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How to Find and Keep Charity Donors: 15 Proven Strategies for 2026
July 6, 2026
The lifeblood of any charity is its donor base. Organisations can falter and fail to reach their full potential without a steady influx of new supporters. In today's busy voluntary sector, the challenge of acquiring new donors is significant, especially for small charities working with limited resources.
To thrive and maximise impact, charities must adopt a strategic approach to identifying, engaging, and retaining a diverse pool of committed donors.
Whether you are a seasoned fundraiser or just starting out, the following 15 strategies will help you succeed in 2026 and beyond.
What is donor acquisition and why is it important for your charity?
Acquisition involves finding, attracting, and securing new donors through different fundraising and marketing initiatives. It is the first step in the charity donor management lifecycle.
Donor acquisition benefits charitable organisations in the following ways:
Expand your charity's reach
To expand your organisation's reach, target specific audiences who may not be part of your current donor base. You can find support from people whose interests align with your mission but who are not yet aware of your cause.
Raise more funds
A broader donor base ensures the success of your fundraising plans and increases donations. Acquisition strategies involve educating potential supporters about your cause and showing the impact you create.
These efforts help prospects feel connected with your charity and encourage financial support.
Improve growth possibilities
Donor acquisition helps your charity scale up and increase community impact. With more supporters joining your organisation, you can launch larger fundraising events and create meaningful change.
Four donor types every UK charity should know
1. Individual donors
Many people feel a responsibility to support causes they care about. Individuals are the largest single source of UK charity income, making them worth targeting with the right approach.
Birthdays, anniversaries, and seasonal moments are common times when individual donors make their contributions.
Legacy gifts (a significant UK income stream, Remember A Charity campaigns promote this widely)
Crowdfunding pages
Cheque by post (still used, though declining)
While individual gift sizes vary, every donor adds value. Understand their motivations and engage with each existing and potential donor to build lasting relationships.
2. Major donors
A small share of donors typically provides the majority of income at most charities. With the high capacity to fund causes, support from major donors can create a life-changing impact on communities.
These individuals connect more deeply with the organisation. To ensure the success of your initiative, cultivate engaging and meaningful relationships with them. Have a clear plan for how to interact with major donors.
Keep them informed about your work and involve them in the organisation's activities.
You can secure corporate sponsorships for your charity and tap into a wider network of businesses. Corporate donors work with charities to build a positive reputation and gain brand exposure.
UK corporate giving channels include:
Payroll Giving, an HMRC-approved scheme where donations come from employees' pre-tax salary, so your charity receives the donation with tax relief already applied at source (gov.uk/payroll-giving)
Employer matched giving programmes (many UK banks, law firms, and large employers run these)
Cause-related marketing for mutual benefit
Gifts in kind (a formal category in UK charity reporting under SORP)
Sponsored corporate teams entering peer-to-peer events
Corporate volunteer days and volunteer grant programmes
As customers of these businesses expect them to support communities, charity partners can use corporate relationships to raise more funds. Announcing a corporate donor's contribution during events and on social media is a great way to maintain the relationship with companies that support UK charities.
4. Trusts and foundations
The UK has a rich landscape of charitable trusts, foundations, and community foundations that fund voluntary sector work. Examples of grant-making categories include national funders such as the National Lottery Community Fund, larger independent foundations, and local community foundations across England, Scotland, Wales, and Northern Ireland.
Research each funder thoroughly. Submit annual accounts, an impact report, and a clear pitch that demonstrates your work. For guidance on finding UK funding opportunities, NCVO is the best starting point for England and Wales.
Gift Aid: the UK donor acquisition multiplier
Gift Aid is one of the most powerful tools available to UK charities and is entirely absent from most generic fundraising guides. If your charity is registered with HMRC as a recognised charity (separate from your Charity Commission, OSCR, or CCNI registration), every £1 donated by a UK taxpayer becomes £1.25 at no extra cost to the donor. (Gift Aid, HMRC guidance)
How Gift Aid works
The donor signs a Gift Aid declaration confirming their full name, home address, the charity's name, and that they have paid enough UK Income or Capital Gains Tax to cover the claim. Your charity then reclaims 25p per £1 directly from HMRC via Charities Online. The claim window is four years from the end of the financial period in which the donation was received. Keep all declarations for at least six years after the last donation they cover.
