Non-profit

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Executive Search Firm engagement is a must for a CEO-Level Searches

Hiring a new CEO is one of the most consequential decisions a charitable organisation will make. The Chief Executive Officer plays a pivotal role in shaping vision, setting culture, and guiding the organisation toward mission-driven impact. Given the complexity, importance, and long-term implications of this leadership transition, engaging an executive search firm can be a strategic move—one that delivers both immediate and lasting benefits.

1. Broader, Deeper Reach into the Talent Market

Executive search firms bring expansive networks and sourcing tools that go far beyond posting job ads. They are equipped to identify, approach, and engage passive candidates—those not actively seeking new roles but who may be perfect fits. This expanded reach is especially valuable for charities seeking candidates with specialised experience in fundraising, certification, advocacy, or global nonprofit leadership.

2. Expertise in Nonprofit and Mission-Driven Leadership

The best search firms understand the unique demands of the nonprofit sector. They know that effective leadership in a charity requires more than corporate experience—it demands emotional intelligence, a commitment to ethical governance, stakeholder diplomacy, and a strong connection to the mission. Search partners bring insights from similar organisations and can ensure alignment in values, style, and strategy.

3. Objectivity and Confidentiality

Executive transitions can be sensitive—particularly if they involve an outgoing founder or a long-tenured CEO. An external firm brings a neutral, confidential approach to the process, ensuring fairness, discretion, and professionalism throughout. This helps avoid internal bias and protects relationships with staff, donors, and partners during the transition period.

4. Support for the Board and Search Committee

Most charity boards are composed of volunteers with full-time responsibilities outside the organisation. A search firm helps structure and manage the recruitment process—defining timelines, drafting candidate profiles, assessing applicants, and facilitating interviews. This allows board members to focus on decision-making, not administration.

5. Ensuring Diversity, Equity, and Inclusion

Quality search firms have embedded DEI practices and actively work to broaden the candidate pool to include diverse voices and perspectives. For charities that want to lead with equity, this support is essential in avoiding blind spots and ensuring inclusive recruitment.

6. Improved Fit and Reduced Risk of Turnover

Search firms use competency-based interviewing, reference checking, and often psychometric testing to ensure the final candidate is not only qualified, but culturally aligned. This improves long-term fit, which is critical in the nonprofit sector where CEO turnover can destabilise operations and erode donor confidence.

Final Thoughts

While hiring an executive search firm is an investment, the cost of a poor leadership hire is far greater. For charitable organisations navigating leadership transition, especially at the CEO level, partnering with an experienced search firm isn’t a luxury—it’s a strategy that protects your mission, people, and future impact.

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A Positive Reference for a Poor Performer Harms the Fundraising Sector

In the nonprofit world, references carry significant weight. They’re often seen not just as a testament to a candidate’s skills and experience, but as an endorsement of their integrity, commitment, and suitability to steward donor relationships and drive mission-critical revenue. That’s why giving a positive reference for a poor performer or problematic staff member—even with good intentions—is not just misleading. It’s a disservice to the entire fundraising sector.

Fundraising Is Built on Trust

Fundraisers are stewards of donor relationships, financial resources, and public trust. When someone has demonstrated poor performance, a pattern of unreliability, or even unethical behavior, providing them with a glowing reference enables them to carry those issues into another organisation—often unchecked.

This not only puts future donors at risk but undermines the confidence of leadership and boards in their fundraising staff, which can have long-term consequences for the profession’s credibility.

It Erodes Professional Standards

The fundraising sector is increasingly professionalised, with credentialing, codes of ethics, and best practice benchmarks. When we overlook performance issues and recommend someone “just to help them move on,” we dilute the very standards we’re trying to uphold.

References should reflect a candidate’s ability to do the job well and act with integrity—not simply serve as a pass to their next paycheck.

The Cycle of Dysfunction Continues

Problematic behavior that goes unaddressed—poor communication, missed targets, toxic conduct—often becomes a pattern that is repeated across organisations. Leaders who fail to be honest in references contribute to a cycle where future managers must deal with inherited issues, often at the expense of team morale and donor relationships.

Honesty Isn’t Cruelty—It’s Responsibility

Giving an honest reference doesn’t mean being vindictive. It means providing balanced, factual feedback:

  • Acknowledge areas of strength
  • Share development needs or limitations
  • State whether you’d rehire the person (a telling question)

It is possible to be both kind and truthful—especially if it helps another organisation make an informed decision.

