The Digital-First Charity: Prioritise Your Digital Presence

The nonprofit sector is undergoing a seismic shift. Digital transformation is no longer a luxury—it’s an absolute necessity. With donor expectations evolving, online giving skyrocketing, and digital services becoming the norm, organisations that don’t adapt risk falling behind.

So, what does it mean to be a digital-first nonprofit? And more importantly, how can charities and mission-driven organisations ensure they’re not just keeping up, but leading the way?

The rise of the digital-first charity

The pandemic accelerated digital adoption across every industry—including the nonprofit sector. Organisations were forced to pivot quickly, moving fundraising events, support services, and advocacy efforts online. And as the world reopened, digital remained at the heart of nonprofit strategy.

The numbers speak for themselves:

• Over 60% of donors now prefer to give online
• Online giving was predicted to increase by 4.2% in 2024 and a further 3.9% in 2025
• 44% of the UK public donated to charity using online giving in 2023

These trends confirm one thing: charities and nonprofits can no longer afford to see digital as an afterthought. It must be the foundation of their engagement, fundraising, and service delivery strategies.

What does it mean to be a digital-first organisation?

A digital-first charity isn’t just one with a website or a social media presence. It’s an organisation that intentionally integrates digital into every aspect of its operations, from fundraising and donor engagement to service delivery and advocacy.

Key elements of a digital-first organisation

Built with users in mind – your website is your nonprofit’s digital home. It should be fast, accessible, and optimised for conversions (whether that’s donations, event sign-ups, or service requests).

Seamless online fundraising – donors expect frictionless giving experiences. That means mobile-friendly donation forms, multiple payment options, and personalised engagement strategies.

Data-driven decision-making – the best nonprofits don’t just collect data—they use it. Website analytics, donor behaviour insights, and A/B testing can help fine-tune digital strategies for greater impact.

Integrated technology – a digital-first nonprofit connects all of its systems—from CRMs and email marketing platforms to donation tools and social media analytics—ensuring a smooth experience for both users and internal teams.

Compelling digital storytelling – today’s supporters expect authenticity and transparency. A digital-first nonprofit uses video, social media, and personalised email marketing to create deep emotional connections.

Scalability and agility – being digital-first means being ready to evolve. Whether it’s adopting AI-powered chatbots for donor support or exploring new social media trends, staying ahead of the curve is key.

How charities can successfully transition to a digital-first strategy

Moving to a digital-first model doesn’t happen overnight, but the benefits—increased engagement, higher fundraising potential, and greater operational efficiency—are worth the effort. Here’s how to get started:

1. Audit your current digital presence

Before making changes, understand where you stand. Ask yourself:

• Is our website easy to navigate and mobile-friendly?
• How seamless is our donation process?
• Are we using data to personalise supporter journeys?

Do we have the right digital tools and integrations in place?

2. Prioritise accessibility, inclusivity and user experience

A friction-free, inclusive digital experience is crucial for engagement. If your website is slow, difficult to navigate, or lacks accessibility features, you risk alienating potential supporters. Inclusivity matters – everyone should be able to access your content.

Top tip: Test your website with real users, including those with disabilities, to identify barriers and improve accessibility, and ensure a seamless experience for all.

3. Invest in the right technology

Your digital toolkit should work for you, not against you. Ensure your:

• CRM integrates seamlessly with your donation and marketing platforms.
• Website is easy to update and built for scalability.
• Data is centralised, so you have a 360-degree view of donor interactions.

4. Create a content and storytelling strategy

Supporters don’t just give to nonprofits—they give to stories that move them.

• Use video, blogs, and social media storytelling to create emotional impact.
• Personalise content to match user interests (donor, volunteer, advocate).
• Automate email journeys to nurture long-term relationships.

5. Embrace innovation and expand your digital reach

A digital-first mindset isn’t just about upgrading your website or improving donation funnels—it’s about constantly evolving, testing new ideas, and meeting supporters where they are.

• Explore new channels – donors and beneficiaries aren’t just on email anymore. Experiment with social media, live streaming, podcasts, and even AI-driven chatbots to engage audiences in new ways.
• Innovate in fundraising – from virtual events and gamified giving experiences to cryptocurrency donations and AI-powered donor insights, thinking outside the box can expand your reach and attract new supporters.
• Meet audiences where they are – younger generations engage differently—consider TikTok for awareness campaigns, WhatsApp for supporter engagement, or interactive tools that make giving more dynamic.

6. Experiment, analyse, and optimise

A digital-first mindset means constantly improving. Use A/B testing to refine donation pages, test different email subject lines, and track which content drives the most engagement.

Example: If one donation page converts at 5% and another at 10%, small changes like button placement, copy, or images could make all the difference.

The future of charities is digital-first—are you ready?

Digital isn’t replacing traditional charity engagement—it’s enhancing it. A strong online presence means:

• More donations with seamless giving experiences.
• Greater impact by reaching more people, faster.
• Stronger communities with deeper engagement.

Charities that embrace a digital-first strategy today will be the ones that thrive tomorrow. The question isn’t if you should prioritise digital—the question is how soon can you start? 

Get in touch today so we can help you get started on your digital-first journey.