Higher-rate (40%) and additional-rate (45%) taxpayers can claim the difference between the basic rate and their own rate through Self Assessment or by contacting HMRC directly.
Gift Aid Small Donations Scheme (GASDS)
For small cash and contactless donations of £30 or less, your charity can claim a 25% top-up without a written declaration under the Gift Aid Small Donations Scheme. The cap is £8,000 in eligible small donations per tax year, yielding up to £2,000. This is particularly useful for fetes, door collections, and events where donors pay by tap.
When Gift Aid does not apply
Gift Aid cannot be claimed on ticket sales for events, raffle entries, auction lots sold at fair value, company donations, or gifts from donors who have not paid sufficient UK tax. Always make this clear on your donation pages to stay compliant with HMRC guidance.
15 ways to find new donors for your charity
Like any marketing activity, you need a strategy to attract new donors so your charity can receive more donations. Your strategy must include tactics to identify and motivate new prospects.
Here are 15 donor acquisition strategies to convert prospects into financial supporters:
1. Plan with your trustees
Trustees are powerful assets of your charity and the strongest advocates of your cause, as they are already committed to your mission. They understand and have contributed to your successes, so encourage them to become your biggest supporters.
Plan with them to spread the word about your organisation. Host events that include their family and friends who might donate to the cause. Consider raising this directly during trustee meetings.
Note that trustees have a duty to safeguard the charity's resources under the Charities Act 2011, so peer-network fundraising asks are entirely appropriate, record them transparently in your governance minutes.
For governance guidance and fundraising support, UK charities can turn to NCVO, the Chartered Institute of Fundraising (CIoF), and Charity Excellence (Ian McLintock's free peer community for small charities, growing rapidly).
2. Find prospects from other organisations' donor networks
Many donors are open to supporting multiple causes if given the opportunity. A common barrier is simply a lack of awareness. Raise awareness for your cause and offer people the chance to donate.
Here is how to find and secure new donors:
Compile a list of prospects based on annual reports and donor recognition lists of other organisations.
Ask trustees and staff whether they have any connections with those prospects.
Request them to spread the word about your mission.
Invite interested individuals to attend one of your events or sign up for your newsletter.
Donors are more likely to contribute to charities that are passionate about their mission. Show your impact and share success stories to earn their trust.
3. Conduct prospect research
Personalised and targeted requests deliver more positive results. Without prospect research, fundraisers may miss opportunities to acquire new donors.
Conduct thorough research to understand the background, interests, and giving capacity of potential donors. The research is not merely about identifying supporters and asking for funds. It is about developing a better understanding by learning:
Which causes prospects are most passionate about.
How likely they are to donate.
What their capacity to fund causes is, so you can personalise your messages.
How to ask them to give in a way that resonates.
4. Connect with one-time and lapsed donors
Supporters may stop funding your cause for various reasons. Your role is to remind former donors that the organisation is still doing meaningful work. These donors will often continue their support when they see and learn about your ongoing efforts.
Even one-time donors can become recurring contributors when they understand the impact their donations can make.
Re-engage lapsed donors with different activities to continue their involvement. Gratitude goes a long way, but it is not a one-time practice. Charities sometimes overlook this and lose the chance of repeat donations. Thank these supporters and show them the value they add to the cause.
5. Send donation letters
Encourage prospects and current donors to support your cause financially or with gifts in kind. Donation letters require relatively little effort yet can help raise funds for upcoming events. Well-written donation letters can reach and compel a broader audience.
Most charities use free CRM (customer relationship management) tools to segment their supporters into specific groups for more targeted donation letters.