The Bottom Line

The sector is too important—and the stakes too high—to paper over problems for the sake of convenience or collegiality. As leaders, we must protect the integrity of the fundraising profession by being courageous enough to give honest references. It’s not just about one hire—it’s about setting a standard for every hire that follows.

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Team Culture: Building Talent in an Inexperienced Team

When a Head of Fundraising steps into a new role and inherits a team of enthusiastic but inexperienced fundraisers, it can feel like both a challenge and an opportunity. While the pressure to hit targets and deliver quick wins is real, so too is the chance to shape a team culture grounded in learning, collaboration, and results.

Here’s how experienced fundraising leaders can identify potential and develop capability in a junior or under-skilled team.

1. Start with Strengths, Not Gaps

Don’t begin by focusing only on what’s missing. Instead, take the time to understand each team member’s natural strengths, interests, and motivations. One person might be a relationship builder in the making, another a great writer, and someone else may have a data mindset begging for development. Conduct one-on-one conversations and use basic strengths assessments to get started.

2. Build a Culture of Continuous Learning

Inexperienced teams thrive when learning is embedded into the culture. That doesn’t mean sending everyone to expensive conferences. Instead:

  • Host regular internal training on donor care, appeals, or CRM basics
  • Invite guest speakers (including donors!) to team meetings
  • Set up peer-to-peer mentoring between those growing in different areas

A learning culture reduces fear of failure, increases engagement, and builds confidence.

3. Create Clear Roles with Stretch Opportunities

Sometimes a team feels underperforming simply because roles are unclear or misaligned. Redefine roles around both current needs and development goals. Assign “stretch tasks” to team members—like drafting appeal copy, attending major donor meetings, or leading a project—paired with support and feedback.

4. Model What Good Looks Like

Inexperienced fundraisers need to see what success looks like. As the leader, bring your team into your world:

  • Let them shadow your meetings or stewardship calls
  • Share past examples of winning proposals or reports
  • Demonstrate how to talk to donors and ask for support

When the bar is visible, it’s easier for people to aim for it.

5. Set Micro Goals and Celebrate Often

A junior team might not close major gifts in year one—but they can hit milestones that build toward them. Focus on:

  • Retaining first-time donors
  • Writing stronger thank-you letters
  • Increasing open rates on emails
  • Securing small upgrades from regular givers

Celebrate these wins visibly. Success breeds motivation.

6. Build a Long-Term Talent Plan

As the team gains experience, plan ahead:

  • Who might step into a mid-level role in 12 months?
  • Who needs a development plan to stay and grow?
  • What specialist roles (e.g., data, grants) may need future recruitment?

By mapping growth now, you’ll retain the talent you’re investing in.

Inheriting an inexperienced team isn’t a limitation—it’s an invitation to lead with vision, generosity, and structure. With the right team culture, support, and strategic planning, today’s junior fundraisers can become tomorrow’s sector leaders. And there’s no better legacy for a Head of Fundraising to leave behind.

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Ethical Considerations for Charities Using ChatGPT in Fundraising

AI tools like ChatGPT are helping charities innovate and scale their fundraising efforts like never before. From drafting donor appeals to brainstorming campaign themes and building social media content calendars, artificial intelligence is proving to be a powerful ally for fundraisers. But with this power comes responsibility. As charities embrace AI-driven tools, they must also confront important ethical considerations. How do we ensure transparency, equity, accuracy, and trust when AI is involved in donor engagement?

Here are the key ethical considerations every charity should weigh before and during their use of ChatGPT in fundraising.

1. Protecting Donor Privacy

First and foremost, donor data must be treated with utmost care. While ChatGPT can generate compelling messages, it should never be fed real donor information—names, giving history, addresses, or personal details.

Best Practice:
Never input confidential donor data into ChatGPT or similar platforms. These tools do not guarantee data privacy or storage security, and doing so may violate data protection laws (e.g., Australia’s Privacy Act or GDPR).

2. Ensuring Transparency with Supporters

If you’re using AI-generated content in donor communications, ask yourself: Would your supporters expect this to be written by a human? While it’s not always necessary to disclose AI involvement, misleading donors by pretending automated messages are personal can erode trust.

