Successful fundraising for voluntary groups

In March 2022 Support Cambridgeshire ran an online conference on fundraising over three days open to any community group in Cambridgeshire.  In addition to providing access to a range of talks and guidance from national funders and surgeries on how to make best use of our online, freely available funding portal we also offered an online training workshop on Successful fundraising for voluntary groups.  The workshop looked at encouraging groups to diversify and plan their fundraising strategy to help enhance their long-term sustainability.

A wide range of groups attended the session including environmental, family and disability charities.  The following feedback was given:

It simplified the process of creating a fundraising strategy. I learnt about how to communicate with current and potential supporters, the importance of having an elevator pitch and of storytelling and the different ways I can fundraise.

The workshop covered leading trends[1] in income generation for voluntary groups in 2022 include a continued reliance on digital even with the reintroduction of face to face and the hybrid approaches that accommodate both options.  Alongside this is the growth of peer-to-peer fundraising and the need to continue to accommodate cashless donations even for face-to-face fundraisers.

The session went on to consider how groups can develop a fundraising strategy, building a case for support which they can communicate and share with all their stakeholders and engage and retaining a strong supporter base.   We discussed how a fundraising strategy pulls together information about objectives and identifies what is needed and how to achieve it.

A fundraising plan helps manage resources often using a calendar to map out key dates and deadlines both internal and external to an organisation.  In developing a plan, a group needs to consider the fundraising channels and tools that will work for them.

  • individual giving might involve an old-fashioned collection but with a cashless option. There are a wide range of options using smart phones that don’t require a card reader  Pledjar donation app, QR codes eg Bopp, Give Star
  • Utilising donation functions on social media platforms such as Facebook and Instagram
  • Selecting the right gift giving platform to encourage your supporters to fundraise for you
  • Ensuring face to face events deliver a good return on resources and cost see Cabinet office guide to organising an event
  • Hybrid events can combine the best of in-person and digital by increasing participation, limiting environmental impact and being cost effective. People might pay a premium for the in person experience but others can also take part and donate if you live stream the event for example on Facebook

Successful fundraisers seek to build an ongoing dialogue with supporters, encouraging them to give by clearly communicating the difference the group makes to people in an engaging and motivating way.  They look to build the supporter relationship making connections and thanking them properly.

Key factors in fundraising success:

  • Know your audience and what matters to them?
  • Engage and inspire through stories
  • Create a sense of buy in before you make an ask
  • Make donation frictionless
  • Create a time limited campaign
  • Link to external events
  • Thank supporters and share success
  • Make everyone in your organisation a fundraiser


If you would like to discuss fundraising with us please get in touch at


[1] Top Fundraising trends for 2022 Charity Digital
CIOF research trends

Help us improve our website