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How to maximise regular donations for small charities

If you work for a small charity, you'll know that trying to gain committed donors can be hard.

Here we'll look at some solutions to this problem and explore ways of maximising regular donations as a source of income.

Things you'll need

  • A good website
  • Campaign or purpose for fundraising
  • An account with an online fundraising platform
  • Twitter account
  • Facebook page
  • E-newsletter

Invest in a good website

The first thing you must do is invest in a good website. These days this can be achieved on a very small budget. Online giving is only going to grow, so it's worth the investment. Once you've done this, you can link it up to your Facebook and Twitter accounts (if you have them) and start telling the world about what you do.


Think about regular donations

A monthly donation is likely to continue for a while and is far more manageable for your donor. For example, while a one-off donation of £500 seems daunting to most people, £20 per month seems reasonable and if it lasts for an average 2.5 years that's £600.

It's really important that you give your supporters a specific reason to give to you on a regular basis. Come up with a 'shopping list' of different amounts and give an indication of what this will pay for. This will help people decide how much they'll be prepared to give.


Decide on a payment provider

The next task is to decide on a payment provider. Think about the following.

1. Check that it has regular giving options. 37% of donations made online are regular.

2. Can you build branded pages? A study conducted by Network for Good showed that people give on average 38% more via branded donation pages.

3. Do you have to pay fees up-front? If you're a small charity, it's wise to avoid these.


Think about your ask

One of the most important things when trying to gain regular supporters is to work on your ask.

  • Why should someone give to you?
  • What will you do with the money?  
  • What is your unique selling point? 

Look at how other organisations ask online and think about what works well.


Think about how you'll communicate with your new regular supporters

Communication is key. Firstly, how will you say thank you? Then you'll need to think about data protection  how will you store their details. Have they opted to receive additional correspondence from your organisation? If so, how frequently will you contact them?

They may be interested in supporting other areas of your work. But don't bombard them, they might get annoyed and stop supporting your work. It's important to regularly thank them and remind them of the difference their gift is making.

Further information



Page last edited Feb 25, 2022 History

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