Best Practice:
Use AI for first drafts or frameworks, but always personalise, review, and approve content manually. Authenticity is key in donor relationships.

3. Avoiding Bias and Discrimination

AI models like ChatGPT are trained on vast internet data sets—and that data may contain social, cultural, or racial biases. Without careful editing, AI-generated content could unintentionally reinforce stereotypes or exclude certain communities.

Best Practice:
Review AI outputs through an inclusion and equity lens. Ensure your fundraising messages are respectful, inclusive, and representative of the communities you serve.

4. Upholding Accuracy and Truthfulness

Fundraising relies on credibility. If AI content is used to describe your impact, statistics, or outcomes, double-check every claim. AI sometimes generates information that sounds authoritative but is inaccurate or fabricated.

Best Practice:
Always fact-check AI content, especially when referencing financial figures, program impact, or historical context. Don’t rely on ChatGPT to generate original data or specific organisational history.

5. Avoiding Overreliance

While AI can accelerate tasks, charities should guard against overreliance on automated content. Fundraising is built on empathy, listening, and human connection. AI can’t replace that—it can only support it.

Best Practice:
Use ChatGPT to boost efficiency, not replace human intuition. Balance AI-generated drafts with the authentic voice of your organisation.

6. Addressing Internal Transparency and Training

Staff should be equipped with clear guidelines on how and when to use ChatGPT. Without guidance, there’s a risk of inconsistency, poor-quality outputs, or privacy breaches.

Best Practice:
Develop an internal policy on AI use, including acceptable use cases, data input restrictions, ethical boundaries, and review processes.

7. Considering Accessibility and Equity

Not all organisations—or all donors—have the same comfort with or access to AI. Ensure your fundraising practices do not widen the digital divide or unintentionally alienate parts of your supporter base.

Best Practice:
Offer multiple channels for engagement and ensure human touchpoints remain central to your stewardship strategy.

The Bottom Line: Use AI Responsibly, with Human Values and Ethical Considerations in Mind

ChatGPT and similar platforms offer exciting opportunities for charity fundraisers. But fundraising is built on trust—and ethical use of AI is critical to maintaining that trust with your donors, your communities, and your teams.

At its best, AI can help charities raise more money, reach more people, and save precious time. But only when paying attention to ethical considerations and guided by clear values, strong policies, and a commitment to responsible innovation.

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How ChatGPT is Empowering Charity Fundraisers Worldwide

Artificial Intelligence

Artificial intelligence has entered the nonprofit world—and it’s changing the way fundraisers work. From writing appeals to building donor journeys, tools like ChatGPT are becoming powerful allies for fundraisers seeking to do more with less.

In a sector where time, budget, and resources are always stretched, ChatGPT is offering fundraisers a way to work smarter, faster, and more creatively. Here’s how charities around the world are putting it to use.

1. Writing Compelling Appeals, Instantly

Fundraisers are using ChatGPT to draft donor emails, direct mail copy, thank-you letters, and event invitations. Rather than starting from scratch, they can input a prompt like:

“Write a donor appeal for a food bank highlighting the rising cost of living.”

Within seconds, ChatGPT provides a working draft that fundraisers can refine and personalise. This saves hours of time and helps overcome writer’s block, especially during busy campaigns like Giving Tuesday or year-end appeals.

2. Generating Donor Stewardship Content

Keeping donors engaged requires thoughtful, timely communication. With ChatGPT, fundraisers are creating:

  • Custom thank-you messages
  • Personalised milestone emails (e.g., one-year donor anniversaries)
  • Donor impact stories based on program data

This AI support enables teams to maintain a high level of stewardship even when human capacity is limited.

3. Brainstorming Campaign Themes and Taglines

When it’s time to launch a new campaign, many fundraisers turn to ChatGPT as a creative sounding board. It can suggest campaign names, taglines, or even themes for donor engagement, helping teams explore fresh ideas quickly.

Example:

“Give me 10 campaign theme ideas for an animal rescue charity.”

4. Drafting Grant Proposals and Reports

Charity professionals are also using ChatGPT to outline grant proposals, write summaries, and simplify complex program descriptions for funding applications. While human oversight is always needed, ChatGPT can generate a structured first draft, reducing the burden of starting from a blank page.

