Making martech work for good: A guide for fundraisers and charity marketers

It’s not the tin that does the fundraising

The donation tin doesn’t fundraise

YOU fundraise; the tin just holds the money! In the same way, your technology won’t create miracles on its own. While many tools come with impressive features, they still need thoughtful planning, setup and tailoring to match your goals. Unfortunately, there’s no magic ‘press for results’ button.

What to do:

Get proactive! Define your goals first – whether it’s increasing donor retention, streamlining event management, or expanding your reach. Prioritise the most impactful activities, then build out a plan to scale from there. Your adoption strategy should serve your charity’s mission, not just the software’s selling points.

Have a vision for your impact

Investing in new tech without clear goals is like launching a campaign without knowing the story you want to tell. Ambitions like ‘improving donor engagement’ or ‘boosting campaign efficiency’ can fall flat without details about the data, tools and team effort required to make it happen.

What to do:

Picture what success looks like. Create specific scenarios, like automating donor thank you messages or tracking recurring contributions seamlessly and outline the steps to make them real. This approach ensures your tools align with both today’s priorities and tomorrow’s ideals.

Strategy before software

It’s easy to get swept up in the excitement of new technology and forget about the underlying strategy. The result? Old habits carried into new systems, limiting the potential for meaningful change.

What to do:

Nominate a champion to lead the charge. Treat this as an opportunity for innovation, not just a tech upgrade. Engage your team early, experiment with fresh ideas and embrace the transformative potential of your tools.

Don’t end up juggling

Keep campaigns running during the transition

Switching to new systems can feel like running a marathon while juggling. Your regular campaigns and donor outreach must continue seamlessly as you set up and test your new tools.

What to do:

Plan for the transition! Ensure you have enough resources to cover ongoing activities while implementing changes. If necessary, bring in temporary support to manage daily operations so your team can focus on the setup.

Prioritise consent and data protection

Fundraising success depends on trust. Without a robust strategy for consent and data protection, you risk alienating donors and losing support.

What to do:

Build a transparent consent and privacy management process from the ground up. Make it donor-friendly, emphasising trust and positive interactions. Not only will this keep you compliant, but it will also strengthen your relationships and encourage long-term loyalty.

Educate and empower your team

New technology often brings new workflows, and change can be daunting. If your team isn’t confident with the tools, they won’t deliver the results you’re hoping for.

What to do:

Prioritise training. Go beyond the initial demo and roll out ongoing education. Share successes, celebrate milestones and tailor sessions for different users – from frontline fundraisers to leadership stakeholders.

Key takeaways

• Be ready for change: Start planning early to ensure a smooth adoption
• Prep your wish list: Prioritise features that align with your immediate goals
• Think big, start small: Scale up as you gain confidence
• Balance innovation with continuity: Keep daily operations steady while transitioning
• Stay curious: The more your team learns, the better your results will be

With careful planning, collaboration and a focus on your mission, your fundraising tech can help your charity achieve amazing things. Want to talk more about how we can help? Get in touch