A good online appeal does three things. It tells one story. It makes one clear ask. And it gives people a reason to give now, not someday.
Here's how to plan one from first idea to final thank you.
1. Pick one need and one story
The strongest appeals focus on a single, specific need. "Help us open a second night shelter before winter" beats" support our work".
Then find one person whose story brings it to life. With their consent, of course. One clear story beats a page of statistics.
2. Set a target and a deadline
A target shows progress. A deadline creates urgency. Together they give people a reason to act today. Tie both to something real: a season, an anniversary, a funding gap.
3. Build your appeal page
Your page should include:
· A headline that names the need
· The story, short and honest
· A progress bar towards your target
· Impact amounts ("£30 pays for a night'sstay")
· One-off and monthly options
· Gift Aid, front and centre
· Fast payment, including Apple Pay and Google Pay
Our guide to donation pages that convert goes into more detail.
4. Plan your timeline
Most appeals run for two to six weeks. A simple shape:
· Pre-launch (1 week): warm up your closest supporters. Ask a few to give on day one.
· Launch day: email, social, website banner. Show early momentum.
· Middle weeks: updates, new stories, milestones ("We're halfway!").
· Final push (last 3 days): remind people of the deadline.
· Close and thank you: share the total and what it will do.
5. Choose your channels
· Email: usually your biggest driver. Plan three to five sends.
· Social media: short video, progress updates, real faces.
· Website: banner or pop-up linking to the appeal.
· Supporters and fundraisers: ask them to share, or set up their own pages for the appeal.
· Events: add a pledge moment to any event running during the appeal.
6. Get matched funding if you can
A funder or local business who'll match donations up to a set amount is a powerful motivator. "Every pound doubled until Friday" gets attention.
7. Show progress, often
People like backing something that's working. Share totals, milestones and new stories as you go. A live progress bar does a lot of that for you.
8. Thank fast, then report back
Thank every donor within 48 hours. Then, a few weeks later, show them what their gift made happen. That second message is what builds your next appeal.
· Measure what matters
· Total raised vs target
· Number of donors (and how many were new)
· Average gift
· Conversion rate from appeal page visits
· Regular gifts started
With Emma, you can build a branded appeal page in minutes, add pledging to your events and see every donation in one dashboard.
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