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

Let’s face it – embracing new fundraising tools and donor management platforms can feel overwhelming. But it doesn’t have to be! Here’s a simple guide to help you get the most from your tech investments while avoiding common pitfalls. 

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 phased plan to scale from there.
• Approach martech adoption as an evolving strategy, not a one-off project.

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, both now and in the future.
• Create specific scenarios, like automating donor thank-you messages or tracking recurring contributions seamlessly.
• Outline what data, processes, and resources will be needed to make these happen.
• Ensure your plans account for growth and increasing sophistication over time.

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 from a user perspective.
• Treat this as an opportunity for innovation, not just a tech upgrade.
• Engage your team early and build in time for experimentation and learning.
• Identify the key enablers—such as data structures, content frameworks, and internal workflows—that will ensure long-term success.

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 ahead to ensure business-as-usual (BAU) activities aren’t derailed.
• Allocate extra resources or temporary support if needed.
• Document campaign requirements and workflows early to smooth the transition.
• Ensure your team has the capacity to embrace new ways of working without sacrificing ongoing efforts.

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. Legacy issues in this area can’t be ignored—addressing them proactively ensures better long-term engagement.

What to do:

• Build a transparent consent and privacy management process from the outset.
• Focus on donor-friendly practices that build trust and enhance experience.
• Use technology to improve personalisation while staying compliant.
• Prioritise growing marketing reach through ethical and sustainable data practices rather than leaving it as an afterthought.

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:

• Go beyond the initial demo – roll out continuous training.
• Tailor learning to different teams, from fundraisers to leadership.
• Celebrate early successes and share case studies to build confidence.
• Keep learning an ongoing process, ensuring teams adapt as technology evolves.

Key takeaways

• Be ready for change: Start planning early to ensure a smooth adoption.
• Define your wish list: Prioritise features that align with immediate and future goals.
• Think big, start small: Scale up as you gain confidence and refine processes.
• Balance innovation with continuity: Keep daily operations steady while transitioning.
• Identify and secure key enablers: Data, workflows, and supporting processes are just as critical as the software itself.
• 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!