Written by Eoghan Beecher Country Director at iRaiser.
As we move into the final quarter of the year, a critical time for year-end fundraising appeals, the need to connect meaningfully with supporters becomes even more urgent. More than ever, charities are being asked to evolve to better understand their supporters’ donor journey, offer meaningful ways to engage, and adapt to the changing ways people give.
In this article, we share tips from Eoghan Beecher, Director for the UK & Ireland at iRaiser, presented during his April 2025 Fundraising Everywhere session “The Journey from Giving to Raising”.
Use these tips to inspire your charity to think differently about online fundraising in the months ahead.
Fundraising starts with the donor journey
The central idea of the talk was simple, yet powerful: Fundraising isn’t just about asking for a gift, it’s about supporting a journey.
Supporters evolve. The way someone chooses to give or engage at one point in life may be entirely different five, ten, or twenty years later. Whether someone is running a marathon through a peer-to-peer fundraising initiative, giving monthly, volunteering locally, or making a tribute donation: each of these actions represents a moment in their personal fundraising story.
To illustrate this, Eoghan Beecher shared relatable supporter personas (Bridget, Peter, Marcus) each at different life stages, once highly active in certain fundraising channels, but now engaging in entirely different ways. Fundraisers must recognise and adapt to this evolution in the donor journey.
Supporting the donor journey, at every step
One of the session’s key messages was that the role of a fundraiser is no longer limited to just raising money, it’s about creating a space where supporters can express their values, at the right time and in the right way.
To do this, charities should focus on several core principles:
- Speak directly to supporters, in a tone and format that resonates
- Understand when and how they want to be contacted, based on behavioural data and preferences
- Show appreciation and impact, not just when a donation is received, but throughout the supporter journey
Make it easy to get involved, whether that means giving, fundraising, or sharing their story
A data-led approach to engagement
Digital fundraising tools give us powerful insight into how supporters behave. Eoghan, iRaiser’s UK & Ireland Country Director, encouraged fundraisers to dig into their own data: tracking when people give, what inspires them, and how they respond to different campaigns.
Factors like:
- Seasonality (end-of-year, tax deadlines, cause-specific dates)
- Timing (workday vs. evening engagement)
- Payment method preferences (e.g., Apple Pay, Google Pay)
- Engagement journey (first-time vs. returning supporters)
All of these can influence when and how to craft the next appeal to give, or invitation to fundraise. By learning from what supporters do, charities can better anticipate what they might want to do next.
The case for first-party online fundraising platforms
Another core theme was the importance of first-party giving platforms – tools that keep the supporter experience within the charity’s own ecosystem.
Unlike third-party platforms where donors may interact more with the service provider than the charity itself, first-party platforms ensure that:
- Supporters engage with the charity brand directly
- Communications and journeys remain consistent
- Donor data remains under the charity’s control
- Future engagement is more natural and personalised
This isn’t just a technical detail, it’s about creating a seamless and emotionally connected supporter journey, which can lead to better retention and higher lifetime value.
Why the donor journey matters for long-term engagement
One particularly powerful insight was how online donation forms can do more than collect donations, they can unlock the next step of supporter action.
For instance:
- A donor could be offered the option to create a tribute page or community fundraiser in just one click
- A tick box could turn a single donation into a long-term engagement
- Specific journeys can be designed for in-memory giving, peer to peer fundraising, or corporate giving
The data shows that encouraging even one more action, turning a single-gift donor into a repeat donor significantly boosts long-term fundraising potential.
Looking ahead: online fundraising in a changing world
As we approach the busy autumn period and year-end campaigns, fundraisers are asking important questions:
- How do we build meaningful supporter relationships in a digital world?
- How can we adapt our fundraising strategies without losing what makes them human?
The message from iRaiser at Fundraising Everywhere is clear: supporter journeys matter. A thoughtful, data-driven approach to online charity fundraising can lead to stronger connections, better campaign performance, and more resilient fundraising teams.
Whether you’re a national charity or a small grassroots organisation, now is the time to reflect, listen to your supporters, and design experiences that reflect their evolving needs.
Ready to take your online fundraising strategy to the next level?
Book your personalised demo with iRaiser to discover how our solutions can help you streamline supporter journeys, personalise donor experiences, and maximise digital fundraising results.
Keep your learning going
If you’re looking for practical, friendly fundraising training, check out our Individual Giving Conference happening this October 16th 2025.
Our expert line-up will be sharing with you the vital tools and insights you need to supercharge your donor acquisition, boost retention, and gain clarity on the future of individual giving.