If your institutiion or nonprofit has been thinking of expanding its digital strategy, an online fundraiser is a great place to start. It’s a particularly powerful tool for schools and higher education institutions to engage local communities and alumni groups. But success requires more than just setting up a donation page and waiting for contributions to roll in.

In an increasingly noisy digital landscape, fundraising professionals at schools and campuses must work harder than ever to capture attention and inspire action. So how can you tell if you’re on the right track? Let’s discuss five signs that your online fundraiser will drive the engagement you need to build momentum and drive meaningful support.

1. Your Campaign Has a Clear, Compelling Purpose

If your audience doesn’t immediately understand what your campaign is about and why it matters, they’re not likely to engage further. A clear purpose is the first indicator that you’ll capture and earn support. 

Start by defining your fundraising goals using the SMART framework: specific, measurable, achievable, relevant, and time-bound. Describe how you’ll use the funds so potential donors immediately understand your campaign's impact.

For instance, if your Christian school needs funding to purchase curriculum materials for its summer Bible school, your goal might be: “We want to raise $2,500 by next March through our online fundraising campaign to fund our purchase of curriculum materials for our summer school, which starts next July.”

Then, weave this purpose throughout all of your campaign materials. Your community members and supporters should understand why you’re hosting your campaign when they check out your donation page, open your emails, or interact with your online fundraiser.

2. You’re Using Visuals That Inspire

Canva’s report on visual communication reported that 91% of survey respondents believe visuals communicate better than text, and 76% reported losing interest in text-heavy content. This study suggests that your messaging will gain more traction when it incorporates visual storytelling to communicate emotion and legitimacy.

Here are a few ways to incorporate inspiring visuals into your campaign materials:

• Use branded templates or simple design tools to keep your campaign page and marketing materials cohesive, consistent, and polished. Incorporate your brand colors, logo, and verbal messaging components so viewers instantly know they’re looking at a trustworthy communication from your organization.
• Feature high-quality photos and videos of students, campus life, or alumni events to make your cause feel relatable and real. For example, if your campaign supports eco-friendly initiatives on campus, you might include photos and videos of your last school shoe drive fundraiser.
• Highlight community involvement to boost credibility and encourage participation. You can include alumni testimonials and donor quotes, and even create spotlights for influential donors who have already stepped up to support your online fundraiser.

You’ve likely created plenty of campaign materials for previous online or in-person fundraisers. Evaluate the success of these materials and recreate or reuse them, if possible, to spark further engagement. For example, if you’ve noticed that your community reacts best to a specific email template or flyer design, reuse that for your online campaigns.

3. Your Donation Process Is Seamless

Unlike in-person fundraisers, which allow donors to give through various means (including cash and check), online fundraisers rely entirely on your online donation page. As Funds2Orgs says, “This page serves as the foundation of your digital approach, as it is where you’ll drive traffic to any of your school’s fundraising campaigns.”

Your online donation process should be friction-free to encourage donors to give without becoming discouraged. Follow these best practices to create a smooth experience:

• Keep the form short by asking only for essential information.
• Provide multiple payment options, including credit cards, debit cards, ACH, and e-checks.
• Ensure your donation page and forms are easy to navigate on mobile devices.
• Avoid design elements that load slowly or look cluttered on small screens.
• Make sure confirmation and receipt emails are prompt and personalized.
• Comply with web accessibility guidelines so everyone can access your page.

Remember to add call-to-action (CTA) elements, such as buttons and banners, throughout your educational institution’s website and communications to guide web visitors to your donation page. The easier it is for your community to get to your donation page, the more likely you’ll raise the funds your mission needs.

4. Your Supporters Know How to Get Involved Beyond Donating

Although the goal of every fundraiser is to generate revenue, not all of your supporters will be open to donating for various reasons, such as financial troubles or donor fatigue. But that doesn’t mean they don’t want to help you. Inspire greater engagement through your online fundraiser by outlining alternative ways for your community members to get involved with your mission and build energy around your campaign.

Here are a few ways you can do that:

• Embed simple share buttons onto your donation page with pre-written messages for popular social media platforms.
• Encourage alumni to serve as fundraising ambassadors or class champions.
• Include opportunities for local business sponsorships or alumni group collaborations.
• List upcoming volunteer opportunities and direct supporters to sign up.
• Invite them to future school fundraising events or community engagement activities.

Your online fundraiser presents a valuable opportunity to deepen relationships, so don’t squander it! Even if a supporter doesn’t want to donate today, that doesn’t mean they won’t be open to the idea in the future. Keep them involved in your mission and show them the value you offer their students to secure their support in the future.

5. You’ve Mapped Out a Multi-Channel Promotion Plan

Campaigns that drive results don’t just happen—they require clear communication across various channels. A strong promotion plan also builds momentum with timely reminders, urgency messaging, and public recognition.

Your marketing communications should span multiple channels. Here are a few ideas to maximize your online fundraiser’s marketing reach:

• Use email, social media, and alumni portals to announce campaign updates.
• Schedule reminders and milestones to re-engage your audience.
• Tailor messaging to different segments (e.g., current parents, recent grads, or longtime alumni).
• Highlight top donor classes or most active alumni volunteers.
• Celebrate campaign wins with thank-you videos or a digital wall of fame.

For best results, you can also create a sense of urgency by adding countdown timers, using deadline-driven messaging, or promoting limited-time matching or challenge gifts. These practices reinforce the importance of your campaign and emphasize your upcoming deadline, inspiring donors to give now.

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Wrapping it up

If your online fundraiser checks these boxes, you’re on the right track to building a campaign that connects emotionally, moves people to act, and strengthens alumni ties. But don’t stop there—set up a system for tracking your campaign data so that post-campaign, you can learn which channels drove the most engagement, what messages resonated, and where you can refine your approach for next time.

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About the author

Linda N. Spencer is a global philanthropy strategist and storytelling catalyst who bridges the worlds of philanthropy and narrative creation. She has over two decades of senior-level experience raising more than $200 million for nonprofit causes. One way Linda pursues her passion for making a positive impact in the world is through professional storytelling. She believes in the classical definition of philanthropy, which involves asking people to believe in something bigger than themselves. She is a member of the Funds2Orgs team as their lead content strategist.