You’ve worked hard to build a social media following, but turning those likes and shares into actual donations can feel like a mystery. If your follower count is growing but your donor list isn't, you're not alone. The good news is that you already have a captive audience; you just need the right strategy to connect with them. This is the core idea behind online community fundraising: transforming your anonymous online audience into a dedicated community of supporters. It’s about creating a space for connection and giving right inside the platforms they use every day. Here, we’ll explore the tools and tactics to bridge that gap.

Key Takeaways

• Meet supporters where they are to build real relationships: Instead of trying to pull donors to your website, engage them on the social media platforms they already use. Use direct messaging to have personal conversations that transform anonymous followers into a dedicated community.
• Define your goals before you choose your tools: The best platform is the one that aligns with your specific fundraising objectives. Decide if your priority is acquiring new donors, running a peer-to-peer event, or increasing recurring gifts first, then find the software built to achieve that outcome.
• Match your creative strategy with the right features: Your fundraising ideas will only succeed if the platform makes it easy for people to participate. Ensure your chosen tool has the features—like simple peer-to-peer pages or integrated social sharing—to create a seamless and engaging experience for your supporters.

What is Online Community Fundraising (and Why Does It Matter)?

Let’s be honest: connecting with donors isn’t as simple as it used to be. Email open rates are shrinking, and getting people's attention feels like a constant battle. But what if your next wave of supporters is already following you, liking your posts, and just waiting for a more personal way to get involved? That's where online community fundraising comes in.

At its core, online community fundraising is the practice of raising money from your supporters through the internet. But it’s much more than just adding a donation page to your website. It’s about creating a space for connection and giving right where your community already spends its time—on social media. Instead of just broadcasting your message, you’re building relationships and making it incredibly easy for people to support your cause with a few clicks.

This matters because it meets people where they are. When inspiration to give strikes, they don't have to wait to mail a check or find your website. Online fundraising allows your organization to accept donations 24/7, turning a fleeting moment of connection into real impact. This convenience removes friction and meets donors on their own terms, which is crucial for keeping them engaged. More importantly, this approach is a powerful strategy for long-term growth. By engaging people directly on platforms like Facebook, you can transform anonymous followers into a community of dedicated donors. It’s about moving beyond one-off campaigns to build a sustainable fundraising channel that creates a reliable pipeline of new supporters from an audience you’ve already built.

The Top Platforms for Online Community Fundraising

Choosing the right fundraising platform can feel like a huge decision, but it doesn’t have to be overwhelming. The best tool for you really comes down to your specific goals. Are you trying to turn your massive social media following into a reliable donor pipeline? Or maybe you want to launch a t-shirt campaign to build brand awareness? Different platforms are built for different needs. Think of this list as your starting point for finding the perfect match for your organization’s strategy. We’ll walk through some of the top contenders and what makes each one stand out, so you can find the platform that will help your community thrive.

GoodUnited: For turning social followers into donors

If you have an active social media presence but struggle to convert likes and comments into donations, GoodUnited is built for you. This platform focuses on helping you build 1:1 relationships with supporters directly in their DMs. Instead of just broadcasting messages, you can start real conversations, thank donors personally, and guide them through the giving process without ever asking them to leave the app. It’s designed to turn your anonymous followers into a community of named, engaged donors. This is perfect for nonprofits that want to tap into the power of social media for more than just awareness and create a sustainable fundraising channel where their supporters already spend their time.

GoFundMe Pro: For all-in-one campaign management

You’ve probably heard of GoFundMe for personal fundraising, but GoFundMe Pro is their dedicated platform for nonprofits. It combines the user-friendly software of Classy with the massive reach and name recognition of GoFundMe. This makes it a powerful, all-in-one solution for managing various campaigns, from peer-to-peer events to general donation drives. If you’re looking for a robust platform that can handle multiple fundraising initiatives under one roof and leverage a brand that donors already know and trust, GoFundMe Pro is a fantastic option. It’s a workhorse for organizations that need comprehensive tools to manage their entire fundraising ecosystem.