5. Creating Social Media Content Calendars

Maintaining a social media presence is critical for fundraising, but coming up with content every day is daunting. ChatGPT can help build out month-long content calendars, suggest hashtags, and write posts tailored to donor personas, saving time and boosting consistency.

6. Internal Training and Onboarding

Some charities are even using ChatGPT to create onboarding materials, internal fundraising guidelines, or FAQs for staff and volunteers. By using AI to build templates and handbooks, teams can focus more on delivery and less on documentation.

7. Preparing for Donor Meetings

Need to prep for a major donor meeting? ChatGPT can help generate:

  • Talking points based on past giving
  • Questions to explore donor motivations
  • Summary briefs that help staff feel prepared and confident

Important Reminders for Ethical Use

While ChatGPT is a powerful tool, it should always be used responsibly and ethically:

  • Review everything it produces—never copy and paste without a human check.
  • Protect donor data—never input private or identifiable donor information.
  • Use AI to assist, not replace the human relationships at the heart of fundraising.

The Future of Fundraising is Augmented, Not Automated

AI tools like ChatGPT won’t replace fundraisers—but they are already becoming essential teammates. They’re helping fundraisers worldwide free up time, spark creativity, and expand their capacity to build meaningful donor relationships.

In the hands of mission-driven professionals, ChatGPT isn’t just a tool—it’s a lever for greater impact.

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Redundancy: The Consequences of Avoiding Performance Management

In every organisation, staff performance varies—and occasionally, it falters. How leadership responds to underperformance, however, defines not just outcomes for individuals, but also the organisation’s culture, reputation, and sustainability. In some workplaces, underperformance is met not with support or accountability, but with a restructuring or redundancy process that quietly removes the problem. While it may seem like a clean solution, replacing performance management with redundancy is a costly, avoidant, and often ethically questionable path.

Let’s explore why.

1. Redundancy Undermines Trust in Leadership

When redundancies are used as a proxy for managing underperformance, staff quickly notice—and morale suffers. Colleagues see roles eliminated not because they’re no longer needed, but because someone wasn’t performing and leadership chose not to address it head-on. This damages trust. Staff begin to question whether their jobs are safe, whether feedback is honest, and whether transparency really exists. Trust, once eroded, is difficult to rebuild.

2. It Sends the Wrong Cultural Message

Avoiding direct conversations about performance tells the team: we don’t do accountability here. Instead of building a culture of continuous improvement, coaching, and professional growth, it builds one of silence, avoidance, and fear. Team members are less likely to take risks, ask for feedback, or raise concerns. High performers may disengage if they see poor performance tolerated—until it’s suddenly removed with no warning.

3. It Fails the Underperforming Employee

Redundancy deprives the employee of the opportunity to improve. With a well-structured performance management plan, they could have gained clarity, coaching, and a chance to meet expectations. Many people don’t realise they’re underperforming until they’re told clearly and given support. Redundancy robs them of that chance—and robs leadership of the opportunity to retain a potentially valuable team member.

4. It Can Be Legally and Financially Risky

Redundancy laws (especially in Australia) are clear: a role must be genuinely no longer required. Using redundancy to avoid performance management exposes an organisation to legal challenges, reputational damage, and financial penalties. It’s a short-term fix that can result in long-term cost. Performance management, on the other hand, provides documentation, fairness, and procedural rigor.

5. It Avoids Building Leadership Capability

Managing underperformance is difficult—but it’s part of the job of being a leader. When leaders shortcut the process through restructures, they miss opportunities to build essential skills: coaching, giving feedback, resolving conflict, and building high-performing teams. Avoidance now creates leadership gaps later.

6. It Undermines Strategic Workforce Planning

Redundancies that are performance-driven rather than role-driven can distort strategic workforce planning. Roles are lost not because they’re unnecessary but because someone struggled in the role. This can leave gaps in critical functions, misaligned structures, and unnecessary recruitment costs down the line.

What Should Leadership Do Instead?

  • Set clear expectations early and revisit them regularly.
  • Provide timely feedback, both affirming and constructive.
  • Create performance improvement plans that are supportive, realistic, and time-bound.
  • Train managers on how to have courageous conversations.
  • Recognise and reward improvement and effort.

When a role is truly no longer needed, redundancy is appropriate. But when a person is underperforming, the right course is not removal—it’s responsible, fair, and transparent performance management.

