necessary to raise more money.

If you’re a marketing agency, you can help charities run better campaigns by using these strategies:

Improve their social media posts.
Run better email campaigns.
Set up Google and Facebook ads.
Optimize their website for donations.

With the right online marketing, non-profits can bring in more donations, help more people, and make a bigger impact.