By Anita Gallagher / Training Lead at HIPGive
The promise of digital technology has captivated many nonprofits. Crowdfunding campaigns, social media virality, and seamless CRM integrations have fuelled dreams of effortless fundraising success. Yet, for many organisations, the results fall short. Fundraisers feel disillusioned, executive directors frustrated, and board members disengaged from online fundraising.
If you’ve experienced this gap between expectations and reality, you’re not alone. Digital technology may have transformed the way we reach people, but it hasn’t changed the core principle of fundraising: people give to people. So it’s time to go back to basics.
At HIPGive, we think of it like this: growing a sustainable individual giving program is like tending a garden. Digital platforms are our tools—spades, hoses, and fertilisers—but tools alone can’t plant seeds or nurture growth. They need skilled hands and, most importantly, a creative vision. In this metaphorical garden, your donors are the seeds. They hold the potential to blossom, but only with consistent care. Check in with them, nourish them, and over time, you’ll grow a thriving garden—sustainable, diverse support for your organisation. At its heart, this isn’t a technical problem; it’s a human one.
How can you become a better gardener?
Firstly, embrace abundance and know that size doesn’t matter. Small organisations can, and do, succeed. Creativity and persistence often outshine budgets or technical expertise. Grassroots groups show us that a belief in abundance—where every small step contributes to growth—can yield transformative results. Leverage accessible technologies and invest in learning: craft compelling stories, understand donor behaviours, and focus on steady progress over time.
Secondly, celebrate your humanity and prioritise personal connections. While automation is useful for reducing repetitive tasks and ensuring secure digital payments, it’s not a substitute for human connection. Avoid generic messaging. Instead, show donors they matter with thoughtful communication and personalised appreciation. A heartfelt thank-you can be more impactful than a flashy campaign.
Finally, recruit more people and grow your volunteer fundraising team. Since we introduced peer-to-peer fundraising on HIPGive a few years ago, nearly all of the stand-out campaigns have succeeded because of the power of the network. When supporters rally their networks, they achieve far more than a generic email blast or social post. Campaigns like Avanza Conmigo demonstrate how this approach transforms fundraising efforts, turning donors into advocates who amplify your message authentically.
Bridging the gap between technology’s potential and real results requires patience and commitment. A one-off crowdfunding campaign won’t create the flourishing garden—or donor base—that you dream of. But a consistent effort, grounded in refining strategies, nurturing authentic relationships, and connecting with donors on a deeply human level, will.So, pick up your tools, and let’s get to work.
