5 common fundraising mistakes (and how to avoid them)
It’s that time of year again when lots of charities will be planning their Christmas fundraising campaigns. 🎄
We’ve worked with countless charities, helping them navigate the challenges of fundraising. Along the way, we’ve seen a few repeated mistakes that can easily be avoided with the right approach. Here are five of the most common, along with tips to make sure your Christmas fundraising campaign succeeds.
1. Not guiding donors through the conversion funnel
One of the biggest mistakes we see is not leading potential donors through a clear journey, from awareness to donation. Many campaigns are good at grabbing attention, but they fail to give donors a clear next step. During the competitive Christmas season, ad prices rise, and if you haven’t engaged your audience in advance, you’ll find costs increasing while impact drops.
Tip: Plan ahead. Run awareness campaigns early, and map out a donor journey that takes people from learning about your cause to making a donation. Retarget those who’ve shown interest with follow-ups, reminding them why they cared in the first place and encouraging them to take action.
2. Weak value proposition
Donors need to see the direct impact of their contributions, or they’ll be less inclined to give. Using vague language that doesn’t show the tangible difference each donation makes, is a lost opportunity. Especially during the festive season, not only is it more competitive but also donors want to know exactly where their money is going and who it’s helping. If your target audience is being shown ads from similar charities throughout the month of December, you need your ask to stand out.
Tip: Be clear and specific. Could you show the exact impact of each donation? For example, “£25 feeds a family for a week” is much more powerful than a general appeal. Pair that with emotional stories that connect donations to real-life outcomes.
3. Overlooking trust and credibility
Trust is crucial in fundraising. Donors—especially older ones—want to feel confident that their money is going to a trustworthy cause. Many campaigns fail to build enough trust before asking for donations, which can lead to hesitation or missed opportunities.
Tip: Build trust from the start. Share testimonials, and success stories, and be transparent about how donations will be used. Make sure your website and landing pages clearly reflect your credibility. Running awareness campaigns alongside donation drives can also help you establish trust early on.
4. Misunderstanding your audience
Understanding your audience is so important. For example, research shows that people aged 65+ are often less likely to donate to charities they don’t know well. If your last campaign engaged a large proportion of those 65+, how can you tailor the campaign to appeal to them?
Tip: Segment your audience and tailor your messaging. For older donors, focus on long-term trust-building by sharing testimonials and highlighting your track record. For younger audiences, emphasise urgency and social proof. Matching the right message to the right audience can dramatically boost your results.
5. Failing to retarget engaged users
If you have a good flow of web visitors, a high social following or have previously run campaigns, then you should always be retargeting. If someone has clicked through to your site or engaged with your content, they’re already warm leads.
Tip: Use retargeting campaigns to follow up with those who’ve engaged but haven’t yet donated. Through email, social media ads, or other channels, gentle follow-ups can be the reminder they need to take the next step. Staying top of mind is important when donors are weighing their options during the busy season.
Fundraising during the festive season can be competitive, it comes with a lot of pressure but with careful planning, personalised messaging, and a focus on building trust, you’ll be in a strong position. Start early, keep your audience engaged, and make sure every step of your donor’s journey is clear and purposeful.
Or if you need some help during the busy season, reach out to us here. Let us show you how our approach increases your ROI, is more cost effective and delivers the results your organisation wants to see. ✉️