Segmenting can be done in the following groups to address and personalise your appeals:
Current donors
Prospects who have shown interest in your mission, such as event attendees, newsletter subscribers, and social media followers
Lapsed donors to reconnect with and express appreciation for past support
Local businesses and corporate partners
Create an ideal donor profile to reach and send donation letters. Previous donations are the best indicators of a prospect's willingness to contribute in the future.
Personalise your donation request to attract a positive response. Use success stories to appeal to supporters and encourage them to join your mission. Include a specific, timely, and compelling call to action to motivate.
A UK-specific must: every donation letter and appeal should invite donors to complete a Gift Aid declaration where eligible. That single step turns every £1 into £1.25 for your charity at no cost to the donor. (HMRC Gift Aid guidance)
6. View volunteers as potential donors
Volunteers are a hidden resource that charities often overlook. There are several reasons to treat them as potential donors:
They already know about your cause and mission.
Research consistently shows that people who volunteer for an organisation are significantly more likely to donate financially.
Volunteers' experiences set the tone for their further engagement. A positive experience can encourage them to donate when you ask.
Track volunteer engagement metrics in your CRM. Metrics such as service hours, event attendance, social media interactions, and email open rates give insights on how to personalise your donation appeal to volunteers.
7. Use social media platforms
Social media platforms offer powerful tools for reaching and engaging potential donors who align with your charity's mission.
Platforms like Facebook, Instagram, and X (formerly Twitter) provide targeting options based on demographics, interests, and behaviours, helping you reach the right audience at the right time.
By crafting a social media strategy for your charity you can showcase your impact stories and calls to action, capture the attention of scrolling users, and inspire them to support your cause.
To maximise the effectiveness of your social media campaigns, continuously monitor and optimise your content based on performance data, ensuring your acquisition efforts yield the best possible return.
8. Improve your website to drive traffic
Interested donors search for a charity website to learn about your work before extending support. You should optimise your website as per best practices to convert prospective donors.
Most UK charity website visitors browse on mobile, design accordingly. Make your website responsive to improve the visitor experience and help new and existing donors navigate easily.
Use 'pop-up' lead magnets offering free information and resources to convert website visitors into supporters.
9. Build a content marketing strategy
Content marketing is a valuable strategy for sharing your impact stories with the right people. Supporters search for information on fundraising opportunities and ways to contribute to different causes. Your blog can offer the right resources and share success stories.
Blogging is also a great way to use search engine optimisation (SEO) practices. Here are some ways charities can use blogs to find new supporters:
Publish regular articles about the latest news and trends related to your mission.
Share updates from your leadership team.
Show your fundraising results with impact stories and reports.
Add calls to action to encourage readers to become supporters.
10. Work with local media
Local community organisations and news outlets are effective channels for spreading your message. Pitch a story about your mission, founder, or organisation to the local newspaper or BBC local radio station. Share recent highlights or upcoming events with a strong hook to secure coverage.
News stories on TV, radio, social media, or in print help find supporters who resonate with the cause. Adding human-interest elements rather than mere updates is the best way to evoke emotion and acquire donors.
11. Host in-person networking events
Open houses, fundraising events, and casual get-to-know-you gatherings create a welcoming environment for new donors. These events bring local guests together to start meaningful conversations about causes.
Make in-person events a door to your charity's culture, facilities, and activities. Share information about the organisation and mission at these events.
Introduce your charity's impact and give prospective supporters time to talk to leadership face to face. Talk about your goals and how donors can join you in the mission to improve the community.
12. Build an email newsletter
Email campaigns are one of the best ways to build relationships with prospects. They are inexpensive and powerful channels for ensuring potential supporters receive your message. Charities can build donor lists to use email campaigns and acquire supporters.
There are multiple ways to gather email contacts of event attendees or people interested in supporting your work.
Even if prospects do not support your cause financially straight away, you can nurture relationships with them by sending regular emails.
Here is how to engage your email subscribers:
Start a welcome series for new subscribers to introduce your organisation's mission.
