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Digital Fundraising

How strong is your digital fundraising practice? This short, evidence-based self-assessment scores your organisation against fundraising standards, shows where your biggest gaps are, and puts the most useful fixes first.
It takes about 10 minutes. Every question is optional, and the more you can share, especially real numbers and documents, the more accurate your result.

Which best describes your organisation on: The NGO targets defined audiences described with personas, not an undifferentiated general public?

Which best describes your organisation on: The NGO targets defined audiences described with personas, not an undifferentiated general public?
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Which best describes your organisation on: Appeals lead with a single identifiable person rather than statistics or large numbers?

Which best describes your organisation on: Appeals lead with a single identifiable person rather than statistics or large numbers?
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Which best describes your organisation on: Engagement content provides value to the supporter rather than serving only the organisation?

Which best describes your organisation on: Engagement content provides value to the supporter rather than serving only the organisation?
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Which best describes your organisation on: The NGO has a model of engagement levels and deliberately moves supporters up, rather than treating all contacts as either prospects or donors?

Which best describes your organisation on: The NGO has a model of engagement levels and deliberately moves supporters up, rather than treating all contacts as either prospects or donors?
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Which best describes your organisation on: The NGO builds relationships before asking online, rather than expecting a donate button to raise money on its own?

Which best describes your organisation on: The NGO builds relationships before asking online, rather than expecting a donate button to raise money on its own?
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Which best describes your organisation on: The NGO gives supporters the tools and permission to run their own fundraising on its behalf?

Which best describes your organisation on: The NGO gives supporters the tools and permission to run their own fundraising on its behalf?
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Which best describes your organisation on: Digital and social are integrated with email, web, and offline channels, not used in isolation?

Which best describes your organisation on: Digital and social are integrated with email, web, and offline channels, not used in isolation?
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Which best describes your organisation on: The NGO communicates frequently enough to stay present, rather than saving content for occasional dumps?

Which best describes your organisation on: The NGO communicates frequently enough to stay present, rather than saving content for occasional dumps?
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Which best describes your organisation on: Email uses a recognisable From field and open-optimised subject lines (no demanding CTAs in the subject)?

Which best describes your organisation on: Email uses a recognisable From field and open-optimised subject lines (no demanding CTAs in the subject)?
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Which best describes your organisation on: The NGO actively manages list engagement and hygiene to protect deliverability?

Which best describes your organisation on: The NGO actively manages list engagement and hygiene to protect deliverability?
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Which best describes your organisation on: The NGO listens to supporters online before broadcasting, and operates transparently rather than as a fortress or a transactional cheque-collector?

Which best describes your organisation on: The NGO listens to supporters online before broadcasting, and operates transparently rather than as a fortress or a transactional cheque-collector?
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Which best describes your organisation on: The giving page follows tested conversion principles (stripped navigation, single CTA, minimal fields, mission image), rather than being a generic form?

Which best describes your organisation on: The giving page follows tested conversion principles (stripped navigation, single CTA, minimal fields, mission image), rather than being a generic form?
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Which best describes your organisation on: The NGO split-tests creative and copy and uses goal-based web analytics to find and fix conversion leaks?

Which best describes your organisation on: The NGO split-tests creative and copy and uses goal-based web analytics to find and fix conversion leaks?
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Suggested uploads

These are optional. If you can share a few, we can check your answers against real evidence and give you a sharper, more useful result:

Audience definitions or personas the NGO uses
A marketing/communications plan showing audience targeting
Examples of recent appeals and content
Any message or content guidelines the NGO uses
Any engagement-ladder or supporter-journey model the NGO uses
Examples showing relationship-building content, not just asks
Peer-to-peer or supporter-led fundraising tools/pages the NGO offers
Examples of supporter-led campaigns
A communications calendar or cadence record
Evidence of multichannel campaign coordination
Recent email subject lines and From-field practice
Evidence of list hygiene / re-engagement activity and any deliverability metrics
Evidence of social listening or supporter feedback informing decisions
Examples of transparent two-way communication online
The current donation/giving page for inspection
Evidence of any A/B testing or web-analytics conversion tracking

Upload any of these documents (optional). You can add several files.

A little context

Over the last 3 years, is your work in this area getting better, staying the same, or getting worse?

Over the last 3 years, is your work in this area getting better, staying the same, or getting worse?
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Where do you keep the relevant records?

Where do you keep the relevant records?
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Anything outside your control that recently affected this area? For example a crisis, a funder leaving, or a sector shock.

This is a demo of the tool. If you have any feedback on it, we would appreciate hearing it.