Leadership isn’t just about results—it’s about how those results are achieved. By confronting underperformance directly and fairly, leaders not only strengthen individuals but build a resilient, ethical, and high-performing workplace. Redundancy is a tool for organisational change—not a substitute for responsibility.

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How Staff Can Navigate Leadership Resistance to Change

Change is rarely easy—and when you hear the phrase “we’ve always done it that way” from leadership, it can be especially discouraging. In many organisations, particularly in the nonprofit sector where traditions, history, and legacy run deep, resistance to change is not uncommon. But if you’re a staff member trying to drive innovation, improve processes, or respond to shifting community needs, this mindset can become a major roadblock.

So how do you respond professionally and productively when leadership seems stuck in the past? Here are some approaches that can help you move the conversation forward.

1. Understand the Fear Behind the Resistance

Often, “we’ve always done it that way” is less about the status quo and more about fear—fear of risk, failure, or the unknown. Change can feel threatening, especially when it challenges practices that have brought success in the past. Acknowledge that fear respectfully. This creates empathy and opens space for dialogue, not confrontation.

2. Lead with Evidence, Not Emotion

Data can be a powerful ally. If you’re advocating for a new approach, bring examples, benchmarking data, or case studies from peer organisations. Show how similar changes have delivered results elsewhere. For example:

“Other nonprofits our size who’ve adopted CRM-integrated donation forms saw a 25% increase in conversion rates.”

Facts shift mindsets better than frustration.

Leadership is more likely to listen when the change is clearly aligned with the organisation’s goals. Reframe your idea as a mission-enabler, not a disruption:

“This shift will allow us to reach more people experiencing housing insecurity with faster support.”

When change is presented as a path to greater impact, it’s harder to ignore.

4. Start Small: Pilot, Prototype, Prove

If you’re facing outright resistance, don’t try to overhaul the system all at once. Instead, suggest a small-scale pilot or prototype to demonstrate the potential:

“Can we trial this with one campaign before committing organisation-wide?”

This minimises perceived risk and builds confidence through early wins.

5. Frame Change as a Continuation, Not a Rejection

Sometimes resistance stems from the fear that change means everything done previously was wrong. Counter that by affirming what’s worked—and positioning your idea as an evolution, not a repudiation:

“We’ve done great work under the current model. This is about building on that foundation to stay relevant and effective in a changing environment.”

6. Engage Allies and Champions

Change rarely happens alone. Find others within your team or network who share your vision and can support your case. Better still, find a champion within leadership—someone more open to innovation—who can advocate with you from the inside.

7. Keep the Conversation Open and Professional

Avoid passive aggression or workplace grumbling. Stay respectful, clear, and focused on solutions over blame. Document your ideas and revisit them at the right time—sometimes the context or urgency shifts, and ideas that were rejected once gain new traction.

Final Thoughts: Persistence with Patience

Institutional change takes time, especially in mission-driven environments. If you’re encountering the “we’ve always done it that way” mentality, you’re not alone—but you’re also in a position to be a catalyst for meaningful evolution. Approach resistance with empathy, bring evidence, align your goals with the mission, and be ready to prove your case through action.

Progress often begins with a simple question:
“What if we tried it this way, just once?”

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Remote Work in the Australian NFP Sector: Insights

Remote work

The landscape of work has undergone significant transformation in recent years, with remote work becoming a central feature, especially within the Not-for-Profit (NFP) sector. FundraisingForce wrote several blog posts about the topic recently. The 2025 Pro Bono Australia Salary Survey sheds light on current trends, revealing how flexibility has become a cornerstone of modern employment practices.​

Key Findings from the 2025 Salary Survey

The survey, encompassing responses from 852 professionals across the NFP and social enterprise sectors, highlights the prevalence of remote work:​

  • 72% of respondents work remotely at least one day per week.
  • 12% work remotely five days a week.
  • 7% work remotely four days a week.
  • 13% work remotely three days a week.
  • 18% work remotely two days a week.
  • 22% work remotely one day a week.​

These statistics underscore the shift towards flexible work arrangements, reflecting a broader change in workplace culture and expectations.​

Embracing Flexibility: A New Norm

The move towards remote work is not merely a response to external circumstances but a deliberate choice by organisations to offer flexibility. This approach caters to employees’ desires for better work-life balance and autonomy, which are increasingly important factors in job satisfaction and retention.​