Share the long-term impact their contributions can make.
Offer other ways to connect with your charity.
Try sending a newsletter once per month and build from there to find the right frequency.
Track open rates to identify the best time to send newsletters.
Even if subscribers do not always open newsletters, seeing your charity's name in their inbox keeps you front of mind. Do not flood their inboxes.
UK GDPR and PECR compliance: before you build your email list, ensure you have a lawful basis for sending electronic marketing, either clear consent or documented legitimate interest. Always include an easy unsubscribe option in every email. The ICO published updated soft opt-in guidance for charities in 2026 that is worth reading before you launch your list. (ICO guidance)
13. Plan virtual events
Host online events to cut costs and reach prospects beyond your local area. A virtual event that is emotionally inspiring and meaningful can encourage donations.
Reach out to your major donors and volunteers to show their support. These supporters can spread the message through their networks and invite friends to join the event.
The main advantage of virtual events is that you can invite far more prospects. Unlike in-person events, you do not need to worry about venue size.
Virtual events also allow you to collect data, analyse attendees, and connect with them after the event.
14. Build partnerships with other organisations
Partnering with businesses and community development organisations can bring gifts in kind, volunteer grants, and other fundraising support.
Work with corporate partners or major donors to offer employee donation matching. Such programmes incentivise first-time supporters and encourage donors to keep giving to your cause.
Reach out to eligible organisations to spread your mission's message. Other options include hosting collaborative events and engaging with prospects directly.
15. Follow up to create strong relationships
Previous donations made by supporters helped your cause, so be sure to acknowledge that. Contact them through in-person calls or send thank-you letters via email or post. Let them know how their time or donations added value to your charity.
When supporters see their contributions do not go unnoticed, they are more likely to continue donating. They may even tell their friends and family about your charity and the cause they supported.
Trust signals UK donors look for before they give
Before a UK donor hands over their details or makes a gift, they look for signals that your organisation is legitimate. Every Tier-1 UK charity, Cancer Research UK, Macmillan, RSPCA, Oxfam, displays these prominently:
Registered charity number, visible on your website, donation pages, and all correspondence. Donors can verify it on the Register of Charities
A clear Gift Aid explainer on your donate page, tell donors that their gift will be worth 25p more per £1 if they are a UK taxpayer and sign a declaration
UK GDPR wording on data use, a short, plain-English statement on how you store and use donor data, with a link to your privacy policy
These signals are not optional extras. They are what separates a trusted charity from an unknown. Get them right from the start.
How to calculate donor acquisition and retention rates
Acquiring supporters is not enough, you need to track and analyse the rate at which you attract new donors. From there, you want to track your rate of retaining those donors to maximise your acquisition investment and see a return.
Calculating your donor acquisition and retention rates is like having a compass that guides you through fundraising, helping you navigate towards sustained growth and impact.
Calculating donor acquisition costs
To work out your donor acquisition cost:
Collect data from a recent fundraising campaign. Look for expenses related to finding new donors: marketing costs, advertising expenses, event costs, staff time, and so on.
Break down those costs:
Marketing and advertising expenses (for example, direct mail, online ads, social media promotions).
Event costs if you held events to attract new donors.
Staff time spent on donor acquisition efforts.
Creative design and copywriting costs for marketing materials.
Any software or tools used for donor acquisition. (Zeffy's 100% free event management and fundraising platform can help you save money.)
Add up all the expenses related to signing up new donors.
Determine how many new donors signed up as a result of the campaign.
Divide the total cost of acquiring new donors by the number of new donors acquired: Donor Acquisition Cost = Total Cost / Number of New Donors.
For example, if your total acquisition expenses amount to £10,000 and you acquire 200 new donors through those efforts, the donor acquisition cost would be £10,000 / 200 = £50 per new donor.
Knowing your donor acquisition cost helps you understand how much it costs to sign up a new donor and how much you need to raise from each donor to break even.