BetterWorld: For a free, nonprofit-first approach

For organizations where every dollar counts, BetterWorld offers a compelling proposition: it’s completely free to use. They cover their costs through optional tips from donors, so you keep 100% of the funds you raise. The platform provides a surprisingly comprehensive suite of tools, including auctions, raffles, ticketing, and donation campaigns. This makes it an excellent choice for small to mid-sized nonprofits or any organization that wants to experiment with online fundraising without a significant financial commitment. If you need a versatile, budget-friendly platform to get your online community fundraising off the ground, BetterWorld is definitely worth a look.

Bonfire: For selling merchandise for your cause

Sometimes, the best way to raise money is by giving your supporters something tangible in return. Bonfire is a platform that lets you easily design and sell custom apparel, like t-shirts and hoodies, to fundraise for your cause. You can set up an online store where your community can purchase branded merchandise, spreading awareness while contributing financially. There are no inventory costs or risks, as items are printed on demand. This is a creative and engaging way to fundraise, especially if you have a strong brand identity. It’s a great fit for organizations looking to diversify their fundraising streams beyond traditional donation asks and give supporters a new way to show their pride.

Facebook Fundraising Tools: For meeting supporters where they are

With billions of users, Facebook is where your community already lives, and its built-in fundraising tools make giving incredibly simple. Supporters can easily create birthday fundraisers or launch campaigns for your cause that their friends and family can donate to in just a few clicks. The social proof and network effect are powerful here, as people are more likely to give when they see their friends supporting a cause. For nonprofits, leveraging these tools is a no-brainer. You can also run more structured campaigns like Facebook Challenges, which rally your community around a shared goal and create a wave of peer-to-peer fundraising.

Other platforms to consider

The world of online fundraising is vast, and there are many other platforms out there, each with its own strengths. As you explore your options, one of the most important things to pay attention to is the fee structure. Most platforms charge for their services, but how they do it varies. Some have monthly subscription fees, while others take a percentage of each donation as a platform fee. On top of that, there are always standard payment processing fees. Before you commit, make sure you understand the full cost so you can accurately budget and forecast your fundraising revenue.

What to Look For: Must-Have Platform Features

Choosing the right online fundraising platform can feel like a huge decision, because it is. The software you use becomes the backbone of your digital strategy, and the right features can make the difference between a campaign that just gets by and one that truly connects with your community. As you compare your options, think beyond just the donation button. The best platforms offer a suite of tools designed to help you build relationships, understand your supporters, and create a seamless giving experience from start to finish. Let’s walk through the essential features you should have on your checklist.

Social media and direct messaging tools

Your supporters are already on social media, so your fundraising strategy should be, too. Look for a platform that integrates directly with social networks, allowing you to engage people where they spend their time. The real power comes from tools that let you move beyond public posts and into one-to-one conversations. Direct messaging helps you build genuine relationships, thank donors personally, and share information in a way that feels personal, not promotional. This approach transforms anonymous followers into a community of named, engaged supporters who feel truly connected to your cause.

Clear analytics and performance tracking

Data is your best friend when it comes to refining your fundraising strategy. You shouldn't have to guess which campaigns are working. A great platform provides clear, easy-to-understand analytics that show you exactly what’s resonating with your audience. Look for tools that track key metrics like donor acquisition, retention rates, and campaign performance. With the right fundraising analytics software, you can make data-driven decisions, identify your most dedicated supporters, and invest your resources where they’ll have the greatest impact on your mission.

An easy-to-use, customizable interface

Your online fundraising platform should be simple for two groups of people: your team and your donors. For your team, an intuitive backend means less time spent on technical issues and more time focused on your mission. For your donors, the giving process should be effortless. A complicated or confusing donation page can lead to abandoned gifts. Look for a platform that offers clean, mobile-friendly, and customizable donation forms. Providing donors with an easy and convenient online process allows your organization to accept support 24/7 without any friction.

