Digital Fundraising + Marketing Strategy for Charities
- Strategy you can act on, not a deck that gathers dust — a prioritised, costed roadmap.
- Built on your data and your donors, in full sector context — not a generic template.
- Board-ready: KPIs and reporting that answer the questions leadership actually asks.
- Delivered or taught — I can run the strategy with you, or train your team to.
Book a free, no-obligation discovery call →
What a digital fundraising strategy does for your charity
A strategy isn’t an extra layer on top of your campaigns — it’s the thing that makes them work together. Done well, it:
- Connects your channels into one funnel — so Meta, Google, email and organic each do a defined job, instead of competing for the same budget.
- Ties every pound of spend to a goal — acquisition, retention, brand or income, with the logic you can show a trustee.
- Finds the gaps you’re not seeing — the leaky conversion page, the missing middle of the funnel, the channel you’ve outgrown.
- Future-proofs your income — diversifying beyond the channels that are getting more expensive or less reliable.
- Gives leadership a clear line of sight — KPIs and a reporting rhythm so the board can see what’s working and why.
Strategy work I’ve delivered for charities
- Health & welfare charity — a four-month performance review and strategic direction document reshaped the wider programme, alongside Meta lead generation that drove 1,300+ telephone leads at a low cost per lead.
- National faith-based charity — an account architecture restructure drove cost per acquisition down 77% and ROAS up 202% year on year across the Christmas appeal.
- Education-sector charity — an audience-strategy overhaul cut cost per lead by 75% over seven months.
- National charity — 83% year-on-year donation growth following a strategic restructure of the paid programme.
- Children’s welfare charity — 1,300+ telephone leads at a low CPL, with source-level attribution feeding creative decisions.
- International children’s charity — a cross-channel Google + Meta strategy that identified where each channel earned its place, with post-campaign efficiency gains baked in.
How I work: the Blueprint
Every strategy engagement runs from diagnosis through to roadmap — and, if you want it, into delivery — grounded in your data and continuous testing.
1. Discovery & diagnosis
I start with research and benchmarking — your data, your supporters, your current performance and your sector’s trends — and an honest audit of where income comes from now and what’s holding it back.
2. Audience & funnel mapping
I map your supporters’ journey end to end, identify the critical touchpoints, and show where each channel sits in the funnel — including the middle bit most charities skip.
3. Channel & roadmap design
You get a prioritised, costed roadmap: which channels to test, in what order, with the strategic logic for your spend — so decisions are deliberate, not habitual.
4. Measurement & board-ready reporting
I set KPIs that mean something and build the reporting template that answers the three numbers leadership actually asks for, so progress is visible and defensible.
5. Delivery or handover
From here I either run the strategy with you, or train and mentor your team to deliver it — so the capability stays in-house. Your call.
Why charities choose to work with me directly
Senior strategy, start to finish
The strategy is designed and delivered by me — not handed to a junior. You always have an experienced pair of eyes on the thinking and the execution. That’s the structural difference between working with me and working with an agency.
Award-winning, accredited expertise
Winner of the Woman for Good 2025 award for digital excellence in the charity sector, and an accredited Meta & Google Business Partner. My reputation is built on transparent, accountable results.
Strategy grounded in donor psychology
I apply consumer-behaviour science to the whole journey — from channel choice to conversion page — putting the donor experience at the core of the plan, not bolted on after.
You own everything
The strategy, the roadmap, the dashboards and the data are yours to keep and run with — whether we work together for one project or many.
What clients say about me
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Why strategy matters more than ever for charities
The ground is moving under every charity’s digital fundraising, and tactics alone can’t keep up. A strategy is how you stay ahead of it:
- The rollout of ChatGPT ads and AI search — what changing search behaviour means for how supporters find you, and where to place your bets.
- The impact of AI on paid search (SGE) — how generative search is reshaping SEM, and what to do about it now.
- Why Meta still works even when the numbers look patchy — reading attribution correctly so you don’t switch off campaigns that are actually working.
Rising acquisition costs, ageing donor files, the cost-of-living squeeze on traditional channels — these are strategy problems, not campaign problems. That’s exactly what this work is built to solve.