Here is how to calculate the donor acquisition rate:
Donor acquisition rate (in percentage) = (first-time donors / total donors) x 100
Be sure to pick a consistent time period to calculate the rate of acquiring donors.
For example, for last month's rate, divide the first-time donors in the last month by the total donors during the same period.
The average donor acquisition rate is about 0.8%. This rate can change based on different fundraising activities, the size of the organisation, and the type of charity.
Average donor retention rate
Donor retention rates show how many donors your charity retains year on year. A low donor retention rate means you are losing more supporters than you are retaining, leading to a decrease in revenue and a less stable donor base. A high rate indicates you have long-term supporters who give regularly.
Here is how to calculate the donor retention rate:
Donor retention rate (in percentage) = (donors that gave this year / donors that gave last year) x 100
Cost of donor acquisition vs donor retention
The cost of retaining donors is significantly less than acquiring new ones. Donors contribute to the causes of charities they trust.
It takes more effort and resources to convert a new donor than to retain a loyal one, which means donor retention is cheaper than acquisition.
Acquiring new donors allows charities to breathe life into their missions and expand their impact. While the acquisition cost can seem daunting, ignoring this crucial aspect means leaving money on the table, a missed opportunity no organisation can afford.
By implementing the strategies outlined above, you will find new supporters and build lasting relationships for your cause for years to come. When you succeed in optimising your donor acquisition rate, the difference it makes will be felt across every part of your work.
Corporate giving programmes are structured ways for businesses to support charities. The two dominant UK mechanisms are Payroll Giving (donations made from an employee's pre-tax salary via an HMRC-approved scheme, so the charity receives the donation with tax relief already applied) and employer matched giving (where a business matches an employee's personal donation, effectively doubling the gift). Other common forms include gifts in kind, cause-related marketing partnerships, and corporate volunteer days with associated grant funding. Building relationships with local businesses and larger employers can be a reliable stream of support for your charity.
No, but your legal structure affects what you can access. Registered charities (registered with the Charity Commission for England and Wales, OSCR in Scotland, or CCNI in Northern Ireland) can claim Gift Aid, access most charity fee discounts, and benefit from mandatory 80% business rates relief. Charitable Incorporated Organisations (CIOs) must register with the Charity Commission regardless of income. Community Interest Companies (CICs) are regulated by the CIC Regulator and can fundraise, but are not charities and cannot claim Gift Aid. Unincorporated community groups can also fundraise, but cannot access Gift Aid or most charity-only funding streams. If you are unsure of the right structure, NCVO offers free guidance.
Donor acquisition is the process of finding and securing new donors, the first step in your fundraising cycle. Donor retention is the ongoing effort to keep those donors giving year after year. Both metrics matter, but retention is significantly cheaper than acquisition: it takes far more resources to convert a new donor than to re-engage a loyal one. Track both rates regularly and ensure your stewardship activity is as strong as your outreach.
Donor churn rate is the percentage of donors who gave in one period but did not give in the next. It is the inverse of your donor retention rate. A high churn rate signals that your stewardship and follow-up communications need attention. Common causes include donors feeling unappreciated, not hearing about the impact of their gift, or receiving too many or too few communications. Regular thank-you messages, impact reports, and personalised appeals all help reduce churn.
The cost of donor acquisition is the total amount spent to bring one new donor on board. Calculate it by dividing your total acquisition spend (marketing, events, staff time, design, tools) by the number of new donors gained in that period: Donor Acquisition Cost = Total Cost / Number of New Donors. For example, if you spend £10,000 and acquire 200 new donors, your acquisition cost is £50 per donor. Knowing this figure helps you assess which channels deliver the best value and how long it takes to recoup that investment through subsequent gifts.
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Look for people who attend related events, follow relevant Facebook groups, or subscribe to aligned newsletters.These aren’t just potential donors—they’re your future advocates.
Look for people who attend related events, follow relevant Facebook groups, or subscribe to aligned newsletters.These aren’t just potential donors—they’re your future advocates.
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