Digital Fundraising + Marketing Strategy for Charities
Digital fundraising and awareness architect — strategic support without agency rates.
I design the whole structure, not just the ads. 20+ years of digital fundraising and paid social, data-driven strategy and behavioural science — brought together to work out what your charity should do, why, and in what order, then to build it or train your team to.
Most charities don’t have a tactics problem. They have a strategy problem dressed up as one: spend that isn’t tied to a funnel, channels chosen by habit, reporting that can’t answer the three questions your CEO actually asks.
As an architect, I start with the blueprint — your data, your donors, your sector, your goals — and let that decide the campaigns, not the other way round.
Strategy first — always
Every engagement, whether it’s a full campaign or a one-off audit, starts from the same place: research and benchmarking to find your real opportunities, a map of your supporters’ journey, and KPIs that mean something to your board. The strategy sets the direction; the channels just carry it out. That’s the order, and it’s the difference between activity and results.
Every engagement, whether it’s a full campaign or a one-off audit, starts from the same place: research and benchmarking to find your real opportunities, a map of your supporters’ journey, and KPIs that mean something to your board. The strategy sets the direction; the channels just carry it out. That’s the order, and it’s the difference between activity and results.
Start with strategy + diagnosis
Digital Fundraising + Marketing Strategy
The strategic backbone. Grounded in your wider fundraising and marketing plans, I give you an in-depth read of your website, channels and routes to market in full sector context — then a clear, prioritised roadmap of where to focus and what to test for growth. Your campaigns don’t happen in a vacuum; this makes sure the whole funnel is pulling in one direction before a penny goes into ads.
Paid Media Audits + Tech Set-Up
Strategy is only as good as the data underneath it. I review your tracking and your spend across Google Ads (Grants, paid search, display), Meta, organic social and email — then tell you exactly what’s wasting money, what’s mis-measured, and what to fix first. The honest second opinion before you commit budget.
Strategic delivery, across channels
Meta Ads for Charities
Strategic, bespoke Facebook and Instagram management for charities that need results — conversion, lead generation, challenge recruitment and brand awareness. Every campaign is built off the funnel logic above, not a generic playbook. New setups (including tracking with your developers) and turnarounds of accounts that have stalled.
TikTok + Snapchat Ads
A strategic route to younger supporters, where the rest of the sector is barely present. In-feed video, branded effects and sponsored hashtags, planned for the awareness and registration goals that fit where TikTok or Snapchat actually sits in your funnel.
Google Ads + Microsoft Ads
Paid search across Google and Microsoft/Bing, plus full Google Ad Grant support — audits, setup, compliance and management — positioned so search captures demand while social creates it. The two channels planned as one system, not two silos.
Conversion Rate Optimisation (CRO
The strategy doesn’t stop at the click. I optimise the journey from ad to donation — objectives, copy, conversion pages and a structured testing roadmap — so more of the traffic you’ve already paid for converts, at a higher average gift.
Start with a conversation, not a campaign
Book a free, no-obligation discovery call and we’ll pressure-test where you are and what you actually need — strategy, delivery, a second opinion, or capability in your team. Book a strategy call →