5 Elements of an Effective Charity Fundraising Strategy

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What does it take to hit your fundraising goals?

Start by defining your goals, methods, target audiences, and resources needed.

Without a clear roadmap, even the most successful charity organisations can flounder. For this reason, an effective charity fundraising strategy is critical. It should be ambitious but realistic; donor-focused and ethical, and build on long-term sustainability, not just quick wins.

A detailed charity fundraising strategy plays a key role in helping charities run successful campaigns that align with the Charity Governance Code and other charity governance best practices.

Read on to learn more about charity fundraising, why it matters, and the most important elements to include in any effective charity fundraising strategy.

What Is a Charity Fundraising Strategy?

A charity fundraising strategy is the strategic plan that outlines how a charity will raise money it needs to fund its mission over a specific time period (typically one to five years). It’s the roadmap that guides a charity’s fundraising efforts, ensuring they’re aligned with the charity’s overall mission and financial needs.

Having a clear fundraising strategy is important because it gives charities direction. Not taking the time to clearly define your goals and the steps you plan to take to get there is more likely to result in decisions that are not intentional enough to lead to the results your charity wants.

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Elements of an Effective Charity Fundraising Strategy

While every charity has its own unique needs, most effective fundraising strategies include at least these 5 essential elements.

1. Fundraising Goals

Strong strategies clearly state how much money the charity aims to raise within a set time frame, where the funds will come from, and how they will be used. Boards or fundraising committees should carefully identify the specific projects they want to support before sharing their goals with potential donors. These may include sustaining existing programmes and launching new initiatives that expand the organisation’s impact.

Clarifying these details helps determine the exact funding required to deliver the initiatives successfully. Charities can then share clear, well-prepared information about planned fundraising efforts and how the funds will be used, giving potential supporters the confidence to contribute.

2. Case for Support

When charities set clear goals, they have the foundation they need to inspire donors. Compile evidence of the charity’s past impact and show how new initiatives will continue to make a difference. This might include statistics on the number of people helped, testimonials from those who have benefited, and transparent reports on how donations have been spent.

In a competitive fundraising environment, helping supporters visualise the direct impact of their donation builds trust and strengthens commitment.

3. Diverse Fundraising Strategies

Successful charities are intentional about raising money in a variety of ways.

Successful charities raise funds through a variety of channels. Relying too heavily on one or two campaigns risks donor fatigue, poor timing, or failing to align with potential donors’ preferences.

Adopt a multifaceted approach that meets supporters where they are. Mix community events, product sales, online donations, postal giving, and crowdfunding to appeal to a broad audience. Plan these initiatives throughout the year to fit donors’ financial schedules.

Diversification should be strategic. Evaluate potential projects carefully, focusing on those most likely to deliver results without over-stretching resources.

4. Audience and Donor Segmentation

Knowing your audience allows you to connect more effectively. Segment your donor base by shared interests, priorities, or characteristics, and tailor your outreach accordingly.

A personalised approach makes donors feel valued as partners, not simply sources of funds. By showing you understand their goals and interests, you encourage deeper engagement and long-term support.

5. Tactics and Action Plan

End your strategy with a clear action plan. List the projects you will run, outline the steps needed to deliver each one, and set timelines for completion. This keeps everyone organised, accountable, and aligned with the fundraising goals.

How OnBoard Supports Charity Fundraising

OnBoard is an innovative board management software program that helps charity boards plan, manage, and deliver successful fundraising initiatives. Some of the most common ways not-for-profit board management software can help board administrators and members improve their fundraising efforts and run more successful not-for-profits include:

Generating fundraising ideas
Helping not-for-profit boards plan complex fundraising events
Generating board minutes, agendas, and other key documents

OnBoard supports charity governance training and ensures compliance with the Charity Governance Code.

Request your trial to explore the many ways in which OnBoard’s charity governance software can help you raise more funds and run a more effective organisation.

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About The Author

Darren McCullagh: Darren McCullagh is Marketing Operations Manager at OnBoard and an experienced B2B SaaS marketer with over eight years in international demand generation, marketing operations, and campaign execution. He specialises in developing and scaling multi-channel programmes across EMEA and APAC, bridging sales and marketing, and enhancing campaign performance. Darren lives in the North West of Ireland.