Karen Mahlab AM, Founder of Pro Bono Australia, notes, “The option to work remotely reflects profound changes in how we work and opens the door to new ways of thinking.” Pro Bono Australia itself operates as a fully virtual organisation, with employees across three continents, exemplifying the potential of remote work models.​

Implications of Remote Work for the NFP Sector

The adoption of remote work has several implications for the NFP sector:​

  • Talent Acquisition and Retention: Offering flexible work arrangements can attract a broader talent pool and improve employee retention.
  • Operational Efficiency: Remote work can lead to cost savings on physical office spaces and associated expenses.
  • Organisational Culture: Maintaining a cohesive culture requires intentional efforts to foster communication and engagement in a virtual environment.​

Looking Ahead

As remote work becomes more entrenched, NFP organisations must continue to adapt, ensuring that policies and practices support both organisational goals and employee well-being. The full 2025 Salary Survey Report, to be released this month, will provide further insights into these trends, offering valuable guidance for the sector’s future.​

For more information and to stay updated on the latest developments, visit Pro Bono Australia’s news section.

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Google Ad Grants – Seven Ways to Maximise This Gift

Google

For charities and nonprofits, visibility is everything. Whether you’re raising awareness, recruiting volunteers, or driving donations, getting in front of the right audience online is essential. That’s where the Google Ad Grants come in—a $10,000/month in-kind advertising grant from Google Ads for eligible nonprofits.

But here’s the catch: many charities underutilise it—or don’t use it at all.

To truly harness the value of the Google Ad Grant, charities must go beyond simply setting up a few text ads. With strategy, testing, and a mission-aligned approach, it can become one of the most effective tools in your digital toolbox.

Here are 7 smart ways your charity can get the most from the Google Grant:

1. Drive Traffic to High-Impact Content with Google Ad Grants (Not Just Your Homepage)

One of the biggest mistakes charities make is pointing all ads to their homepage. Instead, use ads to drive users to:

  • Your donation landing page
  • A signature campaign or appeal
  • Volunteer sign-up forms
  • Informational pages about your services
  • Stories of impact

Tip: Match each ad group with a specific landing page. Relevance increases Quality Score and improves ad performance.

2. Promote Educational Resources or Awareness Campaigns

Many people search for help, facts, or advice related to your cause. Position your organisation as a trusted source by using ads to promote:

  • Guides or how-to resources
  • Statistics and facts
  • Awareness days or advocacy campaigns

Example: A mental health charity might run ads for search terms like “how to manage anxiety” or “free counselling near me.”

3. Recruit Volunteers and Event Participants

Whether you’re organising a fun run, a clean-up day, or a speaker series, your Google Grant can help you reach people who are looking for meaningful ways to give back.

Create specific campaigns for:

  • Local volunteering (“volunteer in Melbourne”)
  • Virtual opportunities
  • Community events

Tip: Geo-target your ads to relevant areas, especially for in-person events or services.

4. Highlight Your Services and Programs

Don’t forget: many people searching online may need your help. Use your grant to reach beneficiaries as well as supporters.

Promote:

  • Crisis helplines
  • Education workshops
  • Food programs or housing assistance
  • Locations or referral information

Example: A domestic violence organisation might target terms like “help leaving abusive partner.”

5. Test Campaigns to See What Resonates

One of the biggest benefits of Google Ads is its data. Use your grant to test:

  • Which messages drive the most clicks
  • What time of day or day of week performs best
  • Which keywords convert most users

Then apply those learnings to your broader fundraising, social media, and website strategy.

Tip: Set up conversion tracking in Google Analytics to understand what users do after clicking your ad.

6. Promote Seasonal Appeals and Giving Campaigns

Year-end giving, GivingTuesday, tax-time appeals—all of these are ideal opportunities to run campaigns that drive donations through your grant.

Make sure your donation landing page is:

  • Fast and mobile-friendly
  • Clear about where the money goes
  • Integrated with your CRM or donation platform

Tip: Create urgency with time-bound campaigns and match-funding offers.

7. Stay Compliant and Continuously Optimise

Google Ad Grants come with conditions:

  • You must maintain a 5% click-through rate (CTR)
  • Campaigns must use geo-targeting and at least 2 ad groups
  • You must log into the account monthly and make changes at least every 90 days

Noncompliance can lead to suspension, so check in regularly, refine underperforming ads, and keep content fresh.