Secure payment processing

Trust is the foundation of any donor relationship. Your supporters need to feel confident that their personal and financial information is safe when they give to your organization. Any platform you consider must offer secure, PCI-compliant payment processing. It’s also important to look for transparency in fees. Some platforms have hidden costs, like separate transaction fees or added charges for premium features. Make sure you understand the complete fee structure so you can predict your costs and maximize the funds that go directly toward your work.

Peer-to-peer fundraising options

One of the best ways to grow your community is to empower your existing supporters to become advocates for your cause. Peer-to-peer fundraising does exactly that. This feature allows your most passionate supporters to create their own personalized fundraising pages and share them with their friends and family. It’s a powerful way to expand your reach and attract new donors who trust the recommendations of people they know. This is especially effective for campaigns like Facebook Challenges, where community participation is key to success.

Features that build community and retain donors

Acquiring a new donor is great, but retaining them is what creates long-term sustainability. Your platform should offer features designed to foster community and encourage repeat giving. This could include automated thank-you messages, tools for segmenting your audience for personalized outreach, and ways to share impact updates with specific donor groups. The goal is to make your supporters feel like valued members of a community, not just transactions in a database. When you can show them their impact and make them feel appreciated, you build the loyalty that turns one-time donors into lifelong supporters.

The Real Cost of Online Fundraising Platforms

When you’re looking for a fundraising platform, the word “free” can be incredibly tempting. But the reality is that every platform has costs, from server maintenance and security to customer support and payment processing. Those costs have to be covered somehow, and it’s important to understand how a platform’s pricing model will impact your bottom line.

Thinking about the price of a platform isn't just about finding the cheapest option. It’s about understanding the total investment and the value you get in return. A platform with a slightly higher upfront cost might save you thousands in the long run if it helps you retain more donors or provides tools that free up your team’s time. Before you commit, take a moment to look past the sticker price and understand the different ways platforms structure their fees. This will help you create an accurate budget and choose a partner that truly supports your mission’s growth.

Transaction and processing fees

This is the most common pricing model you’ll encounter. It’s crucial to understand that there are usually two different fees at play: payment processing fees and platform transaction fees. Payment processing fees are charged by companies like Stripe or PayPal to securely handle credit card transactions; these are pretty much unavoidable. On top of that, many fundraising platforms charge their own transaction fee, which is a percentage of each donation. Some platforms that advertise as "free" will still pass the payment processing fees on to you or your donors, so be sure to read the fine print.

Monthly or annual subscription costs

Some platforms operate on a subscription model, where you pay a flat monthly or annual fee for access to their tools. This can be a great option if you have a high volume of donations, as it makes your costs predictable and easier to budget for. Instead of paying a percentage of every dollar you raise, you pay one consistent fee. These plans are often tiered, with more advanced features available at higher price points. This model can be more cost-effective over time, especially if you plan to run multiple campaigns throughout the year and want access to a full suite of fundraising tools.

Hidden setup fees to watch for

Beyond the main transaction or subscription fees, there can be other costs that aren't always obvious at first glance. Some platforms charge a one-time setup fee to get your account started. Others might have extra charges for premium features, like advanced analytics, CRM integrations, or dedicated customer support. Don’t forget to factor in indirect costs, too. This includes the staff time required for training and managing the platform, as well as any advertising budget you’ll need to promote your campaigns on social media. Always ask for a complete breakdown of potential fees before signing up.

How to calculate your total investment

To get a true sense of what a platform will cost, you need to look beyond the advertised price. The best question to ask isn't, "How much does it cost?" but rather, "What will this cost us over time?" Start by estimating your expected donation volume and the number of individual donations you anticipate. Then, you can model the total fees for each platform you’re considering. This exercise will help you see how different pricing structures stack up based on your specific needs. Remember, the goal is to find a platform that delivers a strong return on your investment by helping you build lasting relationships with your supporters.