Tip: Use the Google Ads Grant Certified Professionals or in-house digital experts to help manage and grow your campaigns.

Final Thought

The Google Ad Grant isn’t just free money—it’s a powerful marketing engine for mission-driven work. When used thoughtfully, it can drive thousands of relevant visitors to your website each month, expand your reach, and grow your support base.

So whether you’re just starting or ready to scale your results, remember this: your cause deserves to be seen—and Google wants to help make that happen.

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Your Online Donation Form Needs to Mirror Best Practices

Donation Form

In today’s digital-first world, your online donation form isn’t just a transaction tool—it’s a critical moment of engagement. It can be the difference between a one-time visitor and a lifelong donor. Whether you’re launching a campaign, responding to a crisis, or collecting regular gifts, the design and function of your donation form can dramatically impact your fundraising results.

Here are the top 10 best practices to ensure your charity’s online donation form is effective, trustworthy, and donor-friendly:

1. Keep the Donation Form Simple and Focused

Less is more. Avoid overwhelming donors with too many fields, distractions, or content. Stick to the essentials:

  • Name and contact information
  • Donation amount
  • Payment details

Tip: Every extra field you add can reduce conversion rates. Only ask for what’s necessary.

2. Offer Pre-Set Giving Amounts (With an Open Field)

Suggested donation amounts help guide donors and can increase average gifts. Include:

  • 3–5 suggested amounts (e.g., $25, $50, $100, $250)
  • A custom “Other” field for flexibility

Tip: Use psychologically tested values like $47 or $97 instead of round numbers—these can outperform standard amounts.

3. Highlight the Impact of Each Gift

Connect the donation to real-world outcomes:

  • “$50 feeds a child for a week”
  • “$100 supports a mental health workshop for 10 people”

Tip: Use icons or micro-stories to visually reinforce impact alongside gift amounts.

4. Optimise for Mobile Devices

More than half of donors will visit your site on a phone or tablet. If your form isn’t mobile-friendly, you’re losing donations.

Tip: Use responsive design, large buttons, and minimal scrolling to create a smooth mobile experience.

5. Offer Recurring Giving Options

Make monthly giving the default (but optional). Recurring donors give more over time and are easier to retain.

Tip: Frame recurring giving as a way to “make a bigger impact” or “become a monthly hero.”

6. Minimise Clicks and Page Loads

Every extra click or page load increases the risk of donor abandonment. Keep your donation form on a single page when possible.

Tip: Embed the form directly into your campaign landing page for a seamless user experience.

7. Provide Multiple Payment Options

Offer a range of secure payment methods to meet donor preferences:

  • Credit/debit card
  • PayPal
  • Apple Pay or Google Pay
  • Direct debit (especially in Australia)

Tip: Consider emerging options like digital wallets or cryptocurrency if relevant to your donor base.

8. Use Trust Signals and Security Indicators

Donors need to know their information is safe. Include:

  • SSL certificate (https://)
  • Lock icons or badges (e.g., PCI compliance, trusted payment processors)
  • Testimonials or seals from watchdog groups

Tip: A short sentence like “This form is secure and encrypted” builds confidence.

9. Brand It Consistently

Your donation form should feel like part of your website—not a generic third-party tool. Use your:

  • Logo
  • Colours
  • Tone of voice
  • Imagery

Tip: Keep branding consistent to maintain trust and reinforce identity.

10. Say Thank You (and Mean It)

Once a donation is made, redirect donors to a personalised thank-you page. Follow up with a confirmation email that:

  • Thanks them sincerely
  • Confirms the amount
  • Reaffirms the impact of their gift
  • Offers a next step (e.g., share on social, sign up for updates)

Tip: Include a photo or short video from someone who benefits from the donor’s support.

Bonus: Test and Improve

Always be testing. Use A/B testing to improve:

  • Button colours
  • Suggested amounts
  • Impact messages
  • Form field order

Tip: Track conversion rates, bounce rates, and abandonment points with Google Analytics or Hotjar.

Final Thought

Your online donation form is more than a payment gateway—it’s a trust-building, mission-advancing moment. By following these best practices, you make it easier for people to say yes to your cause—and more likely they’ll come back again.

Let your donation form reflect the passion, professionalism, and purpose of your organisation. A better form means a better donor experience—and better outcomes for the people you serve.

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