Creative Fundraising Strategies to Engage Your Community

Choosing the right platform is a huge step, but it’s your strategy that will truly capture your community’s attention and drive donations. A great tool is only as effective as the plan behind it. Instead of just asking for money, focus on creating experiences that invite your supporters to become active participants in your mission. The most successful online fundraising campaigns are built on genuine connection and a shared sense of purpose. They make giving feel less like a transaction and more like joining a movement.

Ready to get inspired? Here are five creative strategies you can use to engage your community and build a fundraising program that lasts.

Launch a social media challenge

Think of the most memorable online campaigns—chances are, a social media challenge comes to mind. These campaigns invite supporters to complete a specific task, share it online, and challenge their friends to do the same, all while raising money for your cause. GoodUnited specializes in helping nonprofits run Facebook Challenges that create viral buzz and build community. By focusing on social giving, you empower supporters to become advocates, using their own networks to propel your fundraising forward. It’s about creating authentic connections and making it incredibly simple for people to participate and donate.

Use direct messaging for personal outreach

In a world of crowded newsfeeds, a personal message can make all the difference. Direct messaging (DM) allows you to cut through the noise and have one-on-one conversations with your supporters. You can use social media and direct messaging to nurture one-time givers, showing them the long-term impact of their support and making a personalized ask to become a monthly donor. This approach helps you build real relationships at scale, making each supporter feel seen and valued. It’s a powerful way to thank donors, answer questions, and guide them on their journey with your organization.

Host a virtual fundraising event

A virtual fundraiser is an online event where you can raise money and engage with supporters without needing a physical venue. You can host engaging events using livestreams, video calls, and social media tools. Think beyond a simple telethon—consider a virtual gala, an online auction, a behind-the-scenes tour of your work, or a live Q&A with your leadership team. These events are often more accessible and have a lower overhead than in-person gatherings, allowing you to reach a wider audience and dedicate more of the funds you raise directly to your mission.

Build a peer-to-peer fundraising network

Why limit your fundraising to just your own efforts? With a peer-to-peer campaign, you empower your most passionate supporters to fundraise on your behalf. In a peer-to-peer fundraising campaign, your supporters create personalized fundraising pages and raise donations from their family members and friends. This strategy multiplies your reach by tapping into your community’s personal networks. It turns your supporters into active storytellers for your cause, sharing their personal connection to your mission with people who trust them. This approach is especially effective when paired with a social media challenge or virtual event.

Encourage birthday and milestone fundraisers

People love to dedicate their special moments to a cause they care about. Encouraging supporters to create birthday or milestone fundraisers is a simple yet powerful way to generate donations. Platforms like Facebook make the setup process incredibly easy, allowing supporters to create personalized pages they can share with friends and family in just a few clicks. You can prompt your community to dedicate their birthdays, work anniversaries, or other personal milestones to your organization. It’s a heartfelt, low-effort way for people to contribute and introduces your nonprofit to brand-new audiences.

Your Checklist for Choosing the Right Platform

Choosing a fundraising platform can feel overwhelming, but it doesn’t have to be. Think of it less like shopping for software and more like finding the right partner for your mission. The best platform for your nonprofit will align with your specific goals, your community, and your strategy for growth. Instead of getting lost in a sea of features, you can use this simple checklist to ground your decision-making process and find a tool that truly works for you. It’s all about asking the right questions to find the perfect fit.

Define your fundraising goals

Before you even look at a demo, get crystal clear on what you want to achieve. Are you focused on acquiring a wave of new, first-time donors? Or is your main priority to convert one-time givers into loyal monthly supporters? Maybe you need to rally participants for a signature fundraising event. When you start asking about cost, the question shouldn't just be, "How much is it?" but rather, "What is the long-term value for our specific goals?" A platform that excels at driving new donor acquisition through social media might be a perfect investment if that’s your primary objective, while another might be better suited for major gift cultivation. Your goals are the lens through which you should evaluate every option.

Evaluate your social media engagement

Your supporters are already spending their time on social media. The question is, are you meeting them there? If you have an active and growing following on platforms like Facebook, you need a fundraising tool that can bridge the gap between that audience and your donation page. A platform built to transform your social media potential can turn anonymous followers into named, engaged supporters. You can use social media and direct messaging to nurture those relationships, showing one-time givers the long-term impact of their support and making a personalized ask to become a monthly donor. Your platform shouldn’t just process donations; it should help you build a thriving community where your supporters already are.

Understand who your supporters are

A large follower count is great, but true success comes from understanding the people behind the profiles. Who are they? What motivates them to give? How do they prefer to engage with your cause? Look for tools that provide clear analytics to track the metrics that matter, like donor retention and lifetime value. The right platform will help you move beyond surface-level numbers and make data-driven decisions that advance your mission. When you can see which campaigns resonate and which supporters are most engaged, you can tailor your outreach, build stronger connections, and create a more sustainable fundraising pipeline.

Match the platform's features to your strategy

Once you know your goals and your audience, you can start looking at features. The key is to find a platform that directly supports your fundraising strategy. If your plan revolves around launching a Facebook Challenge, you’ll need a tool with proven success in that area. If you’re focused on peer-to-peer campaigns, look for robust team and individual fundraising pages. Providing donors with an easy and convenient online process is non-negotiable. Make sure the platform offers a seamless giving experience on mobile and desktop. Finally, understand the cost structure—whether it’s platform fees, transaction fees, or a subscription—to ensure it aligns with your budget and doesn’t create a barrier to your growth.

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Frequently Asked Questions

What's the real difference between just putting a donate button on my website and "online community fundraising?" Think of it this way: a donate button on your website is like putting up a sign and hoping people stop by. Online community fundraising is like going to the town square where everyone is already gathered and starting a meaningful conversation. It’s an active approach that focuses on building relationships with your supporters on social media, making it easy and natural for them to give right where they are, without having to go find you. It’s about connection first, transaction second.

Our social media following isn't huge. Can we still make this work? Absolutely. A smaller, highly engaged audience is often more powerful than a massive, passive one. The key isn't the number of followers you have, but the quality of the relationships you build with them. The right strategy and tools allow you to have personal, one-on-one conversations that make each supporter feel valued. This approach helps you nurture the community you already have and empowers them to become advocates who bring new people to your cause.

Is a "free" fundraising platform actually free? While some platforms don't charge a monthly subscription or a platform fee, no online fundraising is completely without cost. Every transaction involves a standard payment processing fee from companies like Stripe or PayPal, which is unavoidable. Platforms that call themselves free typically cover their own costs by asking donors for an optional tip. It's always smart to look at the total investment, including staff time and potential return, rather than just the sticker price.

How do we keep donors engaged after a big social media campaign like a Facebook Challenge ends? This is where the real work of community building begins. The key is to not let the conversation drop. Use direct messaging to personally thank participants and share the specific impact of the funds they raised. Instead of immediately asking for another donation, focus on making them feel like a valued part of your mission. You can share behind-the-scenes updates or invite them to a smaller, exclusive online event. This continued, personal outreach is what turns a one-time participant into a lifelong supporter.

With so many options, what's the single most important thing to focus on when choosing a platform? Start with your primary goal. Before you look at any features or pricing, ask yourself what you need to accomplish most right now. Is it acquiring new donors from your social media audience? Is it running a complex virtual event? Your main objective should be your guide. A platform that excels at turning social followers into donors might be the perfect fit if that's your focus, even if it doesn't have every bell and whistle. Choose the tool that is built to solve your most important problem.